Effective SEO strategies and tactics can be counterintuitive. This article is intended to dispel some of the more common misconceptions and, by doing so, guide brands toward adopting and implementing a more effective approach to SEO.
More Keywords Are Better
Many SEO practitioners will brainstorm as many relevant keywords as they can think of and include them within prominent web page locations including metadata, titles and alt tags. The theory is that by including more keywords on the page, the odds of ranking within the organic search results for some of those keywords increases. Unfortunately, this practice has the opposite effect.
Google sets aside a limited number of points for any and all keywords in various locations on a web page. The available points are then divided by the number of keywords. For example, Google may set aside 10 points for a title. If 10 keywords were included, each keyword would receive one point. Alternatively, if only one keyword were included, then that keyword would receive all 10 points. Therefore, strategically you can either target a short list of competitive keywords or a longer list of less competitive keywords.
Targeting too long of a list of keywords will cause the value assigned to each keyword to be too insignificant for rankings to be obtained.
More Pages Are Better
Many bloggers and content marketers subscribe to the belief that more articles and content automatically means more keyword rankings within the organic search results. Unfortunately, this theory is also not always true.
Search engines assign a quality score, based on links from third-party sites, which is generally referred to as link equity. Link equity is typically concentrated on the home page of a site since that is where the majority of third-party sites link. Link equity is then distributed through the site’s navigation. This process can be thought of as being similar to that of a cascading fountain, where link equity becomes more dispersed with each