Search engine optimization, or SEO, can seem like a mythical beast in some ways. It’s been highly talked about, and highly misunderstood as well. In fact, there are several general misconceptions about optimization strategies and techniques, including the nine we’ve listed here.
#1: It’s a one-time fix.
SEO is a process — not a quick solution or Band-Aid. If you’re having problems wooing visitors to your website, adding a few keywords to your strongest pages isn’t going to magically make people flock to your door. SEO needs to be part of a comprehensive marketing program, rather than something that’s tackled with a one-and-done attitude.
#2: It’s easy to do in-house.
Can you do SEO in-house? Yes. Is it simple? No.
Ironically, many companies try to assign SEO to employees who may not have an SEO background, or any SEO experience at all. SEO is much more than keyword development and targeting. It involves a deep understanding of the way the Internet works, as well as how your website is set up, coded and advertised/marketed. If you have someone who is an SEO expert on your payroll, by all means use his or her expertise to your advantage.
But if you don’t have that benefit, it’s best to call on an SEO specialist.
#3: It’s all about content.
When most individuals think about SEO, or are asked to describe the SEO process, they start talking about keywords and keyword phrases. This is a terrific starting point, but SEO goes far beyond the on-page content you see on your landing pages, blog pages or SKU pages. Content is a wonderful starting point for a discussion on SEO, but it’s certainly not where SEO ends.
SEO is far more comprehensive, which is why a smart SEO strategy that’s been carefully designed can work so beautifully.
#4: It can’t be done on social media.
This is a newer myth that’s taken hold, and it’s rooted in the idea that any on-page SEO on social media sites is somehow going to be wasted. In actuality, you can get some great, organic, SEO-boosting backlinks from social media posts and shares. You just have to understand how the process works to take advantage of it.
#5: It doesn’t work for small businesses.
Another notion is that small businesses with limited websites don’t need SEO because they can’t compete with the larger businesses in their markets. The exact opposite is true!
SEO can help drive customers to small businesses, and even startups. The secret is to develop an SEO strategy that’s foolproof, generally with the help of a professional.
#6: It’s always expensive.
Speaking of professionals, some business owners worry that the cost of SEO is going to be astronomical. Great SEO doesn’t have to break your budget, though. In fact, it should more than pay for itself. Remember that the purpose of SEO is to get leads. If you convert those leads to new customers, you’ll be gaining profits from your SEO investment.
#7: It operates in a vacuum.
An SEO strategy doesn’t happen in a standalone environment. It needs to be structured to fit within your sales funnel and other marketing approaches.
#8: It’s something one person can do, as well as several people.
Although SEO can be done by an individual, it’s much better when you have a whole team working on your SEO solutions. A team provides collective experience and feedback, and tends to generate better SEO results.
#9: It’s a shot in the dark.
Actually, SEO is scientifically driven. Yes, there are creative elements to the SEO process, but it’s still systematic. This helps guide SEO strategists, and gives a strong foundation for higher chances of SEO success.