To say "SEO has changed a lot” would be the understatement of the decade. Just take a look at how Google’s Panda and Penguin algorithm updates shook the world of SEO professionals. Marketers and SEO agencies worldwide halted their link-building and keyword-obsessed ways, and swapped it for a long overdue focus on quality content.
But does that mean an SEO’s job is just to pump out high-quality, keyword-optimized content? Far from it. In fact, SEO has changed so much in the past several years that many marketers aren’t sure what’s outdated, what’s important, what will actually move the needle, and what’s simply a wasted effort. This blog post, an excerpt from our new ebook, 17 SEO Myths You Should Leave Behind in 2013, will point out seven of the most common myths and assumptions about how SEO works, and debunk them for you so you’re not wasting a single moment on things that simply don’t matter for SEO moving forward. Ready to throw some of your false SEO beliefs out the window? Let’s get started.
Myth #1: We Must Rank Number One
Studies of clickthrough rates and user behavior have shown that searchers favor the top search results -- particularly the top three listings. However, it’s also been shown that on subsequent pages, being listed toward the top of the page shows similar click behavior.
Now with search results also being appended with author profiles and rich snippets, clickthrough rates are proving to be higher on those listings even if they don't appear among the top results. The takeaway here is that relevant information and user-friendly listings are more valuable than just rank alone. So, no, you don't need to rank in first place anymore to see success.
Myth #2: Keywords Need to Be an Exact Match
Keywords do not need to be repeated verbatim throughout a piece of content. In titles in particular, it's far more important to use keywords in the way it makes most sense. Write a stellar headline (somewhere around 4-9 words) that focuses on clearly explaining what that particular piece of content is about. Nothing is more of a buzz kill than reading a headline
that’s awkwardly framed around one keyword phrase or, worse, one that forcibly repeats a keyword phrase. Keep in mind that this rule applies to both headlines and content on the page, too.
And in terms of the "ideal keyword density" for a given page, there is also no magic number. This myth is like a pesky little fly that keeps coming back no matter how many times you swat it. So for everyone who still clings to this one, there is no ideal number of times you should repeat a keyword on a given page. You should, however, make sure your keyword(s) are included in your page title. After all, how else will people know what your page is about? The keyword (or a variation of it) should also be included in a headline on the page, ideally also within the URL, and at least once within the content. Again, the goal is to make your content clear and to meet the expectations of the searcher; that’s why they clicked through to your page, so don’t assault them with over-optimized content.
Myth #3: Social Media & SEO Aren't Related at All
The intersection of SEO and social media is referred to as “social search.” And yes, social search is very much a real thing. An increasingly formal relationship between search and social has been evolving for years, and Google has been working hard to prove this with Google+ and Google Authorship. It’s a natural extension of what has always been true: Content that’s relevant and can be trusted as authoritative will continue to drive both your search and social media marketing.
In social search, content that has a social connection to you in some way is prioritized, which could mean someone you are linked to via Facebook, Twitter, or any other major social network. Alternately, some forms of social search prioritize content that has been shared by social media influencers, even if those experts aren’t directly tied to you. The lesson, folks, is to make sure you have a social media strategy and think of it as part of your search engine optimization efforts -- the two should not be working as silos. If you're looking to learn more about social search, this blog post has a crystal clear explanation of how social media influences SEO.
Myth #4: The H1 Is the Most Important On-Page Element
Think of the content structure on your web page as an outline. It’s a tiered approach to presenting information to a user -- and to search engines. What title tag that headline/thesis is wrapped in has little to no influence on your overall SEO. In fact, that title tag (whether H1, H2, H3 …) is only used for styling purposes. The H1 (heading 1) tag is simply part of your CSS (cascading style sheet), which a designer puts together to reference what font styling and size will be applied to a particular piece of content.
This used to be something that was more important. Now, however, search engines are much smarter than that, and unfortunately, people spammed this to death. So it really doesn't matter what header tag you use as long as you present your most important concepts up front, or closer to the top of the page. Remember, you are optimizing your page for users first and foremost, which means you should want to tell them ASAP what your page is about through a clear headline.
Myth #5: Microsites and Other Domains I Own That Link or Redirect Back to My Site Will Help My SEO
The chances of this doing much for you are slim to none. It’s like voting for yourself a thousand times in an election: It will still only count as one vote. Search engines are smart enough to know who a particular domain's registrant is, and they'll see that it’s the same person as your primary domain. And if you're reading this and thinking, "But what If i just change my registration information?" then you are clearly thinking like a spammer. Don’t be that person.
