There’s no mistaking the value of search engine optimization (SEO) in business success. SEO is a long term investment that has the power to put your brand on the map and expand your reach beyond physical barriers. And the best time to kickstart your campaign is now.
However, as more and more marketers begin to recognize the benefits of SEO for business, SEO myths and misconceptions also abound. This makes it almost impossible to determine which SEO techniques to stick to and which you can safely ignore.
The misinformation surrounding SEO practices also makes some business owners reluctant to spend money on organic lead generation. In fact, Visual Objects found that only 63 percent of small businesses invest in SEO despite its enticing long-term benefits and invaluable lead-generation opportunities.
The misinformation surrounding SEO practices also makes some business owners reluctant to spend money on organic lead generation. In fact, Visual Objects found that only 63 percent of small businesses invest in SEO despite its enticing long-term benefits and invaluable lead-generation opportunities.
Don’t fall into these often-repeated traps.
The reality is that organic lead generation is not as complicated as many would have you believe. But in order to gain the benefits of SEO for your business, you have to lean on reliable, accurate information to guide your SEO journey.
Previously, we uncovered what is SEO: what does SEO mean and why your business needs SEO. Let’s further your SEO knowledge. In this post, we uncover everything you need to know about SEO and debunk the biggest SEO myths and misconceptions to inform your organic lead generation campaign.
Is SEO really complex, or are we overcomplicating it? Let’s answer this question once and for all.
There’s no mistaking the value of search engine optimization (SEO) in business success. SEO is a long term investment that has the power to put your brand on the map and expand your reach beyond physical barriers. And the best time to kickstart your campaign is now.
However, as more and more marketers begin to recognize the benefits of SEO for business, SEO myths and misconceptions also abound. This makes it almost impossible to determine which SEO techniques to stick to and which you can safely ignore.
The misinformation surrounding SEO practices also makes some business owners reluctant to spend money on organic lead generation. In fact, Visual Objects found that only 63 percent of small businesses invest in SEO despite its enticing long-term benefits and invaluable lead-generation opportunities.
Don’t fall into these often-repeated traps.
The reality is that organic lead generation is not as complicated as many would have you believe. But in order to gain the benefits of SEO for your business, you have to lean on reliable, accurate information to guide your SEO journey.
Previously, we uncovered what is SEO: what does SEO mean and why your business needs SEO. Let’s further your SEO knowledge. In this post, we uncover everything you need to know about SEO and debunk the biggest SEO myths and misconceptions to inform your organic lead generation campaign.
Is SEO really complex, or are we overcomplicating it? Let’s answer this question once and for all.
Understanding SEO Fundamentals
With all the industry jargon and technical terms you’re expected to know, understanding SEO can sometimes feel like learning another language. SEO isn’t hard, but it can take time to master the more advanced areas.
Here’s what to know about SEO, beginning with the basics: What does SEO mean in business marketing?
SEO is a digital marketing strategy that aims to generate online conversion and revenue growth through increased visibility in search engine results pages (SERPs). Search engine results are presented in an ordered list on the SERPs, and the higher your website ranking, the more organic traffic and potential leads you will receive.
Major search engines, such as Google, Bing and Yahoo, each have their own algorithm or set of rules for determining the quality and relevance of a particular web page to the user’s query and ranking pages within the search engine results page.
Google, for one, has a long history of algorithm updates that aim to deliver the best possible search engine results.
How Does the Google Algorithm Work?
Google has a very complex algorithm for serving search engine results, and it changes frequently. It takes into account more than 200 ranking factors, including crawlability, site security and content quality, in presenting the most relevant search engine results to user queries.
Google reportedly launches hundreds of algorithm updates every year to weed out sites using black hat or devious techniques to improve search engine rankings. As notorious as it might be, a Google algorithm update is not intended to punish websites but to reward those that provide a good user experience.
However, no matter how well you adapt to each new Google update, they have the power to push your efforts back to square one. It’s why it’s crucial to stay on top of every Google algorithm update to remain on Google’s good side.
Why Keeping Up With a Google Algorithm Update Matters
A Google update can either help or hurt your website ranking, search visibility, online conversion, organic traffic and revenue. And as a business owner whose digital livelihood depends on your website ranking, you need to be aware of every new Google update and steer clear of misconceptions to get positive SEO results.
