Nobody is aware of precisely how search engine algorithms work—particularly Google’s.

Which is why there are such a lot of website positioning myths. From made-up key phrase varieties to claims backed by misinterpreted information. 

We’re about to go over among the foremost website positioning myths proper now. So that you don’t waste time chasing incorrect ideas.

Let’s dive in.

1. There’s an Best Key phrase Density

Keyword density tells you what number of occasions a key phrase seems on a webpage in comparison with the full variety of phrases on that web page. You may calculate it utilizing this method:

Key phrase density = Quantity of occasions goal key phrase seems in content material / Whole quantity of phrases in content material

So, if you happen to wrote “key phrase density” 20 occasions in a 1,000-word article, the key phrase density of your article could be 2%.

website positioning specialists usually prescribe excellent key phrase densities. Some say 2% to three% is right. Others say 4% to five% is what you need to purpose for.

However there is no such thing as a optimum key phrase density.

Google has stated so a number of occasions. Together with in a 2011 video devoted to keyword density.

As an alternative of counting what number of occasions you point out a goal key phrase, give attention to writing naturally. And purpose to be really useful along with your content material.

However you do must be careful for key phrase stuffing (i.e., utilizing your goal key phrase so many occasions that it appears spammy to readers and Google).

Fortunately, that’s simple with the SEO Writing Assistant.

Merely open the software and click on “Analyze my textual content.”

SEO Writing Assistant tool

Then, enter your article textual content and goal key phrases into the areas supplied.

An article and "Keywords" entered into the SEO Writing Assistant editor

The software will then inform you if you happen to’ve used your goal key phrase too many occasions.

"Keyword stuffing" identified in SEO Writing Assistant

Merely take away the key phrase point out or rephrase. So your content material doesn’t go overboard with key phrase use.

2. LSI Key phrases Enhance Search Rankings

Many website positioning specialists declare that Google makes use of latent semantic indexing (LSI)—a retrieval technique that evaluates the relationships between phrases inside a set of paperwork—to know and rank content material.

LSI key phrases are considered phrases or phrases which might be related to your goal key phrases. However aren’t synonyms. 

For instance, some would say LSI keywords for “credit score rating” embrace “accounts opened” and “credit score restrict.” However not “credit standing”—a synonym.

This isn’t right. Google has confirmed that LSI key phrases don’t really exist.

Google's John Mueller's post on X that reads "There's not such thing as LSI keywords -- anyone who's telling you otherwise is mistaken, sorry."

However Google does care about semantics and search intent.

Google desires you to jot down genuinely helpful and thorough content material. And while you cowl a subject extensively, you naturally combine semantic keywords into the content material you create.

You may rapidly discover semantically associated key phrases with the Keyword Magic Tool.

Enter your goal key phrase into the software and click on “Search.”

"credit score" entered into the Keyword Magic Tool search bar

You’ll get a listing of key phrases which might be variations of your goal key phrase.

Now, click on on the “Associated” filter.

"Related" filter selected in Keyword Magic Tool

This may present you key phrases which might be topically much like your foremost key phrase. Which you’ll then incorporate in your content material.

3. You Ought to Solely Goal Excessive-Quantity Key phrases

Excessive-volume key phrases are key phrases that get hundreds to hundreds of thousands of searches monthly. And so they’re sometimes shorter search phrases. 

For instance, “website positioning” is a high-volume key phrase.

“SEO” is a high-volume keyword, with 165K monthly searches in US (as shown in Keyword Overview tool)

Some self-proclaimed website positioning specialists declare it is best to all the time goal high-volume key phrases over low-volume key phrases. As a result of the latter don’t generate a lot visitors.

However high-volume key phrases are additionally normally fairly aggressive. And sometimes not very particular to your area of interest.

Low-volume key phrases, then again, normally have much less competitors. And are sometimes extra particular to your organization.

Let’s say you run a web site centered on serving to individuals discover essentially the most reasonably priced flights.

The high-volume key phrase “low-cost flights” will get round 2.2 million searches monthly.

Keyword Overview results for "cheap flights" show a volume of 2.2M and keyword difficulty of 100%

However think about that the top-ranking outcomes for “low-cost flights” are from Cheapflights, Kayak, and Skyscanner—websites that can be tough to outrank. 

