Demystifying SEO: Everything You Need to Know to Rank Higher in Search Results

Search Engine Optimization (SEO) is the practice of optimizing websites to improve their visibility and rankings on search engine results pages (SERPs).

In today’s digital landscape, SEO plays a crucial role in the success of online businesses. It helps drive organic traffic, enhances brand visibility, and increases conversions. 

This article will give you a comprehensive overview of key SEO strategies and the best SEO metrics. 

Whether you’re a beginner or looking to refine your existing SEO knowledge, this guide will provide valuable insights to optimize your online presence and drive meaningful results.

Understanding SEO basics 

To effectively navigate the world of SEO, it’s essential to understand its basic components. 

Search engine algorithms and ranking factors determine how search engines evaluate and rank websites. Factors such as relevance, authority, and user experience influence search rankings.

On-page SEO optimization focuses on optimizing elements directly on your website. Keyword research and targeting involve identifying relevant keywords and incorporating them strategically into your content. By understanding what users are searching for, you can align your website’s SEO copywriting with their queries.

Content optimization is crucial for both search engines and users. Crafting compelling headlines, subheadings, and meta tags that include targeted keywords helps search engines understand the context of your content. Additionally, optimizing the content itself with keyword-rich, informative, and engaging text improves user experience and increases the likelihood of your content searchability.

URL structure and internal linking are important on-page optimization techniques. Creating descriptive and user-friendly URLs improves website navigation and search engine crawlability. Having an SEO friendly domain name helps too. Internal linking helps search engines discover and understand the relationships between different pages on your website, enhancing overall visibility and SEO ranking potential.

Off-page SEO optimization focuses on activities that occur outside your website but impact your search rankings. Link building tactics involve acquiring high-quality backlinks from authoritative websites. These links serve as endorsements, signaling to search engines that your website is trustworthy and relevant.

Social media signals and engagement also play a role in off-page optimization. Active social media presence, sharing content, and engaging with your audience can increase brand visibility, generate traffic, and potentially attract natural backlinks.

By understanding and implementing these SEO standards, you can lay a solid foundation for improving your website’s visibility, attracting organic traffic, and ultimately achieving your online business goals. After reading all this, you may want to consider creating an SEO checklist!

Search Engines

1. What are search engines?

Search engines are web-based services that look for and identify items on the Internet – usually, web pages, images or videos – that best correspond to queries typed by the user.

2. What is the best search engine?

The best search engine is one that provides the most relevant results (you are actually interested in), in the fastest way possible, via an uncluttered, easy to use interface and offers additional options to broaden or tighten your search.

3. What is the most popular search engine?

With 81.95% share of the search market, Google is the most popular search engine, by far. In fact, one can claim it’s a monopoly. Other popular search engines include Bing, Baidu, and Yahoo.

Google

1. Why is Google the most popular search engine?

Google became the most popular search engine because they came around with the right product at the right time.

First, Google developed a revolutionary technology that offered truly relevant search results. This, in the absence of any significant innovation from the then search leader Yahoo, allowed them to quickly overtake Yahoo and become the de facto search engine of choice.

Another factor that played into Google’s hands was that they came around during the same time as mainstream consumers were getting better Internet connectivity and becoming regular Internet users. By being the only search engine that delivered relevant results, Google built a massively loyal user base.

Finally, by successfully creating a very profitable source of revenue in offering pay-per-click advertising, Google was able to attract the best talent, keep innovating and also to create a massive war chest for future acquisitions, all of which they used quite effectively to cement their leadership position and protect themselves against competition.

2. How does Google work?

In order to figure out what to show in your search results out of the thousands, even millions of webpages with potentially relevant information, Google focuses on three things:

1. Crawling and indexing – First, long before any search query is typed in, Google web page crawlers work relentlessly to discover and process information contained in web pages and other publicly available content. Once discovered, it stores and organizes that information in its own database, called the Search index.
   
2. Search algorithms – When a search query is typed into Google, its ranking systems sort through hundreds of billions of webpages in the Search index to give you useful and relevant results in a fraction of a second.
   
3. Useful responses – At the same time, Google makes sure to offer search results in a range of rich formats to help you find the information you’re looking for quickly.

