Since its early years, search engine marketing has evolved a lot but is still far from perfection. New methods to track ROI have been created since then but erroneous calculations, unskilled or immoral SEO users and useless methods will affect the ROI of most people. However, choosing effective SEM companies will give you increasing returns. But for now we will focus on exposing popular wrong SEO myths.
These incorrect SEO myths are:
- SEO is counterfeit
- You cant calculate an approximate SEO’s success rate
- Your SEO strategies needs to be modified all the time to avoid losing ranking in SERPs when search engines update their algorithms
- Learning SEO doesn’t take much time
- The most effective SEO method is present your website to several search engines
- SEO aim is for your site to be number on SERPs
- Once your site has been set effectively to SEO, blackhat competitors cant hurt your ranking
- You only lose ranking to skilled competitors
- Hiring a SEO professional guarantees you a permanent spot in SERP
Myth #1: SEO is counterfeit.
This is one of the oldest and less popular myths as every skilled marketing experts know how effective SEO is to attract customers. Also articles in trustworthy resources such as Business Week, The New York Times, The Wall Street Journal, Fortune, Forbes, SearchEngineWatch.com, have confirmed that the use SEO is not only highly valuable, but also a must for online marketing. The SEO industry developing at an increasing rate, just like the ROI it offers.
Myth #2: You cant calculate an approximate SEO’s success rate.
Search engines algorithms are so complicated that it is impossible to predict the exact ROI your website will generate but it is possible to get an approximate ROI value which should at least help with your investments decision. Professionals do this by looking up the percentage search for every keywords/key phrases in search engines and by checking how many direct competitors you have, this also helps to predict your ranking in SERPs and the amount of relevant traffic you may obtain.
Myth #3: Your SEO strategies needs to be modified all the time to avoid losing ranking in SERPs when search engines update their algorithms.
A popular unfounded opinion that may dissuade people from starting their site’s SEO as the think its too much work to maintain. Actually it does take a lot of time to setup but once your website has been properly optimized, it will normally only require minor developments. Some websites may stay in high positions for years without any adjustments.
There are two main parts to search engines’ algorithms:
a) The linguistic part.
It analyzes the language of every single page on the site as a single complete one.
b) The non-linguistic part.
This part estimates the value of extra-page factors, mostly the value of backlinks pointing to your site but also the duration the site and its links have been in activity, how many people clicked on your links but didn’t go deeper in your pages and a lot of other factors.
However, while it may seem less important, SEO gives more importance to the linguistic part.
A popular issue is knowing by how much the linguistic part affect search engines more or less than the non-linguistic part. Assumptions vary from 20% to 80%, but in the end only the search engines’ engineers know the exact value. However it is known that search engines respond to queries by organizing a sub-sample of their index as a whole, based only on linguistic content and then take into consideration the non-linguistic factors such as PR, links etc, making of the linguistic part a crucial step towards high ROI. Thus when hiring a firms’ services, aim to have the best linguistic content from them, no matter how much it will affect your ranking once completed. While firms also help with incoming links and other non-linguistic factors, it is hard to track their efficiency, one of the reasons why search engines use them. Also you will rarely benefit from trying to influence these factors. For example, reciprocal linking are expensive and take time to setup. But then again, SEO is mostly about optimizing your site to the linguistic part of search engines’ algorithms.
While search engines do create new ways to parse language and slightly modify their algorithms’ linguistic part, like for example the introduction of “keywords clustering” (also called stemming) where a search for clothes may show you a page mainly about shirts, these modifications however don’t require any major changes in your SEO strategies. However as search engines update their algorithms, some of your keywords may lose some of their value while others will gain from it, but a well prepared SEO will usually maintain the same efficiency or even get better with time.
Myth #4: Learning SEO doesn’t take much time.
Being efficient with SEO demands a lot of time, a great knowledge of the subject, an unflinching precision, but the key to success is experience. A skilled SEO professional should know:
- How many keywords and key phrases to insert in the text, where to put them and at what intervals.
