Many people have questioned the validity of SEO. Deciding to rely solely on the quality craftsmanship of their content, some believe it holds no role in their marketing communications. But in the current online environment, great writing will only get you so far. SEO is what makes your site visible.
Structured content built around both time-honoured and lucid SEO practices, combined with quality content is what leads to good rankings.
Here at Elevate it’s our role to guide you towards better business practices. In this article, we will debunk the myths that have you on the edge of undergoing content changing SEO.
So what are the truths & lies that invade the SEO world?
SEO is Rubbish
Woah that’s a bit harsh, isn’t it? Pyramid Schemes and Power Balance Wristbands are rubbish, not SEO! It has the possibility of putting your content at the top of a Google search results, right in the eye line of searchers and increases its perceived online worth for customers.
The value of great SEO is undeniable. But, what deters some people is the significant long-term effort and commitment you may have to make to implement great SEO. The idea that any highly successful online business would neglect it just because it takes time is absurd. Considering the dividends it pays in not just increasing website traffic, but the additional rewards online and offline for business’s, it’s worth it.
It’s also important to manage expectations. Any marketing agency that tells you they’ll get all of your content ranked #1 in search results is a bit full of themselves. All of the luck in the world to them, but in the current online environment it’s just not viable. What needs to happen, and does happen here at Elevate, is calculated SEO based on the type of client, it’s offerings and its competitors. We deliver on expected outcomes every time and improve the rank of your content in search results.
That’s not rubbish!
Search engines will figure it out
Not without help – search engines use algorithms that endeavour to humanise the search process. With the aim of making the search process as easy as possible and navigating users to the content they’re specifically looking for, it’s all about relevancy. Therefore, generating large numbers of URLs with sub-standard content can only result in your business being harder to find.
As a business, you need to think about not only how audiences discover content, but how search engines discover the right content. Structured data, for example, is an important part of site optimisation, which involves making your information as accessible and predictable as possible so search engines can not only find and understand it but display it in it’s intended creative display.
Always consider the quality of your content. Providing unique, valuable content, along with discreet technical SEO pointers, helps Google and other search engines to filter out the rubbish and more easily find relevancy in the search process. Delivering great content to searchers increases the likelihood of satisfaction and therefore interaction.
Doing SEO once is enough
SEO activity is a bit like servicing your car – if you show your devotion with maintained attention, the car is likely to keep on running. Otherwise, and in most cases, after the initial boost in performance, you will almost certainly see tailing-off of traffic. The quality of traffic is reduced due to link degradation, outdated content, lack of currency with updated algorithms and falling behind your competition. If you’re not on top of this you’re likely to lose traffic on your website.
Investment professionals have a saying – ‘it’s not timing the market that generates good ROI, it’s time in the market.’ The same can be said for SEO – consistent quality, effort and rigorous attention to process over time is the key to success.
Clearly establishing your website optimisation techniques and processes makes their application easy and natural in the build of any strong piece of content.
Link building is useless
Not sure that the industry agrees with that – a recent survey of digital marketing pros indicates that link building makes up around 40% of ranking factors – but the links must be relevant and authoritative. If not, detection and punishment will almost certainly occur.
Linking to an authoritative website can have significant effects on your own content. Viewers appreciate informative content, even if you didn’t create it. By giving it to them they can begin to trust your business as a quality content provider. Do this well enough, and you’ll start to receive links to your own content, expanding your reach.
We can’t stress enough the importance of relevant content. Searchers hate to be deceived as it takes a certain amount of trust to click on a link. There should be a perceived benefit for the searcher in every click-through. Irrelevant content is likely to upset users and send them running. Don’t try and trick anyone into engaging your content, give people more credit than that.
#1 Ranking Single Keyword = Success
This is rubbish! Anyone espousing this benchmark as a measurement of SEO success is likely to be a scammer.
As stated earlier in this blog, the creation of relevant, well-constructed content which focuses on the needs of your online audience will result in greater numbers of quality visitors than simply targeting a single, and often narrow parameter. You’ll almost always receive far more (often better) traffic from long-tail keywords that you didn’t try to rank for.
Matching your content to your audience is where your SEO success begins.
Keyword stuffing is one of the favourite methods of achieving rank for inexperienced or lazy SEO’ers. Putting a ridiculous amount of keywords, in particular, a #1 ranking keyword frequently in your content, is likely to get you banned from search rankings. Always make sure your keywords are relevant to the structure of your content and are always within context.
Social Media has nothing do with SEO
Myth! That’s a myth that a lot of people choose to believe, but it’s simply not the case. Google do specify that their search rankings aren’t affected by metrics like Facebook likes, or retweets on social accounts. That’s absolutely true, but doesn’t mean they won’t influence SEO and search rankings.
Social activity breeds SEO value as it puts your content in front of users eyes. It’s not the interactions on socials that matters, it’s the events that happen as a result of the activity. Blogs, for example, are a great candidate for SEO, drawing people to your original content and website if done properly. Sharing blog content on social sites is an essential part of a social media marketing plan. Sharing on social sites is a recommended way of putting your content in front of users. Doing this can lead to more links and shares which in turn improves the rank of your content.