Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical searchengines.
Myth 1: Metatag Descriptions Help Your Rankings
Not anymore. In fact, metatags are no longer even indexed by Google and Bing. But don’t ignore them altogether: Your metatags form the text that is displayed along with your link in the search results–and a more compelling description will compel more users to click on your listing instead of on others.
Myth 2: The More Inbound Links, the Better
In all the recent updates to Google’s algorithm, the search giant has made it a core priority to have quality trump quantity. Gone are the days of having thousands of low-quality links driving up rankings; in fact, creating those links can look like spam and get your site penalized.
Focus on obtaining links from sites that are relevant to your products, services, or industry–and on having those links be surrounded by relevant text. A blog review about your “blue widget” that links to your site is far more valuable than a rogue link for “blue widget” stuck in the footer or sidebar of some site–even a highly ranked one.
Myth 3: PageRank Still Matters
Google’s infamous PageRank is a 1-to-10 ranking of the overall authority of every website; the bigger the number, the higher the rank. In years past, this seemingly all-powerful number dominated the attention of SEO experts.
But today, Google’s algorithm has evolved well beyond any single indicator. The PageRank still exists, and if all things are equal, a higher PageRank trumps a lower one–but factors such as relevance and context matter, too.
As with inbound links: If you run a dental practice in Los Angeles, it’s better to have a link from a site that reviews doctors and dentists in L.A., even if it has a PageRank of 4, than to have a paid link with no context in a huge site with a higher PageRank of
Myth 4: Google Prefers Keyword-Rich Domains
In years past, Google seemed to put a disproportionate amount of emphasis on keywords in the domain name (what you may think of as the URL). For example, vinylhousesiding.com would almost certainly be ranked first in a search for vinyl house siding.
Not anymore, says Google. If vinylhousesiding.com is in fact the more relevant, authoritative site on the topic, it will probably still rank first–but not because of its domain name alone.
Myth 5: Websites Must Be ‘Submitted’ to Search Engines
In 2001, yes, this was the case–indeed, this was the first service that my company, Wpromote, ever provided. But today? Not at all. At this point, if there is any connection from any site to yours, your site will be quickly discovered by Google.
Note that being indexed is a far cry from achieving high rankings–but that initial step of submission is no longer needed or helpful.
Myth 6: Good SEO Is Basically About Trickery
Although there are still some SEO experts out there who go about their business trying to “trick Google,” this is absolutely not the way to provide good, lasting SEO.
Good SEO is about creating a relevant, informative website, with unique content and great user experience, and encouraging the sharing and distribution of great content to drive organic publicity and links back to your site.
In the end, this is exactly what Google explicitly wants to reward with high rankings–so it is anything but “tricking” the search engines.