3. What is web crawling?

Web crawling is the process of discovering new content on the Internet performed by a web crawler. A web crawler, sometimes called a spider, is an Internet bot used by search engines that systematically browses the Internet, looking for publicly available information.

4. How does Google web crawler work?

Google web crawler, called Googlebot, is a program designed to discover new and updated pages for inclusion in the Search index. Because of the enormity of the Internet, Google uses a huge set of computers to perform this task.

Google’s crawl process begins with a list of web page URLs, generated from previous crawl processes, and augmented with Sitemap data provided by webmasters.

As Googlebot visits each of these websites, it detects links on each page, and adds them to its list of pages to crawl. New sites, changes to existing sites, and dead links are noted and used to update the Search index.

5. What is the meaning of web crawling in SEO?

Making sure that web crawlers, and specifically Googlebot, can and will access your website, is one of the cornerstones of any search engine optimization.

Put simply, until Googlebot crawls and indexes your web pages, there is no chance of you generating any free traffic from Google.

6. How do I get Google to crawl my website?

Googlebot uses an algorithmic (automated) process to determine which sites to crawl, how often to crawl them, and how many pages to fetch from each site.

There is no way to impact this process, as Google doesn’t accept payment to crawl a site more frequently.

However, one thing you can do is to ensure Googlebot knows about you. Here’s how:

1. Make sure Googlebot isn’t blocked.
2. Use the Submit URL option in Google Search Console.
3. Create a Sitemap and submit it to Google Search Console.
4. If you’ve recently added or made changes to a page on your site, you can ask Google to (re)index it using the Fetch as Google tool.

7. How to make sure Googlebot isn’t blocked

Blocking Googlebot from accessing a site makes Googlebot unable to crawl and index your website’s content. It can also lead to a loss of ranking in Google’s search results for previously indexed web pages.

If you suspect Googlebot may be blocked from accessing your site, log in to your Google Search Console account and check the following:

• Messages – Google usually displays a prominent message if you are blocking Googlebot from crawling your site.
• Crawl Errors – Review the list of crawl errors and look for any pages that you believe should be indexed. If there are such pages reported on the Crawl Errors list, it means Googlebot encountered a problem when it tried to crawl that URL.
• Fetch as Google – when you find a problematic URL, use the Fetch as Google function for more detailed information as to what the problem might be.

8. What is indexing in Google Search?

Google indexing is the process of adding your website’s information into the Search index.

Googlebot processes each web page it crawls and compiles a massive index of all the words it sees and their location on each page. In addition, Google processes information included in key content tags and attributes, such as Title tags and ALT attributes.

9. How long does it take for Google to index a new site?

On average, it could take anywhere from 2 days to 3-4 weeks for Google to index a brand new site. A lot depends on the quality of your website and work that was done optimizing it for search engines.

10. How do Google search algorithms work?

In order to analyze what it is you are looking for and what information to return to you, Google has to sort through hundreds of billions of web pages in their Search index in a fraction of a second. To do this, Google ranking systems use a series of algorithms that do the following:

• Analyze words – Google tries to understand the meaning of your search and decide what strings of words to look up in the Search index. This also involves interpreting spelling mistakes, understanding synonyms and applying some of the latest research on natural language understanding.
• Match a query – At the most basic level, Google analyzes how often and where keywords relevant to your query appear on a page. They also analyze whether the pages include relevant content or if they are written in the same language as your question.
• Rank pages – Using hundreds of factors, Google tries to identify the best web pages that match your search query. These include the freshness of the content, good user experience, website’s trustworthiness and authority, etc. Google also identifies and removes sites that violate their webmaster guidelines.
• Consider context – Information such as user’s location, past search history, and Search settings all help Google personalize results to what is most useful and relevant for that particular user in that given moment.
• Return best results – Before serving the search results, Google evaluates how all the relevant information fits together and then strives to provide a diverse set of information in formats that are most helpful for a given type of search.

Why Focus on SEO Ranking Factors? Turning Visibility into Results

We’ve explored the core elements of SEO, from technical optimization to keyword research. But why is focusing on these ranking factors so crucial? It boils down to turning visibility into tangible results. Improving your SEO rankings isn’t just about vanity; it’s about:

Increased Organic Visibility

The higher you rank in search results, the more visible your content becomes to your target audience. Users are far more likely to click on results at the top of the page, so even small improvements in ranking can significantly increase your reach. This increased visibility translates to more potential readers, customers, or subscribers.

