Table Of Contents Foreword By - Glastonburyseo.files.wordpress
Table of ContentsForeword by:Rand FishkinForewordPage 2IntroductionPage 3Wizard of Moz@randfish1st Edition Written by:Rebecca ChurtSEO Myths: 2015Page 4ConclusionPage 21Former SEO Marketing Manager, HubSpot@RChurtUpdated & Designed by:Erik DevaneyResources1Page 22Content Strategist, HubSpot@BardOfBoston
FOREWORDOver the last decade of SEO, we've seen remarkable change in how searchers performqueries and interact with results; in how engines crawl, index, and rank pages; and in howmarketers effectively influence the engines to send them traffic. But, in spite of thesemonumental shifts, a shocking amount of misinformation about the practice of SEOpersists. That's why I'm so glad to see HubSpot addressing many of the myths thatcontinue to bog down both aspiring and long-time practitioners.!It's possible that you've been contacted by SEO firms or SEO practitioners in the past whoweren't fully above-board or that you've read articles in the blogosphere or themainstream media (the latter is no less guilty than the former of spreading misinformation)that instilled some of these myths HubSpot will tackle as truths.!What's presented here are wrongheaded ways of thinking that can damage yourmarketing efforts on the web alongside some solid advice on how to avoid it.!Please enjoy and apply, and best of luck in all your SEO efforts!!Rand FishkinWizard of Moz2
INTRODUCTIONTo say SEO has “changed a lot” would be the understatement ofthe decade. Just take a look at how Google’s Panda, Penguin,and Hummingbird updates shook up the world of SEO.Marketers and SEO agencies worldwide halted their link-buildingand keyword-obsessed ways and swapped them for a longoverdue focus on quality content.But does that mean an SEO specialist’s job is just to pump outhigh-quality, keyword-optimized content? Far from it. In fact, SEOhas changed so much in the past several years that manymarketers aren’t sure what’s outdated, what’s important, whatwill actually move the needle, and what’s simply wasted effort.This guide is going to point out all of the most common mythsand assumptions about how SEO works and debunk them foryou, so you’re not wasting a single moment on things that simplydon’t matter for SEO in 2015. Let’s get started.3
BTweet This!Myth #1Setting up Google Authorship can increasemy search visibility & clickthrough rates.Bad news, friends: In June of 2014, Google removed GoogleAuthorship photos from search engine results pages. While yourname and byline would still appear, your beautiful headshotwould not.!Then, in August of 2014, Google struck the final blow toAuthorship and completely dismantled the program. All bylineinfo disappeared from Google’s search results, and marketerseverywhere let out a collective, “What?!”Frankly, the most interesting part of thiswhole story is that Google posts fromyour connections will now look likeAuthorship did -- so this change might bean aggressive ploy to get more and morepeople on Google . The biggest thingI'd urge you to do is to not panic. Thisdoes not spell the end of SEO. This doesnot mean your site is suddenly going totank in the rankings. It just means that youhave to tweak your marketing activities.!For the past few years we’ve been touting the importance ofgetting Google Authorship set up on your blog. But for 2015 —and the foreseeable future — you can forget aboutAuthorship altogether: It no longer exists.4Ginny SoskeySection Editor,HubSpot's Marketing Blog@gsosk
BTweet This!Myth #2I must submit my site to Google.The idea that you need to submit your website to Google inorder to appear in search results (or rank) is nonsense.!While a brand new site can submit its URL to Google directly, asearch engine like Google can still find your site without yousubmitting it.!Not only do you not need to submityour site to Google, but you shouldreally pay more attention to what youwant to block from Google's crawlersvia your robots.txt file. Certaindirectories and pages, such as internalsearch results, should usually be keptout of Google's search index so thatyour real content takes the lead.And remember, a submission does not guarantee anything.Crawlers will find your site and index it in due time, so don’tworry about this idea of needing to “tell” Google about your site.Jeff FergusonCEO,Fang Digital Marketing@FangDigital5
