If you dream of one day seeing your website on the first page of a Google search and haven’t heard about SEO–Houston, we have a problem.
Unfortunately, the mainstream definition of Search Engine Optimization (SEO) differs dramatically from what it is. In fact, there’s a lot of misinformation about SEO out there in cyberspace, mainly because of so-called SEO “experts” telling website owners what they want to hear by making SEO sound as easy as building sandcastles on the beach.
Blackhat SEO Techniques
In the beginning, when the Internet was called the “World Wide Web” (remember that?), search engines remained blissfully unaware that unethical content developers were deliberately writing dreadfully bad, nearly nonsensical content just to rank sites. These “black hatters” quickly learned that primitive search engine crawlers would pick up certain keywords/phrases that had been “stuffed” (repeated over and over and over again) into website content and return that site on search queries. In other words, if someone did a search for “toothache”, search engines would give them websites that contained worthless content because the word “toothache” had been inserted into every sentence.
Google Knows Better Now
Fast forward to 2015. Google is now the smartest search engine in the world, possibly smarter than the people who developed Google. Supported by sophisticated algorithms that endlessly skim through billions of website content searching for professional written, information-rich content, Google now represents the quintessentially evolved search engine that has single-handedly defined the nature of 21st SEO.
Don’t Fall for the 4 Biggest Lies about SEO
SEO does not work.
Um, yes it does.
According to the Google gods themselves, a Google-friendly website contains the following:
- High-quality content, especially on the homepage. “This is the single most important thing to do.”
- Has other websites link to your site. “This helps our crawlers find your site and can give your site greater visibility in our search results.”
- An interface that is easily navigable. “Every page should be reachable from at least one static text link.”
- Pages that are NOT filled with lists of irrelevant keywords. Sites that contain text, links or pages not intended for visitors to see, Google will detect this deception and ignore your site.
We already published SEO content two or three years ago
OK, but that was two or three years ago. Since then, Google has changed its search algorithm in a major way at least three times and executed hundreds, if not thousands modifications they never disclosed. Maintaining your SEO efforts is vital because of the organic nature of SEO and because Google crawlers are irresistibly attracted to fresh content, working links and time-sensitive information.
If you have not modified your SEO and published new content in two years, you might as well put a tombstone on your website until you do.
SEO is just placing keywords at the beginning, middle and end of an article.
This sentence may be the best one-liner in the industry.
SEO is no longer about keywords. It is a long-term, open-ended process involving the a continuous process of discovering non-branded keywords that can be incorporated into professionally written content chock-full of genuinely useful information. Also, content that is focused around a particular topic and not just keywords will receive more traffic by implementing long-tail keywords that aren’t intended for ranking purposes but ultimately fulfill that purpose.
If fast-talking SEO “experts” tell you they know how to insert keywords to rank your site, just laugh and ask them to tell you “another one.”
You just need to know the tricks of the SEO trade
You cannot “trick” Google’s search algorithms because computer programming algorithms are rigidly established rules set in stone until the programmer decides to modify the algorithm.
SEO methods typically involve blackhat techniques that accomplish the opposite of what you want your website to achieve. In fact, these tricks could enrage Google’s algorithms–and get your site banished from the massive list of sites searched by these algorithms.
The Bottom Line
Don’t let a website developer mislead you into believing his gimmicks will get your site ranked high in just a few short days.
When done right, SEO will get your website found by Google. Guaranteed, but on what page is a story for another day.