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5 fictional ‘facts’ about the art of Search Engine Optimisation

5 fictional ‘facts’ about the art of Search Engine Optimisation

by Ben Wittams-Smith6th November 2014

SEO is an art infused with intricacy and focussed on creative risk-taking; it is a dynamic, ever-changing field, with Google’s persistent algorithmic clampdowns keeping webmasters constantly on the tips of their toes as they strive to not be the fall guys when the next zoologically named update is rolled out.

In an industry so full of life, it is natural to assume that evolution will occur, separating what is fit and useful from what is stale and inhibitive. Such evolution means the scope of what is considered good, solid SEO practice is fluidly changed from update-to-update, and like any paradigm shift, some unwanted leftovers are going to slip through the filter – poisoning aspiring webmaster’s minds at the start of their marketing endeavours.

Here are 5 of the myths you might’ve come across in your research, and we strongly advise you to be wary not to pay them any heed – the validity of your marketing strategy depends on it.

  • Quantity of Content is all important

The idea that Google will respond positively to your website if you stuff it chockfull of frivolous content is completely outdated; this will, in fact, negatively impact on your ranking, and in certain cases even result in you get penalised for skirting the system.

Google is only interested in high quality, absorbing content which inspires its readers to engage in discussion on it and attain meaningful insight. As such, you can write a small, terse piece on something relevant to your field, and it would garner hundreds more backlinks and social media shares than a stuffy archive full of irrelevant, poorly put together content

For example, if you run a bike selling business, you could produce a smart guide on the top 10 Trek bicycles from their latest selection, decorate it with instructive, alluring infographics, and it will garner far more positive coverage than merely hundreds of pages with pictures of bikes on them with a sentence under each.

However, constantly updating your website or blog with top-notch content is a must – in this way, quantity of content is a necessity, but without the quality infusing your articles, infographics, instructional videos or any other form of content, you can be assured of not enjoying the success of your labour.

  • You must hone in on your Top Keywords

Again, this perspective harks back to a best-forgotten time of when SEOs used to hone in on a small number of “golden keywords”.

The concept of “golden keywords” is still valid, however what is, and is not, “golden” has changed as the analytics programmes available to us have developed, and our ability to view trends has escalated.

For example, our firm is based in Wimbledon, London, UK – if we tried ranking for Wimbledon SEO or Wimbledon JSEO, the majority of traffic we’d receive from these could be down to anything from: people seeking a job to rival SEO & online marketing companies seeking to get ahead of our game.

It’s our view that ‘golden keywords’ have morphed into ‘golden keyword phrases’. This is exemplified by our own experiences of centring on phrases such as ‘Cost of JSEO Wimbledon’ or ‘reviews on JSEO London’, as such we were able to narrow down the traffic we received and optimise accordingly, especially considering our rivals were still focussing on the vague, old-school notion of ‘golden keywords’.

  • SEO’s a sure-fire quick-fixer

This ones’ for anyone outside the SEO & online marketing industry reading this, hoping that a quick dose of SEO will wash all their problems down the proverbial drain.

This simply is not the case; companies in a tough spot think – “hey, I met that guy at that conference, and he said that the SEO Company managed to raise his profile to such an extent he ended up seeing 250% ROI”!

As true as that could be, those results would not have materialised at a rate of knots; SEO is a long-term approach which will only work if applied in a co-operative, persistent manner. There are instances of notable success within the first 2 months, but these are few and far between and any CEO at the end of his tether must not waste both money and time on an SEO company thinking they’re going to solve his floundering firm’s problems within a few weeks.

However, with a calculated, patient line of attack, and the right choice of SEO firm, your company is guaranteed to see ROI from 6 months to a year.

  • Links should never be brought

This a load of baloney; just because search engines (Google) don’t encourage link purchase as it distorts rankings, does not mean that it is not profitable, permissible conduct.

Links, obviously, drive up company’s profits as they enable a greater number of users to engage with content & share with their friends. The greater the audience you receive, the greater the chance of securing leads; that’s just marketing 101. If you can buy good quality links, why on earth would you not?

However, although I said this was permissible conduct, it only is if you take measures to make it so. Ensure you nofollow the links, which will instruct Google that a specified hyperlink will not influence the brand the link leads to’s ranking in its index. As such, your site’s SEO will be undisturbed but you can still profit from the coverage and proceeds of the link! Simples!

  • Publish your content on Authority Sites – Its fool proof

Despite the value of positioning pieces of content on sites with inherent respect, in the form of link building & traffic enhancing probabilities, it results in identical copies of your content being splashed all over the web by spammers seeking to profit of your team’s endeavours. This could result in you being penalised.

However, if you lobby an authority site into placing a canonical tag leading back to your URL, your site will be spared from Google’s wrath and you can still profit from the enhanced coverage you receive from the authority site’s name. Just another reminder that due diligence is so important in this industry.

Authoritative links are vital to rankings, which whilst no the be all and end of all of lead conversion are still important, and publishing your content on places ranging from Huffington Post & other notable news publications to just well-respected forums such as will positively impact on your traffic levels and brand enhancement.

Amazing content deserves to be shared, and certainly not ripped off; both can be achieved if you adhere to the above suggestions.


These are just 5 miscomprehensions of various facets in the world of SEO, with plenty of others skulking on various blogs and pages across the web. For example, PPC is widely misappropriated to the detriment of marketing campaigns every day.

Remember time is a fleeting mistress, much like society and all things dynamic, SEO is always evolving, re-shaping to suits user’s preferences, whims and desires. If you want to continue performing in search rankings, or you have a business that you want SEO applied too, then keep moving & keep shaking!

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About The Author
Ben Wittams-Smith
Ben Wittams-Smith is a content writer for Just SEO and the Company Director of JSEO LTD. As a specialist in SEO, SEM and digital marketing, Ben regularly contributes content and provides analytic insight in these areas.

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