- How long it takes to convert a dynamic URL to a static one.
- At what moment and how to use robot.txt files.
- Whether to use flash or not to secure your SEO, and how to use.
- What navigation placement strategies to use to optimize the traffic you get.
- How to react to search engines that prefer direct links to the most relevant pages, and how the solution will affect the SEO.
- When the SEO results tracking tools need to be updated.
- If the website has a clean and static IP address.
- This is only a small part of the complex things you will need to know. SEO is NOT easy as you can see. Even if you do have the necessary knowledge you will need the much experience to react effectively to fierce completion.
Myth #5: The most effective SEO method is present your website to several search engines.
Submitting your website is important and quite simple but are basically useless without SEO to ensure you the best positions.
Myth #6: SEO aim is for your site to be number on SERPs.
SEO actually aims to optimize your ROI. If you did manage to get your site on page-one ranking but the contents you have aren’t enough to attract visitors to purchase your products and services, you will just be sitting ducks. The main goal SEO, and also SEM is to create hundreds or even thousands of attractive and related keywords and key phrases to insert in your various pages to maximize ROI. A few phrases you used could earn you a high ROI depending on the rate of relevant queries but on the other hand, a large number of keywords may also get the same results.
Don’t forget that it is a waste of time to try to track the results of your SEO manually, this is practically impossible and if you did successfully do it, by the time you complete it, the stats would have changed already, making your work useless. Even if you used the best softwares available, it will take days to track the results, and you may still obtain inaccurate data.
Myth #7: Once your site has been set effectively to SEO, blackhat competitors cant hurt your ranking.
The dream of every legitimate webmasters. There are several ways to purposely hurt a site’s ranking and its PPC strategies even with a complete SEO website. We wont be going through these methods as we don’t want such information at immoral individuals’ reach.
Search engines work hard to stop these practices, and they did stop some of them. There are however no efficient ways to definitely prevent regular an varying attacks. It takes a lot of time to locate the problem, search for the cause an come up with effective countermeasures while on the other hand it demands little effort from the assailants to attack websites’ rankings. Even though only a few people who are often actually busy with legitimate work know these methods, cases where websites were taken out by competitors aren’t rare.
Myth #8: Competitors with top rankings (1-10) cant be ruled out.
Actually, even the most competitive firm will take years to dominate all the keywords related to their site no matter how much time they took, or how many professionals they hired. There is always room for improvement. Web surfers search thousands of key phrases variations that may refer to your product but late developments in SEO studies revealed that 30% to 50% of queries have yet to be done.
Also there is lack of actually highly skilled SEM professionals, and even all of them cant claim every single key phrases terrain no matter how much SEO work they do. Some of these keywords may stay unused for years. Thus there is a large number of linguistic resources you can exploit before others to increase your direct or indirect revenue.
Myth #9: Hiring a SEO professional from a firm guarantees you a permanent spot in SERP.
Influential websites like SearchEngineWatch.com and ClickZ.com often ascertain that claim choosing them will get you a guaranteed placement in SERPs should simply be avoided as:
- Such firms only give a short tem boost and don’t work much to bring you lasting results.
- They tend to prefer key phrases that aren’t as popular as they are easy to set rather than those closely relevant to your site that may be more suitable for completion and crucial to your business.
- Some firms may ask for regular payments to keep you site in high position when a SEO that was done properly the first time will benefit you for a long periood, only requiring minor adjustments you could do urself.
- These firms focus only on a small number of all the related key phrases to give you a short term rank burst, ignoring the linguistic factor and keeping you from getting the traffic a large variety of keywords would get you. Diversified and closely relevant keywords would also help your site endure changes in the search engines algorithms.
- These firms’ interests are rarely in accordance with your best rate of ROI.
- Some of these firm prefer Pay-Per-Click to actual SEO which not only greatly reduces the quality of your traffic but may also cost you more.