Myth 7: It’s all about keywords
The only part of SEO that is all about keywords is… keywords. Yes, keywords are a determining factor in how well your page is ranked – but it’s only one factor. Just as important are your page titles, the first paragraph of your copy, the last paragraph of your copy, and the quality and number of links.
Myth 8: I can use Pay-per-click (PPC) ads alone
This is the sucker bet Google would love for you to take. How many millions are spent each year on modest, generally underperforming PPC buys?
Many businesses get caught in this few-thousand dollar a month trap, where they don’t have the big budget to go hog wild on Pay-Per-Click, but don’t want to diminish their investment because they feel like they’ll lose their spot in the advertising hierarchy.
If you look at the design of a Google results page, it will be immediately obvious where the smart money goes. The right-hand ad column is only about 20% of the real estate, while the left column is a vast expanse (and where searchers are most interested in looking anyway).
The truth is that 70% of users click on natural listings, with 30% clicking on the paid listings (Checking Google’s layout is always a good bellwether of this ratio because their usability is so high.). Given these statistics, how can it be good business to only go after 30% of the possible market?
Next: Myth 9: I believe all listings should be free
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