Targeted Traffic Growth

Ranking for relevant keywords brings in users actively searching for information related to your content. This targeted traffic is far more valuable than generic traffic, as these users are pre-qualified and more likely to engage with your content, leading to higher conversion rates.

Enhanced Credibility and Trust

Ranking high in search results signals to users that your content is authoritative and trustworthy. Users often perceive top-ranking websites as being more credible, which can significantly impact their perception of your brand and content. This enhanced credibility can lead to increased trust and engagement.

Sustainable Content Performance

While social media can drive short-term traffic spikes, SEO offers a more sustainable approach. Content that ranks well can continue to attract organic traffic for months or even years, providing a consistent stream of visitors to your website without ongoing paid promotion.

Competitive Advantage

In today’s competitive online landscape, ranking well in search results is essential for standing out from the crowd. By focusing on SEO ranking factors, you can gain a competitive edge over websites that neglect these crucial elements, capturing a larger share of the market.

Measurable ROI

Unlike some marketing efforts, SEO performance is highly measurable. You can track your keyword rankings, organic traffic, and conversion rates to assess the effectiveness of your SEO strategy and demonstrate its return on investment. This data-driven approach allows you to continuously refine your SEO efforts and maximize your results.

In essence, focusing on SEO ranking factors is about maximizing the impact of your content creation efforts. It’s about turning your valuable content into a powerful engine for driving traffic, building brand authority, and achieving your business goals. By understanding the “why” behind SEO, you can prioritize your efforts and focus on the strategies that will deliver the greatest return.

SEO basics best practices

Here are the best practices for search engine optimization as recommended by Google (PDF document). They apply to all websites, regardless of their topic, size, language, etc.

1. Improving Site Structure

Improve the structure of your URLs

Simple-to-understand URLs can lead to better crawling of your pages by Googlebot. It also makes it easier for those who want to link to or visit your content. Finally, a page’s URL is displayed as part of a search result in Google, right below the page’s title.

Do:

• Use words in URLs.
• Use a directory structure that makes it easy for visitors to know where they’re at on your site.
• Provide a single version of a URL to reach a given document.

Don’t:

• Use lengthy URLs with unnecessary parameters and session IDs.
• Choose generic page names like “page1.html”.
• Use excessive and/or repetitive keywords.
• Have deep nesting of subdirectories like “…/dir1/dir2/dir3/dir4/dir5/dir6/page.html”.
• Use directory names that have no relation to the content in them.
• Have multiple URLs that access the same content.
• Use odd capitalization of URLs.

Make your site easier to navigate

The navigation of a website is important in helping Google understand what content is important.

Do:

• Make it as easy as possible for users to go from general content to the more specific content. Add navigation pages when it makes sense.
• Use mostly text for navigation links and menus.
• Create an HTML sitemap, and use an XML Sitemap file.
• Have a custom 404 page that guides users back to a working page on your site.

Don’t:

• Create complex navigation menus or link every page on your site to every other page.
• Make users click through too many tiers to access a particular page.
• Have a navigation based entirely on drop-down menus, images, or animations.
• Allow your 404 pages to be indexed in search engines.

2. Optimizing Content

Create unique, accurate page titles

Besides being an important element of SEO, the title tag will usually also appear in the first line of the search results. If the words in the title tag match the words in the search query, those words are bolded. This helps users recognize that a page is relevant to their search.

Do:

• Choose a title that effectively communicates the topic of the page’s content.
• Create unique title tags for each page.
• Use brief, but descriptive titles.

Don’t:

• Choose a title that has no relation to the content on the page.
• Use default or vague titles like “Untitled” or “New Page”.
• Use a single title tag across all of your site’s pages or a large group of pages.
• Use extremely lengthy titles that are unhelpful to users.
• Stuff unneeded keywords into your title tags.

Make use of the “description” meta tag

Description meta tags are important because Google might use them as snippetsfor your pages in the search results. Just as with the title tag, words in the snippet are bolded when they match the user’s query.

Do:

• Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result.
• Use unique descriptions for each page.

