How do humans create myths? Here's a kind of “recipe”: Take one part accident, combine it with your own fantasies and wishes, and add a bit of ignorance. Some consider myths to be nothing but a lack of knowledge, but maybe they’re just an effort to achieve it.
SEO, like any other marketing technique, has been surrounded by myth since its inception. Moreover, SEO myths are twice as powerful as Hercules and as slippery as Loki. I’d bet a grand you’ve already heard SEO is dead; The more pages Google will index, the better; and You should ask Google for optimization. So, it's time for us to examine these myths more closely — and possibly bust some of them.
Our recent Twitter chat titled “SEO Myths Busted” was intended to reveal all of SEO’s mysteries and secrets. I hope you enjoy the answers from our participants and our special guest Tony Dimmock, SEO expert and founder of Dimmock Web Marketing, an Internet marketing company and SEO consultancy in Hitchin, UK.
First of all, let’s talk about where this myth comes from. An Optify study claims the first three top positions get 58.4 percent of all clicks, while links in the first positions get 36.4 percent of users’ attention. So there is no doubt it’s crucial for a website to get the first positions.
But let’s look at it another way — is the main purpose of SEO to generate clicks? At the end of the day, we have to think about conversion rates. So don’t forget that focusing on the sources of traffic can generate more sales! As Mike Blazer (@MikeBlazerX) said, “You don't need all the traffic, just the traffic that will convert. Consider aiming at conversions.”
@semrush there is nothing wrong to secure 1st position! BUT, don't get it EARN it! Produce great content, serve purposes #semrushchat
— Umar Khan (@MUmar_Khan) November 12, 2014
@semrush Getting traffic from multiple relevant sources, plus aiming for many different long-tail keywords #semrushchat
— Martin Kůra (@HermanTinkura) November 12, 2014
One of the best sources of the “right” kind of traffic is landing pages. Here is some advice from our guest expert, Tony Dimmock:
#SEMrushchat A1(a): #1 does get most clicks. But enticing landing page Meta Descriptions (w/ bolded keywords) & CTA's can steal clicks — Tony Dimmock (@Tony_DWM) November 12, 2014
#SEMrushchat A1(b): + multiple SERP entries below #1 show topical expertise (more clicks). Also measure landing page UV’s & completion goals — Tony Dimmock (@Tony_DWM) November 12, 2014
#SEMrushchat (A1c): Ensure *correct* landing pages appear for equivalent, explicit search queries. 100% relevancy = more clicks & convo’s — Tony Dimmock (@Tony_DWM) November 12, 2014
Remember that content is still a king!
A1. Co's shoudl focus on being a resource by producing relevant, actionable content - from there, SERPs will come #semrushchat
— ClearVoice (@ClearVoice) November 12, 2014
From a purely linkbuilding perspective, nofollowed links are useless. In a broader (SEO) perspective, they are still a signal #semrushchat
— Jan-Willem Bobbink (@jbobbink) November 12, 2014
@semrush SERIOUSLY!! If you get the (NO-FOLLOW) mention at @Forbes!! Would it really not contain any value? (Please think!) #semrushchat
— Umar Khan (@MUmar_Khan) November 12, 2014
I chose these two tweets because they answer our question completely. Jan-Willem is right. From an SEO perspective, it can be counted as useless, but Umar Khan pointed out a very important issue — if you are constantly working on your brand awareness, your reputation and on getting nofollow links from reliable sources, then those links are still working for you.
no-follow links have a ton of value if you're getting traffic and conversions from them. #semrushchat — Chicago Style SEO (@chicagostyleseo) November 12, 2014
@semrush A2. I'd rather a no-follow link that drives sales than a do-follow that doesn't. SEO isn't the only factor in digital #semrushchat — Andrew Isidoro (@Andrew_Isidoro) November 12, 2014
So I think the myth that nofollow links are useless is busted. Also, remember that nofollow links “diversify the backlink profile and also help avoid a link spam penalty,” according to Sarrah Mcgraw (@SarrahMcgraw).
#SEMrushchat A3(a): SEO is *one* type of online marketing. Important yes, but just one. Marketing mix can inc: email, offline, PPC, events
— Tony Dimmock (@Tony_DWM) November 12, 2014
A3. not since semantic search and Hummingbird kicked in. Social sharing, citations, mentions play a big part #semrushchat — David Amerland (@DavidAmerland) November 12, 2014
This myth was busted right away.
All participants agreed that good SEO works well with a mix of other marketing activities. Depending on your business model, your audience, and other factors, you can create the perfect mix by following these steps: produce good content, choose the right channels to provide information and get user engagement.
Myth that SEO alone will make the magic of SE traffic grow. Content + User Engagement + Google itself and only then SEO goes! #semrushchat
— Mike Blazer (@MikeBlazerX) November 12, 2014
Also, don’t forget SEO is not a magic bullet; you have to be sure your website itself is good enough.
