Seo myths: busted one by one by an ex-googler
Posted: Tue Dec 10, 2024 9:18 am
Every industry has its myths and so does the world of SEO . Google tries from time to time to shed light on common misconceptions. However, there is only so much a small team of outreach professionals can do to raise awareness at international conferences. That is why in this article I am sharing 10 SEO myths, debunked one by one by a former Google Search employee and SEO expert.
10 SEO myths, debunked one by one by a former Google employee.
Myth #1: SEO is a level playing field.
In theory, or so it goes, SEO is “fair competition,” where every website has an equal chance to compete for queries. Only… it’s not. It hasn’t been for a long time, and it will never be “fair” again. Just like in any other market where two companies compete, no two offerings are exactly the same. In the case of SEO, different websites display different on-page and off-page SEO signals. Consequently, they rank differently.
These SEO signals include but are not limited to page performance, technical configuration, SERP real estate , and backlink profile, to name a few that can be measured and improved. This is what search engine optimization is all about . However, it is never a return to square one for everyone.
It’s true that Google gives new domains a honeymoon period with the tech giant . This is a brief moment during which the website ranks well, despite not having accumulated enough SEO signals yet. Sites that tend to perform well during this “grace period” have a good chance of excelling in relevant search results, consistently. However, most fall off once Google has collected enough data that “confirms” the new website’s true ranking. While the honeymoon period does give new websites some help as they launch, SEO is not a level playing field.
Myth #2: SEO is a one-time project.
At industry conferences, attendees gambling data philippine hear people say that it’s important to “get it right” in order to rank. This is true, but not entirely accurate. Like any other business investment in assets, over time that same investment will inevitably wear off. Best practices from the past become obsolete or outright stale. To keep up with the competition, especially in the most lucrative niches, SEO should be viewed as an ongoing effort with planned, periodic spurts of increased activity scheduled in advance.
Some factors, such as snippet sampling , which directly impacts user experience and signals, need to be continuously monitored and improved. The same applies to on-page performance, which is again directly responsible for how users experience the website . Other factors, such as managing backlink obligations, may only require spot checks and be part of an annual on- and off-page SEO audit.
Myth #3: SEO is backlinks.
Links are fundamental to the internet as we know it . Without links, most search engines would be unable to find and crawl new content. For Google, backlinks (or links from other websites that send traffic to yours) also represent a ranking signal. However, contrary to popular perception, backlinks can actually harm website rankings. In addition to manual spam actions (aka Google penalties), there are also Google algorithms, such as Penguin , tasked with identifying websites that are predominantly linked to from other low-quality websites.
Google’s ongoing mantra is that links should be based on merit , rather than paid or building schemes. Sites optimized without regard to Google’s Webmaster Guidelines will likely be targeted. But SEO isn’t simply about PageRank passing backlinks.
However, backlinks should be actively pursued . Not for an illusory PageRank gain, but for increasing conversions, which is the main purpose for optimizing websites and does not pose a risk of the site being penalized and disappearing from the SERPs altogether. Google leaves a door open for sites that have violated Google’s linking policies at some point by providing the Disavow tool , which allows a website to disassociate itself from unwanted backlinks.
Myth #4: SEO is all about user signals.
It is wrong to assume that user signals are not important . They are a relevant SEO factor. Google’s entire business model is based on the loyalty of its users. Google measures the happiness of its users and uses the data to improve its product. In this sense, user signals are indeed a factor. However, Google does not share the data it uses, not even with the verified operator of the Google Search Console site.
So, we’re left with Google Search Console impressions and click-through rate as the only confirmed indicators regarding user perception of the site and their behavior. While the combination of high impression volumes and low CTR (Click Through Rate) generally indicates that user signals can be improved, these limited insights are only one part of a much broader SEO picture. How and if they can be improved depends primarily on the website’s unique selling proposition, which is much more important.
Myth #5: Google hates my website.
The complaint of personal animosity is as common as it is irrational. Google has never shown that it dislikes websites and it would make little sense to operate a global business based on personal enmity. The claim that a site is not ranking because of a Google dispute is easily refuted with an SEO audit which will likely uncover all the technical, content , on-page and off-page deficiencies. There are Google penalties, euphemistically called “Manual Spam Actions”; however, these are not triggered by personal vendettas and can be lifted by filing a compelling Reconsideration Request .