The Case of a Performance Chemical Manufacturing Company
An industry-leading manufacturer and supplier of high-quality performance chemicals in Arlington, Texas, relied on organic lead generation to boost its online conversion, especially during the pandemic.
At the height of the pandemic in 2020, Google made approximately 4,500 changes to search, which required many marketers to pivot their SEO strategies to stay ahead of the competition (Search Engine Land).
Through an extensive conversion rate optimization (CRO) audit and by keeping up with every new Google update, Thrive’s team of strategists was able to determine the best approach to achieve the company’s goal and bolster its online conversions.
Results:
+62.5%
Organic Conversions
+13.8%
Organic Traffic
+64.3%
Goal Completions
Google’s search algorithm is dynamic, and the larger core updates can significantly impact existing rankings. Some websites may improve ranking on Google, while others may lose theirs.
As a result, there is a lot of speculation within the SEO community about what you should and shouldn’t be doing to improve search engine rankings. Do not overthink the algorithm or try to outsmart it. Optimizing for ranking factors puts you in the best position to boost your SEO performance and adapt to algorithm changes as they come.
More importantly, don’t believe everything that you hear. Get your facts straight from Google’s official communications to further your SEO knowledge and reap the benefits of SEO for your business.
What To Know About SEO:
Debunking the Top 10 SEO Myths People Actually Believe
No matter how quickly the world of SEO changes, misconceptions refuse to perish. Many people are hardwired to believe SEO myths because they do not understand the purpose of SEO and the few basic concepts to solidify their SEO knowledge. Others cling to these old ideas to try to manipulate the SEO results.
Let’s dispel the most common misconceptions surrounding SEO practices so you’re not held back by misinformation.
Myth #1:
SEO gives immediate results.
Many business owners and marketers want an immediate positive SEO result on a one-time SEO investment. Without a doubt, SEO is an effective digital marketing strategy, but it does not work instantly.
How long does it take for SEO to work? Google reports that it takes between 4 to 12 months to see an SEO result. Meanwhile, high-competition keywords could take up to two to three years of intensive SEO monitoring and optimization to achieve that top SERPs position.
Why does SEO take so long? SEO is a multifaceted process that requires continuous observation, data collection and strategy optimization to achieve the desired SEO result. And while hiring an SEO service provider can somehow speed up the process because of the expertise and knowledge they bring, even they cannot eliminate the waiting period. SEO takes time.
Knowing how long does it take for SEO to work may sound discouraging, but do not let it dissuade you from seeing the value of SEO in business success. The benefits of SEO for business in the long run are worth every minute and dollar you put into it. And more importantly, continuous SEO monitoring and optimization already put you steps ahead of the competition.
Myth #2:
SEO costs a lot of money.
Some businesses put off SEO for its cost. While it’s true that SEO packages can be costly, expensive is a relative term, and it all depends on your niche, competition, business goals, size and assets.
If you’re a small business owner who wants to improve ranking on Google’s local search results, the cost of SEO will definitely be smaller compared to larger businesses hoping to rank worldwide. The price of your SEO packages can be shaped around your marketing budget, needs and objectives. You want to choose an SEO company that can deliver this level of flexibility. Some SEO companies also offer tailored SEO packages where you can choose the initial scope of services and then add on when necessary.
Consider the case of an eCommerce company with a limited marketing budget.
CASE STUDY: An HVAC and EMS parts supplier reached out to Thrive to boost its eCommerce sales. With a small initial budget and little to no digital presence, traffic or sales, Thrive focused on SEO and digital marketing efforts to drive initial SEO performance. We implemented combined SEO and pay per click (PPC) advertising strategies to achieve the client’s goal while still working around the budget.
Within only a few months, the website gained a 671 percent increase in impressions, a 566 percent increase in clicks year-over-year (YOY) and a 100 percent lift in sales across more than 140 brands.
At the end of the day, you control how much you invest in SEO, and it doesn’t have to drain your marketing budget.
Myth #3:
Everyone can do SEO.
If your team is trained to do SEO, then yes, you could successfully run your SEO campaign. However, if you have limited or zero SEO knowledge, you can unintentionally do more harm than good to your website.
For your SEO strategy to produce favorable SEO results, you need to have an above-average understanding of the purpose of SEO and how search engines work. You must also adhere to the rules and guidelines to avoid penalties and improve ranking on Google.
Can you DIY SEO? Absolutely. With some research and lots of practice, anyone can do SEO. However, a basic SEO strategy is not enough to improve website traffic and generate desired SEO results.