Furthermore, there isn't much value in spreading your SEO thin, which is what you'll end up doing by setting up domain after domain ... after domain ... and optimizing each separately rather than putting all that love into your primary domain. Why not just add that content to your primary domain, or build a tool as an add-on to your website?
Myth #6: More Links Is Better Than More Content
This myth is one that often comes along with the question, “Which should I invest in -- link building or content creation?” Yes, inbound links are an important part of your website’s authority (even with the changing link landscape); however, if you have budget to invest in your website, I would say, “Hire someone to write for you” in a heartbeat. All too often, when businesses hire someone to do link building, they focus on the quantity rather than the quality of those links. But linking is not a numbers game anymore. Instead, it's more important to focus on attracting relevant and diverse sources that link to relevant pages on your website. And when you invest in content, which can take the form of web pages, blog articles, lead generation offers, and guest articles on other sites -- these are all content assets that will enable you to generate more inbound links over time.
That being said, if you're among the group of people who think that as long as you have a good blog or some good content, then your SEO is secure -- I wouldn’t go that far. Don’t get me wrong, good content will take you a long way, but it can’t be the only tool in your SEO tool kit. Years ago, when HubSpot first started teaching people about search engine optimization, one rule was essential: Above all else, create high-quality, useful content. But now you need to ask yourself more of the following: Are you writing with a purpose? Who is your target audience? Have you analyzed your traffic sources and top performing posts? What keywords are you targeting? If all of these sound foreign to you, then you’re missing the mark,
and content alone will only get you so far.
Myth #7: SEO Is Not a Usability Issue
This one truly grinds my gears. SEO has evolved from simply getting found, to improving how users engage with your content. In fact, SEO, which technically stands for search engine optimization, is so much more than just optimizing for search engines. First and foremost, you need to optimize for users so they actually click through your search listings to your website. And once they click through, they should stay there.
To keep visitors on your site, ensure that you’re publishing content that’s both personalized and relevant to your target audience. You should also make an effort to create a website that's intuitive and easy to browse through (accessible by search crawlers and users). Don’t make visitors look for what they need. Display clear calls-to-action, and you’ll be much more capable of converting those users. That’s what SEO is really all about -- search experience optimization.
Curious to know what other common myths might be negatively influencing your SEO strategy? Download our ebook for the full list of commonly believed SEO myths so you can base your SEO strategy on fact -- not fiction.
Inbound Marketing Blog Feed
Kevin Kauzlaric 9:19 AM on December 20, 2012
"Studies of clickthrough rates and user behavior have shown that searchers favor the top search results -- particularly the top three listings. However, it’s also been shown that on subsequent pages, being listed toward the top of the page shows similar click behavior."
Exactly how many subsequent search pages show this pattern?
Steve Kent 9:29 AM on December 20, 2012
To be honest, I find search has only changed for those over exploiting black/grey hat techniques, good SEO has always been about good content, quality backlinks etc. It's only those who sought to cut corners previously that have suffered.
Rebecca Churt 9:29 AM on December 20, 2012
The F pattern reading applies to every page. How deep searches go into results varies by search term obviously.
Rebecca Churt 9:30 AM on December 20, 2012
@Steve - You are absolutely right!
Christina 9:35 AM on December 20, 2012
Myth #1 - still hard to get the client to understand this one.
- Christina
art williams 9:53 AM on December 20, 2012
Very interesting article. I wish some of the people I write for believed this....especially the part about keyword density.
In fact, I've recently started to insist that I will NOT do even 2% keyword density.
Art
Daniela 10:09 AM on December 20, 2012
Love the phrase "search experience optimization" - couldn't read more true. @Steve - also very much agree with your statement.
Marie 10:44 AM on December 20, 2012
CSS stands for Cascading Style Sheet, not Custom Style Sheet.
Hubspot should know better!!
Atilla Vekony 10:46 AM on December 20, 2012
"...if you have budget to invest in your website, I would say, 'Hire someone to write for you' in a heartbeat."
Amen!
Rebecca Churt 10:49 AM on December 20, 2012
@Marie - Yes. Good catch.
adam 11:05 AM on December 20, 2012
Hey, I think you might need to review what you've wrote for Myth 4.