Don’t:

• Write a description meta tag that has no relation to the content on the page.
• Use generic descriptions like “This is a web page”.
• Fill the description with only keywords.
• Copy and paste the entire content of the document into the description meta tag.
• Use a single description meta tag across all of your site’s pages or a large group of pages.

Offer quality content and services

Compelling and useful content will positively influence your website more than any other SEO factor, because satisfied users will likely want to direct other users to it through blog posts, social media, email, forums, etc.

Do:

• Write easy-to-read text.
• Stay on topic.
• Break your content up into logical chunks.
• Create fresh, unique content.
• Create content primarily for your users, not search engines.

Don’t:

• Write sloppy text with many spelling and grammatical mistakes.
• Embed text in images.
• Dump large amounts of text on varying topics onto a page without paragraph, subheading, or layout separation.
• Rehash or copy existing content that will bring little extra value to users.
• Have duplicate or near-duplicate versions of your content across your site.
• Insert numerous unnecessary keywords aimed at search engines.
• Deceptively hide text from users, but display it to search engines.

Write better anchor text

Anchor text –  the clickable text that users will see as a link – is used by Google to judge what the destination page is about. It is an important SEO factor.

Do:

• Choose descriptive text.
• Write concise text.
• Format links so they’re easy to spot.
• Think about anchor text for internal links too.

Don’t:

• Write generic anchor text like “click here”.
• Use text that has no relation to the content of the page linked to.
• Link a lengthy sentence or a paragraph of text.
• Use styling that make links look like regular text.
• Use excessively keyword-filled anchor text just for search engines.
• Create unnecessary links that don’t help with the user’s navigation of the site.

Optimize your use of images

Using optimized images can help improve web page’s rankings and also bring extra traffic from the image search.

Do:

• Use brief, but descriptive file names and alt text.
• Supply alt text when using images as links.
• Supply an Image Sitemap file.

Don’t:

• Use generic filenames like “image1.jpg”.
• Write extremely lengthy filenames.
• Stuff keywords into alt text or copy and paste entire sentences.

Use heading tags appropriately

Headings create a hierarchical structure for your content, making it easier for users to navigate through your page.

Do:

• Use headings to communicate the page’s outline and hierarchy.
• Use heading tags where it makes sense.

Don’t:

• Place unhelpful text in heading tags.
• Use heading tags where other tags like <em> and <strong> may be more appropriate.
• Erratically switch from one heading tag size to another.
• Excessively use heading tags throughout the page.
• Put all of the page’s text into a heading tag.
• Use heading tags for purposes other than presenting structure.

3. Dealing with Crawlers

Make effective use of robots.txt

You can decide whether you want Google to crawl and index all of your pages or just some. A “robots.txt” file is one way to tell search engines whether they can access and therefore crawl parts of your site.

Do:

• Use more secure methods for sensitive content.

Don’t:

• Allow search result-like pages to be crawled.
• Allow URLs created as a result of proxy services to be crawled.

Be aware of rel=”nofollow” for links

Using the rel=”nofollow” attribute tells Google that certain links on your site shouldn’t be followed or pass reputation to the pages linked to. This is particularly useful for sites that have user-generated content, such as message boards or blog comments.

Do:

• Automatically add “nofollow” to comment columns and message boards.
• Use “nofollow” when you wish to reference a website, but don’t want to pass your reputation on to it.

Don’t:

• Accidentally “nofollow” all of your internal links.

4. SEO basics for Mobile Phones

Notify Google of mobile sites

Mobile sites not only use a different format from normal desktop sites, but the management methods and expertise required are also quite different.

Do:

• Verify that your mobile site is indexed by Google.
• Create a mobile Sitemap and submit it to Google.
• Allow “Googlebot-Mobile” user-agent to access your site.
• Check that your mobile URLs’ DTD declaration is in an appropriate mobile format such as XHTML Mobile or Compact HTML.

Don’t:

• Disallow “Googlebot-Mobile” user-agent from accessing your site.

Guide mobile users accurately

One of the most common problems for webmasters who run both mobile and desktop versions of a site is that the mobile version of the site appears for users on a desktop computer, or that the desktop version of the site appears when someone accesses it on a mobile device.

