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Eons ago, when Google’s algorithms weren’t as sophisticated, you could easily trick your way to the top of its search results.

Formatting keywords in white (so nobody would see them, but Google would still crawl the page) was an effective strategy, as was buying links in bulk from questionable sources. As Google evolved, these tricks started to lose their impact.

If you’re wondering whether these tactics still pay out, think about the following: does it give the user a better experience? Does your website benefit as a result? If you can answer these questions with a yes, then it’s probably a decent practice.

Still confused? Let’s dispel some of the most popular SEO myths.

  1. Content is king
    Content plays an important role in any SEO strategy. Google determines the ranking of your site based on the quality of the copy. Quality content will lead to lower bounce rates and more attention from the user.
  2. Acquire as many backlinks as possible
    Whilst reputable inbound links are important for SEO, you need to be selective in the kind you attract (aim for diversity, not volume). Firstly, you shouldn’t buy links, nor should you exchange them en masse; you shouldn’t encourage links that are unrelated to the tone of your website, you shouldn’t have links from sites with little valuable content and you shouldn’t have links from overly ‘spammy’ sites. If you go overboard on building poor quality links, you risk a penalty from Google.
  3. You don’t need to be a technical whizz to get to grips with SEO
    An understanding of the technical side of is recommended, but it isn’t absolutely necessary. With an experienced team behind you, you’re pretty much covered. Many of the plugins used for SEO are extremely easy to use, and with a little bit of help you can be up and running in no time at all.
  4. You should stuff your chosen keyword into the copy
    Some people try to stuff as many keywords into their copy as possible in the hope that Google will rank the page at the top of its search results. As a general rule of thumb: don’t draft copy that’s written to appease search engines, think of your audience instead. By investing in quality content, you’ll generate steady traffic to your website.
  5. Success boils down to trickery or luck
    Don’t believe the naysayers that tell you SEO success comes down to trickery or luck. Will you need to work hard to see results? Absolutely, but that applies to everything we do in life. You should aim to develop a long-term SEO strategy that focuses on all aspects of site optimisation in order to see the best results. You’ll need knockout content, a solid user experience, clear structure and investment in social media. Most importantly, you need to be prepared to work for the top spot. No tricks, no backdoors, just confident application of technique.

Want to invest in SEO but unsure where to start? Connect with us, we can help you with that.

We are Connect – the original web development agency. We have been providing best-in-class design, development and data services to public and private sector clients since 1994.

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