14 SEO Myths

Myths about SEO

I started providing SEO services in 2001 and things were a lot simpler than they are now. Back then it was all about keywords. Keywords in the Keyword Meta Tag, keywords in the Meta Title and Meta Description and Keywords liberally scattered throughout the content.

Then people came up with ways to “game” the system, to effectively cheat the search engines into giving them a better result than they were probably due. If you’d like to learn about one of these Black Hat techniques you should read my post on Keyword Stuffing.

Since those early cowboy days of SEO, many things have changed. The profession has cleaned up its game (although Black Hat SEO still exists if you want to cheat the system and eventually get kicked out of the Search Engine Results Pages – SERPs) and the search engines regularly update their algorithms – the software that decided where a website deserves to sit in the Results pages.

As things have changed, the number of SEO myths has grown and these are the ones that I most frequently encounter

SEO Myth 1 – It’s no longer about keywords

This has been around for a while now. Not only does Google examine more than 200 “signals” when ranking websites it frequently tweaks theses “signals” to ensure that you and I get the most relevant results for our searches. Every time something changes, a crowd of people claim that “Keywords are dead” or “SEO is dead”. Well, I’m here to tell you keywords are NOT dead and neither is SEO.

In fact, keywords are the fundamental rock on which all SEO is based. There’s no magic or mystery about them, they are simply the words you and I enter into our web browser when searching for something and so it’s critical that these words and phrases are embedded in your website, in the places the search engines look. This enables Google, Bing, Yahoo, Duck Duck Go, etc to match searches to relevant websites

SEO Myth 2 – it’s ALL about keyword density

If you carry out a web search for “Keyword Density” you’ll find a number of sites telling you that the ideal keyword density is between 4 and 5%. This means that for every 100 words on your web pages, 4-5 of them should be keywords.

Please don’t pay ANY attention to this. If you do, you’ll fall foul of one of the cardinal rules of web development, that your website is for the visitors to your site and search engines are simply a tool to deliver those clients and prospects to your site.

If you focus on keyword density, and other SEO focused metrics, you’ll have switched content focus from creating great content for site visitors to creating content for the search engines and your content will suffer. I have worked with many sites that have fallen down this particular rabbit howe. Their site has ranked really well in the search results, the search results have delivered many visits but those visitors have left the site very quickly (Bounced in Google Analytics terms) because the content wasn’t focused on their needs.

SEO Myth 3 – it’s all about buying backlinks

Back-links, hyperlinks published on third party websites that bring people to your website are the foundations on which Google was built. Originally called “Back Rub”, Google originally ONLY ranked sites based on the volume of backlinks. The thinking was pretty simple. If I link from my site to yours then I must believe that something on your site will be of interest/value to visitors to my site and, like any good democracy, the more votes (backlinks) your website has, the more popular and better it must be.

When Google was launched, backlinks remained a fundamental way that it ranked websites (and it remains so today). As a consequence, a whole industry built up around providing backlinks, including “Link Farms”. Web pages that just looked like phone directories, with each page simply featuring hundreds of links to websites. In the early days, this was quite successful and you could buy thousands of links for a few hundred dollars.

That was until Google realised that quality was far more important than quantity and started analysing where the backlinks originated. From then on, purchased backlinks became a major no-no. Backlinks MUST be relevant, so a link from your local butchers to a website providing marketing services is not relevant, for example.

For the butcher’s example above, it’s not likely to attract a direct penalty but will probably just be ignored by Google so the effort expended on acquiring that link will have been wasted.

If you take it to the next level and start purchasing links, Google WILL find out and your website will be penalised by being pushed DOWN in the results pages. This could be critical, with only 50% of search engine users ever going beyond the first page of results and just 10% making it to page 3 and beyond, a demotion to page 5 is almost as bad as being deleted.

