SEO Myths: Setting the Record Straight

Don't Believe Everything You Read

In just the past few weeks, I have encountered a number of executives who are confused about how and where to find reputable and trustworthy information on search engine optimization (SEO). There are millions of blog posts infecting the blogosphere with SEO misconceptions and myths.  Worse, I have seen all of these SEO myths masquerade as fact. Now it's time to set the record straight.

SEO Guarantees - Avoid at all costs

As an online marketing tactic, SEO is both art and science. When executed properly, SEO creates top rankings for relevant pages and sites for targeted keyword searches (and for traffic and conversion). But when an SEO company brings any type of "guarantee" to the table, it should raise an immediate red flag.

Why? No one can guarantee results. In an industry as competitive as SEO, there is no such thing as a "sure thing." Search engines are also constantly changing and updating their algorithms (which they keep secret), so SEO is always in flux; there are no constants. Strategies change on a dime, and many of the SEO "experts" that made guarantees a couple of years ago got burned when Google evolved. Now their guarantees are worthless.

Case in point: An infamous SEO company guaranteed top position and delivered one hundred "high quality" links for a $500 one-time fee. Awesome deal, if you still optimize web sites like it's 2001. As soon as Google updated their algorithm to account for "natural" versus paid links, sites with link popularity built on a shaky foundation of paid links toppled through the rankings like a kid who's no good at the game of Chutes and Ladders. 

Then there's the SEO company that delivers on their guarantee of top "rankings," except it's for the world's longest keyword phrase that has 10 words in it.  For example, a firm I heard about promised top positioning and delivered, so to speak. The client was #1 for "express mail provider and delivery service and pick up in denver colorado."  I know the long-tail is powerful, but clearly that guarantee was misrepresented (to say the least). Not every top ranking provides a measurable impact. This is why a professional keyword analysis should form the foundation of any results-driven SEO campaign.

So if you're working with an interactive agency or SEO firm that guarantees anything other than a commitment to user-focused optimization and best practices, buyer beware. Instead, seek out providers with relevant SEO case studies, solid references or testimonials, and proven results. In business (but especially in SEO) actions speak louder than words.

Code Doesn't Matter in SEO

Wrong. Code is an essential aspect of SEO, but firms that lack the capability to modify a site's source code would have you believe otherwise. In order for a website to be completely search engine friendly, the source code needs to be clean and streamlined while adhering to industry best practices. Sites should be built for search from the ground up, ensuring that the code of your website is optimized for proper search engine indexation. Existing website code can also be optimized for real results.  Full and proper indexation is key. Learn more about SEO friendly coding practices.

You Only Need to Optimize Your Site Once

This is another common misconception that's made it's way around the horn. Just because your site has attained top rankings does NOT mean it will not stay there indefinitely.  Successful SEO is an ongoing effort that builds upon itself. While your competition is working to bump your site out of the rankings, you and your SEO agency need to be creating compelling content with users in mind, building relevant links, and using web analytics to refine and improve conversion rates. Once you achieve top positioning, pat yourself on the back, but understand that online war is far from over. Now you must maintain your position.

Why Hire an SEO Agency? We Can Do This Ourselves...

Maybe you can, but 95% of companies cannot. Why? Search engine marketing and optimization take years to learn, and constant dedication to stay on top of trends and algorithmic changes. Who in your company has time for this steep learning curve? And how will they know if they're reading the right blogs and getting the correct (and most up-to-date) information? You don't want an in-house employee to use SEO strategies that are outdated or obsolete. Not only will this not create the desired results, but it could lead to penalties from search engines. Then there's the automated "SEO software." This may take care of surface level issues, but it cannot build quality links or create and distribute original content. Worse, it cannot perform a keyword analysis for you, which forms the foundation of all campaigns.

Sure, your web designer and web developer both think they can do SEO, too. They might be able to implement select pieces of the puzzle, but there's no way they'll have the time or the expertise to do what an SEO professional can do. That's why it makes sense to hire a qualified SEO professional in 99.9% of situations. The best can both consult and implement their own recommendations if your internal staff cannot.

Design, Develop, & Launch - Then Worry About SEO

Too many companies today are not thinking about SEO when they should be. They design, build, and launch their site and then turn their attention to SEO. Almost every time this happens, an SEO will get involved after the fact, and then want to implement coding modifications to improve search engine friendliness. Had an SEO been involved in the design and development, they could ensure that the site was built for search from the ground up. Creating a site that's SEO-friendly cannot be an afterthought; it must be a priority if you want to be competitive online. That's why LeeReedy insists on building sites with SEO in mind from the start.

Looking to harness the power of SEO? Drop me a line at nyorchak@leereedy.com