Do:

• Redirect mobile users to the correct version or switch content based on user-agent.
• Make sure that the content on the corresponding mobile/desktop URL matches as closely as possible.
• Serve the same content to Googlebot as a typical desktop user would see, and the same content to Googlebot-Mobile as you would to the browser on a typical mobile device.

Don’t:

• Serve different content to Googlebot from what a typical desktop user would see, and different content to Googlebot-Mobile from what a typical mobile user would see.

5. Promotions and Analysis

Promote your website in the right ways

Effective promotion will lead to faster discovery by those who are interested in the same subject.

Do:

• Master making announcements via blogs and being recognized online.
• Make use of social media.
• Reach out to those in your site’s related community.

Don’t:

• Promote each new, small piece of content you create.
• Involve your site in schemes where your content is artificially promoted.
• Spam others with link requests.
• Purchase links from another site with the aim of getting PageRank instead of traffic.

Make use of free webmaster tools

Google’s Search Console helps webmasters better control how Google interacts with their websites and get useful information from Google about their site. It allows you to:

• See which parts of a site the Googlebot had problems crawling.
• Notify Google of an XML Sitemap file.
• Analyze and generate robots.txt files.
• Remove URLs already crawled by Googlebot.
• Specify your preferred domain.
• Identify issues with title and description meta tags.
• Understand the top searches used to reach a site.
• Get a glimpse at how Googlebot sees pages.
• Remove unwanted sitelinks that Google may use in results.
• Receive notifications of quality guideline violations and request a site reconsideration.

Web analytics programs like Google Analytics are a valuable source of insight for traffic analysis. You can use it to:

• Get insight into how users reach and behave on your site.
• Discover the most popular content on your site.
• Measure the impact of optimizations you make to your site.
• … and much more.

Technical SEO best practices

Technical SEO plays a crucial role in ensuring that your website is optimized for search engines to crawl, index, and understand its content. Implementing the following technical SEO best practices can greatly enhance your website’s performance and visibility.

1. Website speed and performance optimization

Website speed and performance optimization are paramount. Slow-loading websites can negatively impact user experience and search rankings. By minimizing server response time, optimizing code and file sizes, leveraging browser caching, and compressing images, you can significantly improve your website’s speed and performance.

2. Mobile optimization and responsive design

Mobile optimization and responsive design are essential in today’s mobile-centric world. With the majority of online searches happening on mobile devices, having a mobile-friendly website is crucial for user experience and search rankings. Implementing responsive design ensures that your website adapts and provides an optimal viewing experience across different devices and screen sizes.

3. XML sitemaps and robots.txt files

XML sitemaps and robots.txt files are important for search engine crawlers. XML sitemaps help search engines discover and index your website’s pages more efficiently. Robots.txt files provide instructions to search engine crawlers, guiding them on which pages to crawl and which to exclude from indexing.

4. Canonicalization and duplicate content issues

Canonicalization and duplicate content issues can harm your website’s SEO. Canonical tags help consolidate duplicate content and specify the preferred version to be indexed, avoiding potential penalties for duplicate content. Regularly auditing and resolving duplicate content issues can help improve your website’s visibility and rankings.

5. Structured data markup for enhanced search results

Structured data markup provides additional context and information to search engines, resulting in enhanced search results. Implementing schema markup on your website can enable rich snippets, knowledge graph panels, and other visually appealing search result features, increasing click-through rates and visibility.

Local SEO strategies 

Local SEO is vital for businesses that rely on attracting customers from specific geographic areas. Implementing local SEO strategies can help increase visibility in local search results and drive relevant traffic to your business.

Optimizing your Google My Business (GMB) listing is crucial. Ensure your GMB profile is complete and accurate, including essential information such as business name, address, phone number, and hours of operation. Encourage customers to leave reviews on your GMB listing, as positive reviews can boost your visibility and reputation.

Local keyword targeting and creating location-specific content is key to attracting local customers. Research and incorporate relevant local keywords into your website’s content and meta tags. Develop location-specific landing pages or blog posts that address the needs and interests of your local audience.

Online reviews and reputation management are paramount for local businesses. Encourage customers to leave reviews on platforms such as Google, Yelp, or industry-specific directories. Respond promptly and professionally to both positive and negative reviews to show that you value customer feedback.

By implementing these local SEO strategies, you can improve your business’s visibility in local search results, attract local customers, and build a strong online reputation within your target area.