Myth 4 – posting the same content on many different sites will boost your ranking

“Back in the day” it was common for a blog article to be posted on a number of websites that claimed to be regularly visited by journalists, and so promised a lot of “eyes on” fresh articles. The publisher’s dream was that they’d be contacted by journalists for more information. The goal being to be mentioned in an article that gets published by the national, mainstream, media amplifying the visibility of the business. The reality was than no journalists visited these sites and the actual goal was to simply build backlinks.

As Google improved its technology it recognised these for what they were, backlink building opportunities, and woe betide your website if you had had the temerity to pay to have your post published.

From here, another myth developed, that multiple placements of identical content will be penalised. Myth 14 explains this one in more details

SEO Myth 5 – You have to write at least 1,200 words on every page for optimum SEO

If you read enough posts about SEO you will ultimately come across one that talks about the number of words contained on pages that come up in Position 1 on Page 1 of Google’s search results pages. (The holy grail of SEO if you like).

Typically they’ll tell you that top pages contain 1,200, 1,600, or even 2,000 words. That’s a LOT of writing, but don’t despair. You don’t have to write so many, or you can write many more. The reality is that there is no magic “ideal” word count that will get you on the first page of the search results. It’s much more about relevance and quality.

Look at it this way. If I tell you, or you read, that your page has to contain 1,200 words, you’re going to write 1,200 words no matter what. And if you only need 600 then your page is going to be so full of padding and filler that even were your page to feature highly in the search results and attract loads of visits, no one is going to read it.

And at the other end of the scale, if you actually need 3,000 words to get your message across and you’ve heard that the ideal page is 1,200 you’re going to edit the heck out of your content and you’ll probably remove most of the value. So, again, even if your page features highly in the results and you get loads of visits, most won’t stay because the content doesn’t make a great read.

What’s the solution?
The simple solution is to write as many (or as few) words as you need to communicate your message and sell your idea. My only caveat, if you have to write a lot of words you either need to be a very good and persuasive writer OR hire a copywriter to do the work for you.

SEO Myth 6 – SEO is dead

At least once a year someone pontificates that “SEO is dead” and I worry about my future. Then I relax and realise that SEO has quite a few years to go yet. it’s a long way from being an Ex-SEO, left this mortal coil, kicking up the daisies and every other quote from Monty Python’s “Dead Parrot” sketch.

Work is required, and will always be required, to ensure that your website is as #SEOFriendly as possible so that it appears as high in the search listings as possible and drives sufficient traffic to your website

Headstone with the words "RIP SEO"

SEO Myth 7 – It’s all about Social Media these days

It’s really easy to believe, that with over 2.3Bn active users, Facebook has removed the need for a website and so SEO is no longer required.

If you follow this path, you’ll be missing out. In the UK about 32m people use Facebook. With about 90% of the UK population using the internet, ( that’s about 58.5m people) you’ll be missing 26.5m people.

And that’s just the people who don’t use Facebook Lots of Facebook users (about 70%) still turn to search engines when looking for the things they want or need. So, it’s not all about Social Media, if you just do Social, then you are missing a huge audience.

SEO Myth 8 – Pictures don’t do anything to help your SEO

Although the search engines are slowly rolling out Artificial Intelligence to help then understand the content of a picture, your images contribute greatly to the optimisation of a web page.

However, you need to optimise your pictures properly. The file size has to be small enough so as not to slow your pages down, need to have SEO optimised image names, AND have optimised Alt Tags. Sign up for my newsletter and you’ll receive my free e-Guide to image optimisation.

#UseMorePictures

SEO Myth 9 – SEO is a secret magic masked by smoke and mirrors

When SEO was growing in awareness, a lot of people delivering the service hid their actions behind smoke and mirrors, making it appear as if it was something mystical, something that could only be implemented by members of some deeply secret inner circle.

I think the main reason for this was to mask their techniques (some of which may have been gaming the system for quick results but which would lead to penalties being applied) AND so that these cowboys could charge more for their services.

The reality is that EVERYTHING you need to know is “out there” on the internet if you know where to look and who to trust. But do you want to spend time learning about SEO, sorting the wheat from the chaff and then learning how to implement it on your website AND keep it up to date or would you rather bring in someone who knows what they are doing, leaving you to do what you’re good at? Running your business, converting leads into sales, and making a profit?

