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SEO, or Search Engine Optimization, is a digital marketing topic that has been shrouded in mystery for as long as it has been around. Businesses know that SEO is important, but they often struggle to understand it and to keep up with SEO trends. PixelPeople specializes in SEO for custom websites, so we see first hand what works and what doesn’t. Read below for our top SEO myths of 2019!
Myth 1: Keywords Are Dead
Keywords are one of the controversial yet essential pieces of the SEO puzzle. On one hand, we hear that: the keyword meta tag is dead (true); keyword stuffing is dead (true); and topics are more important than keywords (partially true—but of course topics are defined by keywords). On the other hand, we know that: consistent use of keywords in your titles, tags, and links still makes a noticeable difference in your search engine rankings; keyword volume and competition are still important to keyword research; and keywords are what users are searching for in the first place. So the role of keywords has changed, but keywords themselves are still at the heart of SEO.
Keywords are still crucial to telling you who is searching for what, when. You can use resources like Keywords Everywhere to understand monthly search volume. Then, tailor your content marketing based on results. Keywords are particularly useful in page titles, section headers, image tags, and links—but keyword stuffing and other methods of gaming the system actually hurt your rankings. When it comes to keywords & integrating them into your site, focus on quality over quantity. SEO is tied to user experience, so put yourself in the shoes of your ideal customer & consider keywords they would use to find your product or service.
Myth 2: Content Marketing Isn’t Worth It
Content marketing is a lot of work. It’s not direct response (meaning, it doesn’t immediately result in a sale). However, fresh content on your website does more than add value to your readers; it also ensures your site has regular, relevant content which improves SEO. Get smarter with your content marketing—it doesn’t always have to be completely new. Instead, think about ways to repurpose content you already have. For example, if you have a few blog posts on the same topic, consider creating a “Top Five Tips” post that compiles your older entries. You can use categories or tags to organize and archive old content, again using your most targeted keywords. Understand what you’re trying to do with content marketing and have a strategy in place. Otherwise, it will feel like a lot to handle with limited return.
Myth 3: SEO is Only a Front-end Issue
SEO is strongly linked to front-end user experience, due to the reasons outlined above. However, there’s a lot that goes into SEO on the backend, as well. Page structure, site structure & URLs, use of schema markup, and your site’s performance all affect SEO on the backend. When you’re prioritizing SEO, don’t solely rely on frontend content. You’ll also need to work with a web developer who can help to optimize these elements on the backend of your website.
What are your biggest SEO challenges and questions? What myths have you heard online, and how have you adjusted your SEO strategy for 2019? While it may seem like a lot to keep up on, there are helpful partners to guide your SEO planning & implementation. Just ask!
