10 Myths about SEO (Search Engine Optimisation) that any webmaster should know; and all clients should be aware of.
Myth 1: All Meta Tags Are Of Equal Importance
Some Meta tags are useful while others are not. Search engines are relying more and more about what is on the website than what the tags are telling them. The description tag is used by some (but not all) search engines. The same goes for the keyword tag, which is hardly used by any search engines. I will not improve your ranking and it could actually cause you ranking to go down. In my opinion, the only tags you should use are the robot tag and the description tags.
Myth 2: You must submit Your Site to Search Engines regularly
Submit your site once, that’s enough. The engines will come back and re-visit of their own accord. You can sometimes speed up the process of getting your site indexed by linking it to a high traffic site. The search engines will find the URL to your site and index it automatically.
Myth 3: SEO is Expensive
Actually, SEO is probably the most cost effective form of online marketing. Organic SEO is cheaper to set up and maintain than a PPC campaign or banner advertising. With PPC and banner advertising, you pay for clicks or impressions. With SEO, all clicks are Free. You simply pay for the set up and monitoring of your site’s pages.
Myth 4: PPC Is More Effective Than Natural SEO
In the short term this is true. Pay Per Click (PPC) can bring good returns if done properly. In the long term it is not more effective because organic listings are preferred to PPC listings by a ratio of 5 to 1 to PPC. People trust organic searches to return relevant results. People also know that the ads to the right of the page are sponsored ads. They have long ago figured out that anyone can bid on any term they want, as many often do, without even a hint of relevance. So, long term SEO structuring can indeed be more effective than PPC, especially when considering the preferences of search traffic. A top 5 ranking may take some time to get, but once you are there (and provided you can maintain it), you will get better results than from a PPC ad.
Myth 5: Employing an SEO specialist is cheaper
The problem with employing someone is that they are paid hourly or by monthly salary. Most SEO firms charge per website or project. It doesn’t matter how long it takes us, you pay a one tíme charge. When you hire a firm, it’s like having a team of SEO experts on your payroll. Paying a flat rate saves you money and speeds up the time it takes to complete a job. Additionally, most SEO firms have specialists who write, submit, redesign sites, post pages, etc… Hiring one person who can do all these things competently is highly unlikely.
Myth 6: I can only optimize my homepage for key terms
You can and should optimize every page on your site. Each page should have its own key terms, with no more than three phrases per page, preferably only one key phrase per page.
Myth 7: All I need to do is write content with the correct keyword density and my site will rank well
Wrong…especially if you want to rank on Google. You will need off-site SEO as well as on-site SEO. Keyword density may work on MSN (for now), but it will take more than that to rank well for all search engines.
Myth 8: I shouldn’t aim for the most competitive keywords and phrases
If the keywords you are competing for are very competitive, should you optimize your site for them? Of Course! I would optimize for some high, medium and low competitive key terms. Cover all your bases. The worst case is that you won’t rank well for the high competitive key terms and that’s ok. You can always work to improve them. Don’t shy away from top key terms just because they are competitive. You may never know how close you could rank for them unless you try.
Myth 9: Only use companies that give you a guarantee
Guarantees would be nice if they were worth the paper they are printed on. In fact, most guarantees from SEO firms have the same stipulation in them. This stipulation usually states that as long as they get one of your key phrases to the top of any major search engines, they have fulfilled their end of the agreement. This is irrelevant to the competition of the term. In other words…it’s easy to be number one for terms no one is competing for. Don’t be deceived by high rankings listed on SEO sites as they can be misleading.
Myth 10: Professional SEO requires a long expensive commitment
It certainly shouldn’t. Don’t lock yourself into a year contract with any company unless you already have an established, favourable business relationship. SEO, in most cases, should be performed on a month to month basis with a mutual understanding of the objectives and relative timetable. Often, both the long and short term maintenance contracts that many firms insist on including with each job are unnecessary. As an example…If you have a new site optimized, especially right after an update, you may not see results for three months. Why pay for maintenance in the interim time?
Additionally, you may not be happy with the results of an SEO firm or even the level of service. A long term contract may only ensure that you receive a full year of bad service. So, don’t lock yourself in with a year contract, at least until you are comfortable with whom you are dealing with.