{"id":4979,"date":"2017-06-06T10:32:19","date_gmt":"2017-06-06T05:02:19","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=4979"},"modified":"2023-06-21T16:40:55","modified_gmt":"2023-06-21T11:10:55","slug":"7-online-marketing-myths-debunked","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/7-online-marketing-myths-debunked\/","title":{"rendered":"7 Online Marketing Myths Debunked"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Myth #1: Paying for ads on Google and Bing will help my website rank higher in the organic search results.\u00a0<\/b><\/h2>\n

This is perhaps one of the most egregious myths out there about online marketing. If an agency or consultant tells you this to try to earn your digital marketing business, run the other way \u2014 fast!\u00a0<\/span><\/p>\n

This myth has been around since the earliest days of SEO and PPC but remains untrue. The various search engine advertising platforms (most notably Google AdWords and Bing Ads) are completely separate from the organic search results and have no bearing on the organic rankings.<\/span><\/p>\n

Organic SEO is not a \u201cpay-to-play\u201d system. You simply have to put in the hard work to help your website rank <\/span>organically<\/b>.\u00a0<\/span><\/p>\n

Now, that\u2019s not to say paid ads and organic search results don\u2019t have a symbiotic relationship. Studies have found that websites with both a paid ad and an organic listing on page one of the same search results page experience a boost in click-through rates and conversion rates.<\/span><\/p>\n

Myth #2: Bing is a waste of time. Everyone uses Google now.<\/b><\/h2>\n

Google has earned the business and loyalty of a majority of online searchers, but that\u2019s not enough to completely discount Bing and other search engines from the equation.\u00a0<\/span><\/p>\n

In April 2017, <\/span>Net Market Share<\/a><\/strong> reported Google to hold over 77% of the global desktop search market. Bing and Yahoo combine to make up nearly 13% of the remaining market share.<\/span><\/p>\n

\"\"<\/a><\/span><\/p>\n

While Google\u2019s search audience is certainly larger, it doesn\u2019t encapsulate every search engine user.\u00a0<\/span><\/p>\n

Bing can give you access to a unique set of users through both paid and organic search. Bing\u2019s users tend to be a bit older than Google\u2019s (35+ years of age), less tech-savvy, and more blue collar. Bing also has a larger share among Windows product users.<\/span><\/p>\n

In addition to its audience differentiators, there are some other benefits to advertising with Bing Ads, including lower costs (up to 50\u201370%), fewer competitors, and niche opportunities. Bing Ads also powers 51% of Yahoo\u2019s desktop ads through their pay-per-click advertising platform, Gemini, giving your ads additional exposure on that search engine as well.<\/span><\/p>\n

Myth #3: Links aren\u2019t important anymore after Penguin. Now all I have to do is optimize my website and watch my rankings rise!<\/b><\/h2>\n

If you aren\u2019t familiar with Google\u2019s 2012 algorithm update, Penguin, it essentially detected websites with \u201cspammy\u201d backlinks either purchased or obtained through elaborate link networks and penalized them in the form of ranking drops, or in some cases, total removal from the search results.\u00a0\u00a0\u00a0<\/span><\/p>\n

Instead of devaluing backlinks as part of the search engine ranking algorithm, Penguin actually made links more important, specifically high-quality links. More on links in the next myth.<\/span><\/p>\n

SEO is not a one-time, set-it-and-forget-it tactic. Successful search engine optimization certainly requires thoughtful and thorough key phrase research and website optimization, but also involves ongoing link building campaigns, content creation, outreach efforts, content syndication, social interactions, website improvements, and more.<\/span><\/p>\n

As many of us like to say: SEO is a marathon, not a sprint. If your website is in a niche where it can rank well after website optimization alone, you will still need ongoing SEO efforts to maintain your rankings amid increasing competition and algorithm changes.\u00a0<\/span><\/p>\n

Myth #4: All links are the same to Google. I just need to build as many links as possible and my organic rankings will improve.\u00a0<\/b><\/h2>\n

As mentioned above, the Penguin algorithm update severely devalued purchased links, link networks, and overall low-quality links, sending a major warning to SEOs using black-hat link building tactics.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Today, it\u2019s high-quality backlinks that will help your website\u2019s organic rankings. As a rule of thumb, if you can create the link yourself, it\u2019s probably not the best quality. However, if a link is editorially or naturally given to you, it\u2019s a better sign of quality. Google wants to see that other websites are linking to your site because they\u2019ve deemed it a valuable resource.\u00a0<\/span><\/p>\n

This emphasis on link quality over link quantity puts even more importance on an integrated online marketing strategy where off-page SEO works together with on-page SEO, website user experience, public relations, content marketing, and more.\u00a0<\/span><\/p>\n

Myth #5: (Not provided) took away my keyword data from Google Analytics, so I can\u2019t do SEO effectively.\u00a0<\/b><\/h2>\n

