4 Myths About SEO You Should Drop Immediately!

This blog post was originally published on February 8, 2023, and was updated on August 15, 2024.

If you've been following this blog for a while, you already know why you shouldn't ever stop performing SEO. People use search engines to find everything from restaurants to holiday gifts to doctors. Internet searches are ubiquitous. So if you want your business to be found, you have to use SEO.

But more than that, you have to stay ahead of the curve. Technology changes. User search behavior changes. Search engine algorithms change. You have to roll with the changes, or you will get left behind.

As you update your SEO strategy, it's important to know which tactics work and which ones are myths you should leave behind. Here are four myths about SEO you should drop this year:

1. Keywords are all that matter.
2. Local SEO isn't important.
3. Low-volume keywords aren't worth your time.
4. User experience doesn't affect SEO.

Myth #1: Keywords are all that matter.

It used to be that marketers could get away with targeting a few big keywords to get ranked within a topic. As long as they focused on ten to twenty “head term” keywords, that was all they needed to show up in the search engine results pages (SERPs). With the increasing use of voice search through mobile devices and smart speakers, users are searching for information and content in a much more conversational fashion. Google and other search engines have followed this trend by updating their algorithms to analyze phrases instead of just keywords.

The Shift to Conversational Search: With the increasing use of voice search through mobile devices and smart speakers, users are searching for information and content in a much more conversational fashion. People are using natural language and long-tail keywords to ask specific questions like, “What’s the best Italian restaurant near me?” rather than typing in short phrases like "Italian restaurant."

Algorithm Updates—From Keywords to Context: Google and other search engines have followed this trend by updating their algorithms to analyze phrases instead of individual keywords. With advancements like Google’s BERT and RankBrain, the focus has shifted to understanding the context and intent behind a search query, not just matching the keywords.

The Importance of Contextual Relevance: While keywords are still critical, they are just one part of the equation. What search engines now prioritize is the contextual relevance of a page to a topic. This means that content creators need to produce high-quality, informative content that addresses the user's intent and provides comprehensive coverage of the subject matter.

Adopting a Topic Cluster Approach: Instead of just centering your content around keywords, you should also adopt a topic cluster approach. This focuses your content on broader topics instead of just individual keywords. Here’s how it works:

• Pillar Content: Create a comprehensive, authoritative piece of content (the pillar) that covers all aspects of a broad topic. This serves as the central hub.
• Cluster Content: Develop multiple, in-depth pieces of content (the clusters) that each focus on a subtopic related to the main topic. These articles link back to the pillar page and to each other, creating a robust internal linking structure.

Benefits of the Topic Cluster Model: 

• Better Search Results: This interconnected content strategy sends strong signals to search engines about the depth and breadth of your content on a specific topic, improving your chances of ranking higher in the search results.
• User Satisfaction: A topic cluster approach ensures your audience gets the comprehensive answers they're looking for quickly. By covering a topic in-depth, you become a go-to resource for users, fostering greater engagement and trust.
• Adaptability to Algorithm Changes: By focusing on topics and user intent rather than just keywords, your content strategy becomes more adaptable to future changes in search engine algorithms.

Focusing solely on keywords is an outdated approach. While they still hold value, the real key to success lies in understanding and addressing user intent and producing content that offers real value. By moving beyond keywords and adopting a topic-centered content strategy, you'll not only improve your search engine rankings but also create a more satisfying experience for your users.

Myth #2: Local SEO isn't important.

A whopping 46% of Google searches are looking for local information, and people who perform a local search on a mobile device are 88% more likely to visit or call a local business within a day. If you believe that local SEO isn’t important, it’s time to rethink your digital marketing strategy. Local SEO is indispensable for regional businesses aiming to attract customers from within their vicinity. Here’s why local SEO should be a priority:

Increased Online Visibility: Optimizing your website for local search ensures that your business shows up in search results when potential customers are looking for the services or products you offer. This boosts your chances of attracting local traffic and growing your customer base.