#SEMrushchat A3(b): If UX or aesthetics are poor, all the SEO in the world will *not* result in conversions. UX + SEO + Design + Copy = win
— Tony Dimmock (@Tony_DWM) November 12, 2014
#SEMrushchat A4(a): Hugely! Specific content must be made for prods/servs to be found online. O/wise web competitors will eat their lunch — Tony Dimmock (@Tony_DWM) November 12, 2014
Q4: Local signals have become hugely impt in search engine ranking factors. Local brands shld be the 1st to capitalize on this #SEMrushchat — Laurel Marcus (@ljmarcus) November 12, 2014
A lot of local companies think they don’t need a website or SEO because they are not a global company; but, our SEMrush Twitter Chat participants busted this myth and offered a lot of tips on how to increase your local visibility.
@semrush A4: Claim biz on Google + review sites (Yelp, etc.) Also make sure sites like Patch have right info (hours, loc). #SEMrushchat
— Kathleen Garvin (@KGarvSEO) November 12, 2014
#SEMrushchat A4(b): Tips - claim “Google My Business” / link to site / complete profile, Title Tags w/ *1* town + county, full NAP all pages
— Tony Dimmock (@Tony_DWM) November 12, 2014
Don’t miss these useful links that Tony shared with us: "The Definitive List of Local Search Citations" and "Schemas for On-page Optimization for Local Businesses."
It’s hard to notice a connection between SEO and usability if you’re a newbie. Sometimes site owners seems to forget an important point, and Laurel Marcus is absolutely right to point it out.
Q5: bad UX --> high bounce rates, low conversion & frustrated users. $ you invest in SEO is wasted if the experience is bad #SEMrushchat
— Laurel Marcus (@ljmarcus) November 12, 2014
But you lose even more than money. If UX is bad, you lose credibility. In turn, lower engagement means lower ranks, which will negate all the effort you’ve put into SEO.
A5/1: if users are overhelmed on your site, if they are lost, they'll bounce, and get back to google, to another result #semrushchat — Mike Blazer (@MikeBlazerX) November 12, 2014
#SEMrushchat A5(c): Use top/semantic KW research to create natural site structure. “This site's easy to use & nav. They know their audience" — Tony Dimmock (@Tony_DWM) November 12, 2014
According to Tony Dimmock, UX begins even before the first visit! From the first SERP snippet relevancy to landing page expectancy.
#SEMrushchat A5(b): Google's Panda also kills this myth: above the fold, subject-matter-expertise, rich media, clear nav, CTAs, no obstacles
— Tony Dimmock (@Tony_DWM) November 12, 2014
No doubt this one is tough. Let’s face it: we all deal face-to-face with scammers of all sorts on a daily basis. Some of them just want your money, but some can be really dangerous.
As Tony Dimmock mentioned, “It’s hard [to tell if someone’s a true expert], just like when interviewing someone for a job.” No wonder companies are so suspicious these days! To protect your business from “cowboys,” almost all of the SEMrush Twitter Chat participants pointed out that you should keep three things in mind: their promises, their methods, and their general attitude.
@semrush A6: Avoid thinly veiled promises or outright lies - 'You'll rank #1 on Google, guaranteed!" or (1) #SEMrushchat — Kathleen Garvin (@KGarvSEO) November 12, 2014
Q6: Run the other way if you hear "guaranteed rankings" "link directories" "scrolling sites are great" "pay to play in SEO" #SEMrushchat — Laurel Marcus (@ljmarcus) November 12, 2014
Another way to know if you are dealing with a professional — ask your agency or consultant for a portfolio or references. I think you’ll agree that nothing can convince you better than success stories.
A5: ask for real cases, contact clients from portfolio's and ask around about employees to make sure you deal with the right #SEMrushchat
— Jan-Willem Bobbink (@jbobbink) November 12, 2014
Tony Dimmock also described one huge difference between a good and bad SEO company — a bad one doesn’t understand your business goals.
#SEMrushchat A6(b): Good SEOs: have consultancy approach, listen, focus on clients biz objectives/goals & deliver convo’s (not rankings) — Tony Dimmock (@Tony_DWM) November 12, 2014
#SEMrushchat A6(c): Scammer SEOs: use methods that harm websites, have no common sense, don’t care about biz goals & have no transparency — Tony Dimmock (@Tony_DWM) November 12, 2014
If you want to get deeper into this topic, check out these bang-up articles Tony Dimmock shared: “How to Choose the Right SEO vendor” and “Cliff Diving with Panda, Penguin, and Pirate: Now What?”
We hope you enjoyed this Twitter chat wrap-up! Please join our next chat tomorrow, Wednesday, November 19 — “Tips to Spice Up Your Blog” with Joe Griffin, the CEO of iAcquire and ClearVoice! Use #SEMrushchat to join!
