3 Myths About Search Engine Optimization (and What’s Actually True)

The conversation about search engine optimization has died down a bit in the past year or two. However, this doesn’t mean it is any less important for businesses to engage in optimizing their websites for better search engine rankings. Research is still showing that the majority of consumers do research on search engines before purchasing a product or service.


No matter what you hear about digital marketing trends and tricks, never underestimate the power of investing in SEO. However, there are a few things you shouldn’t automatically believe about this digital marketing strategy. Here you can read about the most common myths surrounding search engine optimization – and what is actually true.


Myth: The Higher the Keyword Density, the Better the Ranking


Before we discuss this common myth, let’s talk about the basics of keywords and how they affect SEO. A keyword is the word or phrase that an internet user is likely to type into the search bar. For example, if someone is on the hunt for a top-rated mexican restaurant in LA, that person might perform an internet search for best mexican food LA. You get the picture.


A common practice of the past was to incorporate as many keywords and keyphrases into a website, making it fully “keyword optimized”. This means that a Mexican restaurant owner based in LA would place keywords like best mexican food LA or top LA mexican food throughout the website as much as possible.


However, Google has become way to smart for this. Now, it is actually detrimental to use too many keywords, something that many experts refer to as keyword stuffing. When too many keywords are being used, Google sees this as spam and won’t rank the site well.


The key is to use just the right amount of keywords. Experts say that the keyword should be contained in only 1% of the text. So in a blog post containing 1,000 words, try to include the keyword 10 times – no more and no less.


Myth: Links Don’t Matter for Ranking


We’re not quite sure how this myth got started since it is completely untrue. In fact, links matter a great deal for ranking high on Google. Let’s talk specifically about the practice of link building. Link building basically just means that a company is building authority in the eyes of Google through the use of links.


More specifically, through the use of links leading to different pages of the company website. No matter what you hear, link building is important. The more links leading to your website, the more authority you will build, and the more Google will like you. Unfortunately, link building is not a free practice, but it is entirely worth the money.


Myth: Google Doesn’t Care About Quality Content


Maybe this was true in the past, but now with billions of unique web pages, Google cares about quality more than ever. This means that website owners must create content that is engaging and that keeps readers on the page. Google can tell when a reader only stays on your site for a minute or two, and this will greatly lower your site ranking.


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