Your talking about two different things. You're linking out to an SEOmoz article with the anchor text "little to no influence", but this article is talking about "Page Title Tags" and seoMoz quote is as being "It is the single most important on-page SEO element".
Your article then go on to talk about about Headline Tags H1,H2,H3?
Also you may want to review the 2nd chart on this link:
Page Level Keyword Usage-Survey Data
http://www.seomoz.org/article/search-ranking-factors#metrics-6
KW in H1 Tag is in 5th place
KW in Page Title
I understand this is 12 months old but I don't see where anyone else is claiming it's lost all influence?
Slightly confused?
Rebecca Churt 11:17 AM on December 20, 2012
@Adam - You're right. I linked to the wrong source and updated article. You can see several authorities talking about the use of the H1 tag not being as relevant as it once was, what's more important is the relevant content towards the top.
Shammi 11:25 AM on December 20, 2012
@Steve & @Daniela - Very true!
Thank you for a great article. The deluge of data has changed how we consume information. We can't be stuck working and thinking in outdated constructs - we must be constantly learning and improving.
We focus on three points in being 'socially relevant'.
1.) Friends, follows, likes & shares - where is your business coming from? - local or global - reach out and engage in that group; (Recognize that having followers in Australia is of little benefit if you are a dry cleaning business in Topeka, Kansas)
2.) What your users & clients need and want to know - create and help them easily find the information;
3.) Your industry contributions - What value are you adding? How can you improve yourself - learn from and engage with them?
Thanks for reading. :)
Dana 12:26 PM on December 20, 2012
I don't even pay attention to KW density anymore. I let the flow of the content dictate KW density.
Also, I use H-tags as a way to break up the content not for SEO purposes though I do try to put main KW in all tags--if it keeps in line with the content.
A compelling headline that includes KW followed by unique, informative and engaging content(using KW at least 1-2 times), solid internal linking in addition to quality backlinks from relevant sites/content and of course social sigs is what I try to focus on.
And if you're not yet recognized by G+ as a verified author and or publisher you should consider doing so before everyone crashes the party.
G+ is becoming Google--they have even alluded to this.
Great points here Rebecca...thanks!
Mike Muranetz 1:27 PM on December 20, 2012
I like the point about microsites. All that work for little return. Focusing more on quality content, freshly written blogs & pertinent links relating to your business will help your site more. Google+ cannot be discounted as it will only get bigger & more relevant to Google search.
Kevin @DAMG 2:21 PM on December 20, 2012
This is a great article. It clears up a lot of rumors of what search engines are looking for.
Alex Zorges 3:53 PM on December 20, 2012
Yes, the importance of ideal keyword density is a myth just like the importance of meta keywords optimization and keyword-rich domain.
Jeff Demers 4:10 PM on December 20, 2012
You haven't debunked a single myth here. SEO has always only been about quality content and quality links for the last....um 5 years!
Rebecca Churt 4:15 PM on December 20, 2012
@Jeff - I wish everyone felt that way ;)
Mathias 5:11 PM on December 20, 2012
Thanks for your thoughts Rebecca, I agree with most points apart from the #4. Headings are still important. They are a good practice for designing but also to have clear structure that makes sense.
Regarding SEO it's not as important as it used to be I agree, but if your structure is clean, you'll benefit from it, even if slightly.
Leo McDevitt 5:43 PM on December 20, 2012
I think SEO is evolving, a better term for it would be User Search Optimization (USO).
Given that Google (and others) have emphasized the value of content to users (over search engines) USO is the true focus of optimized content, not SEO.
Phil Vanderloo 7:03 PM on December 20, 2012
Very refreshing to see such a long string of comments containing very relevant and constructive criticisms.
Still the most important thing to to take away from this is that "Content is King"
William 9:32 PM on December 20, 2012
Thanks for the notes. I found that the exact keyword matching was annoying. I'll change this in my writing and on my site now.
I liked this as a beginner SEO.
Matt Colangelo 11:26 PM on December 20, 2012
Great perspective. I agree with many of the points made for each myth.
Today, effective SEO requires focus on quality and not quantity.
For example, producing good quality content on topics relevant to your audience without making SEO efforts obvious.
With off-page, it's all about focus on a diverse mix of good quality / relevant links vs. huge number of lower quality links that don't coincide with your sites identity.