Advanced SEO tactics

As the SEO landscape continues to evolve, advanced tactics can give your website a competitive edge. Here are some advanced SEO tactics to consider:

1. Voice search optimization

Voice search optimization is crucial as more users rely on voice assistants. Optimize your content for voice queries by using natural language, answering common questions, and targeting long-tail keywords that align with conversational search queries.

2. Featured snippets and schema markup

Featured snippets and schema markup can significantly enhance your website’s visibility. Structured data markup using schema.org can help search engines understand your content better, increasing the chances of appearing in featured snippets and other rich results.

3. Accelerated Mobile Pages (AMP)

Accelerated Mobile Pages (AMP) create fast-loading versions of your web pages, improving mobile user experience. Implementing AMP can enhance your website’s visibility in mobile search results and provide a better user experience, leading to higher engagement and improved rankings.

4. Video and image optimization

Video SEO and image optimization can boost your website’s visibility in blended search results. Optimize videos and images with descriptive titles, alt tags, and relevant keywords. Consider hosting videos on platforms like YouTube to take advantage of their search visibility.

More video SEO tips here.

5. International SEO considerations

International SEO considerations are essential if you have a global audience. Use hreflang tags to indicate language and regional targeting. Implement country-specific domains or subdirectories, and ensure your content is localized and culturally relevant.

SEO analytics and measurement

Using SEO software for analytics and measurement is essential for understanding the effectiveness of your SEO efforts and making data-driven optimizations.

Tracking SEO performance and using keyword research tools allows you to monitor your website’s visibility and identify areas for improvement. Regularly track keyword rankings to assess the impact of your optimization efforts and make necessary adjustments.

Utilizing Google Analytics and other SEO tools provides valuable insights into your website’s performance. Google Analytics offers data on organic traffic, user behavior, and conversions. Additionally, other SEO tools provide metrics like backlink analysis, competitor research, and site audits.

Analyzing user behavior and engagement metrics helps you understand how visitors interact with your website. Evaluate metrics such as bounce rate, average session duration, and page views to identify areas of improvement and optimize user experience.

Conversion tracking and goal setting allow you to measure the impact of SEO on your business objectives. Set up conversion tracking in Google Analytics to measure actions such as form submissions, purchases, or newsletter sign-ups. This helps evaluate the effectiveness of your SEO campaigns and make informed decisions.

11 SEO myths you should stop believing

1. SEO is a scam

The myth: Fast-talking SEO consultants charge astronomical fees to provide services without any explanations that do almost nothing and may even penalize your website.

The reality: Sigh. SEO is not a scam.

Sadly this myth probably came into existence because there are many dodgy SEO companies out there that make a profit spamming sites with your links, leading to a quick increase in rankings that rapidly drops when the sites linking to your site are deemed to be spammers by Google.

However just because there are unethical SEO companies that promise you top rankings in Google then leave you high and dry, that doesn’t mean SEO isn’t legit or ‘real’.

For decent companies making sincere efforts to increase website traffic for their clients and improve user experience, SEO is a continuous effort that helps them beat competitors and gain from high SERPs.

This myth is probably rooted in the false idea that SEO involves quick and easy wins with little effort.

It doesn’t. It’s a continual investment, but it’s worth it. Just stop making silly SEO mistakes and keep the quality work up.

2. Reacting quickly to algorithm updates makes you more successful

The myth: Every time Google updates its organic search ranking algorithm, you need to make changes to your site as soon as possible to stay ahead!

The reality: Every search engine out there is continuously working to improve its search algorithms – Google alters its search algorithm approximately 500 times a year. The only updates you need to worry about are the major algorithm updates.

When these happen, the smart thing to do is wait and see if your site has been impacted. More often than not, if you are doing SEO right, your site won’t have been impacted negatively anyway, and you could even see a boost!

There’s no such thing as the perfect search algorithm, so updates will always be around. Try to wait to react, read credible sources about what the update involves, and give yourself a couple of days or even weeks to make adjustments if necessary.

If it’s an update that the search engine will stick to, you will soon hear about best practices for adjustments from the company itself anyway.

I visit this site on a semi-regular basis to stay abreast of the latest web news, and you could also follow the Twitter accounts of SEO gurus. However, the main thing to remember is that in the instance of an update, no one wins a prize for panicking or revamping their site the fastest.

