There are plenty of myths and misconceptions swirling around out there when it comes to search engine optimization. Lots of “experts” claiming to have found some secret sauce for foolproof ranking and what aspects of SEO are the most important. Here a few big misconceptions that I see quite frequently.
SEO is a “One-and-Done” Thing
There’s the idea that SEO needs to be applied once and they you can sit back and not worry about it again. This can’t be further from the truth. Getting to Page 1, or even position #1, in Google is only the beginning. Without consistent effort in terms of adding content, link-building, and long-tail keyword targeting, your site won’t remain at the top. Remember that the sites you displaced from their high positions will likely notice that they’re not ranking where they used to be and will probably take some action to climb back up there.
You Have to Pack as Many Keywords as Possible on the Page
Some think if you cram as many keywords as possible on your page, that’ll get you better ranking. Sure, this may have helped 10-15 years ago, but not any more. In fact, this method of keyword packing can get your site penalized by Google and hurt your overall ranking. These days it’s important to strike the right ratio of keywords in your content and not “over-optimize” your content with excessive, and unnatural, use of keywords.
Your URL Should Contain Your Keyword
I see this one all the time but it really just isn’t important. For one, it will typically make your URL long and clunky, which is definitely not what you want. A good URL should be concise, easy-to-remember, and contain your business’ name. Going instead with an awkward, keyword-dominant, domain name is not worth the miniscule (if any) SEO benefit.
Keyword Research is a Waste of Time
There’s the idea that you just need to think of a relevant keyword for your site and that’s it, you’re done. In reality, just because you thought up what you think is the best keyword, it doesn’t mean it actually IS. Keyword research is important because it will give you cold hard numbers in terms of search volumes and will also suggest additional keywords to target that will, ultimately, get more traffic to your site. This, of course, is the overall goal of SEO.
SEO is Simple; I Don’t Need to Hire Anyone
This might sound self-serving, but SEO isn’t all that simple. But it also isn’t rocket science either. Sure, any business owner can learn the basics and get their site moving in the right direction, but to get real traction and get up on Page 1, or even the top 5, takes a lot of effort and expertise, not to mention subscriptions to some expensive tools. It’s a poor use of a business owner’s time to learn SEO and do everything it takes to get good results. It’s a far better idea for the owner to focus on their business and let experts take care of their SEO strategies. In the end, it’s a far higher return on investment.