Any search engine optimiser or marketer will agree that while there are countless hints and tips which people can use to make the most out of the internet, there are also an immeasurable number of beliefs which are at best useless and at worst, could actually harm your firm’s online presence.
Following outdated rules or buying into SEO guidance which is, put simply, a load of rubbish, is a waste of time and effort, and only comes with one guarantee – that your online competitors will be flying up the rankings and you will be left at the bottom of the fifth page of results.
So what SEO tactics should you avoid?
Back in the early days of the world wide web, search engine submission was an easy way of getting pages to rank in a search engine. This tactic saw site owners tagging pages on their site with certain information, before submitting this to engines that would then put this data in their index. This tactic is now largely redundant as major search engines all have their own spiders and bots to find websites, and do not need to be made aware of them.
Another very common misconception is that keyword stuffing is going to magically propel your website up the rankings when actually, it’s more likely to see you penalised by Google for spamming. Over the past few years, Google and other search engines have made several algorithm changes which are designed to weed out bad content and leave it loitering at the bottom of rankings. Keyword stuffing just shows Google that you’re forgetting the real life users of your site, who don’t want to be bombarded with poorly written and almost unintelligible text, so make sure you avoid it.
Make sure you use keywords with your browsers in mind, and remember that good quality content which hasn’t been stuffed is great for earning reputable links from other sites.
Probably the most widely held myth about search engines is that paid search can help with organic search results, which basically perpetuates the idea that pumping money into PPC will help improve organic SEO.
However, all of the major search engines, including King Google, have safeguards against this, so just make sure that you view any pay per click campaign you have as separate to the optimisation techniques you use for your organic results.
Every internet market knows that when putting any SEO campaign in place, the main focus should always be on the requirements of Google, a search engine giant which enjoys an incredibly large market share. If you’ve fallen for the search engine myth that keyworded meta tags are going to boost your rankings, you could well be completely wasting your time – out of the major providers, only Yahoo! still index content using information from these tags, so unless you’re particularly interested in impressing a firm who only have 3.71 per cent of the UK search engine market share, compared to Google’s 90.93 per cent, you can forget meta keywords tags.