The Biggest Misconception in SEO

By | September 9, 2019


Today, we’re going to talk about the biggest
misconception in SEO. Welcome back, this is John Locke from Lockedown
Design and SEO. I want to take a minute to say what inspired
me to make this video this week. A lot of business owners that I talk to, they’ve
either done their own SEO in the past, maybe ten years ago, or they hired somebody to do
it a long time ago, or they have read blogs about SEO and so they have this idea of what
SEO is about. One of the things that always comes up, and
I will even go as far as to say that other people who I see selling SEO have this thought
as well — and that is: that content will take care of everything. That is the biggest misconception in SEO that
I have seen so far. That content is the “be all, end all” of SEO,
and SEO begins and ends with content. Now, to be perfectly clear, I do believe that
without great content, without content that is seemingly reading the minds of your customer,
you will find it very hard to rank. Most of the sites that I’ve seen over the
last few years that have significantly lost rankings, are the sites that are glorified
business cards. They are five page sites that really have
no depth to them. And the sites that have gained the most are
not only sites that are large brands, but also local brands that have time into creating
content and trying to create their own brand. So back to the biggest misconception in SEO,
that content is the be all, end all. Like I said, you’re not going to rank without
content. You have to have great content, but it is
one leg the table of SEO. The other two legs that are equally important
are links, and user experience. And in that bucket of user experience, I put
all the things such as, “is your site mobile friendly, does the site load quickly, is it
easy to find what you’re looking for on the site?” Those sorts of things. The thing that I really want to focus on is
links, because I think this is the most misunderstood portion of SEO by business owners. There’s a lot of SEO consultants out there,
and especially ones that come from a web design or web development background, such as myself. There is a lot of misconception that content
is the only thing that you should focus on. As in, writing great content, tweaking words
on the page. So I even had a prospect mention this specifically
to me, where they said, their concept of SEO was making sure that you have the right types
of words [on the website.] Now they did understand that part. That part was correct. But, what hurts a lot of your websites is
the fact that you have zero link-building strategy in place right now. That is the biggest thing that I see hurting
your SEO efforts. Content is a thing, whether you’re publishing
it on your website, on YouTube, whether you’re putting it on social media — it is not a
case of “build it and they will come”. That only works in the movie, Field of Dreams. You must have a plan for getting the snowball
rolling. Getting people to your site before you are
a mega-huge brand. Because a lot of you are trying to compete
with larger brands, whether they are local brands or national brands that have a branch
in your area. You have to look like a brand when it comes
to link building. Google is going to look at a site that has
a million links coming into it from a hundred thousand sites much differently than it looks
at a sites that has fifteen sites linking to it and maybe sixty links total. So how do we fix it? And what types of links should you be looking
for if you’re just starting out doing the first steps of SEO? Like I said before, I don’t think you’re going
to get a lot of links without having good content. Having good content is Step One to getting
links. The more content you produce, the more links
you can potentially get. Case in point, on my own site, I’ve got hundreds
of posts, but maybe ten to twenty percent of those posts account for a lot of my own
links. Okay, so, there’s a couple of ways to look
at this. Let’s say that you’re the manufacturer of
a product. Say you’re making an industrial equipment. What types of questions do people have when
they buy it? What types of questions do they have after
they buy that equipment, and they have installed it? How do they set it up? What type of applications can they use it
for? Having all sorts of guides and spec sheets
that are on your site, that is going to help you. My advice is, get a SEO consultant to help
you, and look at your competitors, and look at what deeper pages that are in their site
are getting links. Why are those pages getting links? More than likely, those are answering a question. These are not necessarily going to be product
pages, or the home page, but they are going to be deeper pages within the site that answer
questions. There’s different ways of getting the ball
rolling when it comes to getting links. You want to be working with a SEO [agency]
that has a plan for getting you links within your industry, beyond just the basic links,
that you get just for operating a business. Again, if you look at the biggest brands in
your space, and you look at the content that they have on their site, and the types of
links that they are getting, a lot of it is going to be from the deep cuts on their site. The deep pages, the blog posts, the spec sheets. How much information is being dispensed there. The biggest takeaways that I want you to have
from this video. Content is not enough on it’s own, but you
have to have it [in order to rank]. If you’re not working with someone who has
a link building strategy in place for you, you should be. If you’re a localized brand that has seen
your rankings slip over the last five years, and you’re seeing the search results dominated
by larger brands which seem to put more effort into their websites and their marketing, that
is a clue. It is not enough to simply build a website
and leave it dormant for ten years and expect results. You must be proactive about your marketing
efforts. That not only includes going to trade shows
and things of that nature, but you must also do things that scale, which means publishing
things on your website on a regular basis, having some sort of social media where you
post. Give people a lot of different ways in which
they can get information from your website. And always be building your brand. Always be marketing. Don’t get so heads down in your work that
you neglect the difficult work of continuing to build your brand and do marketing activities. You should be doing some sort of marketing
every single day. And the things that work at scale the best
are publishing to your website, investing in SEO so that you show up in the search results,
and creating forms of content which will be permanent assets on your site. Each page in which you publish information
is a linkable asset, which can help build your SEO down the line. If you only have five pages on your site,
it’s going to be difficult to build links to your site. And lastly, do forms of marketing that scale. That includes having things like an email
newsletter, having social media accounts — those sorts of things. Remember, adding more keywords to the same
five pages on your site is not going to get it done. You must build links. To get links at scale, you must be publishing
content on your site. They go hand in hand. They are two sides of the same coin. If you are publishing content right now on
a regular basis, make sure you are promoting it in a way that’s going to drive traffic
to your site, and earn some links. If you have a SEO question that you’d like
us to answer, we’d love to see you put that in the comments below. Just put your questions down there, we’ll
answer it in a future video. This is John Locke for Lockedown Design & SEO. We help manufacturing and industrial firms
with SEO, helping them rank higher in Google, and driving more traffic to their site. Don’t forget to subscribe. Peace.

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