And in addition discover the search intent (the rationale behind a search). If you scan the search outcomes, it’s clear that persons are fascinated by shopping for reasonably priced airplane tickets. Not studying some kind of informational information.

Let’s check out a related low-volume key phrase as an alternative.

The time period “are similar day flights cheaper” solely will get round 110 searches monthly.

Keyword Overview results for "are same day flights cheaper" show a volume of 110 and keyword difficulty of 63%

On this case, outranking the highest search outcomes isn’t as tough. And the individuals looking “are similar day flights cheaper” are most likely your precise target market you possibly can create interesting content material for.

Use Semrush’s Keyword Magic Tool to seek out related low-competition key phrases you possibly can create content material round.

Go to the software and enter a key phrase. Select the right location and click on “Search.”

"sleeping bag" entered into the Keyword Magic Tool search bar

The software will generate a listing of key phrases.

A list of keywords related to "sleeping bag" generated by Keyword Magic Tool

Then, click on on the “KD %” filter. And set the “To” filter to “29.” That approach, you’re left with a listing of key phrases which might be simple to rank for.

"KD%" filter set to "0-29%" in Keyword Magic Tool

Undergo the listing of low-competition key phrases to seek out essentially the most related ones.

Then, click on on the checkbox beside every key phrase that you just select. And click on on the “+ Add to key phrase listing” button.

"wearable sleeping bag," and "double sleeping bag" keywords selected from the list

Now you may have a listing of key phrases you can goal along with your content material. And realistically rank for.

4. Area Authority Is a Rating Issue

Area authority signifies how sturdy and reliable a web site is.

However versus what some website positioning specialists declare, it isn’t a rating issue. And has no direct affect on rankings.

Google’s John Mueller has explicitly stated so.

Google’s John Mueller post on X saying that domain authority is not a ranking factor

So is area authority related?

It will depend on the precise metric. And Semrush’s Authority Rating is calculated utilizing confirmed ranking factors:

  • The standard and amount of backlinks
  • The estimated month-to-month natural visitors
  • Any spam indicators that point out an try to control rankings

So whereas it isn’t a rating issue, Authority Rating can inform you how properly a specific web site holds up in comparison with comparable web sites. And you may examine it for any web site with Semrush’s Domain Overview software.

Merely open the software and plug within the web site you need to examine. And click on “Search.”

Domain Overview tool

You’ll see the Authority Rating on the high of the report.

"Authority Score" widget showing "75" highlighted in Domain Overview dashboard

Should you click on on the quantity, you’ll be taken to a report in Backlink Analytics

It would present how the Authority Rating is unfold throughout the three key components:

"Authority Score" widget in Backlink Analytics overview dashboard shows how the metric is spread across the three key factors: link power, organic traffic, and natural profile

5. Google All the time Penalizes Duplicate Content material

Duplicate content material is any content material that could be a web page that’s precisely the identical or practically the identical as one other web page. That might imply a number of pages on totally different websites or a number of pages on the identical website.

Right here’s an instance of what duplicate content material can look ilke:

What duplicate and slightly rewritten content looks like

Regardless of what many website positioning specialists and content material creators assume, Google has explicitly stated that they don’t penalize duplicate content material—so long as the duplication isn’t meant to deceive search engines like google and yahoo.

The issue with having duplicate content material by yourself website is that it could harm your website positioning efficiency when Google isn’t positive which result’s the “foremost” one which needs to be proven in search outcomes. Which may result in decrease and even no rankings for these pages.

So, it’s nonetheless a good suggestion to keep away from duplicate content material as a lot as doable.

Rapidly discover duplicate pages in your website with Semrush’s Site Audit.

Merely enter your area into the house supplied. And click on “Begin Audit.”

Site Audit tool search bar

Comply with the prompts to arrange your audit. And when the software is completed analyzing your area, head to the “Points” tab.

"Issues" tab in Site Audit tool

Then, seek for “duplicate” within the search bar. The software will inform you whether or not you may have the next points:

  • Duplicate title tags
  • Duplicate content material
  • Duplicate meta descriptions
Duplicate content, title tags and meta descriptions issues found in Site Audit tool

Click on on the “# pages” inside one of many rows. Just like the “# pages have duplicate content material concern” row.

