Search engine optimisation (SEO) is the art of optimising your web site to rank high in the search engines. There are a number of SEO myths that are not true.

Myth 1 – I did SEO once so I don’t need to do it again

Maybe you did some SEO a while ago and this resulted in a high ranking on Google. There is no guarantee that you will stay at the top of the ranking. Your competitors will be looking at ways to outrank you, so you can never be complacent.

Google is looking for fresh content, so you need to add articles or blog posts to your web site on a regular basis. You also need to add more quality links to your site and frequently update your social media activities.

Myth 2 – I only needs to rank high for single keywords

There is a trend for people to search using many keywords. They rarely search using just one keyword. If, for example you sell computers, then simply optimising a page for the word “computer” is not enough. People search for much more specific terms like “Apple MacBook Retina display 13 inch”, or “Intel i7 desktop computer”.

This means researching exactly what people are looking for and then creating content that serves their needs.

Myth 3 – My page rank is high so I don’t need SEO

Page rank is used by Google to rank your web site by looking at the number and quality of links to your web site to judge how important your web site is.

It is a myth that Google only uses page rank to determine the position in the search engine. Perhaps of equal importance is high quality content.

SEO is not a one off job but something that can be done every day.

Tom Evans