Is it difficult to do SEO yourself? Unfortunately, DIY SEO can be extremely difficult and detrimental to your online success. This is because Google penalties are easy to trigger but hard to diagnose and even harder to overcome. All it takes is a single technical SEO mistake to cost you all your organic traffic. And sometimes, your website may never get back to its SERP position.
Should I hire an SEO specialist? Certainly, if your SEO efforts aren’t paying off, it’s best to let professionals do the job. SEO experts understand the importance of SEO in business, and they are equipped with the right tools and years of experience to help you improve search engine rankings and maximize the value of SEO.
Myth #4:
Cheap SEO is good SEO.
Some brands understand why SEO is important for business. However, only a few truly acknowledge that SEO is a long-term investment that demands a robust plan. Using cheap options to achieve your online conversion goals is useless at best and dangerous at worst.
What is cheap SEO? Cheap SEO services are suspiciously low-cost solutions from untrustworthy agencies that can cause real harm to your business’s digital presence, reputation and revenue.
Why is cheap SEO a bad thing? For low-cost SEO agencies, your business is like everyone else. They would implement one-size-fits-all strategies that don’t perform well or drive the results you want. Often, cheap SEO companies would also implement black hat SEO tactics to trick search engines into boosting your SEO performance. This could result in Google penalties that can harm your website in the short and long run.
Cheap SEO may sound nice, but it’s not worth the headache or the hassle.
Myth #5:
Pay Per Click (PPC) makes you
rank better organically.
PPC advertising drives more qualified leads and immediate traffic to your website, but it does not affect your organic ranking. Google had long held that there’s no connection between pay per click advertising and organic search.
Google’s Search Advocate, John Mueller, addressed this topic in a Google Office Hours hangout, explaining:
“...these systems are completely separate on our side. The ranking within the ads, the ranking within search are completely separate systems, and there’s essentially no real connection there.
…So the ranking change that you saw there seems like something that would be totally unrelated to the ads.”
Between organic SEO and PPC, which one should I use? All businesses are different and operate in unique spaces, so the answer depends on your objectives, budget and timeline. If you’re a startup or a small business owner with a limited budget, SEO is a long term investment that won’t break the bank. Once you’re ranking, traffic will be constant.
However, if you’re looking to compete with big brands or launch time-restricted promotions or events, paid leads would kickstart your brand awareness campaign.
How can SEO and PPC work together? SEO and PPC are efficient methods proven to bring results. Combining these two tactics can improve website traffic and obtain far greater business outcomes.
Pay per click advertising allows you to identify the best-performing keywords in ad copies and use them in your organic content for long-term success. Likewise, you can leverage the value of SEO data to start new paid leads campaigns with confidence.
Myth #6:
SEO is all about buying links.
Purchasing links to improve search engine rankings violates Google’s Webmaster Guidelines. Websites that practice unnatural link building or the use of artificial links to manipulate a page’s ranking will definitely get penalized.
What are paid links? Paid links are links purchased to increase a website’s link popularity. They come in many forms, including sponsored links and paid product placements. While good backlinks are a sign of trust and authority, paid links are considered deceptive and manipulative.
Does that mean I shouldn’t pay for advertising on another website? Not at all. As long as you use a “nofollow link” or a link that points to your site but with the rel=’nofollow’ attribute, you’re not violating Google’s guidelines. The link will still work, but search engines will not follow the page pointed by the link during crawling and indexing.
Do I really need backlinks? Yes. Backlinks serve as a vote of confidence for your website. The more backlinks you get, the higher votes proving you’re a reputable source of information. Ultimately, this will boost your ranking in search engine results.
Myth #7:
Keyword stuffing will boost my SEO performance.
Today, many people still believe that integrating keywords as many times as possible throughout the content increases page relevance, but that is not the case anymore. Although keywords are important SEO metrics, keyword stuffing or crowding your webpage with target keywords is a negative ranking factor that can get you penalized.
Keywords should fit naturally in the content. Don’t force keywords on the page just to try to improve your search engine rankings.
Is SEO all about keyword targeting? No. Simply sprinkling keywords through low-quality content won’t successfully engage leads or boost your website ranking. You need to deliver comprehensive, user-friendly content to engage your target audience and send a positive signal to Google that your page is relevant.