Targeted Traffic: Local SEO helps you attract visitors who are specifically looking for services in your area. This targeted approach not only brings more relevant traffic to your site but also increases the likelihood of converting those visitors into loyal customers.

Builds Trust and Credibility: Appearing in local search results and directories not only makes your business more visible but also helps build trust and credibility. Customer reviews and local citations enhance your reputation, making you a reliable option for potential clients.

Higher Conversion Rates: Local searches typically come with high purchase intent. For example, someone searching for "best plumber near me" is likely in immediate need of that service. Therefore, optimizing for these searches can lead to higher conversion rates compared to broader SEO strategies.

Mobile Search Volume: A significant portion of local searches is conducted on mobile devices. Local SEO ensures that your business appears in mobile search results, especially for on-the-go consumers looking for "near me" services, thereby increasing your chances of attracting spontaneous customers.

Cost-Effective Marketing: Compared to other advertising methods, local SEO is incredibly cost-effective. It focuses on organic traffic, reducing the need for paid ads. The ROI on local SEO efforts can be substantial, making it a worthwhile investment for any local business.

Local Competition: If your competitors are optimizing their sites for local search and you’re not, you could be missing out on potential customers. Local SEO helps level the playing field, allowing your business to stay competitive and capture more market share.

Google My Business: Claiming and optimizing your Google My Business (GMB) profile is a key part of local SEO. A well-optimized GMB profile can make your business more attractive by providing essential information such as business hours, location, and customer reviews, all of which improve your chances of attracting local customers.

Local SEO is not just important—it’s essential. Don’t underestimate the power of being visible to people who are searching for businesses in their immediate area. Ditch this myth and make local SEO a cornerstone of your marketing efforts to see a tangible difference in your business growth.

Myth #3: Low-volume keywords aren't worth your time.

When working with keywords, it's tempting to only work with head terms or short-tail keywords because they're brief and cover a broad topic. After all, these keywords usually have a higher search volume and can attract more visitors to your website. But while head terms have a high search volume, they also have high competition, and it can be difficult to rank for them.

These terms are also typically pretty generic, so the users you attract to your website using them may not be looking for what your website has to offer. A better approach is to work with lower-volume, long-tail keywords that are relevant to your audience instead. These are longer, more specific keywords or key phrases. Sure, they typically don't get as high of a search volume as head terms, but the people you attract to your website with them are more likely to be looking for what you have to offer.

Many marketers make the mistake of overlooking low-volume keywords, assuming that they won’t drive enough traffic to justify the effort. However, the reality is quite different. Here’s why you shouldn’t ignore low-volume keywords:

High Intent Equals High Value: Low-volume keywords often reflect very specific search intents. For instance, someone searching for "eco-friendly cleaning services in Denver" might be ready to make a purchase or hire a service. These highly targeted searches usually have higher conversion rates because the searcher knows exactly what they want.

Less Competition: Popular, high-volume keywords are often highly competitive, making it difficult for smaller businesses to rank for them. Low-volume keywords, on the other hand, tend to have less competition. This makes it easier for you to rank higher in search results, increasing your chances of visibility and attracting the right audience.

Niche Markets: Targeting low-volume keywords can help you capture niche markets that larger players might overlook. By focusing on these specific terms, you can cater to a smaller, more dedicated audience, establishing yourself as an expert or preferred provider in that niche.

Comprehensive Content Strategy: Incorporating low-volume keywords into your content strategy helps you cover a topic more comprehensively. Search engines recognize the depth and breadth of your content, which can boost your overall authority on a subject. This comprehensive coverage can improve your site’s overall SEO performance.

Support Long-Tail Keyword Strategy: Low-volume keywords often form an essential part of long-tail keyword strategies. Long-tail keywords are longer and more specific phrases that searchers use when they are closer to the point of purchase. By targeting these, you can attract more qualified leads who are more likely to convert.

Building Trust and Loyalty: By addressing the specific needs and searches of your audience through low-volume keywords, you provide more personalized and relevant content. This builds trust and fosters customer loyalty, as your readers will appreciate the effort you’ve made to meet their particular needs.

