ESM Digital's Higher Ed Marketing Blog

5 SEO Myths Busted

There’s no easy button when it comes to SEO. It’s complex and always changing. Which is exactly why Hubspot’s INBOUND 2015 held an entire session about it. As Bill King and Tyler Richer explained, there are 5 common myths about SEO that are simply not true.

  1. Search Engines Will Figure it Out

If you want to win at SEO, you need to remember that a computer doesn’t fully understand user intent. Search engines want to get the best possible answer to a user’s question. But, it doesn’t work like magic. Your website needs to have the right information on it if you expect to be ranked well by search engines. It requires empathetic understanding among the marketer, the search engine, and the searcher. Keywords aren’t the only determining factor of intent. Click through rate and social shares also come into play.

  1. The More Content the Better

More content means more real estate, but if it’s not shareable and unique, then it won’t get you the results you want. Follow the 10X rule, meaning you should strive to create content that’s ten times better than your competition. Don’t forget to leverage existing content! Share and repurpose evergreen and high performing blog posts.

  1. Link Building is Dead

Back in the day (if 2004 can be called that), SEO was all about link building. Sometimes this meant buying links from sketchy sites. Now, Google will punish you if you don’t use quality, relevant sources.

  1. Rank #1 for a Keyword

Ranking number one for a keyword shouldn’t be your main goal. Keyword rank won’t necessarily bring in the quality traffic you want that will help you find and enroll students. Write your content the way your students actually speak because that’s what they’re typing into the search bar (and how they’ll find you for the answer).

  1. One and Done

Just because you did SEO once, doesn’t mean you’re done with it. It’s not simply a task on your to-do list that can be crossed out. SEO goes hand in hand with your content marketing strategy. You’re never really done with SEO.

If SEO just isn’t your thing, we can help! Our team of #HigherEdGeeks understand the complexities of SEO. We can help your students and prospects find you while still ensuring that you rank well in organic searches when evaluated by search engines. Contact us today to learn more about how we can help.

~ Lindsay Moura