Unfortunately, while the interest in SEO increases (because it really does deliver!), knowledge about what it is and how it works is scarce. After speaking with hundreds of customers on how we can help them achieve top 20 rankings in Google, we realised there is a healthy scepticism fuelled by outdated and incorrect information in the marketplace.

Myth 1: The more search engines you submit to, the better.

There are submission tools and services that claim to submit your website to anywhere between 300 to 20,000 search engines. In theory, this would be worthwhile – if only there were that many search engines! The reality is, most are merely “directory” websites that exchange links and offer little to no value to your business. In fact, Google warns against such sites (also known as Free for All or FFA sites) because they tend to be “bad neighbourhoods” and your site could be banned from a search engine.

There are three search engines that deserve your primary attention – Google, Yahoo and MSN because between the three of them, Google in particular, they dominate the market. Simply, that is where the majority of your potential customers go to search for your product or service.

Myth 2: Just add meta-tags and you will get ranked.

Meta tags include a list of keywords that relate to your business that are inserted into the programming of your website and which search engines can reference. Until recently, meta tags were one of the only ways for search engines to rank your website.

Newsflash… Google now ignores keyword meta tags! Google will rank your website based largely on how many other sites link to yours, and the relevance of your textual content.

This means you need to implement a sound linking strategy, which is why most companies hire SEO professionals to design the best approach.

Myth 3: You don’t need SEO because you rank high for your company name.

Remember, you are trying to capture potential customers who have probably never heard of you, so unless your business is as well-known as Coca-Cola, just being found for your company name is not going to work for you.

Discover the search terms customers use to look for your products and services, and then develop your content accordingly. This approach will help you attract new customers - not just customers who already know you.

Myth 4: Your website will automatically rank high because it “looks good”.

The cruel irony is that some of the most expensive websites are invisible to search engines. Not long ago when websites became the must-have marketing tool, many aspiring web designers built attractive websites that came complete with bells and whistles, fancy images, animations and more. The problem is, some of these pretty sites would never rank high in search engines because the design simply cannot be read by search engines. Search engines can read only text, not pictures. So in the world of websites, a picture is worth less than a thousand words!

But don’t despair, reputable SEO professionals know how to repair “bad” design.

Further, you need to treat your website content like a good magazine editor would. Provide relevant and quality content and the search engines (as well as site visitors) will reward you with a high ranking. That means providing relevant, keyword-rich text, not marketing puffery. However, proceed with caution as overdoing keyword text can be considered as SPAM by the major search engines, potentially resulting in your site being penalised.

Myth 5: Your re-vamped or new website will immediately rank the moment it’s published.

The nightmare scenario for any business is they decide to makeover their existing website and the new website ranks lower than the previous design. Or, it doesn't rank at all! (See myth 4). Either situation is very possible unless sound SEO principles are followed. Even after a website has been “repaired” or published for SEO, it takes months for the site to rank highly.

We are constantly surprised by the high number of businesses who delay SEO because their current website is being “revamped”. We recommend you optimise your existing website now, achieve high rankings and involve the SEO professional as part of your website improvement process.

Myth 6: SEO is a black art, only practised by IT experts.

There is no doubt technical expertise is required to build and program websites. However, SEO is more than just changes to code in your website. It requires a detailed understanding of your business and your competitive environment. Further, as competition to achieve higher rankings heats up, you need a specialist who is up to date with best practice search engine strategies.

A successful SEO project is a meeting of minds between your marketing, sales, finance, IT and SEO professional. And in the case of many small businesses, it’s between you and your SEO professional.

Know other myths or have unanswered questions?

Drop us a line at getonline@domainz.net.nz.

To find out how Domainz can help your website achieve higher rankings in the major search engines and more sales from the Internet, call us for a no obligation consultation on 0800 366 2469.

Alternatively, if you have not already requested a FREE Website Ranking Report, request one now.