SEO Myth 10 – It’s not a problem if your website is slow to load

It’s a HUGE problem if your website is slow to load. 3 seconds is the goal – why?

The internet has robbed people of their attention span. Most people simply won’t wait any more than 3 seconds for a web page to open. If it’s slow, they’ll simply go elsewhere.

And it’s worse than that. You have about 2/10s of a second for people to “Get” what your site offers and if they don’t “get” it almost straight away, they will head off elsewhere.

Because of this, Google will push slow sites down the results pages. After all, thee’s no point sending people to a website if all they are going to do is come back to their search results to go somewhere else.

A slow website is one of the reasons behind a high Bounce Rate in Google Analytics

SEO Myth 11 – You Must have perfect SEO to rank on Page 1

With Google examining more than 200 “signals” to determine where your site comes up in the search results pages, and the majority of those being known ONLY by Google thee is no way that your SEO can ever be perfect.

And you don’t have to be perfect, you just have to be better than your competitors. That’s why I’ll look at your competitors if I am working on your SEO to see what can be done to beat them.

And if you strive for perfection, you might never get anything completed. remember, perfection is the enemy of good

Joke
2 men in the forest were faced by a huge bear charging towards them. One gulps and says to the other “we can’t outrun this bear” and the other one says. “I know, but all I have to do is run faster than you……byeeeee”

SEO Myth 12 – Running a Google Ads campaign will boost your SEO

Google Ads and Google Search are two totally separate parts of Google and there is NO interlinking at all so running a large (or small) Google Ads campaign is NOT going to improve your SEO.

It will, however, give you a quick opportunity to get your business to the top if the first page of search results (In the Ads section) if you need quick traffic to your website

SEO Myth 13 – SEO is a one-time thing

No, no, and thrice no. SEO is constantly changing and you (or your search optimiser) should constantly be looking for ways to improve your SEO. After all, if you started out and were better than your competitors (See Myth 11) and they improve their SEO, they will outrank you so you need to stay on top of things.

SEO Myth 14 – Google will penalise your site for duplicate content

Myth 4 looked at the posting of content on a variety of websites with the aim of building backlinks to your website.

From this came conversations that if Google caught you doing this then they would penalise your website. This simply isn’t true. However, a very real danger of having multiple copies of the same thing is that it will dilute your search results because Google won’t know which is the most important page.

So, examine your content, and if you have more than one copy of the same thing then you need to let Google know which is the most important and the Canonical tag is the way to do this.

A canonical tag (aka “rel canonical”) is a way of telling search engines that a specific URL represents the master copy of a page. Using the canonical tag prevents problems caused by identical or “duplicate” content appearing on multiple URLs

Thanks for reading and remember, if you have any problems with your SEO please don’t hesitate to get in touch. I’ll be only too happy to answer any questions that you might have

Find me:         https://www.seo.enterprise-oms.uk/  |  andy@enterprise-oms.co.uk
Follow me:     Twitter ¦ Linkedin
Phone me:      01793 238020 ¦ 07966 547146

Kick start your marketing with government support

It looks as if we are looking not at the beginning of the end but at least the end of the beginning of the Covid-19 pandemic in the UK. The government has slightly relaxed lock-down and hopefully will further relax things as the infection rate and number of deaths continues to fall.

There is no doubt that the UK government has thrown a vast sum of money supporting businesses with the aim of helping them survive coronavirus and ensure that they are able to restart and ramp up.

Covent Garden, London in lockdown
Covent Garden, London in lockdown

However, nobody knows how the economy will recover. There’s been talk of a quick return to business normality in a V shaped return.

However wise minds think it could be a U shape with the economy bobbing along the bottom until things pick up, a W shaped return should there be another peak of infection or even an L shaped recovery, which would be no recovery at all.

