SEO MythBusters

SEO Mythbusters

SEO MythBusters

Separating Fact from Fiction

Goals of SEO MythBusters

Discuss common SEO myths and misconceptions

Answer client FAQs

Explore SEO concepts that affect client performance

Learn from each other on how to better serve our clients

Lets roll.

I have to submit my site to Google.

SEO FACT OR SEO FICTION?

I have to submit my site to Google.

This is an SEO myth.

but partially rooted in truth! In the beginning days of search engines (think back to the days of JNCO jeans), they werent great at finding new sites to index, so you could submit your site to them to be included.

Today, you dont need to submit. Search engines like Google, Yahoo, and Bing are able to index your site no problem (as long as its indexable).

Submission guarantees nothing crawlers will find the site and index it in due time.

SEO is all about ranking #1.

SEO FACT OR FICTION?

SEO is all about ranking #1.

This is an SEO myth and heres why.

While ranking #1 is awesome, the user experience is VERY different from what it was in the past.

E.g. Personalized search

E.g. Local 7-pack

Studies show that clickthrough rates and user behavior favor the top three listings not just on page one, but on subsequent pages.

Results that feature rich text/snippets also get higher CTR even if they arent #1.

Rankings dont always guarantee success you can rank well and not make a dime, so its important to consider conversions.

Website design has an effect on SEO.


Website design has an effect on SEO.

This is an SEO truth.

Optimizing for users ALWAYS comes first.

A site that is intuitive, easy to navigate, loads fast and attractive usually performs better in the SERPs.

Why? Because people are more attracted to the site AND they are more likely to stay there.

You cant just attract visitors you have to keep them.

SEO results can happen quickly.

SEO FACT OR FICTION?

SEO results can happen quickly.

SEO MYTH!

Search engines can take 6-8 weeks (or more) to index new content or changes made to a site.

The SEO industry agrees that it can take anywhere from 4-6 months to see results in a correctly executed campaign.

Every site is different.

Theres a reason why we build in a 90 day minimum incubation period.

Had a case? Check in at 30, 60, and 90 days but dont panic on day 30.

Paid search (PPC) helps organic results.


PPC helps organic results.


There are conspiracy theories out there that say that Google will rank you higher if you spend more on AdWords. This has never been proven. Also, Google, Yahoo! & Bing have walls in their organizations to prevent this type of crossover.

Even clients who spend hundreds of thousands of dollars on PPC cant get special access or consideration from search quality or web spam teams.

HOWEVER owning more search engine real estate can be good for creating brand recognition. Doing PPC and SEO together is a good idea for achieving this goal but PPC has no bearing on ranking.

My traffic is down Ive been penalized!


My traffic is down Ive been penalized!


Penalization is only one (of many) reasons why traffic can drop, including:

Algorithm changes

Server/site errors or issues

A site redesign (drops are normal!)

Loss of a referral source (e.g. a radio ad stops running)

Investigation into traffic drops is the only way that you might be able to find an answer and sometimes, there isnt one.

Content is the only thing that matters in SEO.


Content is the only thing that matters in SEO.

SEO MYTH! While content is king, SEO is more than just the content on a site.

Search engines look at hundreds of factors to determine why it should rank and the secret sauce recipe changes constantly.

Things examined include (and these are just a sampling):

Domain name

Domain age

Onsite content

Backlinks

Local citations

Proximity to searcher

Anchor text

Bounce rate

Site load speed

SEO is just about putting the right keywords into the right places.


SEO is all about keywords.

SEO MYTH! SEO is an art and a science that blends together all kinds of marketing principles. Its not just about keywords.

There is no ideal number of times that you should repeat a keyword on a page and no fool-proof method for using keywords throughout a site or even throughout an entire SEO campaign!

"Bob's cheap Seattle plumber is the best cheap Seattle plumber for all your plumbing needs. Contact a cheap Seattle plumber before it's too late" is not effective copy - and you shouldn't try to write this way.

Keywords aren't the only thing that plays into SEO. Readability and usability do. Link signals and social signals do, too. Reputation, proximity to a searcher it all factors in.

Remember that keywords are all about user intent - you have to create an experience for them that makes sense. Search engines can tell the difference.

Social media and SEO arent related.


Social media and SEO arent related.


Social search is very real we see results connected to us through social.

Content that has a social connection to the searcher (or is endorsed by an influencer) can sometimes be prioritized.

Additionally, theres a correlation (not causation!) between having an active social media presence and having good rankings.

Keywords need to be exact match.


Keywords need to be exact match.


A site that uses auto repair in Marion, OH in copy can rank for auto repair marion or marion auto repair or a host of other keyword phrases.

