The WORST SEO advice I heard this year (and what you should do instead)

The most common complaint I receive from audit clients and bloggers is the inability to “know which SEO advice to follow.” 

Unlike search engines which can rank, re-rank, or penalize information or practices that are unethical or unscrupulous in nature, the same can’t be achieved by the average blogger weeding through multiple courses, gurus or podcasts.

Unfortunately, 2022 has taken things to a whole new level.

The amount of emails and instant messages I received from bloggers asking, “Is this true?” or “I was told to do this, what do you think?” cannot be quantified other than to say, “It was a lot.”

Executing a correct and competent SEO strategy has never been more challenging, especially in light of the explosion of new websites launched during the pandemic.

As such, understanding what advice is worthwhile and which is complete and utter garbage has never been more important.

To that end, I present some of the worst pieces of SEO advice I was asked about in 2022, with the hope that the answers will help you decide what not to do.

Worst SEO advice #1: “I should never remove content from my website.”

The benefits of removing old content from an existing site have been known and practiced for years.

Think of your site as a garden. All the content generating traffic, links, and regular social signals are your flowers. Everything that is not? Those are your weeds. Just like in a real garden, you can kill your flowers if you don’t pull those weeds.

Leaving expired, low-quality or thin content on your site can result in a myriad of bad SEO outcomes, including:

  • Diluting your overall crawl budget.
  • Reducing overall site authority.
  • Creating page and keyword cannibalization issues.
  • Reducing on-page UX and time-on-site metrics.
  • Lowering sitewide revenue per thousand impressions (RPM) for ad income.

It’s also been well-documented by Google’s John Mueller that low-quality content on one part of a site can negatively impact the search rankings of the entire site.

Bottom line

If you can update and improve existing content, do that! 

But if not, delete it, and move on. Think quality with your site content, not quantity.

Worst SEO advice #2: “All I need is to write longer content to rank higher.”

It has been stated repeatedly that word count is not a ranking factor with Google. And yet, daily, I run into clients who have been directed to write a longer resource as their main method to “recapture” a lost ranking or improve existing visibility.

When asked about word count, Mueller said, “just blindly adding content to a page will not make it (rank) better.”

What does help a resource is adding content that is useful to the audience.

For example, nobody wants to read a 2,000-plus-word treatise on artichoke hearts. As such, understanding what your audience is seeking and what is considered “useful” can still be confusing to the average site owner.

Bottom line

A content update or rewrite has to have

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What To Emphasis On This Calendar year

As the ball dropped in Periods Sq. at midnight on January 1, 2022, lots of search motor entrepreneurs were tempted to look at their analytics and rankings.

It seems that Google has replaced Santa as the purveyor of the “Naughty or Nice” list in the on line world.

Some web pages acquire the reward of greater rankings ahead of the New Yr.

Other individuals are cleaning the coal dust out of their stockings, working frantic analyses on why they were put on the naughty list.

Holiday getaway main algorithm updates from Google are very little new to veteran look for motor marketers.

And I don’t know who desires to hear this, but subsequent yr the update will be there soon after Xmas.

Do not truly feel guilty about using a couple of times off.

Get some time to believe about how you can be even far better in the New Calendar year.

That’s what I did.

Beneath is my record of Search engine marketing resolutions for the New Calendar year.

1. Bear in mind To Have Empathy

In my practical experience, most search engine entrepreneurs are pretty “left-brained.”

Confident, there is a ton of creative imagination in the look for engine internet marketing globe – but most look for engine marketers would alternatively figure out why a piece of code isn’t loading as quickly as it must vs . making an attempt to understand the intricacies of a searcher’s mind.

Don’t get me wrong, the complex elements of Search engine optimisation and compensated lookup are necessary – and devoid of technological savvy, what we do does not function.

But specialized fixes are not more than enough to show continued advancement in your research engine marketing and advertising success.

I feel that the ideal software any marketer can have is empathy, the skill to realize the thoughts of others.

If we as entrepreneurs can comprehend the inner thoughts, motivations, intent, and actions of research engine end users, we can create webpages and articles that not only gives price to visitors but also will increase our site’s base line.

I have generally prided myself on my skill to empathize with searchers.

But with each and every main algorithm update or IT individual screwing up a web-site, I uncover it really quick to place my empathetic impulses on the back again burner to chase specialized fixes.

These technical fixes are for Google, not the searchers.

I need to recall to commit as considerably – or much more – time knowing all those who make a query as I do hunting at means to boost a site’s functionality.

The dividends that arrive from empathetic marketing techniques are ordinarily larger than all those gleaned from specialized fixes.

All of us in research would be clever to bear in mind this.

2. Automate All The Items

In the past few years, lots of popular Search engine marketing professionals have touted the positive aspects of utilizing the Python programming language to automate rote research engine optimization tasks

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