Many modern-day business owners are familiar with the concept of SEO, but there’s still a lot of confusion related to what works and what doesn’t. Unless you’re a marketing expert, it can be challenging to keep up with effective SEO strategies and changes in algorithms and practices in a field that is evolving continually. As a result, there are a lot of myths out there. If you’re keen to sharpen up your SEO campaign, here are some of the most common myths, and some useful tips to ensure you’re not wasting your time on ineffective techniques.


Content is all that matters

If you read blogs or articles focused on marketing, there’s a good chance that you’ll have stumbled across the strapline, ‘content is king’ numerous times. One of the most common misconceptions about search engine optimisation is that it requires nothing but great content. While it is crucial to produce high-quality, original content to attract attention online, this is not always sufficient to make a splash. Including links, for example, is an effective way to ensure you tick both boxes. You have an article that is interesting and intriguing, but you’re also doing your bit to improve your search ranking.


Exact keyword matches are vital

In the past, Google only recognised exact keyword matches, but the search engine has evolved in a short space of time, and now it is able to determine that similar phrases and terms have the same meaning. This means that you no longer have to shoehorn exact matches into your content to achieve results. Natural content is much more appealing to readers, and it’s likely to perform better on Google, so this is great news. Gone are the days when it was essential to write different articles to optimise what is essentially the same phrase, for example, dentist in Birmingham and dental clinic in Birmingham. Google now understands that these search terms are related, so you have more freedom and flexibility to craft natural, engaging content.


Link building isn’t relevant anymore

The concept of link building may have changed over the years, but there’s no doubt that including links in your content is still hugely beneficial for improving your ranking and driving traffic. Generating high-quality backlinks is one of the best ways to ensure your content appears on the first page of a Google search.


Duplicate content will be penalised

It is often assumed that Google issues penalties for using and sharing duplicate content. In truth, this isn’t the case, but there are reasons to avoid using material gathered from other sites. If you share something that has come straight off another website, there’s a good chance that Google will ignore it and it won’t do your ranking any favours. It’s always best to create original content. If you’re unsure whether your content is far enough removed from the original article, you can use tools like Copyscape.


For many businesses, search engine optimisation plays a crucial role in attracting clients. If you’re working on a new SEO campaign, or your current strategy doesn’t seem to be flourishing, it may be time to update your plans and refresh your thinking. SEO evolves constantly, and it’s easy to fall behind and get bogged down in myths and misinformation.