CASE STUDY: A professional-grade wood stain and sealer supplier had an outdated website with content that failed to communicate its shopping process and products’ benefits. This resulted in low online conversions, which affected the company’s bottom line.
Thrive conducted a comprehensive SEO audit, competitive review and keyword research to build a cohesive SEO plan that drives sales quickly. By implementing the right keyword and content strategy, the company obtained a 41 percent increase in organic traffic, a 27 percent increase in online leads and a 32 percent increase in referral traffic.
Myth #8:
If we’re not ranking No. 1 for our target
keyword, we won’t be able to stay in business.
Many marketers obsess over the number one spot on the SERPs. They think that if they reach the No. 1 ranking for their coveted keyword, their business is secured. If they don’t, they’ll quickly go bust. But that’s not the case.
High visibility is important, but your search rankings shouldn’t make or break your business. Many factors other than ranking will affect your overall business performance. So instead of solely focusing on that top spot on SERPs, you need to diversify your marketing strategies for long-term success.
What other key performance indicators (KPIs) should I be tracking? Each SEO KPI is foundational for a strong business that grows year after year. However, SEO KPIs are situational and specific to each type of business. Among the SEO KPIs every marketing team should measure include:
- Leads
- Customer Lifetime Value (CLV) or the earnings each customer brings
- Content efficiency
- Average engagement time
- New and returning users
- Average time on site
Should I still aim for the No. 1 ranking? Like we mentioned earlier, ranking first on Google could take your business to new heights. But you shouldn’t focus all your resources on getting the first spot on SERPs, driving your business into the ground in the process.
Myth #9:
There is one formula for SEO success.
Some people neglect the importance of SEO in business because they think it involves a rigid process that must be followed to the tee to reach success. This is an SEO myth. SEO is all about experimenting and finding out what works best for you while adhering to industry guidelines.
Is SEO a “one-and-done” process? No. SEO is not a one-time investment. It requires constant hard work, SEO monitoring, modifications, research and reporting on a regular basis to achieve consistent organic growth.
Myth #10:
More organic traffic means more sales.
Seeing a surge in organic traffic on Google Analytics is definitely a great feeling. But just because your SEO strategy successfully drives organic traffic doesn’t necessarily mean this will result in more sales or revenue. At the end of the day, your full-funnel marketing strategy will dictate your return on investment (ROI).
All this just underpins why SEO is important for business.
The importance of SEO in business marketing cannot be overemphasized. SEO is a critical inbound marketing strategy for establishing brand awareness and driving leads. Additionally, the data collected from SEO campaigns enables you to tailor and optimize your efforts at each stage of the buyer’s journey.
However, a full-funnel approach is integral to nurturing prospects from the awareness to the conversion stage.
What is conversion? Conversion happens every time a visitor completes a desired action on your website. This could be filling out a form, buying a product or contacting your brand.
Why should I track my conversions? Tracking when and how leads are converting on your website gives you a better idea of how your SEO strategy is performing. Conversion tracking also provides you with additional insights to better understand the actions people take on your website.
How could I track my online conversions? Website conversions can be measured using tools such as Google Analytics. Google Analytics is a web analytics and SEO tool that provides advanced statistics and insights regarding website performance and visitor data. Besides conversions, Google Analytics can also be used to track other SEO metrics, such as bounce rate, dwell time and keyword rankings.
Every year, more myths and misconceptions about SEO appear. Building your SEO knowledge and fighting disinformation can take you a long way in attracting your target audience and achieving higher visibility on SERPs.
Is SEO Dead?
Many people still wonder why your business needs SEO in this fast-changing digital landscape, thinking SEO is dead. But don’t be fooled. SEO isn’t dead, and it will exist for as long as search engines do.
However, SEO is an ever-changing field. A strategy that has been followed and considered good practice for years can lead to a penalty overnight. Google’s algorithm has changed in massive ways over the years, and these changes will not slow down.
Each Google update requires you to adapt to continually improve your SEO metrics and achieve a real long-term competitive advantage. If you haven’t invested in SEO yet and are considering search SEO for your website, now is a good time to get started.
Build Your SEO Knowledge With Thrive
Thrive Internet Marketing Agency is a full-service SEO company dedicated to educating our clients on the benefits of SEO for business. We’ll help you figure out what does SEO mean for your long-term success, and invest our time, effort, commitment and resources to general real company growth.
Ready to use SEO for your business? Contact us today to find out how we can help you.
