REMEMBER growing up being told that eating carrots would make you see better?
We believed it because we didn’t have the resources to check and we’ve heard it so many times that we thought it must’ve been true.
At ROI, our team has come up with the most common myths in digital marketing – the type of dirty tactics the dodgy SEO companies try to force down the throats of their prospective clients.
First page ranking guarantees
The myth: These days, you can’t go more than a day without receiving a spam email about SEO, or a cold call from an “SEO guru” who can make your marketing dreams come true.
The truth: Any SEO firm that makes this claim is simply not telling the truth and the real story. Nobody can guarantee the future, let alone a No.1 ranking, Google says so itself.
All they will have done is promise a certain number of keywords with you and then choose a percentage of those keywords which nobody searchers for and will rank. So you pay for rankings, but get no value or traffic.
The only guarantee is that the SEO company will profit, and your business will lose money.
A performance based SEO agreement around traffic or sales with shared risk is different, don’t be confused by the two.
Duplicate content will be penalised
The myth: Duplicate content is content that appears on the Internet on more than one website. If an SEO expert tells you duplicate content will get your website penalised, they’re wrong.
The truth: There is no duplicate content penalty. Yes, really. Google says it is not a ranking factor. It is so common that it is a waste of resources trying to police it.
AdWords versus organic clicks
The myth: People don’t click on AdWords because they know it’s paid advertising and instead trust organic results. We’ve seen so called experts claim that organic clicks outnumber AdWords clicks by 94 per cent .
The truth: To be clear, organic searches still get more clicks overall than paid search – but not all keyword searches are created equal.
Keyword searches with high commercial intent – meaning, keywords where a searcher is looking to buy a product or service (for example: “buy microwave online”) – are worth far more to businesses than your basic informational keyword searches (for example: “who won the AFL premiership in 1966”).
Deloitte research found that for valuable, high commercial intent keywords, paid search advertising listings gave the “free” organic search listings a hiding.
Email marketing doesn’t work
The myth: Nobody reads marketing emails anymore. The average Australian sees emails from brands as one thing — spam.
The truth: Email marketing gets a bad rap because too many lazy marketers stuff their subscribers’ inbox with desperate sales messages.
No person in history has ever wanted to be on a mailing list unless they believe there is something in it for them.
The trick is to give your subscribers proper value through interesting or helpful content that they actually value, mixed with the occasional sales message.
Email marketing still has excellent value for business owners from two primary reasons:
1. It’s an easy way to reach consumers on mobile phones.
2. It is a very inexpensive way to reach the people who actually want to engage with your business – and they are the people who should matter the most.
Social media is just like traditional marketing
The myth: Social media is just like AdWords, let’s apply the same tactics.
The truth: Unlike traditional marketing, social media is not advertising. It is an arena where consumers crave conversation and connection.
If a business is running a paid Facebook campaign using only pushy sales messages, then they are simply donating money to Facebook and LinkedIn etc.
To be a smart marketer you need to evolve with the time.
Followers react well when they know their voice is being heard and that a company is willing to socially interact with them.
Remember: using social media as a tool to only ever talk about how good a business and its products are is a critical error.
The more links the better
The myth: You need ‘this’ many links to make your website rank highly. A link is a link, right?
The truth: Actually, most of the links from low-cost SEO companies are from pointless directories and discussion boards that hardly any Australian will ever visit.
Links are absolutely valuable, but only when they are from a source that has authority and relates to your website.
Is it a site that you want to be promoted on? Is it a legitimate directory that might actually send some traffic?
Does it look like a website that nobody likely ever visits? Simple message – quality not quantity.
If you want to be sure your digital marketing strategy is on track, contact us.