"67 pages have duplicate content issue” row highlighted

You’ll get a listing of particular pages and their duplicates. Then, click on on “Why and the right way to repair it” to see the right way to deal with the difficulty.

An explanation of the duplicate content issue and how to fix it

6. Lengthy-Kind Content material All the time Performs Higher

Some website positioning specialists declare that long-form content material performs higher on Google. 

In any case, articles longer than 1,100 phrases are inclined to carry out higher in natural search, in line with our 2023 State of Content Marketing Report.

Text length graphic showing word count for high, medium and low text length

However it’s an website positioning delusion that longer articles rank higher resulting from their size.

A 2,000-word article that covers all of the mistaken subtopics most likely gained’t rank. However a 1,000-word article that exhaustively covers a sure matter probably will.

In different phrases, protecting the subject comprehensively and in a approach that matches search intent is what helps content material rank properly. Not phrase depend.

Aside from assembly search intent and being complete, high-quality articles even have the next parts:

  • A title that successfully summarizes the article
  • Logical headings and subheadings
  • Correct, up-to-date info
  • Major and secondary key phrases which might be included naturally
  • A scannable construction with photos, bullet factors, lists, and white house
Elements of a high-quality article

Create high-quality content material quicker with ContentShake AI.

On the software’s touchdown web page, click on “Get without spending a dime.”

ContentShake AI's landing page

Then, observe the prompts to explain your corporation, your function, and your content material plans. 

Describe your business in ContentShake AI tool

The software will generate a listing of subjects and subtopics for you. 

Subsequent, select a subject you need to cowl and click on “Begin writing.” 

"Start writing" button highlighted next to the topic titled "Market Research Techniques for Effective Targeting"

The software will generate an in depth define with a title, subheadings, photos, and extra. You may then add to it. Or use the AI writing options to generate copy you can fine-tune to fulfill your wants.

ContentShake AI will even offer you a rating to indicate how the piece seems in comparison with the competitors. And will let you publish it with the clicking of a button.

Content score and publish button in ContentShakeAI

7. Extra Content material Is All the time Higher

There’s an simple correlation between publishing frequency and content material efficiency. 

Our 2023 State of Content Marketing Report exhibits that just about 25% of high-performing blogs publish content material on daily basis. And low-performing ones are inclined to publish much less incessantly.

A graph showing median publishing frequency - impact on performance

However that doesn’t imply publishing usually itself results in higher outcomes.

And Google Search Central held a webinar to discredit this website positioning delusion. And clarified that you just shouldn’t produce content material only for the sake of it. 

As an alternative, your content strategy ought to give attention to assembly your viewers’s wants and needs.

A meta description is a code snippet that gives a quick clarification of the content material in your web page. 

It seems like this in your HTML:

A meta description in page's HTML

Google will typically seize your meta description and use it as a snippet on the search engine outcomes web page (SERP). 

Like this:

A meta description on Google's search engine results page (SERP)

However whereas a meta description could be helpful, it isn’t a ranking factor.

In reality, Google typically ignores meta descriptions:

Google SearchLiason's post on X explaining how Google uses meta descriptions

That stated, Google can use your meta description on the SERP when that description is related. So, writing a meta description that stands out remains to be essential for driving extra clicks.

Listed here are some essential components to bear in mind when writing a meta description:

  • Hold it to 105 characters or fewer so it seems in full
  • Embody your goal key phrase
  • Embody a name to motion that encourages customers to click on in your hyperlink

9. Cell Responsiveness Is Irrelevant

Some individuals assume their websites must look nice and work properly on desktop gadgets. And the remainder is secondary.

However Google has confirmed that mobile-friendliness is a rating issue. So, it’s greatest to leverage responsive design.

Which means your web site will adapt primarily based in your customers’ display screen sizes.

Like this:

A responsive website shown on different screen sizes

Use our Website Speed Test to see how mobile-friendly any web site is (together with your opponents’ websites). 

Merely enter the URL and click on “Examine”:

Instant Website Analysis tool landing page

It’ll offer you a report that outlines how the web site performs on cell and desktop gadgets. 

