Misconceptions and myths are everywhere and SEO is not an exception. SEO or search engine optimization is often tagged with focusing on key words and writing grammar free articles to satisfy the crawler or bot. But in reality, bot is smarter than our imagination and has been updated to be smarter than what it was. Search engine Optimization is a multi-perspective concept, which is more than finding specified words in the website. Thereby, need for a comprehensive view on what is NOT SEO arrives as much as the need to know what it is.
SEO results are not immediate
Suppose you shell out a fortune for a couple of days, say yesterday and tomorrow, to build a website with proper incoming and outgoing links, perfect construction of key words in articles, right use of competitive key words, perfect URLs, etc….your page ranking is not bound to drastically improve to the first page, day after tomorrow. It takes time for people to visit your page, reduce bounce rate and increase stay time and convince the crawler, slow but steady. Besides, you have to update contents periodically, to prove that your site is not stale but is active.
SEO is not an answer for poor web design
If your website is not navigable, no amount of SEO would help. Bots and human experiences are hand in hand. What disappoints bots disappoints humans and vice versa. When more humans bounce and leave the site, bots are informed that the site is not worthy for visit. It is a sort of ‘word of mouth’ gossip from those visited to those who are yet to.
On site optimization is not enough
Publishing relevant content and keeping it updated, use of meta data, proper links and alt tags are termed on site optimization. On site optimization does not complete the endeavours. Technical SEO, which makes your site easy to crawl and index, is important. Aspects such as Site speed, Schema, mobile-friendliness, neatly structures H1, H2 and body content, matter.
Sufficient numbers of unique linking domains (ULD) decide your site’s ranking potential. Good content cannot improve authority without ULD.
SEO efforts are not confined to Google alone
Playing within Google is not enough because there is a spectrum of opportunities in other social media leaders, whose benefits can be accessed from Google. One could optimize website by understanding and employing the search engine rules of social media such as Facebook, Pinterest, YouTube and LinkedIn and optimize in those sites as well.
Other social media are slowly capturing Google’s share in search engine scenario. What was reportedly 91.7% of Google’s share in 2012, went to 87.96% in 2019. Opportunities are missed when only Google algorithm is focused upon.
Maybe while Google is huge, our target audience is interested in other social media platforms. There are other search engines like Bing which pose competition to Google.
Though Microsoft owned Bing had reportedly 2.32% share of search engine market, it is more popular than Google in few demographic areas and has more users in few countries. Bing uses BERT in its search algorithms. BERT (Bidirectional Encoder Representations Transformers) is a network based technique which understands context of words in queries.
SEO is not confined to rankings
SEO does not focus just on the keywords, but also has advanced its procedures to include location, search history, device being used, in its search activities. The same keyword has different answers for different people, locations or different days.
Competition, Technical issues in the site, poor link structure and wrong intent are few factors that affect SEO.
SEO is not free
Though SEO is not paid advertising, you either invest huge time to compile your SEO or hire someone to do it.
SEO is not ‘the’ strategy
SEO is not the entire concept, but is a part of digital strategy concept. The SEM (Search Engine Marketing) includes bookmarking sites, video, blogging and a host of other activities which include Email marketing and Pay-per-click advertising.
SEO cannot ‘purchase’ top position
SEO is hard work which is also genuine. Entities like duplicate content, stale site, high bounce rate, low visiting time, cannot succeed, despite good SEO. Money is not exchanged between search engine and websites in SEO, whereas Pay per click is paid form of advertising.
SEO is not finished and not obsolete
SEO strategies might be outdated, but SEO stays only to evolve by the day. Even if you have reached the top utilizing good SEO and SEM, please remember that your competitors are working on reaching your position and pushing you behind. The race exists since you have to keep running.
SEO starts from research and builds links naturally with the course of time so that it appears genuine. While marketing is for a particular period of time, SEO is a long term strategy.
Looking at a decade from now, SEO will not dwindle, but grow, because social media is inclined to merge with search engines. Facebook itself has a reported record of 1.5 billion searches per day.
SEO is not dead, but SEO strategies are worn out
Keyword targeting does not work out anymore because Humming Bird has revamped search engine algorithm strategy and looks for quality content rather than focusing on keyword ratio. Intent matters more than the word typed.
XML sitemap enhances search ranking
Each time contents were added or edited in a site, XML sitemap recorded it and handed information to crawler. Sitemap just provides visibility and is not a guarantee for search ranking.
To domains influence ranking positively
While a .com domain shows your site globally, .in domain shows local searchers in India, which might suit the purpose, with lesser competition.
Using keyword in anchor text is not useful in SEO
Employing keyword rich anchor texts in links discourage ranking and contextual links have more ranking capacities.
Does SEO agency assure top rankings?
SEO agency can suggest keyword analysis and execute your social media marketing. But it cannot assure rankings. They can use their expertise to see what can be done.
They help you when you have a budget, but do not have time to run your site.
Guest blogging is not really dead
What to avoid in SEO
While ‘what is not seo’ clarifies about the search engine optimization concept, ‘what to avoid in seo’ warns you against perils of careless actions that you might take.
SEO has come a long way through from being carefully arranged keywords. Thanks to BERT, it now understands the context in which keywords are typed and analyses search history to give more comprehensive results. So no more grammatically excellent paragraphs with calculated keyword positions would help.
Disappointed Search Intent
If search intent is unsatisfied, the entire mission is capsized. Suppose you type SEO, what is the need that is associated with SEO? Do they want to know what is SEO? If your keyword is SEO services, it caters to those who would like to hire you in this regard. SEO in Chennai, would bring you local business.
Traditional SEO techniques
Manipulating traditional SEO techniques and stuffing keywords would help no more, because Google has come up with ‘Google BERT’ that understands content without keywords as well as user queries, better. You might even get caught in a penalty.
Lack of updates
Science and anything associated with computers are constantly emerging and the training never stops. Update lost is traffic lost. 3rd June core update and BERT update are latest updates that are inevitable.
Overlooking structured data
Navigation which is inclusive of all possibilities is an asset for your website. Organized listings save time for the seeker and give a pleasant browsing experience. Topics like review content, address, books, events and FAQ, fetch information easier.
Dismissing conversion probabilities
Converting leads into sales is a valuable practice that no business can afford to miss. Generating leads, convincing them with reviews, case studies are ways of engaging people.
Almost half of the search today, is through smart phones. If the website is not responsive for mobiles, visibility is lost which is business lost.
When SEO strategy does not know where it is heading towards, it obviously heads towards nowhere.
Writing for search engines than for people
A content that tries to satisfy search algorithm, but which does not helps the human who searched, is obsolete. Therefore, write contents for real people and BERT would take it to them.
Other must avoids
Neglecting out-of-date contents, ignoring poor site speed, forgetting to add relevant internal and external links, Failing to assimilate content into readable formats, careless or meager image optimization, concentrating on bulky content than precise informative reads, poor site structure and neglected URLs are all avoidable in SEO strategy.