I’m willing to bet that, at some point in your life, you’ve heard that lightning never strikes the same place twice, bananas grow on trees, and bats are blind. But have you ever taken the time and energy to prove their validity? Well, it turns out, these are all myths and have been officially debunked by either science or reality. Similarly, there are several misconceptions related to search engine optimization (SEO) that are floating around. And, believe it not, many of these popular tales have already become ingrained in your SEO strategies and could be to your ultimate detriment if you’ve taken heed to them.

We set the records straight on some common SEO myths that have surfaced over the years and provide the strategies you can use to overcome them.

1. The more keywords, the better.

It’s a common misconception that stuffing web pages with keywords directly correlates to more exposure and higher ranking on search engines. This theory is actually quite false. Keywords play a factor in ranking, yes; but, they are not the end-all-be-all. Google leverages hundreds of factors when determining a site’s SERP ranking. All of your content plays an active role in how you rank, and if you aren’t serving up high-quality, you’re simply not going to rank, despite the number of keywords you incorporate on the page. In addition to honing specifically on keywords versus overall content quality, you’ll likely experience high bounce rates and fewer conversions, as users won’t find the information they’re seeking. 

• Strategy: Instead of shifting all of your attention to keywords, focus on your overall user experience. Write for your user versus ranking. Make sure your page loading speeds are minimal, you’ve incorporated adequate call-to-actions, and you have seamless navigation and high-quality videos/imagery.

2. All backlinks are created equal.

Backlinks are the “street cred” of SEO. They can help Google validate if you’re one of the cool kids on the block. But, despite what you may have heard, backlinks are not the topmost factor Google considers when ranking sites on the SERPs. You should approach your backlink strategy carefully and tactically to avoid coming off as spammy. While link building in itself can increase brand visibility, traffic, and overall value, you should sway the focus from counting links to instead building authentic, relevant relationships for your property. But, who you’re linking from matters. You can receive hundreds of backlinks from across the web, but your value will suffer if these sites are all of the low authority.

• Strategy: The strategy here is simple–focus on quality versus quantity. The key to scoring successful backlinks lies in high-quality content that users truly find relevant. If your content is spot on, then people are more inclined to link to your site organically. 

3. SEO is one and done.

We wish this one was true; after all, who doesn’t love a good, immediate result? But, unfortunately, SEO is quite a long-term process. Though you may experience some initial success with your keywords early on, to reap the fruit of your efforts, you’ll need to wait it out for the long haul. Many invest heavily into SEO initially, only for their discouragement to hijack their patience just a few short months later. But, by cutting the tide short early on, you’re almost guaranteed to sink any opportunities that could come your way in the long term.

• Strategy: Keep in mind that SEO strategies only just begin the blooming process in four to six months, on average. These results will likely grow over time if you stick to them. Stay in the know with Google’s latest algorithm changes, as they could affect your performance, and update your tactics accordingly. If the budget allows, it may be helpful to invest in a quality SEO firm. But, if they promise quick results, steer clear. A good SEO expert will present you with transparent tactics, an honest timeline, references, and frequent reporting.

4. Google Adwords impact your SEO.

If you think that you can invest in an Adwords campaign to boost your SEO, you’re sadly mistaken. Advertising does not directly impact your SEO. PPC ads populate next to relevant searches and other web content and can ultimately help increase your audience, but it does not help your SEO rankings. Google’s sole priority is to present users with the most relevant search results possible. If businesses could pay for this benefit, then users would incur a great detriment. Not to mention, this directly negates Google’s primary goal.

• Strategy: You’ll need to determine which avenue is best for your property, but many have found success with leveraging both PPC and SEO. If you leap into Google Ads, you can take advantage of some of its tools like keyword functions and tracking mechanisms to measure campaign changes and visitors/conversions. Additionally, it’ll be helpful to invest in Google’s free analytics web tools to review site-specific information, like search traffic, bounce rates, organic traffic sources, and more.

5. If you aren’t listing as number one, your SEO isn’t working.

While it’s true that number one organic position holders generate higher clicks than their lower counterparts, you don’t have to be at the top of the list to reap the benefits of SEO. Though your aim should always be high, just making it to the first page can do wonders for your organic traffic. 

• Strategy: There’s so much more to SEO than landing the number one spot on the SERP. Instead of focusing all of your energy towards being first, shift your energy toward defining, understanding, and cultivating your audience. 

 

Rentbot can help.

The world of SEO can come with quite a bit of confusion, which may stimulate a breeding ground for certain myths. That’s where we come in. With Rentbot, you get a strategic SEO partner by your side who specializes only in multifamily clients. We’re trained by leading SEO firms and have over a decade of experience improving clients’ apartment SEO-driven traffic. When we say that we know the industry like the back of our hand, we truly mean it. We’ve helped our SEO clients score increased traffic, triple-digit lead increases, and almost double their organic exposure across Google. 

It’s time to get found with SEO. Learn more about our results-driven advanced SEO services here.

 

 

About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.