Search Engine Optimisation (SEO) is an art rather than a science and very few people know the exact algorithm Google and the other search engines work to. As a result, the world of SEO is filled with misinformation and falsehoods.
In this blog, I am going to go through my favourite (or do I mean most annoying??!) SEO myths and hopefully clear up some common misunderstandings.
SEO Myth: Optimisation is dishonest
Some clients we take on are very motivated when it comes to marketing their practice online, they are proactive and listen to all the advice we give them but some of them still think that the SEO work we do is underhand and we are trying to trick the search engines into ranking their site!
The search engines want relevant and appealing website copy and sites which are easy to navigate and are accessible. Giving them what they want is not tricking them!
SEO Myth: SEO is Influenced by PPC
One of the most popular myths I hear our clients talk about is that SEO is influenced by the search engine’s Pay Per Click (PPC) program. Apparently a website may not rank well organically unless it is shelling out for a PPC campaign.
I can see how these rumours and beliefs arise, it does make sense to think that a major search engine may want to help its paying customers by increasing their ranking in the unpaid results. However, a search engine’s success comes down to one thing: can it offer searchers relevant results? If it can’t, it will cease to be competitive and go the way of all obsolete services.
That means that if a site is not paying for PPC adverts, it won’t influence it’s ranking in the organic results.
SEO Myth: Once Gained, Easily Maintained
The purpose of SEO is not to boost a website’s ranking and then relax. SEO is not a short-term piece of work which needs to be achieved and then not thought about again.
I think this misunderstanding comes from a lack of online awareness among some companies.
They pay out for a website and then do no further work on it. They add some copy to their pages and do not update them. They want to commit a specified amount of time and money to SEO, and then stop.
SEO is an ongoing commitment and, although spending money building solid foundations can mean you pay less in the long term, you can’t finish it anymore than you can finish your ongoing marketing strategy.