Quick Wins: Since low-volume keywords are less competitive, you might see quicker results in terms of search rankings. These "quick wins" can generate steady traffic and conversions while you work on ranking for more competitive terms.

Long-Term Benefits: Low-volume keywords can offer long-term benefits. As your site gains authority, your content targeting these keywords can continue to attract traffic. Any increase in search volume for these keywords over time will further enhance your site's performance.

Expert Tip: Don’t Overlook Low-Volume Keywords!

The myth that low-volume keywords aren't worth your time is just that - a myth. While they may not bring in large amounts of traffic instantly, they offer numerous benefits like high intent, lower competition, and higher conversion rates. Incorporating low-volume keywords into your SEO strategy can help you capture niche markets, build trust, and support long-tail keyword strategies, ultimately playing a crucial role in your overall content approach.

Myth #4: User experience doesn't affect SEO.

In the past, using keywords and links was enough to rank in the SERPs. Search engine algorithms didn't account for the user's experience on a website. As a result, many websites were plagued with things like longer page load times, a lack of relevant content, or intrusive pop-ups. It's time to debunk this myth with some facts:

The Evolution of Search Algorithms: Search engines like Google want to make sure people have a good experience on the web pages they find in their SERPs so that users will keep using them. Google’s algorithm updates, such as Core Web Vitals, emphasize page experience signals. This indicates that user experience (UX) is a critical aspect of modern SEO.

Why User Experience Matters: Search engines aim to deliver the most relevant and useful results to users. If a website provides a poor user experience, visitors are likely to bounce quickly, sending negative signals to search engines. Consistent high bounce rates and low engagement can harm your rankings over time.

Core Elements of a Good User Experience: To improve your website's user experience and, consequently, your SEO, focus on the following aspects:

1. Fast Page Load Time: Page speed is a significant ranking factor. Slow-loading pages can frustrate users, leading to higher bounce rates. Tools like Google PageSpeed Insights can help you identify and fix speed-related issues on your site.
2. Mobile-Friendly Design and Layout: With the increasing use of mobile devices for browsing, having a mobile-friendly design is essential. Google uses mobile-first indexing, meaning it primarily uses the mobile version of your content for indexing and ranking. Ensure your site is responsive and performs well on all devices.
3. Secure Site Connection through HTTPS: Security is a top priority for search engines. HTTPS protects the integrity of your website and the privacy of users. Google has confirmed that having a secure site connection (HTTPS) is a ranking signal.
4. No Intrusive Interstitials: Intrusive interstitials are pop-ups that block content and disrupt the user experience. Google penalizes websites that use intrusive interstitials, especially on mobile devices. Ensure that any necessary interstitials are user-friendly and don’t obstruct the content.

The Benefits of Prioritizing User Experience

• Increased Engagement: A seamless user experience encourages visitors to stay longer on your site, explore more pages, and interact with your content. This increased engagement signals to search engines that your site is valuable and relevant.

• Lower Bounce Rates: By improving UX, you reduce the likelihood of users bouncing after viewing just one page. Lower bounce rates can positively impact your SEO rankings.

• Higher Conversion Rates: A user-friendly website can lead to higher conversion rates. When users find what they’re looking for quickly and easily, they’re more likely to complete desired actions like making a purchase or filling out a contact form.

• Better Accessibility: An emphasis on UX also usually means making your site more accessible. Accessibility improvements not only help users with disabilities but can also help you tap into a wider audience.

The myth that user experience doesn’t affect SEO is outdated. In today’s digital landscape, user experience and SEO go hand-in-hand. By prioritizing a positive user experience—through fast load times, mobile optimization, secure connections, and non-intrusive interstitials—you not only improve your site's usability but also enhance its SEO performance. Good user experience isn’t just good for your users; it’s essential for your search engine rankings.

If you get one thing from reading all of this, it should be that SEO is, above all else, about the overall experience of a searcher getting the answers they need for the questions they have. The better your web content is at answering their questions, and the better their experience finding those answers on your website, the better your SEO ranking will be. You can get a bigger picture of your current SEO rankings with our NEW AI Marketing Tool.