Myth 5: Copy + paste = success
Often, people think that search engines are ranking their entire site, so they make a ton of keywords describing everything under the sun, and paste them into every page in their site.
But the fact is that search engines look at pages, and put them in the correct context of each individual search. That’s at the core of every search engine’s competitive advantage. When you help out search engines by creating copy, coding, and keywords that are specific to that page (not just a rehash of everything that describes your business), they’ll help you with better rankings – naturally!
Myth 6: SEO is not a branding tool
This one couldn’t be less true – especially when you think about the most used button on the browser: back.
When a user clicks the link from a search page, are they getting exactly what they want? That’s the kind of utility that builds brand loyalty online. If that click leads to your homepage or a registration form, the user will not take the time to navigate your site – they’ll just go back to their search results – and have a bad aftertaste from your disappointing experience.
What makes SEO and PPC really great for users and companies is the fact that your site is now a collection of context-based homepages. Every page is a front door to the value of your organization, by providing timely, relevant information exactly when it’s needed.
Next: Myth 7: It's all about keywords
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