Fact or Fiction?
It appears that 2018 has started with an avalanche of Spam e-mails from self professed SEO Experts, Marketing Consultants, Promotional Analysts.....and various other surreal titles that these people dream up. And the content of these mails all contain serious warnings.
The mails usually emanate from the Indian subcontinent, and for reasons best known to themselves these individuals will be doing business under some ludicrous pseudonym like Buck Rogers, Rhett Butler, or Troy Tempest.
Their modus operandi is basically to panic you by forecasting imminent doom for you and your business due to multitudes of technical problems with your site! And they'll know all this just by getting the e-mail address off it! Because that is all they've actually done!
This approach can be viewed as an unethical and misleading practice designed to take advantage of end users who don't understand the technical aspects. Or maybe they're just that inept that they believe it themselves. Either way, they want your money.....and they'll tell you anything to get it.
Their usual sales pitches, based on total fiction, go along these lines:
1. Your site can't be found on Google. Call me cynical, but I don't think they've thought this one out very well. Because if you can't be found on Google, how did they find you? Crystal Ball? Ouija Board? The Voices in their Head?
2. No metatags on the pages! These are the keywords that can be put in the header of each page.....visible to search engines only. Problem is they've actually been obsolete for over 10 years!
Just see what Google said back in 2009: Google does not use the keywords meta tag. So putting in metatags is irrelevant! Nobody can see them and search engines don't use them! But these "experts" are quite happy to charge you to put them in anyway.
3. Not enough Keywords! These are still relevant today but in a contextual and natural manner, and used in moderation. Don't look to jam them in wherever you can or you'll end up getting penalised for poor quality content.
Simple rule to follow: Deliver information on your site in a natural manner as if you were speaking to somebody face to face. As an example, if you are an estate agent in Spain would you actually stand in front of a prospecive client and say something like this? "Property for Sale Spain, Best Spanish Property, Spanish Property Costa del Sol etc etc". Of course you wouldn't.....so why do it on your website?
Google has analysed your site as a human would since 2015.....using it's Artificial Intelligence System RankBrain. So just write for humans because that's what Google wants. Jamming keywords will only diminish your credibility as far as Google is concerned.
4. A specific type of website application is better for SEO! Totally wrong! Google doesn't care whether you use Wordpress, Joomla, Drupal, or even basic HTML. They are only interested in the end result.....which is whether you have a quality site that delivers value to users. The actual software application that is powering it is irrelevant. So somebody using this pitch will be trying to get you to order a new website from them by dangling the carrot of SEO enhancement.
5. You don't have enough H1, H2, H3 tags on your site! While it is still good practice to use them if required, the practice of stuffing them everywhere has no bearing whatsoever. And may even be viewed as spammy in some cases.
Basically, it's the quality of the content covered by the tags that is evaluated.....not the tag itself. Start putting them everywhere with insufficient depth of content to warrant it sends a clear signal to Google. And not a positive one.
6. Social media likes and shares boost search engine rankings! The simple act of liking or sharing has no bearing on your site's search engine positioning at all. If it drives traffic to your site then that is a different matter and is viewed as a positive signal. Social media activity is highly recommended to get your business and brand directly in front of potential clients ......thereby eliminating them searching on Google where your rankings may not be so good. There's more ways than Google to generate business these days.
But selling you Social Media promotional services under the guise of it somehow enhancing your presence on Google is incorrect. You'll only enhance your presence on the Social Media channels....nowhere else.
So what is the Reality?
The reality is contained in Google's Search Quality Evaluator Guidelines. What they stipulate as essential requirements are Page Quality, Expertise, Authoritativeness, Trustworthiness, Supplementary Content, Quality User Experience, Functionality, Mobile optimisation, SSL Security, and Page Loading Speed. Remember that there's a wealth of articles on this site that cover these areas.....and all with links to Google for validation.
As I always say, we do not provide SEO services......we just build websites properly based on Google's guidelines! Nobody elses's!
We follow their directives and then implement those processes in the best way possible for your business.
So what Buck Rogers says, what a Kiddie Blogger says, what the man in the pub says, or what a friend of a friend who knows about this stuff says......they're not relevant to me! Don't let them be relevant to you either!