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Marketing has been changing intensively for years. It is an industry that, by nature, does not like stagnation. The situation is exactly the same when it comes to positioning . Positioning methods that worked well a few years ago are now completely forgotten among specialists. However, despite this, many website owners use them in the hope of improving visibility. So we decided to prepare a list of ineffective techniques, the use of which is only a waste of time.
Positioning – many techniques, one goal
There are many ways to position yourself. Each SEO specialist prepares an individual strategy tailored to the needs of a specific website. However, people with no experience in this industry very often use only the help of online articles – and these are often outdated, so they present outdated information. The goal of SEO is to raise your website’s position in organic search results. We distinguish many positioning methods, but each of them relates to such processes as: content creation, optimization, linking, user-oriented design.
10 positioning techniques that won’t get you any results
Although more and more agencies run their own blogs and provide information on current SEO trends, many people may still find out-of-date or untrue information. That’s why we’ve compiled a list of ten SEO methods that are popular but don’t work anyway.
# 1 Only use anchors with key phrases
Exact match anchor is an anchor that consists of a keyword phrase in its unaltered form. This is a method that allows you to achieve better SEO results. It should be noted, however, that this technique must be properly implemented. The use of only and exclusively exact match anchors will cause the website to become “interested in” the Penguin algorithm. In such a situation, this positioning method will simply become ineffective and may lead to the imposition of a filter or a ban for unnatural linking.
# 2 A domain with a keyword in the name
Does the keyword phrase in the domain name matter in terms of SEO? In the long run: no. If that were the case, then all the big portals as we know it would follow this tendency. In such a situation, we would be dealing with such products as:
# 3 More keywords than the competition
Wondering how many times a key phrase should be included in the text? On many websites you will find information that certainly more than the competition! I must personally admit that I have not heard more nonsense in SEO yet. This is a way of positioning that will not bring the desired results. When determining the results, Google takes into account a lot of factors. The number of repetitions of the keyword is important, because the content must have the right phrase density, but this does not mean that you need to have more of them than your competition.
# 4 The meta keywords tag
Meta keywords is a tag that does not affect the position of the website on Google. However, it is worth noting that it can be used by other search engines. So you can fill in meta keywords if you have the time and willingness to do so. However, if your website consists of hundreds of subpages, it is definitely better to focus on something else.
# 5 Massive link acquisition
In the past, SEO was important to the number of obtained links – the more, the better. Today, positioning methods are a bit different as Google’s algorithms have undergone numerous updates. Much more attention should be paid to the quality of obtained links than their quantity. Nowadays, more is not always better. Spamming with links and retrieving hyperlinks from domains with completely different subject matter are highly suspicious for algorithms.
# 6 Long meta description with key phrases
Meta description is an extremely important tag. However, you must remember that a large text will not be displayed in the search engine anyway, because it will be too long. Two or three sentences about what the subpage shows are enough. Additionally, you can include a keyword in the content. Using meta description to spam phrases is pointless and will certainly not bring any positive results.
# 7 Focusing on indicators from different tools
An ineffective way of positioning is also focusing on indicators that have been prepared by the authors of various tools. These are, for example: Trust Flow, Domain Rating, Moz Rank. This kind of data is only a guide, not a clear indicator of whether an SEO strategy is effective. If you want to position your website effectively, pay attention to organic traffic, the position of key phrases, visibility and conversion.
# 8 Content creation only for Google robots
The ineffective positioning methods also include creating content for Google robots. This type of content usually consists of a large number of key phrases but does not carry any value. The algorithm will mark the content as thin content and lower the position of the subpage in the search engine. Ultimately, instead of gaining better visibility, you will only lose – your time and position on Google.
# 9 One key phrase for several subpages
Many people without practical knowledge about SEO use a method of positioning in which several subpages are optimized for exactly the same key phrase. This is a huge mistake. Then we deal with the so-called cannibalization of keywords. Although sometimes such actions result in rank improvement, ultimately your website will have an extremely low CTR, high bounce rate, and relatively poor conversion rates.
# 10 Hiding text on the page
White text with key phrases on a background of the same color? Believe me, this is a bad idea. Google’s algorithm is able to pick up such a technique. This positioning method belongs to Black Hat SEO and its use may result in a filter or a ban.
How to verify the effectiveness of SEO activities separately?
Are you wondering if your SEO methods are effective? Or maybe you work with an agency and want to monitor SEO effectiveness? Then you need to focus on a few basic elements:
The position of key phrases – you can check the position of individual words using specialized tools. The exact results are presented, among others, by Senuto and SEMrush. You don’t need expert knowledge to monitor the situation of keywords that are especially important to your website.
Search engine visibility – The goal of SEO is to build reach and attract traffic. Thanks to the Google Search Console tool, you can check the visibility of the domain in the search engine.
Organic traffic – thanks to Google Analytics you can check how many users you managed to acquire in a given period using organic search results.
Where is SEO heading?
Innovative positioning methods that guarantee high efficiency focus not only on optimization, linking and content building. UX, i.e. user-oriented design, is also starting to play an important role in SEO. Community-specific sites have a lower bounce rate and a higher conversion rate. These types of websites are also “appreciated” by Google algorithms, which want the search results to best match the needs of Internet users.
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Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).
SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.
Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.
SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
errors in the website code or server operation such as secure your site with HTTPS.
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