You may see a breakdown by efficiency, accessibility, greatest practices and website positioning:

Instant Website Analysis's report dashboard, showing a breakdown by performance, accessibility, best practices and SEO

You may then make changes like minimizing picture file sizes and eliminating pointless code to enhance your rating. 

Backlinks are hyperlinks that time from one web site to a different. 

What is a backlink

They’re essential for website positioning as a result of Google sees backlinks as votes of confidence that sign different websites see your content material as dependable. Which may result in higher rankings

This has led to the website positioning delusion that each one backlinks are good. And that you just want as many as doable.

However not all backlinks are equal. 

Some backlinks comprise the rel=”nofollow” attribute. Which tells Google to not observe the hyperlink or move hyperlink fairness to the required web page. 

Even for normal backlinks that do sometimes move fairness, the reputability and relevance of the linking website matter. 

One backlink from a good web site in your area of interest will move extra authority than 10 backlinks from spammy web sites that don’t have anything to do with your corporation.

A visual showing how authority is passed for high authority sites vs low authority sites

11. Working with an website positioning Company Ensures Excessive Rankings

Nothing is assured in website positioning. Which is why nobody—not even an company—can promise you that you just’ll rank extremely in a particular period of time.

It may be worthwhile to work with an company, although.

Doing so provides you with entry to specialists who can handle most (if not all) of your website positioning actions. 

That may embrace on-page website positioning (like content material creation, inner linking, and title tag optimization), off-page website positioning (like hyperlink constructing, content material advertising, and social media), and technical website positioning (like website pace optimization, canonical tag implementation, and sitemap creation):

Agencies can help with all aspects of SEO, including on-page SEO, off-page SEO and technical SEO

If you wish to depend on website positioning specialists at an company however aren’t positive the place to start out, we will help you discover a good match.

Fill out a mission transient on our Semrush Agency Partners platform. And we’ll match you with an company inside three days. Without spending a dime. 

12. website positioning Is One thing You Do As soon as

There’s a number of preliminary work you need to do on your website positioning efforts to repay.

So, is website positioning a one-time factor you’re executed with when you’ve achieved strong rankings?

Under no circumstances.

You might want to repeatedly monitor efficiency and hold your content material up to date. To make sure that your website continues to seem in search engine outcomes.

There are some things you are able to do to maintain your web site performing properly.

First, monitor your website efficiency with Semrush’s Site Audit.

Merely plug your web site into the software and click on “Begin Audit.”

Site Audit tool

Then, observe the prompts to arrange your mission. If you’re executed, you’ll see your “Overview” report. Which incorporates an total Website Well being rating.

"Site Health" widget highlighted in Site Audit's overview dashboard

Scroll all the way down to discover a listing of points that Website Audit has discovered. And resolve these points as they seem.

"Top Issues" section in Site Audit tool

Second, monitor your content material efficiency with Google Analytics, Google Search Console, and Position Tracking

To make use of Place Monitoring, open the software, enter your area, and click on “Arrange monitoring.”

Position Tracking tool search bar

From there, observe the prompts to complete organising your mission.

Then, go to the “Overview” report.

"Rankings Overview" report in Position Tracking tool

Now you can see how your rankings have modified. And spot any points that counsel you have to make some changes. 

Lastly, hold your content material up to date.

After figuring out pages with declining rankings, it’s time to replace them.

You may replace content material by:

  • Altering the format of your put up primarily based on the present search intent
  • Focusing on new key phrases
  • Eradicating and changing previous, outdated info
  • Updating each inner and exterior hyperlinks

Ensuring that your content material stays contemporary is a good way to make it possible for it continues to supply website positioning outcomes.

Tips on how to Separate website positioning Info from Myths 

We’ve debunked 12 widespread website positioning myths, however there are extra on the market.

Should you’re uncertain of the right way to inform the distinction between what’s true and what’s not, think about the next questions:

  • Does the information actually present causation or simply correlation?
  • Who’s sharing this info? And the way respected are they?
  • What does Google should say on the matter? What’s communicated by its Search Central Blog, official X account, or YouTube channel?
  • How previous is the data? Does it think about the latest algorithm updates? 

It additionally helps to have instruments that will let you regulate what adjustments have an effect on your efficiency. Like these out there in Semrush. 


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