BTweet This!Myth #3More links are better than more content.This is something that often comes along with the question,“Which should I invest in, link building or content generation?”Links are an important part of your website’s authority (even withthe changing link landscape). However, if you have budget toinvest in your website, I would say, “Hire someone to write foryou.”Too often, when businesses hire someone to do link building,they focus on the quantity of links rather than their quality -- butlinking is not a numbers game anymore (far from it, actually). Youshould focus on having relevant and diverse sources that link torelevant pages.!When you invest in content, that content can be used forwebpages, blog posts, lead generation offers, and guest postson other sites -- all content types that will bring more links withthem over time.6With the release of the Panda,Penguin, and Hummingbird algorithmupdates, Google has done everythingbut slap us in the face to wake us upto the fact that SEOs can no longergame the system. While link-buildingdone correctly is still valuable, creatingextraordinary content has becomenon-negotiable.Ron MedlinCMO,98toGo@ronmedlin
BTweet This!Myth #4Having a secure (HTTPS encrypted) siteisn’t important for SEO.Ever wonder why some website URLs start with “HTTP" andothers start with “HTTPS"? The former is your standard"HyperText Transfer Protocol," which facilitates communicationover computer networks. The latter, "HTTP Secure,” provides thesame functionality, only it has the benefit of an added layer ofsecurity called SSL/TLS!In August of 2014, Google announced that it had started usingHTTPS as a signal in their ranking algorithms, which means ifyour website still relies on standard HTTP, your rankings couldsuffer as a result.!For now, however, HTTPS remains a "lightweight" signal,affecting fewer than 1% of global queries (according to Google).So while it’s clear that Google wants everyone to move over tothe more secure HTTPS protocol, don’t freak out if you haven’tdone it yet. There are more important factors that Google islooking at, such as the presence of high-quality content.7Customer CornerWhile not a default option, HubSpot doesprovide an add-on that gives you theability to host content over HTTPS. Clickhere to learn more or contact youraccount manager if you’re interested!Not a HubSpot customer?!Click here to see how SEO isbuilt right into our platform.
BTweet This!Myth #5SEO is all about ranking.While there’s a strong correlation between search resultsplacement and clickthrough rates, ranking is not the supremeend goal that it used to be.!Studies of clickthrough rates and user behavior have shown thatsearchers favor the top search results -- particularly the topthree listings. However, it’s also been shown that on subsequentpages, being listed toward the top of the page shows similarclick behavior. And with search results now being appendedwith rich text/snippets, results that appear below the top-threesearch results are getting much higher clickthrough rates.!Even before all of that was applied, rankings did not guaranteesuccess. Theoretically, you could rank quite well for a term, gettons of traffic, and not make a dime from it. Is that what you reallywant? I don’t think so.8Ranking for what? I'm sure we allremember those "Guaranteed to getyou to #1 on Google!" ads. But theynever said what for. Rather thanobsessing about ranking, be useful -then your readers will bring aboutmore consumers because they'll shareyour stuff.Alisa MeredithCo-Owner,Scalable Social Media@alisammeredith
BTweet This!Myth #6Meta descriptions have a huge impact onsearch rankings.Meta descriptions are HTML attributes that concisely explain thecontents of webpages. You’ve seen them before on Google’ssearch engine results pages (SERPs), where they’re commonlyused as preview snippets. So, it’d make sense that Google’salgorithm would take these meta descriptions into account whendetermining search rankings right? Well, not so much.!Google announced back in 2009 that meta descriptions (andmeta keywords) have no bearing on search rankings. That’s notto say, however, that these descriptions aren’t important for SEO.On the contrary: Meta descriptions present a major opportunityto separate yourself from the riff-raff and convince searchers thatyour page is worth navigating to.!Having a relevant, compelling meta description can be thedifference between a searcher who clicks through to your pageand one who clicks elsewhere.9It's true, meta descriptions do not affectthe placement your site has in searchresults. However, meta descriptions arestill extremely important for engagingthe user to click through to your page. Iwould recommend trying to use yourtargeted keyword once, not because itwill help with ranking, but because itappears as bold if it matches a person’ssearch. Try adding a mini call-to-actioninto your description too.Luke SummerfieldDirector of Inbound Marketing,Savvy Panda@SavvyPanda
