What marketers should not focus on in SEO?
In the dynamic realm of SEO, strategies and priorities evolve in tandem with search engine algorithms and user behaviors. What was once considered gospel may now be outdated or even detrimental to your efforts. To navigate this ever-changing landscape effectively, marketers must discern between enduring principles and passing fads.
Meta Keywords and Keyword Stuffing: Quality Over Quantity
In the early days of SEO, stuffing meta keywords and overusing specific terms were commonplace tactics. However, modern search engines, particularly Google, have moved beyond such simplistic measures. Instead, emphasis is placed on providing valuable, user-centric content. Keyword stuffing not only detracts from user experience but also violates Google's spam policies, potentially leading to penalties.
Strategic Domain Names and TLDs
While keywords in domain names were once thought to confer a ranking advantage, their impact is minimal in today's SEO landscape. Instead, focus on selecting a domain name that reflects your brand identity and is memorable for users. Similarly, the choice of top-level domain (TLD) matters primarily for geo-targeting purposes or aligning with specific business objectives rather than SEO.
Quality Trumps Quantity
Contrary to popular belief, there's no magic word count for optimal SEO performance. Rather than fixating on arbitrary content length thresholds, prioritize crafting high-quality, comprehensive content that addresses user intent. Natural language and keyword variance are key, enhancing the relevance and authority of your content in the eyes of search engines.
Subdomains vs. Subdirectories
When structuring your website, weigh the pros and cons of utilizing subdomains versus subdirectories based on your unique business needs. While subdirectories may offer easier management and consolidation of authority, subdomains can be advantageous for segregating distinct topics or business units. Choose the approach that best aligns with your organizational structure and content strategy.
PageRank and Link Building
PageRank, Google's original algorithm based on links, remains a foundational aspect of SEO. However, it's just one of numerous ranking signals in Google's complex algorithmic framework. Rather than fixating solely on acquiring backlinks, prioritize a holistic approach to link building that emphasizes relevance, authority, and user value.
Duplicate Content Myth
Concerns about duplicate content penalties have been exaggerated. While it's inefficient to have identical content accessible through multiple URLs, it's not inherently penalized by search engines. Focus instead on producing original, valuable content that distinguishes your brand and resonates with your target audience.
Heading Optimization
While semantic heading order is beneficial for accessibility and user experience, it holds minimal sway in Google's ranking algorithms. Nonetheless, adhering to best practices for heading structure enhances readability and navigation, contributing indirectly to SEO by improving user engagement.
Understanding E-A-T
E-A-T (Expertise, Authoritativeness, Trustworthiness) has garnered attention as a potential ranking factor. However, it's crucial to clarify that E-A-T itself is not a direct ranking signal. Instead, Google's algorithms prioritize content that demonstrates trustworthiness, with expertise and authoritativeness serving as contributing factors. Aligning with strong E-A-T principles is particularly vital for content in "Your Money or Your Life" (YMYL) topics, where accuracy and reliability are paramount.