Search engines arent happy when you over-optimize for machines they look at all of your content in CONTEXT.

E.g. When a search engine looks at a site about The Rolling Stones, they can see that its relevant to the band by also picking up phrases like Mick Jagger and Keith Richards.

Readability does count if it doesnt sound natural, search engines will pick up on it.

The more pages I have, the better.


The more pages I have, the better.


Not everything you published gets indexed.

Pages indexed dont always remain indexed.

Pages indexed doesnt mean youll drive qualified traffic.

While the number of pages you have increases your chances of ranking, a site with fewer pages but better content can most surely outrank you.

Googles Panda algorithm update series partially addresses a common complaint from smaller site owners sites with 40 pages can outrank sites with 4,000 pages.

I should copy my competitors to rank better.


I should copy my competitors to rank better.


Just because a competitor is doing something doesnt mean itll work for your site. Every site is a unique creature (like Pokemon).

Know that your competitors dont always know what they are doing so dont try to copy them just because they are outranking you.

Instead, invest your time and effort into known best practices or test different strategies to see what works. What works for them may not work for you and vice versa.

I can control how Google ranks my site in the 7-pack.


I can control how Google ranks my site in the 7-pack.


While you can take action to optimize your Google My Business profile, Google ultimately controls the 7-pack.

How to get better rankings there? Focus on claiming and verifying your listing, adding a well-written description, photos, and encouraging others to write reviews. Make sure your NAP (Name Address Phone) is consistent with whats on your site.

See a building called out on a map? Thats called a Landmark in Google Maps. This is something Google determines by looking at things like business age, proximity to the searcher, authority, and lots of other factors. You cant get yourself added as a Landmark you have to earn it and Google has to pick you.

A negative reputation means poor SEO performance.


Bad reputation = bad SEO results!

This is an SEO truth!

Believe it or not, sites that have been found guilty of dubious business practices (or way too many customer complaints) can be penalized.

Additionally, its just good business sense to manage a positive reputation, especially in a locally-focused industry like auto repair and tire shops.

Focus on encouraging positive reviews and visibility for GOOD service.

Duplicate content will penalize my site.


Duplicate content will penalize my site.

Inconclusive.

Duplicate content isnt a penalty per se, however, sites have been manually penalized for abusing duplicate content.

But, the vast majority of sites that have duplicate content simply have their content skipped over in terms of value, meaning search engines just dont count it toward the unique value of a page. Plus, in general, it can hinder site performance in terms of conversion.

Why would you shop somewhere that wasnt offering unique value?

The danger in duplicate content is that it can make your site appear shallow or not valuable.

Encourage clients to use custom pages to build out their business presence with unique content.

Encourage clients to update their blog with fresh content.

Link building is good for SEO.


Link building is good for SEO.

This is an SEO truth!

Link building can be a great way to not only increase your sites credibility, but also its visibility.

The key is to try to earn links (by offering value)

However, you can put in effort into building links by doing things like:

Providing quotes to local media (really!)

Being active in your community

Submitting yourself to industry-relevant directories

Meta tags dont matter.


Meta tags dont matter.

MYTH! They dont matter for ranking but they DO matter for Click Through Rate (CTR)

Back in the day, meta tags were a primary ranking factor but they got abused and search engines got wise to it, so they dont count toward ranking.

BUT, driving meaningful traffic to your site can be accomplished through writing eye-catching and relevant meta titles and meta descriptions.

Getting more traffic from the SERPs is your primary goal you need good meta tags to do that.

If I rank #1 on Google, I dont need other marketing.


BADGES? WE DONT NEED NO STINKING BADGES.

If I rank #1, I dont need other marketing.


Its never wise to put all of your eggs into one marketing basket.

Other tactics like social media, PPC, email marketing, or even traditional advertising (radio/TV) can create a good mix of tactics for a business.

The more touch points customers have with your brand, the better.

The more websites I have, the better Ill do in the SERPs.


The more websites I have, the better Ill do in the SERPs.


Having too many domains with too similar content can send mixed signals to a search engine. They cant see which site matters for what and as a result, they might not rank any of the sites highly.

Plus, if you have your domains registered and hosted at the same place (all by you), Google can look at that and say, Hey, youre trying to game the system by taking up more space. Dont be a spammer and try to hide it you will get found out.

Only have multiple sites if it makes sense for your business (e.g. a wholesale page vs. a retail page). Having one site is best.

Note: take care to search for extra domains and sites that might be out there. They can dilute SEO value, plus, they can cause confusion for users.

Any other questions or myths to bust?

Thank you

SEO MythBusters

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