BTweet This!Myth #7SEO is something I can hand off to IT.There seems to be a perception that SEO requires sometechnical expertise, and since it is technical, IT can just do thework. While there is a technical component to SEO, it requiresway more than just technical chops, so I’d think long and hardbefore handing an entire project to IT or a web designer.!Though you may need some of those individuals to assist youduring the course of optimizing your website, it’s far from ideal tojust give SEO duties to IT and expect best practices to beadhered to.!While many IT professionals are adept in many technical areas -for instance, making sure your website is crawlable and settingup redirects and XML sitemap files -- just remember that manyIT personnel also work on things like setting up printers, which is well . a different skill set than what’s needed to effectively runan SEO strategy.10SEO is one of those acronyms thatsounds like a flavor of rocket fuel -something that belongs in the hands oftechnoids with html street cred. Withevery new iteration of Googlealgorithms though, we are learningthat SEO should really stand for beingSimply Excellent Online. In otherwords, create remarkable content first,THEN work with the IT folks to makesure that what reads well also scoreswell technically.Paul FurigaPresident & CEO,WorldWrite Communications@paulfuriga
BTweet This!Myth #8Keyword optimization is THE key to SEO.Until search engines are able to enter our brains and read ourthoughts, we'll always need to use written language in order tomake search queries. We need to use keywords tocommunicate.!That being said, it’s important to realize that Google is no longertrying to match the keywords you type into its search engine tothe keywords of a web page. Instead, it's trying to understandthe intent behind the keywords you type so it can match thatintent to relevant, high-quality content.!The bottom line: search engines of the future aren't going topunish folks for underusing keywords or failing to have anexpertly crafted, keyword-optimized page title . but they willcontinue to punish folks for overusing keywords.!(FYI: On the next page, we’ll offer some keyword best practices.)11Years ago we felt the same way. Butwe've wizened up and we now knowthat the most effective SEO strategiesinvolve on-site and off-site components.Today, we combine our on-site effortswith a solid social distribution strategy,influencer marketing strategy and more!Matthew BivensLead Strategist &Online Marketing Director,98toGo@mattbivens
BTweet This!Myth #9Keywords need to be an exact match.Keywords do not need to be repeated verbatim throughout apiece of content. In a headline, in particular, you want to use akeyword (or keywords) in a way that makes the most sense toyour audience. The goal should be to write a stellar headline(somewhere between 4-9 words) that clearly explains what apiece of content is about.!Don't waste your time trying to find theperfect couple of keywords to use onyour site over and over. First of all,Google hates it when you overoptimize for machines. Secondly,searches will use a vast mix of wordsand phrases to find what they'relooking for. The content on your siteshould be varied enough to meet thatsearch criteria while still sticking toone overarching theme.Nothing is more of a buzzkill than having a headline that’sawkwardly framed around one keyword phrase or, worse, thatforcibly repeats a keyword phrase.!This rule applies not only to headlines, but also the content onthe page: the goal should be to inform the reader, not to informthe search engines.12Sam LoweMarketing Assistant,Weidert Group@I am SamLowe
BTweet This!Myth #10The H1 is the most important on-page element.Think of the content structure on your webpage as an outline.It’s a tiered approach to presenting information to users andsearch engines. What title tag your headline is wrapped in haslittle to no influence on your overall SEO -- that title tag (whetherit’s an H1, H2, H3, etc.) is only used for styling purposes.!The H1 is part of your CSS (custom style sheet) that a designerputs together to reference what font styling and size will beapplied to a particular piece of content. This used to be moreimportant, but search engines are smarter these days, and -unfortunately -- people spammed this to death.!So, it really doesn’t matter what header tag you use, as long asyou present your most important concepts upfront and closer tothe top of the page. Remember, you’re optimizing your page forusers first and foremost, which means that you want to tell themASAP what your page is about through a clear headline.13If you’re going through a library, youlook at the book titles to find the bestinformation for your needs. That is whatthe H1 -- along with meta descriptionsand title tags -- do for readers andsearch engines. In order to bring invisitors, you need the search engine toidentify your page as relevant, yet aformulaic title and content will seemdisingenuous. Create titles that makesense to both entities, and, for heaven’ssake, only use one H1 per page.Grady NeffContent Strategist,Digital Relevance@graydonski
