Your job isn’t to be an SEO master — you have an entire business to run, so you don’t have much time to learn the nuances of this highly technical field. Yet, you should still understand that SEO is crucial for business success in 2020, so your business must participate in SEO in some way or another.
Unfortunately, business leaders with improper comprehension of what SEO is and how it works can lead their business astray. Before you cripple your business’s success, you should learn the truth behind some of the most pernicious SEO myths.
Myth 1: The Most Important Thing Is Getting More Links
Search engines certainly place significant weight on a webpage’s backlinks, but that doesn’t mean that you should strive to get more links at any cost. Only high-quality links give your domain a boost in search rankings; getting link placements on low-quality sites — e.g. sites that don’t have many visitors, sites that aren’t relevant to your content or sites that don’t rank highly in search — won’t help your SEO, and it can even harm you in the long run. Undeniably, SEO requires building links, but you need to consider the quality of your links as opposed to amassing a huge number of them.
Myth 2: You Don’t Need to Work on Your Website
Once you learn that links are among the weightiest factors involved in search rankings, you might stop investing time and energy into your website and instead focus on creating content and links to place elsewhere around the web. However, how your website looks and functions is at least as important as your backlink catalogue. You should consistently update your website to offer the content and quality that your audience demands, and you will be rewarded for it by search engines.
Myth 3: The Most Important Thing Is Including Keywords
Keywords are easy to understand: You are trying to match the words in your content with the words web users are searching, so search engines assume your content is relevant and places your pages higher on the results page. While keywords are helpful tools for attracting the attention of a search engine’s algorithm, they aren’t nearly as important as you think. In fact, using too many keywords on your page could signal that your page is over-optimized, which can warrant penalties from search engines that result in lower rank. You need to be careful and conscientious when using keywords to maintain high-quality content that helps you rank.
Myth 4: You Can Rely on Your IT Team for Successful SEO
You have a whole in-house team devoted to maintaining and updating your business’s technology — but your IT team won’t be any good at SEO. SEO requires a unique set of hard and soft skills, a mixture of coding, data collection and analysis, content creation as well as critical thinking, communication and the ability to learn quickly. The only way you can acquire high-quality SEO services is through an experienced SEO marketing agency.
Myth 5: Written Content Is the Only Content That Matters
It’s time to think outside the text. Written content is by far the most common type of content on the web, largely because it is so cheap and easy to produce and because it is easy to maintain and update than other content forms. However, in recent years web users have begun shifting their focus to more dynamic types of content, which offer more opportunities for engagement and entertainment. Video in particular is thriving, and search engines are rewarding websites that offer video content options. Admittedly, optimizing video for search is even more complicated than optimizing written content, so you definitely need expert help when you expand your content offerings.
Myth 6: Google Is the Only Search Engine That Matters
Google is the largest search engine by far, but it isn’t the only one. Different demographics of web users gravitate toward different search engines, and you might want to rank higher on other search engines that better fit your brand. Of course, search engines besides Google have slightly different SEO rules — but on the other hand, there is much less competition for ranking on sites like Ask and DuckDuckGo, so you might find greater success sooner by switching your focus to another search engine.
Perhaps the biggest myth of all remains this one: Your business can thrive without practising any SEO techniques. In 2020, engaging in SEO is the only way to appear on the first page of search results and drive organic traffic to your site; all your competitors are doing it, which means you need to do it, too.