A graph representing and economic crash
A graph representing an increasing economy

With over 20 years of supporting small businesses I have been through a number of recessions and know that businesses that really WANT to trade, and even increase their market, can do so provided their business is fit and well and ready to return to the fray.

What I do know is this, there will a lot of companies hunting for new business but a lot of them will have just re-opened and be hoping that what worked before lock-down will work post lock-down.

You have an opportunity to pull ahead of your competition

And it’s not difficult. You can take advantage of one of the government support packages to give your marketing activity a boot. The coronavirus Bounce Back loan is perfect for this.

If you are a small to medium sized business that has been effected by the pandemic then it is highly likely that you will be eligible. You must be

  • is based in the UK
  • established before 1 March 2020
  • adversely impacted by the coronavirus

And that’s it. The loan is 100% backed by the government and so the ultimate risk to lenders is negligible.*

You can borrow between £2,000 and 25% of your turnover, to a maximum loan of £50,000

And here come the best bits

There is nothing to pay for 12 months, and the loan attracts no interest either

Then you pay the balance back over up to 5 years at an extremely attractive interest rate of just 2.5%

What could you use the loan for

  • You could use the loan to play for a completely new website
  • You could use the loan to fund some training
  • You could use the loan to pay for professional support and consultancy
  • You could use the loan to pay for your SEO
  • You could use the loan to fund a Pay per Click campaign such as Google Ads, Facebook Ads, LinkedIn Ads etc
  • IT could be used to pay for a complete rebrand
  • Printing of marketing collateral
  • Running a mail shot campaign
  • etc.

You could could mix and match any from the above – as the following example demonstrates

  • New website – £3,000
  • 12 months SEO support – £2,160
  • Google Ads campaign – £500/month -£6,000 for a year
  • 12 months Social Media management – £2,880
  • 12 months email marketing support – £2,160
  • Total £16,200 + VAT

You would pay nothing for the first 12 months

Then just £303.75 per month for 60 months bringing your total borrowing in at £17,229.38 – a loan cost of just £1,029.38*

That’s just £14.30 in interest per month, over the lifetime of the loan

If you wanted/needed less, here’s what £10,000 and £5,000 loans look like

£10,000 loan

  • Monthly Cost – £187.50
  • Total Cost – £10,635.42
  • Total Interest – £635.42
  • Monthly interest equivalent – £8.83

£5,000 loan

  • Monthly Cost – £93.75
  • Total Cost £5,317.71
  • Total Interest £317.71
  • Monthly interest equivalent £4.41

Don’t delay, start today

But I wouldn’t put it off. Only the government knows when the loans will need and your competitors may already be seizing this opportunity and as more companies take advantage the waiting list for your chosen professionals will be growing

Note that you are only eligible for one Bounce Back Loan so please make sure you have every eventuality covered.

Shameless Self-Promotion

I am yet to hit peak capacity but I’ve already had a couple of client take advantage of the Bounce Back Loan and have asked me to ramp up the marketing and coaching work that I do for them

So, don’t miss out – plan what you want to do. Get in touch for a quote, apply for your loan and then we can get started

Get in touch for an informal chat by email (andy@enterprise-oms.co.uk) by phone (01793 238020) or ask me on Social Media – Linkedin or Twitter and I’ll be only too happy to talk. Thanks for reading and I hope you stay well

Ring Me:      01793 238020      07966 547146
Email Me:    andy@enterprise-oms.co.uk
Find Me:      Linkedin     Twitter
Visit Me:      Bowman House, Whitehill Lane, Royal Wootton Bassett, Wilts, SN4 7DB

*I am not a financial adviser and you should take expert advice from your accountant, business adviser or other professional before proceeding. My figures come from the Lloyds Bank Bounce Back Loan Calculator

Enterprise Online Marketing Solutions accept no responsibility for any action that you might take after reading this post.

You’re thinking of PPC Advertising – but where should you place your money?