BTweet This!Myth #11My homepage needs a lot of content.Have you ever come across a homepage littered with copy? Or,on the opposite spectrum, a homepage with barely any contentat all? Think of your homepage as the gateway to your business.Visualize it! This is your chance to make a first impression andconvey what you’re all about. Maybe your value proposition issimplicity -- in that case, just a single login makes sense(especially if your name is Dropbox).For most marketers, however, there is a need for a bit morecontent and context than that. Your homepage content shouldbe long enough to clarify who you are, what you do, whereyou’re located (if you’re local), your value proposition, and whatvisitors should do next. These visitors should leave satisfied, notoverwhelmed or underwhelmed -- and certainly not confused.14This is total nonsense. Your homepage is the H1 of your website. Make itabout your customers. Communicatewith them and tell your story. Why arethey here and what can they find?Keep it simple and don't overthink theSEO. Keep it simple and drive homethe message -- what value do youprovide to the visitor?John McTigueEVP & Co-Owner,Kuno Creative@jmctigue
BTweet This!Myth #12The more pages I have, the better.Logically, you would think that the larger the footprint of yourwebsite, the better you would rank -- but it’s simply not true.!First, not everything you publish gets indexed (and rightfully so).Second, sometimes, pages get indexed, but don’t remain in theindex. And third, just because you have pages indexed doesn’tmean they will drive qualified traffic and leads.While the number of pages you haveincreases your chances of showing upfor various searches, the rules ofquality content on a properly built sitewith quality inbound links still apply.!Unfortunately, those who strive to have lots of pages on theirwebsite also tend to overlook the quality of that content -- andrealistically, it’s difficult to strive for both. The aim should be topublish what is most relevant. Have your content be at its best.15Jeff FergusonCEO,Fang Digital Marketing@FangDigital
BTweet This!Myth #13Local SEO doesn’t matter anymore.This myth couldn't be further from the truth. If you're a localbusiness, optimizing for local search won't only help you getfound, but it will help you get found by people who are nearbyand more likely to buy from you.!Looking forward, Google will continue to take steps to bubblethe best local content to the surface of search results. Needsome proof? In July of 2014, Google took a major step in thisdirection with the release of its new Pigeon algorithm. Thealgorithm treats local search rankings more like traditionalsearch rankings, taking hundreds of ranking signals intoaccount. Pigeon also improved the way Google evaluatesdistance when determining rankings.!The bottom line: local SEO matters, probably more so now thanever before.16Consistent citations are so important forlocal SEO. Having one address on theweb spelling out "Road" and the sameaddress on another page on the webabbreviating to "Rd." signifies to thesearch engines two different addresses.We use a service called Yext to helpachieve citation consistency across theweb for ourselves and many of ourclients. Check how your own address isregistered across the web here.Matthew LeeDirector of Marketing,Adhere Creative@AdhereCreative
BTweet This!Myth #14Microsites and other domains I own that link orredirect back to my site will help my SEO.The chances of this doing much for your SEO are slim to none.It’s like having an election in which you vote for yourself athousand times -- that still counts as one vote.!Search engines are smart enough to know who the registrantsare for a domain and can see if it’s the same person as yourprimary domain. (Note: If you are reading this and thinking, “Well,then I’ll just change my registration information,” you are clearlythinking like a spammer. Don’t be that person!)There is not much value in spreading your SEO thin, which iswhat you do by setting up domain after domain and optimizingeach rather than putting all of that love into your primary domain.Why not just add the content to your primary domain or build atool as an add-on to your website?17Microsites can have a valid reason forexistence when they serve a specificmarketing goal. As a link-buildingstrategy, it’s just not a viable long-termbusiness strategy; it’s churn & burn,something you do not want to do withyour company site. Instead, focus onunderstanding your customers’ needsand creating content that helps satisfythose needs.David DemoeSr. Marketing Manger,Search Engine People@senginepeople
BTweet This!Myth #15Google will never know if I have bad siteslinking to me.Yes, they will!!Just like Santa Claus knows if you’ve been good or bad. Justlike the Tooth Fairy knows when you’ve lost a tooth. Just likeyour parents can sense when you’ve missed your curfew.!The point is Google knows (everything). Don’t try to fool them -especially post-Panda, -Penguin, and -Hummingbird, or you willbe sent to your room (well, in this case, penalized).As people tried to take more shortcuts,the quality of search results becamepoorer and SEO developed reputationproblems that it still needs toovercome. Remember that you can bepenalized if you’ve been exchangingtoo many links with clients, as it can beseen as a manipulation attempt.Jaymie Scotto CutaiaCEO & Founder,Jaymie Scotto & Associates@jscotto18
