SEO has evolved a lot in recent years and some of the usual techniques that were used some time ago have ceased to be effective at the moment, while others are directly damaging for breaking the Google algorithm for 2017
However, it is common to hear comments and theories about what is not and what works in SEO year after year . While some of these theories are valid, others on the other hand are myths and have no basis, but still many users continue to accept them as true and immovable.
Google has been working for some time to reduce the validity of many of the tricks that were used before and wants to offer the best quality of results to users. The bet by pages with content of value and an algorithm that punishes the rebound of users in case of being excessively fast are some of the samples on where the SEO goes.
In this article I will try to explain some of the SEO myths that we should know.
1. The number of pages and the amount of content you can create is what will make the difference
It seems logical to think that the more content you generate, the more keywords you will be trying to rank and the faster you will be able to position yourself, however this is not the case and the Google Panda update was responsible for denying it.
If you create a lot of low value content, your positioning will not improve.
We understand content of little value, content that users do not read, content that is not shared, that is not optimized for SEO On Page … Simply generate content just to create more pages.
These pages without value are going to be taken as simple noise and, apart from work, they can only cause positioning problems.
In fact, you could use scripts to generate hundreds of pages of content each day and probably the only thing you would end up getting is a Google penalty.
The process has to be different.
To achieve a good positioning you have to create content of value, content that receives a good CTR in the search results and that generates a good user experience for Google to identify that it is useful and interesting to users.
Starting from this premise, if you are able to generate a lot of content with these characteristics then you will start to improve the SEO positioning of your project: a page with valuable SEO for the user will be a valuable page for Google.
But the order must be that:
- Create useful and interesting content for your target audience.
- Create a lot from point 1.
2. Having an HTTPS certificate is not very important and only works if you are an eCommerce
HTTPS is a secure transfer protocol that uses an SSL certificate to encrypt traffic between client and server and therefore HTTPS makes any web more secure. We tend to look at these protocols when we enter the pages of our bank or if we are going to make a large expense in a store.
In this article we talked about the importance of SSL certificates for online stores. But the reality is that using SSL is an SEO factor more than the many that Google takes into account to calculate the positioning of a website (not just e-commerce).
In August 2014 Google announced that the algorithm would begin to take into account the use of HTTPS to calculate the positioning of a website. For now it is still a very weak factor, however it is likely to increase its importance as Google wants the pages to be faster, with better content, adaptable to any type of device and it seems obvious that they are also more secure.
We must take advantage of HTTPS , one of those simple SEO factors that are easy to implement by any business owner. All you need is to contract an SSL certificate and install it in your accommodation. Easy, fast and effective.
3. The local SEO is secondary and dispensable
If you still do not know what local SEO is or how to apply it, I recommend you take a look at our article on how to do local SEO .
In July 2014, with the update of the Google algorithm known as Pigeon, Google brought even more relevance to local searches as businesses located physically close to the user can appear and improve their search rankings over other larger or more relevant pages. that are more distant from the user.
We must take this as a change of focus in defining competition. Just as in a neighborhood store the competition may be in our same block, something similar will happen with local SEO.
4. It is not necessary to optimize the images
It is increasingly important to work on page SEO on page and the visual aspect – adapted to tablet and mobile – is a valuable asset. Optimizing images correctly is one of the points of the checklist of a good SEO On Page.
Google can not interpret the images correctly, but it can easily interpret the ALT attribute of the image and also the name of the physical file that represents that image, so the SEO properties of the images must be optimized .
Try to use the keywords that you try to position in the ALT attribute and name of the physical file of the image and try to make these values always fit within the context surrounding the image.
5. The home page has to have a lot of content
Another fairly repeated myth is that the homepage of a website as it is one of the most important, must have a lot of content and text, the more the better, since this way we will be able to position ourselves for more keywords.
At this point the “seek the best possible user experience” rule is repeated.
The homepage of your website may not need a lot of information and for that specific case a minimalist design makes more sense.
The homepage of your website should have a single objective: to make it clear to the user that your website is about, who you are and what you offer. It tells more about the internal structure and how valuable the other pages are in terms of content.
6. The user experience is an extra, but it is not very important
Google’s algorithm has evolved in recent years and will continue to do so. One of its most recent changes has been the incorporation of the user experience as a key factor in positioning .
Until recently, Google used mainly external signals – number of incoming links, authority of the domain, different ips linking the domain, etc – to determine the quality of a page or website. However, some of these factors are manipulable and are not directly related to a website offering an optimal user experience for your visits.
The user experience factor measures things like: page load time, bounce rate, time on the page, scroll that a user makes on the page, etc.
All these elements send signals to Google indicating if that page fits what the user was looking for at that moment, and everything points to this factor increasingly weighing more in the algorithm.
This factor is especially important when working the SEO of an online store , since in a few seconds the user decides whether to buy products in that online store or return to the search engine.
If you use tricks to attract users to pages with no value, your website will most likely fall quickly.
The number of quality links that point to a website is still an important factor in Google’s algorithm. In fact it is one of themost important positioning factors .
With the arrival of Penguin , the number of links that point to a website, ceased to have relevance, and what really began to be important was the quality of the links.
If your budget is tight and you have to decide between creating quality content on a frequent basis or getting and buying links , the recommendation is to focus on creating content.
The content always has to be in first place and then the links so we can give a boost in the rankings and improve the positioning of those pages.
SEO evolves very fast and every day new posts and articles are created with tips and recommendations. Some of these tips are valid, while others are simply myths.
If you want to improve the positioning of your website, try to use common sense and focus on what industry leaders and Google guidelines recommend at this time.
- Create quality content
- Improve the user experience
- Optimize your website: SSL, loading speed, responsive, use of structured data , etc.
- Get quality links
In short, any type of action that is aimed at the user wants to return to visit your website in search of more cont