SEO MYTHS 2020: The Future of Search Engine Optimisation
Every day Google experiences changes in its search engine, as it is a key platform for brands due to the number of users it has and the traffic it brings every day to the various brands and company websites.
As Wordstream shares it, 3.5 billion searches take place all the time. Because of this, the search engine has been updated continuously seeking to provide a better experience for users, this means that those who want to maintain their positioning and traffic must be aware of the changes.
However, when this does not occur, erroneous beliefs about its operation and the actions to be taken to maintain the results can be developed.
Focus on the quality of content and topics, and not on keywords
The first of these SEO myths does not mean that content quality is not something important. Of course, it is and will continue to do so. However, quality content may not be well-positioned on Google without keywords, without them, other sites will get all traffic through relevant keywords. It may interest you
Brands and companies with websites must discover what keywords or phrases can allow them to position themselves instead of assuming that only having the most relevant content will be able to be placed in the first places of the Google results pages.
De-indexing by keyword padding
The second of these SEO myths indicate that Google will not list sites or pages if they are saturated with keywords. While the search engine has caught several sites that make use of this technique, it is difficult to point out that Google has erased its efforts to fill your materials with keywords.
Of course, this is not a recommendation to start filling everything with keywords, it is a very risky bet, however, the so-called keyword stuffing is a subjective aspect. If visitors have a good user experience, the use of keywords does not pose a threat to SEO.
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Penalty for duplicate content
As part of this third myth, the source emphasizes that it is not always easy to measure the penalty for duplicate content. Therefore, this is another aspect that should not worry so much if you have any repeated text on the website, especially on sites with hundreds of pages.
Duplicate content represents a more serious problem when it comes to e-commerce that tries to avoid the same product descriptions on various websites. In these cases, the solution is to create unique descriptions and other details on pages strategically. It can also be solved by getting more quality backlinks that drive the authority of the web domain.
On many occasions, it is possible that the positioning of a site is more affected by the authority of its domain than by duplicate content. In that sense, companies should know that Google does not always have problems with websites with duplicate parts.
Placing some keywords in the footer may not produce any improvement in the rankings of the pages of brands or companies. The WCC notes that marketing professionals sometimes use keywords in a couple of short sentences or short titles in a section called “popular articles.” It may interest you.
However, these techniques no longer work as well as they did years ago. Search engines such as Google simply do not value text or links based on keywords so much when they are among highly repetitive website elements, such as footers.
Limit page titles to 60 characters
It is the design that the search engine results pages have is what dictates the number of characters that can be placed in the title of a page and will be visible. However, Google does not disclose the number of characters it contemplates when collecting the title information of a page.
This leads SEO experts to create short page titles because they do not want words to be removed on search engine results pages, however, the source points out that it is worth ignoring this aspect to gain better positioning and by consequence more traffic.
Exact match domain names
The fact that Google opposes domain names exactly matching keywords is another of the SEO myths to avoid. According to the WCC, this myth arises from a change that Google made in 2012 to penalize a small percentage of domains that clearly exaggerated with domain keywords.
SEO is a unique event
Finally, brands and companies should know that search engine optimization is a work that does not end, to get better positioning, marketing professionals must revisit the key ranking factors several times, including word combinations in page titles and headings.