Nina 11:37 PM on December 20, 2012
The direction of change in SEO is more user (customer) oriented. The emphasis on content as a "magnet" that will draw customers to a site, is encourage people to "give" to others as opposed to simply receive from them without giving.
Email Marketing Services 12:04 AM on December 21, 2012
Nice article, these myths are important know for everyone belongs to SEO industry. More links are not better than more content, that is partially true I guess, building link is also a part of SEO.. if you write a good content but do not build links in it then what do you write for? There must be a balance between content and links. Thank you for this nice post!
prashant ranjan 2:28 AM on December 21, 2012
Fight for top ranking by any means itself is a myth and google itself has broken them several times in the past except one and that is quality content. So, in a game of SEO what is relevant today may be a myth tomorrow.its a dynamic world of SEO.
Roger Poultney 4:56 AM on December 21, 2012
Some very interesting points made here. IMO SEO has always been about providing quality content, suitably interlinked with related information resources..
Roger Poultney 4:57 AM on December 21, 2012
Some very interesting points made here. IMO SEO has always been about providing quality content, suitably interlinked with related information resources..
Luana Spinetti Writer 8:45 AM on December 21, 2012
Regarding Myth#4: "In fact, that title tag (whether H1, H2, H3 …) is only used for styling purposes." -- Sorry, but that's not true. Title tags may no longer be as relevant for SEO purposes, but they're definitely not styling tags either: they are semantically relevant to the webpage within the HTML environment. They have meaning for the page structure, programming-wise.
Regarding Myth #5: While generally true, cross-linking among websites is beneficial to the network of contents from that same owner. Let's suppose I'm a known real estate marketer but I also write about freelance writing and knitting: if I find a way to interlink all my niches content-wise, I can cross-link, too. And I will make each niche available to all readers, no matter the niche they come from. The world is a complex environment where every aspect of life is linked to another, so the concept is similar.
I loved everything you wrote about the other myths. :) Great post!
~ Luana S.
Emily 9:54 AM on December 21, 2012
Thanks for clarification on these, I agree whole heartedly with point 2. Keyword stuffing makes me want to click right off the page.
MLM Software 1:33 AM on December 22, 2012
Its really very nice post
Thanks for sharing
Railroad Items 9:03 PM on December 22, 2012
Great suggestions
Beth 10:56 AM on December 23, 2012
SEO is full of myths and misunderstandings - this article does a great job of explaining why these should be de-bunked. Over the past several months it's become more and more apparent that Social Media Marketing and SEO have become interrelated.
Beth
Tom @ Internet Marketing Mad 6:35 PM on December 23, 2012
This post has REALLY opened my eyes! Thank you so much for saving me a lot of time and ultimately money as well
Have a great Day
Tom
barbara 8:08 PM on December 23, 2012
good way to study.
barbara 8:13 PM on December 23, 2012
good way to study.
tu mang 1:35 AM on December 24, 2012
Thanks for clarification on these, I agree whole heartedly with point 3. Keyword stuffing makes me want to click right off the page.
Jhonson Charles 7:01 AM on December 24, 2012
Seo is generally is a process of increasing traffic for your websites and even to get familiar for all of us.Importantly it helps to have importance to google. Online Marketing
Sushil 8:01 AM on December 24, 2012
We agree that having lots of pages indexed by Google does not give us the opportunity to be higher up in Google ranks.... what matters most is CONTENT....quality content...! Thanks for publishing such wonderful myth busters...!
Jyotish in India 8:04 AM on December 24, 2012
very nice friend
its really informative post
thanks for sharing
Mark SEOoptimizacija 10:49 AM on December 25, 2012
Nice post and nice effort from you, i need to say only about kwds, google don't count kwds in META tag, it only count them if you want to rank in Google news for some kwd...
SEO 7:48 AM on December 27, 2012
Wow what a fabulous post.I am impressed from this post.can you more share with me.I will come back as soon..
Donna Saliter 12:06 PM on December 27, 2012
When I read this I had to look up the term "microsite," since I think I got it confused with the concept of the "web 2.0 site." It does seem that the age of the microsite is waning, except for AdWords landing pages perhaps, whereas web 2.0 sites I believe serve, like social media, to help users find your website for the content they're researching. What are everyone's thoughts on developing web 2.0 sites to share your websites' content?