When it comes to business strategies, everyone talks about how important it is to adapt and grow. Words and concepts like dynamism, flexibility, and evolution are frequently discussed by one and all. Not being able to evolve means that you stand the risk of losing touch with your target audiences, clients, and even your employees.
This is truer when strategies of digital marketing are concerned. The last few years have seen technology, digital platforms, and software use rise in appeal, usage, and popularity. These elements have become a major enabler that has helped businesses with attractive avenues and channels of marketing, sales, advertising, customer relationships, and more.
In digital marketing, Search Engine Optimization or SEO is one of the most important fields of activity. Given how search engines are always looking for ways and means to optimize and improve user experience, constant updates and subsequent updates have become part and parcel of this expertise.
In this resource article, we look to uncover what is SEO in great detail. Specifically, we highlight some major SEO strategies that are no longer relevant in terms of delivering results. If you are someone that is worried about still investing in outdated SEO strategies, please stick around till the end.
Search Engine Optimization: What is it all about?
SEO is a digital marketing strategy that aims to rank websites higher on search engines for their related keywords. Businesses pursue SEO as it is one of the most beneficial long-term organic strategies that deliver results and performances.
The understanding is simple. SEO establishes authority, credibility, and reach. It allows brands to connect with their target audiences, builds awareness, and promotes search visibility. The higher you rank for your targeted keywords on search engines, the better it is.
Higher rankings translate into more clicks to the website, better query generation, and ultimately sales and revenues. Through a series of strategies like Guest Posting, Link Building, Content Marketing, Local SEO, Technical SEO, and others, brands can pursue SEO.
SEO is a highly dynamic and evolutionary field of activity. It requires constant experimentations, changing directions, and sometimes even midway course corrections. In the following sections, we look at some SEO strategies that do not work anymore.
List of SEO Strategies that do not work anymore
- Keyword stuffing in content, titles, meta title, and tags-
There was not a time not very long ago when SEO experts and content writers would get away with keyword stuffing. They would cram related keywords into content pieces and get away with it.
The algorithms of search engines would read and pick up the keywords and they would rank the same. Keyword stuffing was something that was common and was increasingly pursued by everyone looking to rank on the SERPs.
However, algorithms of search engines were quick to spot the manipulations and penalize anyone engaging in this practice.
- Building links on directories and link farms-
One of the easiest ways brands-built links were through platforms that were directories and link farms. Sometime back there existed tons of platforms like these where SEO executives and digital marketing professionals-built thousands of links.
The algorithms of search engines read every link as a vote of confidence for the website. At that time, the more the number of links, the greater was the authority of the brand and hence the higher rankings.
However, the algorithms soon caught up with this conspiracy and were able to track and spot this soon enough.
- Thinking more links equal better and higher SEO results-
In the last point, we mentioned how directories and link farms enabled brands to build tons of links. If you have even a basic understanding of SEO, you might know that it is all about outranking a website that is on top of you.
One way of outranking was to build a greater number of links than the website, which is on top of you in terms of ranking. However, algorithms have caught up to this menace by prioritizing the links based on quality and authenticity.
Everything from the quality of the content to the website on which the link is published now plays a role in determining SEO performance.
- Believing short-form content can help in generating results-
Gone are the days when content that was 500 or 600 words would perform. This is the time when Google is looking to establish authority.
You can only establish authority if your word count is higher. Consider this; an article which is titled- ‘An Informative Guide To SEO In 2022’ cannot be a 600-word article. At a minimum, it needs to be at least 2000-2500 words in length.
This is why, the best digital marketing experts emphasize long-format SEO-friendly content that is detailed, educative, and informative in nature. This helps in SEO performance.
- Ignoring the importance of Local SEO for results-
A few years back, no one seemed to bat an eyelid as far as Google My Business page or profile was concerned. Digital marketing experts or SEO executives simply did not give it the importance it deserved.
However, very slowly, Google was building GMB as a powerful tool for local businesses that could help them achieve local footfalls and exponential sales.
Local SEO, especially listings and GMB pages has become critical to online performance and success. Maintaining an active and powerful GMB page is easy for small businesses.
The Final Word
If you are a brand or an agency that still is depending on any of the above strategies for your SEO, we would earnestly request you to stop. Not only will they not deliver on any results, but they might also invite penalties and even manual action for your strategies. If you would like us to assist you in any way for SEO, or want to seek further clarifications on any points, please write to us in the comments section below.