In any case, Google continues to show indifference towards websites. This includes its own properties, which have been repeatedly penalized for various violations .
10 SEO myths, debunked one by one by a former Google employee.
Myth #1: SEO is a level playing field.
In theory, or so it goes, SEO is “fair competition,” where every website has an equal chance to compete for queries. Only… it’s not. It hasn’t been for a long time, and it will never be “fair” again. Just like in any other market where two companies compete, no two offerings are exactly the same. In the case of SEO, different websites display different on-page and off-page SEO signals. Consequently, they rank differently.
These SEO signals include but are not limited to page performance, technical configuration, SERP real estate , and backlink profile, to name a few that can be measured and improved. This is what search engine optimization is all about . However, it is never a return to square one for everyone.
It’s true that Google gives new domains a honeymoon period with the tech giant . This is a brief moment during which the website ranks well, despite not having accumulated enough SEO signals yet. Sites that tend to perform well during this “grace period” have a good chance of excelling in relevant search results, consistently. However, most fall off once Google has collected enough data that “confirms” the new website’s true ranking. While the honeymoon period does give new websites some help as they launch, SEO is not a level playing field.
Myth #2: SEO is a one-time project.
At industry conferences, attendees gambling data philippine hear people say that it’s important to “get it right” in order to rank. This is true, but not entirely accurate. Like any other business investment in assets, over time that same investment will inevitably wear off. Best practices from the past become obsolete or outright stale. To keep up with the competition, especially in the most lucrative niches, SEO should be viewed as an ongoing effort with planned, periodic spurts of increased activity scheduled in advance.
Some factors, such as snippet sampling , which directly impacts user experience and signals, need to be continuously monitored and improved. The same applies to on-page performance, which is again directly responsible for how users experience the website . Other factors, such as managing backlink obligations, may only require spot checks and be part of an annual on- and off-page SEO audit.
Myth #3: SEO is backlinks.
Links are fundamental to the internet as we know it . Without links, most search engines would be unable to find and crawl new content. For Google, backlinks (or links from other websites that send traffic to yours) also represent a ranking signal. However, contrary to popular perception, backlinks can actually harm website rankings. In addition to manual spam actions (aka Google penalties), there are also Google algorithms, such as Penguin , tasked with identifying websites that are predominantly linked to from other low-quality websites.
Google’s ongoing mantra is that links should be based on merit , rather than paid or building schemes. Sites optimized without regard to Google’s Webmaster Guidelines will likely be targeted. But SEO isn’t simply about PageRank passing backlinks.
However, backlinks should be actively pursued . Not for an illusory PageRank gain, but for increasing conversions, which is the main purpose for optimizing websites and does not pose a risk of the site being penalized and disappearing from the SERPs altogether. Google leaves a door open for sites that have violated Google’s linking policies at some point by providing the Disavow tool , which allows a website to disassociate itself from unwanted backlinks.
Myth #4: SEO is all about user signals.
It is wrong to assume that user signals are not important . They are a relevant SEO factor. Google’s entire business model is based on the loyalty of its users. Google measures the happiness of its users and uses the data to improve its product. In this sense, user signals are indeed a factor. However, Google does not share the data it uses, not even with the verified operator of the Google Search Console site.
So, we’re left with Google Search Console impressions and click-through rate as the only confirmed indicators regarding user perception of the site and their behavior. While the combination of high impression volumes and low CTR (Click Through Rate) generally indicates that user signals can be improved, these limited insights are only one part of a much broader SEO picture. How and if they can be improved depends primarily on the website’s unique selling proposition, which is much more important.
Myth #5: Google hates my website.
The complaint of personal animosity is as common as it is irrational. Google has never shown that it dislikes websites and it would make little sense to operate a global business based on personal enmity. The claim that a site is not ranking because of a Google dispute is easily refuted with an SEO audit which will likely uncover all the technical, content , on-page and off-page deficiencies. There are Google penalties, euphemistically called “Manual Spam Actions”; however, these are not triggered by personal vendettas and can be lifted by filing a compelling Reconsideration Request .
In any case, Google continues to show indifference towards websites. This includes its own properties, which have been repeatedly penalized for various violations .