Screen Shot of Bing Ads, PPC

In my experience, when thinking about advertising on the the web, most people think of Google and Facebook Ads and that’s about it but there’s a wide range of Pay per Click (PPC) opportunities available and the key to success is deciding which are the platforms most likely to deliver the best results.

In this post I’ll be looking the top 8 platforms that you should think about,

  • Bing Ads
  • Facebook Ads
  • Google Ads
  • Linkedin Ads
  • Pinterest Ads
  • Twitter Ads
  • Yahoo Ads

Bing Ads

Run by Microsoft, Bing is the search engine that seems to be forgotten but is in daily use by millions of people. My experience is that clicks are cheaper than those from Google and frequently of better quality. It gets better because if you have a Google Ads campaign, Bing Ads have a tool that will import all of your campaigns at the click of a button.

Bing also powers the Yahoo Ad network so you’ll have the added benefit of your Ads appearing across Yahoo too.

Look hard and you’ll also be able to take advantage of £100.00 credit to get you going (there are terms, of course but essentially, it’s free advertising)

Facebook Ads

Facebook, largest Social Media platform on the internet. 2.2Bn users worldwide and about 32m in the UK so why wouldn’t you want to advertise here. Well, if you have something to sell to consumers then you should give it some thought. You can have image ads, text ads, video ads, sponsored updates and much much more. 

Not only that but you can target specific audiences and markets through the demographic data that Facebook hold, making it a far more targeted campaign than other platforms.

However, if you are in the Business to Business market, Facebook may not be the ideal platform for your ads.

Google Ads

Not the longest running Ad platform but certainly the most well established, the most popular and the one with the greatest reach, with more than 3.5Bn searches taking place on Google every day!

Google ads can be placed on Google, YouTube, the Content Network as well as Google Search Partners.

You can have simple text ads, image ads as well as responsive ads targeted at mobile phone users.

Google Ads is also a great way to waste money if you don’t think carefully about where your Ads are displayed, to whom they are targeted and the way your search words are formatted and used. Campaign management (either in-house or outsourced) is essential to get the most from your Ads investment.

Linkedin Ads

Linkedin is home to over 520m professionals and so if your business is focussed on selling things to, or providing services to, a business market place than Linkedin is the natural home for your ads.

You can focus your ads on almost any of the demographic metrics that Linkedin collects, whether geographically, job title, seniority, job role and much more.

Traditional ads are shown on the right hand side on your Linkedin home page and across the top whilst promoted posts appear in the newsfeed and hate works best are hints, tips and white papers.

Pinterest Ads

Pinterest is quite new to the paid advertising market but is rapidly catching up, as demonstrated by it’s initial valuation before going public on the 18th April 2019 at $19/share valuing the company at $12.7Bn.

With more than 200m active, monthly, users who are researching trends, looking for ideas and inspiration it’s an ideal place to sell “things” – especially if your target market matches the key Pinterest demographic with 70% of Pinterest users being women and 40% earning more than $100,000 or more

Twitter Ads

Twitter is used by 330m people every month and is recognised as a key source of breaking news. 

Unlike a lot of the platforms mentioned here, Twitter ads stay on Twitter and so can be particularly effective and remain fully under your control. Your ads can be simple text but photos work better and videos are event more effective.

Yahoo

Yahoo was one of the original sellers of search ads and was the model that Google based Adwords on. Yahoo still stumbles on as part of the Oath network (Yahoo, AOL, Huff Post and Tumblr). 

Yahoo has a partnership agreement with Bing which means that your Bing Ads will also be displayed on the Yahoo network (and vice versa) and your ads can be simple text, images, video and any other supported media across the network

Conclusion

There are numerous Ad networks fighting for your advertising spend. My advice is to start small, test AND measure. If, after a couple of months, it seems that one of the platforms isn’t working for you then stop and switch to a different one until you find the right platform for your business.

And, if you need any help, I’ve been doing this since 2003 so give me a call on 01793 238020 or email andy@enterprise-oms.co.uk for a free, initial chat to see whether I can improve your existing campaigns or help you launch something new.