BTweet This!Myth #16SEO is not a usability issue.SEO has evolved from simply getting found to improving howusers engage with your content. SEO is so much more thanoptimizing for search engines. You need to optimize for usersfirst and foremost, so they actually click through your listing toyour website and -- once they click through -- stay there.SEO is needed, that’s a fact. But don'toptimize content for search enginesonly, it makes content hard to digest(because, clearly, I'm not a searchengine). Speak Human. Humans first,search engines second.To keep visitors on your site, ensure you’re publishing contentthat’s personalized and relevant. You should also make sureyour website is intuitive and easy to browse (in other words,accessible by both crawlers and users).!Also, don’t make visitors look for what they need. Provide clearcalls-to-action, and you’ll convert those visitors into contacts,leads, and -- eventually -- customers.!“Search experience optimization” is what SEO should reallystand for.19Kelly KranzContent Manager,OverGo Studio@OverGoStudio
BTweet This!Myth #17SEO and inbound marketing don’t mix.Au contraire, inbound marketing and SEO are inexorably linked.If you think of the former as a giant wheel, you can think of thelatter as a spoke on that wheel.!Inbound is a holistic philosophy that focuses on efficientlyturning strangers into people who want to -- and should -- dobusiness with you. This encompasses a wide array of tactics andbest practices, including content creation, conversionoptimization, and leveraging social channels, among otherfacets.!SEO, in comparison, is a specific marketing tactic that focuses onimproving a business’s visibility in -- and traffic from -- searchengine results. Clearly, SEO can help you immensely with yourinbound marketing. When we think about the four stages of theinbound methodology -- Attract, Convert, Close, and Delight -SEO is especially relevant when it comes to that first stage:attracting the right people to your site.20I don't think about SEO. I think aboutsearch engines as one of manyopportunities I have to reachcustomers. It's inbound because theyfind you based on searching forsolutions to their problems. It's highvalue because they are searching forsolutions, not just browsing for fun. Ithink about integrating all facets ofinbound to make it as easy as possiblefor customers to find us. Then I get towork creating the content and dialoguethat’s needed to solve their problems.John McTigueEVP & Co-Owner,Kuno Creative@jmctigue
CONCLUSIONNow that you know what the common SEO myths are, what areyou doing that isn’t moving the needle? Or worse, what are youdoing that’s making your SEO efforts worse? Understandingthese SEO truths will make you both more effective and moreefficient with your organic search strategy.If you can take one thing away from this guide, it’s this: Morethan anything else, SEO is about the overall experience for asearcher, and that experience starts the moment they enter asearch query. The better their experience with you -- from yourSERP listing, to the quality and relevancy of the content on yoursite, to the ease with which they can move through your site -the better your SEO will be, too.21
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Foreword Page 2 Introduction Page 3 SEO Myths: 2015 Page 4 Table of Contents Resources Page 22 Conclusion Page 21 1 Rand Fishkin Wizard of Moz @randfish Foreword by: Rebecca Churt Former SEO Marketing Manager, HubSpot @RChurt 1st Edition Written by: Erik Devaney Content Strategist, HubSpot
Creating a table of contents The Insert Index/Table window (Figure 1) has five tabs. All of them can be used when creating a table of contents: Use the Index/Table tab to set the attributes of the table of contents. Use the Entries and Styles tabs to format the entries in the table of contents. Use the Background tab to add color or a graphic to the background of the table of
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Word. Modifying the appearance To change how the table of contents looks – font type, size, indentation etc. – click in the table and on Table of Contents on the References tab, then choose Custom Table of Contents again. In the Table of Contents dialog box, click the Modify button to
The TABLE OF CONTENTS will have shifted. If you need to re-insert the TABLE OF CONTENTS, this margin fix will not stay in place. You will have to follow the temporary fix again OR make a permanent fix to the TABLE OF CONTENTS. Permanent fix: Place your cursor at the first entry in the TABLE OF CONTENTS.
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