You know what I’ve done the most in my referral business? It is these urban legends that are based on false beliefs. I discovered natural SEO after the birth of Google. And since then, some SEO legends persist and seem immortal. But where does this eternal life come from?
Lack of training for webmasters, web developers, and marketing managers? The desire of “referrers” too little trained to keep their secrets?
I think these two reasons coexist. Let us put back some legends that are still running in the SEO world. It would seem that we are not quite, but you will have more excuses for 2017!
Myth 1: Social networks will take you to the top of Google
You really think that getting links from Facebook will improve your SEO on Google? In reality, networks will help you gain greater visibility. There is a real difference between cause and consequence, as many studies have shown.
I invite you to meditate this process:
More social sharing -> better visibility -> more opportunity to get backlinks -> more links from authoritative sites -> better positioning on Google. But publishing a maximum of tweets to improve your SEO will not take you far. Links made from networks such as Facebook, Twitter or Linkedin are not taken into account by Google.
On the other hand, it seems that the visibility of a Google+ account is considered more important by its father, Google. What’s more surprising?
Myth 2: Referencing = Words and Links
This myth is the product of the evolutions of the SEO world. Not so long ago, SEO was still relying on links and keywords. Authority links and the search for keywords are always essential. But Google now tends to put the brands in front of the stage.
Type “public relations studies” on Google and start the search. The majority of these top 10 results do not have a lot of inbound links and they probably never realized keyword research. But do you recognize one name or the other? ISCOM, ONISEP, Université de Montréal … Today, investing in your brand helps you immediately and brings you fame. This also allows you to acquire authority links more quickly.
Create a brand and its reputation has never been so fashionable. And Google follows the move.
Myth 3: Technical referencing is dead
Google has invested in Google Webmaster Tools Search console to make the technical side of SEO more accessible. But this does not spare you from putting redirects in place when you redesign your site. Many companies contact me after remodeling their site and lost their visibility. Specific redirections are required. Google can then take full advantage of the freshness of your site, and therefore, put you forward.
Any webmaster should, therefore, study and understand the basics of natural referencing, from a technical point of view as well.
Myth 4: Super, it’s finished with the SEO!
In reality, you will never finish with SEO, this world is constantly evolving. Follow best practices, and in 6 months some will be avoided.
Let us take the example of the photos of authors who appeared in the results of Google a few months ago. I explained to my clients that having such a photo will credibilize and increase their click rate (the photo catches the eye). And then, hop, now Google removes these photos from its results.
I had previously my photo on various blog articles and I found it nice and useful. But here, it’s all gone. Today, we must draw attention differently.
Myth 5: Adwords Will Guarantee You A Good SEO
Here is another legend that has trouble making itself understood as such. Adwords is very relevant, especially for expressions that you are not yet visible. Also, analyzing your Adwords stats, via Google Analytics, will allow you to better understand the interest of this or that keyword. It is therefore interesting to carry out an Adwords test campaign to judge which keywords to put forward on your site.
But the myth singing that using Google Adwords to get your site up in Google’s natural results, you can forget about it.
Myth 6: Your strategy should never change
The man falls easily into the routine, and this can be done at the expense of good SEO work: monitoring, analysis, recurrent work … But some methods evolve.
Today, in Google Analytics, it’s hard to see which keywords bring you the most traffic. Your measurement strategy needs to evolve according to the data you have.
In summary: Does the user evolve in his research behavior? Your SEO needs to adapt. Google adapts are the algorithm? Make your site evolve accordingly. And you, have you ever dealt with other SEO legends?