About the author : Daniel Griffith
Daniel is an Author, Designer, and Entrepreneur. With over 10 years of industry experience, Daniel utilizes his unique blend of mathematics and poetry, engineering and creative thinking to solve both technical and business challenges to ultimately co-create the world he wants to live in.
There’s wisdom in listening to the advice of others, especially the pros.
If Kevin Durant offers pointers on jump-shots, every aspiring basketball player–whether the captain of the varsity team or the kid who rides the bench in the 12-13 year-old league–should listen. If Tiger Woods ever gives a tip or two about putting, every golfer should take note.
In a way, that’s what happened for internet marketing industry recently. Last week, a Sr. Product Manager at Bing! wrote a blog post about the biggest myths in search engine optimization (SEO). Here are the highlights from Duane Forrester’s advice:
Myth #1: I write quality content.
Perhaps, but how do you know?
Just because you put a lot of time into it–even if you’re an objectively great writer (with proper grammar, spelling, voicing, etc)–doesn’t mean that what you produced is excellent. Look at your site’s bounce-rate, conversion-rate. “Great content is content that’s deemed great by searchers and visitors to your site,” says Forrester.
What content / pages on your site really work? Watch what visitors engage with. Try as best you can to follow that pattern.
Myth #2: Usability is different than SEO.
Although technically different disciplines, “it’s time more folks start seeing them as similar,” writes Forrester. Both focus on improving a website for users. Investing in SEO but not usability is like tying to run a marathon with only one shoe. Sure, you might be fine, but isn’t it better with both shoes on?
Traditionally, SEO firms tried to ride two horses at once: creating content for the search engines and creating content for their customers. In the past few years, though, Bing!, Google, and Yahoo–the big 3 search engines–have really improved their algorithms, enabling them to imitate a person on the web.
Today, the practices that best work for your clients–non-cluttered text, informative content, organized, hierarchical site structures–are what best work for the search engines as well.
Myth #3: A good title tag is all I need.
There are still a lot of companies, especially companies who do SEO in-house, that think this.
Although important, the most well-crafted title tag can’t save a site that misses everything else. You should spend time getting the title right, but this alone won’t save a sinking ship.