Despite the number of hugely popular search industry blogs available to read, such as Search Engine Land, Search Engine Watch, and aggregator sites like Alltop.com, there are still many SEO services providers and business owners living by old SEO habits and attitudes. To the informed SEO professional or business owner, the dynamic nature of the industry is something to live with and adapt to if you want to be a success.It is no secret that doing today what you were doing five years ago in most businesses isn’t going to work.
Why Don’t People Change?One only has to look at the opinion many people have of Matt Cutts, Google’s Head of Webspam, to understand why many stick to old SEO practices. It is probably going too far to suggest that some think SEO is one big conspiracy, but there is definitely a lot of cynicism related to exactly what Google’s motives are and what they’re trying to achieve. The people who see Google as a business purely in it for themselves tend to be the ones who stick to the old-school SEO strategies. Some just dislike Google, period, while others have implemented things like Google authorship and seen their search traffic plummet. Although there are likely to be other factors involved, it is human nature to blame what you’ve done differently on any negative consequences. What are these old-school strategies and attitudes people can’t let go of?
Rank MattersThis problem can be laid exclusively of the door of those SEO providers who still try to rank highly and take out Google advertising for terms such as “Number 1 Ranking in One Month.” Seriously, if every holistic SEO agency or freelance SEO professional could take the money wasted on companies that peddle such messages, the industry would be thriving and the return on investment clients see would skyrocket. SEO is about increasing business revenues and extending your brand reach across the internet, not achieving the highest possible ranking for keywords that might not even be relevant to what you do.
Link Numbers Rule!How often in life do we hear the words ‘quality over quantity,’ but fall foul to the desire for something we can measure objectively without much effort? The main offender here is inbound links. For years, people obsessed with how many links they could build in the shortest possible time, before Google finally got wise and started focusing on quality links between great content and websites. Still, people continue to build links in bulk believing this is the way, only to then have to spend time getting familiar with the disavow links tool later.
Keyword Density EquationsThere are still websites out there that still promote the myth that is keyword density, despite industry giants such as Moz.com reporting as far back as 2008 that keyword density is irrelevant. Content mills like Textbroker and Hotype are still getting writers to write to keyword density and telling their clients it is important, so it is no wonder this myth persists. If you’re thinking of any of these while pursuing SEO, you’re wasting time and in all likelihood, money aswell. Forget them, and instead focus on the things that can make a positive difference.
Danny loves marketing, and although his specialist area is print and radio advertising, he understands the value of digital marketing and that the industry is going to shift more in this direction in the future.