This year has seen link-building and keyword focus being dropped as priority and the main aim being about good quality and relevant content.
However, just because Google has shifted it's algorithm to focus on websites that have brilliant content and being mobile-friendly, there are STILL things you need to be thinking about beyond that.
Below we discuss our top 5 SEO myths...
Matt Cutts, engineer in the Quality group at Google, said:
"How does Google decide which few documents I really want? By asking questions; more than two hundred of them. Like:
How many times does this page contain your key words?
Do the words appear in the title? In the URL (web address)?
Do the words appear directly adjacent?
Does the page include synonyms for those words?
Is this page from a quality website? Or is it low quality, even spammy? What is this page's PageRank?
That's a formula invented by our founders, Larry Page and Sergey Brin, that rates a web page's importance by looking at how many outside links point to it, and how important those links are."
Myth #1: Keyword Optimisation is the difference between successful and unsuccessful SEO.
Latent semantic indexing (LSI) was conceived in 2004 and has become more and more prominent within search results. This basically means that when a web page is crawled by Google, it picks up on common words or phrases combined. These don't necessarily need to be a direct match for the keywords you've selected to be found for, but they can be closely related as well. By using synonyms and related items, the search engine will understand the content and your intention to keep it relevant.
The bottom line for this is: Do not force keywords into your content. Your content needs to be written naturally, easy for the user to understand and read, and be written for the customer/ client rather than aimed at Search Engines to get a better ranking for particular keywords.
Myth #2: The H1 is the most important thing on the page
The H1 is important. It tells search engines what the titles are on the page. Sub titles are H2 tags. And so on...
The H tags outline the structure of your web page. It tiers the page and is a way of letting search engines know what order a page is built in.
But mainly, the H1 tag is a style. It's part of your websites CSS that your designer puts together to style what your headings look like compared to the rest of the body text. It used to be more important for SEO purposes than it used to be, but as with keyword stuffing, people were misusing the H1 tag and having numerous instances of them on a single page.
Optimise your page for your user, and have Search Engines only in the back of your mind, when it comes to creating and laying out your content.
Myth #3: The more pages, the better it is for SEO
This is technically not a myth... however you do need to make sure that you focus your content around being good quality, not quantity. You will rank well with less content that is of a higher quality if that's all the content you have.
Google's Panda algorithm, introduced in 2011, has been improving on detecting bad content, which means you could occur a Google Penalty if you're not careful. Content needs to be carefully crafted and honed.
Of course if you have the content to sustain a larger amount of pages, then yes that will help with SEO. But having multiple pages without carefully crafting your content for each one, won't help at all.
Myth #4: Local SEO doesn't matter
If you're a local business, you must optimise for local searches. Why? Because not only will it help you get found, people who are nearby who are most likely to look for services in their area will find you and most likely buy from you!
Google has been taking steps to continue looking at the best local content for it's search results. In 2014, the release of new algorithm Pigeon saw it take hundreds of ranking signals into account. It improved the way Google evaluates distance from you, for example when searching.
Google also has a Google My Business feature where you can set up Google Places and more to take advantage of local SEO.
Myth #5: I can just get someone else to do my SEO for me
There is a belief among many people that SEO takes technical knowledge and expertise to understand and implement, but this is really not the case. While the subject is technical, it requires more knowledge and a more indepth involvement with your business than any SEO company or IT company can provide. You are the perfect candidate to optimise your business website.
Of course you may need help along the way, and that's where you can lean on experts for advice and suggestions, but you are the best person for the job and you are the heart and soul of your business. Not only that, but you can optimise your website for FREE!
The world of SEO moves at such a pace that there may well be more myths to bust in the future! We hope this post has been informative and as always, if you have any questions, simply get in touch!