John E. Lincoln, CEO of Ignite Visibility and a digital marketing teacher at the University of California at San Diego, recently wrote a great article detailing 9 misconceptions about SEO at SearchEngineLand.com. His points help sort out some of the mysticism that seems to follow any sort of SEO-how-to discussion. Here are some of our favorites:
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Bigger is Better for Big Stuff at Least
Google prefers large sites for common items that are used by everyone. If you want to have a high rank for televisions, you’ll need to out rank sites like Best Buy, Overstock, and Costco. Which isn’t going to happen unless your company is as big and well known as those.
The reason it won’t is because Google wants to better serve its customers by predicting what they’re interested in. For products such as TVs or clothes, that’s most likely the big box store down the street rather than the mom and pop shop downtown. But that’s okay, if you are that mom and pop store, focus your SEO on the name of your business and then the items you feature. Customers looking for your special touch will be able to find you.
Be the First to Adopt New Technology
Google loves to drive technology forward and one way it does that is by giving better ranking to sites that stay on the cutting edge. Lincoln points out an example in 2011 where Google said that it would give better ranking to sites that used the https protocol. Many marketers and businesses dug their heels in the sand and resisted for as long as possible.
But, why not use their stubbornness to your advantage? Adopting new technologies Google wants to promote is a great way to have an edge on outdated competitors. Think of it as scratching Google’s back so they’ll scratch yours.
Remember That Other Search Engines Exist
It’s easy to become fixated on Google because of their monstrous market share, but other engines like Microsoft’s Bing exist and are growing. It can be easier to obtain a higher rank in Bing than Google because there aren’t as many competitors.
However, it’s even smarter to think of more than just search engines. Believe it or not, Youtube is the second largest search engine in the world. That’s right, the site for music and cat videos is where many consumers begin searching for the answers to their problems. Problems that could use your business’s solution.
Consider an SEO strategy that uses video content to boost your online visibility. You can both teach consumers important lessons in your industry while being easier to find on the internet.
If you’re interested in hearing Lincoln bust even more SEO myths and offer a few great takeaways, check out the full article here.