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A different view on three classic SEO myths

Driving traffic: it's the Holy Grail for anyone involved in digital strategy. But, with all things online moving so fast it can be tricky to keep up. That, combined with the huge number of agencies now offering services in this area, makes it hard to know whether you're getting your money’s worth.

Those who really value search engine optimisation (SEO) turn to the experts to do the job for them, since this can be all-consuming business and you've probably got better things to do. That said, it's important to arm yourself with the right knowledge to make sure that you're getting the service you deserve. Here are some of the most common myths about SEO to stop you falling into a costly trap.

It's all about keywords. Lots and lots of keywords…

OK, let's get this straight. Keywords do matter. But, they're not the be all and end all. Our content writers are great at weaving keywords into natural, authoritative copy and that’s just what Google likes. What Google most certainly doesn't like is content that's peppered with awkward keywords for the sake of it. More importantly, your visitors won't like it either. The golden rule is: content is for humans first and foremost. Nothing is as powerful as well-written, entertaining content that delivers what your visitors are looking for.

The more backlinks you have, the better you’ll perform...

It's true that linking strategies can be an important part of the SEO mix – but, as with so many things, it's quality, not quantity that counts. Google is very (and we do mean very) adept at recognising bad-quality links from low-quality link exchanges. You'll get penalised, we promise. Better to focus on building links of genuine value with relevant websites that align to the market you're in.

We MUST be on every social media platform ever invented...

It's easy to get over-excited about social media. There's always that horrible feeling that you're missing a trick if you're not active on every single channel. But, in our experience, it's far better to select a small number of channels that match your strategy. A fashion brand can benefit hugely from the visual tricks of Pinterest, for example. Whereas a B2B operation can reap rewards on LinkedIn – but risks devaluing itself if things are getting too flippant on Facebook. Most importantly, generating random followers just for the sake of it is pointless. The best social media campaigns are about building real communities with people who have a genuine interest in your brand. Sure, it's more labour-intensive, but the rewards will be well worth it.

This is just a starting point – but it gives you some idea of how easy it is to fall into the trap of second rate SEO using out-of-date techniques. If you want to find out how to achieve first-rate results, check out our search engine optimisation services page (and the proven results we get for our clients), and give us a shout.

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