• Robin Kastengren

SEO Myths to Leave Behind

Updated: Sep 16, 2019

Search Engine Optimization (SEO) is an important way to give your website better visibility on the web.

Search Engine Optimization (SEO) is an important way to give your website better visibility on the web. When you can drive traffic from search without coughing up the dough for paid advertisements, you will find the greatest ROI on your content marketing efforts.

On the other hand, if you have been reading up on SEO, it can start to feel like it’s all a game full of confusing rules and a bunch of cheaters. It does not have to be so messy if you stick to the basics. If SEO is giving you a headache, maybe one of these three myths is getting in your way.

1. Keywords are King

This is a myth that is taking a long time to die, partially because a decade ago SEO revolved around keywords. Today’s search engines, especially Google, are much more effective at filtering your content and making comparisons between individual words, groups of words, and an entire piece of content.

An effective SEO strategy involves understanding what people are typing into the search bars when they are looking for information, so knowing what keywords and phrases you should be targeting is good. Stuffing your content full of those words and phrases is bad. Instead, focus on creating content that revolves around those words—even if they are only casually mentioned once or twice.

2. Content Distribution = Duplicate Content

The SEO world was abuzz with worry when Google said they were cracking down on duplicate content. The sky was falling, and guest posting, cross-promotion, and syndicating content were all practices that would get you the boot from Google’s results.

The good news is that, again, search engines are savvier than that. If you write a great post and publish it to your blog, LinkedIn, Google+, and a top website wants to pick it up, Google will know where the original was from and not give much thought about the rest. What they are looking for is top-level content (like a homepage) scattered across several domains, and blogs that are populated with junk.

Take a look at this post from Kissmetrics to read more about duplicate content.

3. Search Engine Optimization is a One-Time Job

Optimizing your website is a lot like calling in a cleaning service. The first time the team arrives, they will probably have to spend a lot of time scrubbing up those corners you have been skipping and vacuuming under the beds. Once their work is done, your entire home is fresh, clean, and in tip-top shape.

What happens, though, when two weeks go by and all you’ve managed to do is keep up with the dishes and the laundry? You will want the cleaning team to come back and give everything a good scrubbing, but it won’t take nearly as long because a good foundation has already been set. They would have even less to do if you could wipe up the counters from time to time, too.

SEO is not much different. If you have never done it, it will take some time to get your website up to speed. From that point, your SEO work still needs to be maintained on a regular basis. You will have a lot less work to do on an ongoing basis if you make sure to tidy up all new content before it goes up on your site.

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