Like zombies in “Dawn of the Dead,” there are some outdated SEO practices that will not die. They exist in this strange netherworld between legit SEO and blackhat tactics and they’re often marketed to small business owners who don’t know any better.
At best, these tactics are ineffective, but at worst, they can tank a site’s rankings.
Shady Backlinking Schemes
If I had a nickel for every email we get from someone wanting to share a guest post on our blog, I’d be sitting on a beach in Cabo sipping a margarita instead of writing this article. Whether it’s a collection of Tiger King memes or a snoozer of a listicle about productivity, there’s often an inconspicuous little link in there to something completely off topic.
Sometimes, the pitch is direct with an offer for cash in exchange for a link.
Google considers these unnatural links and they penalize sites for having them. That’s not to say guest posting and link outreach is a waste of time, but the way to go about doing it is to carefully select a small number of quality sites, write a useful, thoughtful post, and link organically.
For a long time, keywords made up the biggest piece of the SEO pie and we did all kinds of crazy things to shoehorn as many keywords onto our pages as possible. Invisible text, dozens and dozens of tags on a blog post, and anything else to max out that keyphrase density.
Back in the day, there was no such thing as too many keywords. Now, it’s important to watch your keyword density and make sure you land in that sweet spot between too much and too little. The WordPress plugin, SEO Yoast, is great for helping with that — it recommends a density between 0.5% and 3.5%. More than that, and Google is increasingly likely to judge your content as keyword stuffing rather than legitimate, useful content that serves its users.
While you should forego the keyword stuffing, one thing you can do to help your page get ahead in the SERPs is use synonyms and related keywords to paint a better picture of what you’re writing about. The more you flesh out your content, the more likely Google is to rank it well.
Seriously, I can’t believe I’m still writing about this. How is comment spam still a thing that happens in 2020? This is one of the outdated SEO practices that baffles me the most. It hurts my heart whenever we have a new client sign up with us who has a gazillion links on forums and comment sections left by their former SEO consultants.
Odds are, if you’re reading here, you know not to leave comment spam all over the web. But also, make sure you’re moderating your own site so that comment spam does not get published on your posts. All those comments send a message to Google: This site is not well-moderated or maintained and probably shouldn’t rank high as a result.
There’s really not much to say here, but many small businesses who run their own websites and blogs still use the meta keywords tag for SEO. It’s been over 10 years since Google even looked at meta keywords and Bing only uses them to penalize sites (i.e., the presence of excessive meta keywords is an indication that a site is attempting to game the system and likely spammy). Always fill out the meta title and meta description fields, but skip the keywords tag.
Content for the Sake of Content
No content is better than crappy content. Don’t push out blog posts, contributed guest articles, and other content just to have something there. Quality always trumps quantity. Google’s algorithms are sophisticated and can easily detect article spinning and scraped content.
Maybe you think you know better and instead of scraping content to populate a blog, you hire someone from overseas to write posts for a few dollars a pop. Most likely these won’t pass muster with Google. They want high quality content written with authority. Spelling errors, bad grammar, and posts that are written in a way that’s hard to follow are all signs that tell Google not to send users your way.
The Bottom Line
Working in SEO is a little bit like being a doctor. You have a foundation of knowledge that will always serve you well, but if you don’t keep up with the latest developments in the field, you may end up doing more harm than good. It’s not that hard to make some changes in order to avoid these outdated SEO practices, and the sooner you do it, the better.
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