It\u2019s true, Google through a big wrench in the SEO process for online marketers when they replaced keyword search data in Google Analytics with (not provided) in 2011.\u00a0<\/span><\/p>\n

Those who did proclaim the \u201cdeath of SEO\u201d in 2011 \u2014 and continue to publish those kinds of posts today \u2014 have been proven wrong. Online marketers are resilient, and those who\u2019ve stayed committed to SEO have found alternative resources for search analytics.\u00a0<\/span><\/p>\n

Google Search Console (a must-have for any website manager or SEO) is an invaluable resource for website optimization and search analytics. Google AdWords advertisers can also see the exact queries used for any search that served an ad impression from their account, which can be utilized for your SEO knowledge as well.\u00a0<\/span><\/p>\n

Myth #6: Social media can\u2019t help with SEO, so I shouldn\u2019t bother being active on social channels.<\/b><\/h2>\n

The correlation between social media and organic search engine rankings is a tricky topic. While Google does not explicitly state that social media activity is part of their search algorithm, there are several benefits to being active on social media that reach beyond SEO.<\/span><\/p>\n

    \n
  1. Social media is a smart move for any business<\/b>, even B2B. Having social media profiles legitimizes your brand and adds another layer of online visibility. At a minimum, you should create profiles on the major social networks (LinkedIn, Facebook, Twitter, Google+) and claim your user names and custom URLs. This way, if you want to be more active on social media later, you will have the profiles you need.\u00a0<\/span><\/li>\n
  2. Social media can be a big driver of website traffic.<\/b> Strong website traffic and engagement metrics (time on site, bounce rate, page views, etc.) have been correlated with organic rankings. If you can find an interested audience on social media, you can boost your website traffic stats.\u00a0<\/span><\/li>\n
  3. You never know what Google will include in their algorithms in the future<\/b>. In 2011, Google featured Google+ Authorship photos in their organic results, which had a direct impact on organic click-through rates. And in 2015, Google created a deal with Twitter to crawl their data and feature Tweets in the search results. The possibility for tighter alignment between Google and social media platforms is there.\u00a0\u00a0<\/span><\/li>\n<\/ol>\n

    Social media now offer strong pay-per-click<\/b> advertising platforms with wide reach and precision targeting. If organic social posting and networking aren\u2019t for you, you may want to experiment with the variety of social ad formats available through Facebook, LinkedIn, and Twitter.<\/span><\/p>\n

    \"\"<\/a><\/p>\n

    With an assortment of apps and plug-ins available, it\u2019s now easier than ever to manage, monitor and share on your social media accounts. I recommend starting with the social channel where your audience is already active. Master one channel before moving on to another to avoid spreading your efforts too thin.<\/span><\/p>\n

    Myth #7: My website visitors aren\u2019t converting. SEO\/PPC\/social media\/etc. must not work for my business.<\/b><\/h2>\n

    When companies don\u2019t see immediate results from an online marketing campaign, it can be easy for them to write off the campaign as ineffective.\u00a0<\/span><\/p>\n

    \u201cWe tried it for a month and it doesn\u2019t work. On to the next idea.\u201d<\/span><\/p>\n

    \"\"<\/a><\/p>\n

    This mindset can be detrimental to any online marketing campaign, whether it\u2019s SEO, PPC, social media, email marketing, or others. If your online campaign isn\u2019t driving conversions, there are several variables you need to explore before throwing in the towel, including:<\/span><\/p>\n

      \n
    1. Are your tracking codes setup properly?<\/span><\/li>\n
    2. Do you have dedicated, optimized landing pages?<\/span><\/li>\n
    3. Is your website optimized for mobile devices?<\/span><\/li>\n
    4. Are you A\/B testing?<\/span><\/li>\n
    5. Do you have the right messaging?<\/span><\/li>\n
    6. Are you targeting the right audience?<\/span><\/li>\n<\/ol>\n

      Are You Up for the Challenge?<\/b><\/p>\n

      Online marketing can be a tough discipline to master. It requires a historical understanding of the technology and guidelines that have shaped the current landscape, along with ongoing research and education to stay at the forefront of the constant developments.\u00a0<\/span><\/p>\n

      If you don\u2019t have the time to personally stay up-to-date with online marketing while running your various campaigns, be sure the person you put in charge of your online visibility does.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      Myth #1: Paying for ads on Google and Bing will help my website rank higher in the organic search results.\u00a0 This is perhaps one of the most egregious myths out there about online marketing. If an agency or consultant tells you this to try to earn your digital marketing business, run the other way \u2014 […]<\/p>\n","protected":false},"author":129,"featured_media":15224,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[37],"tags":[],"class_list":["post-4979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","entry"],"acf":[],"yoast_head":"\n7 Online Marketing Myths Exposed and Debunked<\/title>\n<meta name=\"description\" content=\"Bust through the 7 online marketing myths with our insightful blog. 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