Make a note of where you are when the update occurs and compare your metricsafter a few weeks.

3. If you optimize for Google, you’re covered for all sites

The myth: You don’t need to worry about optimizing your content for other search engines if you’ve optimized it for Google.

The reality: Google search may comprise more than 60% of the search market, but Bing’s share is improving steadily. Bing is a great example of a website that works slightly different from Google and deserves your attention.

Bing doesn’t value backlinks as much as Google: instead, it compiles rankings based on user engagement, social signals, click-through rates, page authority and keyword domains. Google doesn’t use metrics such as Facebook shares or Twitter Followers directly in search rankings. So you can clearly see that if you only optimize for Google, you’re not covered for Bing.

If you are targeting exposure to 100% of web traffic, you should optimize for at least the top 3 search engines.

4. HTTPS isn’t important unless you’re selling stuff

The myth: You only need to bother with HTTPS encryptions if you’re in eCommerce, otherwise the original HTTP protocol works fine.

The reality: Wrong! At the start of 2017, the average worldwide volume of encrypted internet traffic finally surpassed the average volume of unencrypted traffic, according to Mozilla (the company behind the Firefox web browser).

That means when you visit a website, you’re more likely than not to see a little green lock right next to the web address that indicates it came to you via HTTPS, the web’s secure protocol, rather than plain old HTTP.

Google has said loud and clear that it will give preference to websites with the HTTPS prefix over others.

That’s because the encryption within HTTPS provides benefits like confidentiality, integrity and identity.

Ultimately, using HTTPS is better than leaving the web unencrypted and it’s been a priority for big sites like Facebook, Google, Wikipedia and The New York Times to switch to HTTPS.

We’ve passed the tipping point when it comes to encrypted vs unencrypted data, and organizations like Let’s Encrypt are now helping millions of companies add HTTPS to their sites for free.

5. H1 tags increase search rankings

The myth: Using H1 tags is a must-do when it comes to good SEO practice.

The reality: This is not at all true, technically. Whereas H1 tags do help to make content more organized for the reader and also make it easier for web developers to design your website, they don’t contribute to SEO directly.

Former Google software engineer Matt Cutts says in this video that it doesn’t matter whether you use H1 or H2. What matters is that your page contains relevant and useful information that will address the needs of your users.

A few years ago, H1 tags used to be one of the most critical SEO factors; today, however, they’re just a part of basic best practice and not a source of SEO differentiation.

6. Link-building is black hat and attracts Google penalties

The myth: Google hates black hat link-building!

The reality: This is hilarious, really. Google rewards your website for backlinks – the only proviso is that these backlinks have got to be from relevant and credible sources.

If you plant your website’s links on article farms, unrelated websites, spammy websites or websites with malware and other suspicious scripts, then yes, you can expect to be penalized for back-linking.

But in that instance, it’s actually spamming, not back-linking.

When you’re building quality links, you don’t need to worry about this SEO myth. Many people think that leaving comments on blogs is a black hat SEO technique, but that’s only the case if the comments only link to your website without adding value.

The key is to ask yourself if you’re adding value every time you leave a comment on a blog or link to a website in an article – if you are, then you’ve got nothing to worry about.

7. Content is king

The myth: All you need to do is create high-quality, useful content to rank well in search results without much help from SEO.

The reality: Look, I’m not going to bag out the ‘content is king’ mantra here for fear of upsetting too many digital marketers. But while publishing timely, relevant and well-researched content is great, it’s not going to get you to the top of Google alone.

Content is like one of many directors sitting on a board, waiting to make a joint decision. The other directors are equally powerful: some of them include quality backlinks, user experience and responsive design.

If your whole website isn’t optimized, crawlers could struggle to even find your content, which means it won’t show up in results at all.

Focus on content, for sure, but don’t be myopic about it, as you’ve got to take care of the user experience on the whole.

8. Hosting location is important

The myth: If your website isn’t located in the country you are targeting, you may as well forget about success.

The reality: While it is better to host your website in the company you are targeting, it’s not essential. Google is smart enough to showcase the right country version of your website to the right audience. And this study shows us that Google prioritizes quality information over local content.

