You know how in thrillers cops use sophisticated tools to verify if the suspect is telling the truth? Imagine if you could do the same to check the assertions of various so-called SEO gurus about what you should and should not do regarding search engine optimization. We would all have a more productive use of our time once some of these lies (or misconceptions, at the very best) are debunked once and for all.
But, since you can’t use a polygraph test every time you think about hiring an SEO agency, here are some lies that you should be wary of during the process.
- “Our Company Is a Certified Google Partner.”
There is no such thing as a “special relationship” with Google; that’s not how search engine optimization works. The reason your website moves up in rankings has nothing to do with “who they know” and everything to do with how your keywords and descriptions are featured, what CTR (click through rate) you have, how valuable your content is, and so on. In other words, it’s the work you put in that brings results, not the connections you have.
- “There Should Be a Keyword in Every Title or Description.”
In all honesty, that is not a lie, but a misconception. The tags and meta descriptions in your page title provide information to Google about the content of that page. Therefore, if each title and description include a keyword, it would be easier for web crawlers to index them, right?
Well, not necessarily.
Google uses semantic search for indexation, i.e., it provides more accuracy by understanding the contextual meaning and the searcher’s intent. Therefore, description is the key to better indexation, not planting keywords left and right. The more accurate your page description and the more appealing your wording, the better click-through rates your page will have, which, as proven by research, may contribute to your page moving up in search results.
- “More Content = Better SEO.”
When it comes to search engine optimization, quality beats quantity every time. Dumping information just to fill pages will not help your site or your prospects.
A few hundred words on a page are better than a 2000 words text if your content is high-quality. Try to create content that is relevant, helpful, educational, and valuable.
Never trust an SEO guru that tells you duplicated content is not harmful. That is a malicious tactic that can get your website de-indexed.
- “We Can Get You the #1 Position in One Month.”
Nobody can guarantee that. Simply put, there is no way to predict how fast a website reaches a certain ranking because the process depends on several factors that you can’t control. Here are some actions you can take to speed up the process:
- Pick an agency that proves to be detail-oriented and that has an excellent track record;
- Work together to help them understand your business and your target audience;
- Make sure that your site is mobile-friendly;
- Publish engaging content regularly;
- “SEO Is All You Need Regarding Marketing.“
If an agency tells you this, then you should stand up and leave, because the only thing they are interested in is your money and not the success of our business.
What about social media? What about content marketing? What about other, more traditional marketing tools, like TV or radio ads? It’s true that search engines play an important part in your marketing strategy, but all these techniques should be interconnected to give you the best coverage for all types of audiences.
SEO agencies may try to sell you lies that are meant to put them in a better light. Some of them are simple marketing tricks; others may be downright harmful to your business. Research with care and choose an agency that can show that they deliver, while maintaining control over your other marketing tools.
Here at Australian Internet Advertising, a Sydney SEO company, we strive to keep ourselves informed and above the myths and misconceptions regarding search engine optimisation. We are focused and diligent in our quest for delivering services that are in line with Google’s best practices.