To say that the organic landscape has turned on its head over the last five years would be a gross understatement. Once upon a time the rankings could have been manipulated with ease; now, Google’s machines are more powerful than ever before and are almost impossible to game.
It’s for this reason that your organic strategy must be up there with the best, with https://www.click.co.uk/in-house-team-consultancy-support/organic-search-house-support/ providing plenty of insight on this.
It’s also important that you avoid some of the advice that was once so commonplace in this industry. Let’s now take a look at some of these old myths in further detail, to help you along your way.
Myth #1 – You must create as much content as physically possible
Like a lot of the myths we will mull over today, this was once correct. Content creation really used to be a case of quantity over quality, but this is now changing. The days of throwing up fifty 500-word articles about your industry are over; there has to be a strategic reason behind each one. This might be related to the amount of interest in a particular topic, or the various stages of the buying journey you are attempting to cover on your website.
Regardless, aim for quality.
Myth #2 – You focus solely on keywords
This next point is closely related to the previous one. The emergence of Hummingbird all those years ago means that websites don’t necessarily have to target individual keywords, but topics instead. Ultimately, it can mean that the number of individual pages on your website shrinks; you can cover similar topics on the same page and still receive the same search ranking benefits.
Myth #3 – You don’t buy into HTTPs
Had this article been written several years ago, just as Google were starting to preach HTTPS, there’s every chance you wouldn’t necessarily have had to make your website secure. After all, this was something that only a handful of websites were doing and the majority had opted to stay on HTTP.
Of course, the situation has now completely turned on its head. Studies have shown that the majority of results are now secure, while there are other benefits as well as the ranking boost. For example, Chrome is classifying non-HTTPS sites as unsecure, in a move which would surely concern most of your website users.