That means ‘au’ links are shown to Australians and ‘nz’ links are shown to New Zealanders.

If you don’t already use a country code top-level domain (ccTLD), I suggest using Google Webmaster Tools’ geographic target setting. In the Webmaster Tools sidebar, simply go to Search Traffic > International Targeting, and specify the target country for the website.

For international websites, just select ‘unlisted’ from the tab below.

9. Having an XML sitemap will boost your search rankings

The myth: Installing an XML sitemap can help improve your search engine rankings.

The reality: A sitemap doesn’t affect the rankings of your web pages, although it does make them more crawlable.

Sitemaps give more information about your site to Google and therefore make sure it indexes quickly.

However, there’s never been any Google announcement or study-based outcome to suggest that XML sitemap submission improves your website’s SEO.

Use one to make sure all of your URLs are indexed for easy crawling as this can improve the visibility of your website in the long run.

I suggest trying a plugin like Google XML Sitemaps generator, which works great with WordPress websites.

10. With personalized Google searches, there’s no such thing as ranking first anymore

The myth: Since everyone’s search results are personalized, everyone sees different results and there’s no way to be ranked #1 anymore.

The reality: My request to all readers – please, don’t be mislead by such rumors. Here’s a trick to try at home.

Do five Google searches related to your industry’s niche, first using your personal computer (where, in all likelihood, you’re seeing personalized Google search results), and then by adding &pws=0 at the end of the URL of the SERP.

That depersonalizes Google.

Now notice the difference.

Chances are, there isn’t one. Because websites that are good enough to make it to Google’s top 10 are good enough to feature on any personalized searches, too!

The differences between personalized results and non-personalized results are relatively minor. The advent of personalization does mean that rank tracking may provide somewhat less authoritative data than before.

But in no way is it the end of SEO or does it necessitate a completely new look at SEO practices.

11. Keywords in comments and title tags provide SEO juice

The myth: The strategic placement of keywords in HTML comment tags and the title attributes of IMG and A HREF tags will help you win at SEO.

The reality: Rankings really don’t work this way.

First and foremost, comment tags specifically mean that the content is out of Google’s view for calculating ratings.

Secondly, title attributes are not supposed to help you with SEO.

This Moz article will help you understand the specifics of why precisely title attribute tags are not linked to SEO.

What Do the Latest SEO Stats Reveal?

Unlock the secrets of SEO with these eye-opening statistics that highlight the ever-evolving landscape of search engine optimization. From Google’s overwhelming market dominance to the critical role of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), understanding these stats is essential for digital marketers aiming to stay ahead.

Check out these key SEO stats to boost your strategy!

SEO trends and future considerations

Staying updated with the latest SEO trends and future considerations is crucial for maintaining a competitive edge.

The impact of ChatGPT SEO and AI is significant. Search engines are leveraging AI and machine learning algorithms to improve search results and understand user intent better. It’s important to adapt your SEO strategy to align with these advancements and focus on creating high-quality, relevant content for SEO.

Voice search and mobile-first indexing are gaining prominence. With the rise of voice assistants and mobile usage, optimizing for voice search and ensuring mobile-friendly experiences are essential. Focus on conversational keywords, structured data, and responsive design to cater to these trends.

User experience (UX) and Core Web Vitals have become vital ranking factors. Search engines prioritize websites that provide excellent user experiences. Pay attention to factors like page load speed, mobile responsiveness, and navigation to improve UX and meet Core Web Vitals benchmarks.

Evolving search engine algorithms and updates require continuous adaptation. Search engines regularly refine their algorithms to provide better search results. Stay informed about algorithm updates and industry best practices to ensure your SEO strategies remain effective.

By keeping an eye on these trends and future considerations, you can proactively adjust your SEO approach, optimize for emerging technologies, and deliver exceptional user experiences that align with the evolving search landscape.

Wrapping it up

Implementing the key strategies and tips discussed in this article can significantly improve your website’s visibility and domain authority. 

Remember the importance of continuous learning and adaptation in the ever-evolving world of SEO. Stay updated with industry changes, algorithm updates, and best practices to stay ahead of the competition. 

By consistently refining your SEO approach and staying informed, you can achieve long-term success in driving organic traffic, improving user experience, and achieving your online business goals.