SEO Practices That No Longer Matter

SEO Practices That No Longer Matter

Remember when you spent a lot of time tweaking your website so that it had the most current search engine optimization (SEO) best practices in place? We all did it. As of 2022, it turns out that there are a few of these SEO tactics that don’t do much anymore for your website ranking. In this article, we will look at a few of the most common SEO practices that no longer matter.

Item #1 – Keywords In Your Domain Name

This was one of the many Golden Rules before the pandemic. During the pandemic, virtually every business on the planet shifted to an online format to stay relevant and compete with competitors. That wiped away all the good .com domain names and if you do find one that has the keywords you require, it may cost you a few thousand dollars to snag it from a domain seller.

Here’s why keywords no longer matter in your domain name. Rated on SEO value, .com domains are no longer at the top. That’s because the domain-only signals once used by Google are no longer in play. Conversely, TLDs (top-level domains) and domain age do not influence SEO, either. What scores points is the trustworthiness of the brand and page authority. Also, keywords in domains no longer pack the punch they once did. This means that you are further ahead using a fun, cool domain rather than one filled with keywords.

If you happen to have a handful of domains that contain your keywords, don’t retire them quite yet. You can still recycle those as landing pages and for geo-location purposes. Just don’t bother registering new domains with your keywords. It’s also fine to use TLDs that are not .com, .net, or .org. Just stay away from the vanity ones unless you are a doctor and you want to use .doctor. Otherwise, get creative and use domain name generation tools to help you find the one that works best for you.

Item #2 – Lots of Content Is No Longer The Best SEO Practice

Digitalauthority.me reports there was a time when web entrepreneurs were told that to increase rankings, they had to publish content regularly. What happened was the internet got stuffed with a high volume of sub-standard content that was created just to earn click-throughs. The quality content that could answer query questions got buried. But that has changed. Google has put a tremendous amount of energy into surfacing truly useful content and truly helpful web pages that provide the answers to the questions being input by users.

So, be purposeful with your content. If you are using content to bring in revenue or generate conversions, create content that solves problems by offering your products or services as solutions. Also, once a year create content that is intended to position your brand as a knowledge hub. Don’t forget to repurpose content as this gives you additional, unique pieces of content you can use on other feeds to draw attention to your brand.

Videos are also quite useful as content. Keep the direction of the videos moving towards answering questions, responding to queries, and addressing items you learn through surveys of your website users. Videos also give you a medium where you can create and share ad campaigns to increase brand awareness. Whatever you do, include subtitles in your videos as many YouTube watchers view videos with the sound turned off.

Item #3 – Quit Faking It

There are a few other SEO tricks that have been pounded into our heads for years that nowadays do little to improve the visibility of your website. Three more you should break the habit of using include:

Keyword Density

This is when you create content that contains a certain percentage of keywords. It could be 1 percent which means your keywords would have to appear 10 times in an article of 1,000 words. You can recognize articles that were written with a keyword density formula because the keywords seem to be everywhere.

Linking With Keyword-Driven Anchor Text

This is another content tactic that no longer enhances the ranking of your website. Link building is still important, but you do not need to ensure a percentage of those links are attached to anchor text that contains keywords.

Linking To Only High Authority Sites

There is some SEO juice to come from high domain authority links but it is not as big a deal as it once was. What seems to matter most is that links are relevant and match the content topic. That is more valuable these days.

How To Get Google To Notice Your Website

There are thousands of signals that Google relies on to learn and understand what your website is all about. The best way to maximize your digital marketing efforts is to work on things as if Google was not part of the internet. Here’s how you do that:

Create Content For Humans

If you have ever read content on a page that appeared choppy and did not make a lot of sense, you are likely reading something created for a machine to crawl. By writing for people, your word flow will change and the content will make sense.

Take Any Links That Come Your Way

Anyone who chooses to link with you saw something they liked about your brand or content. Take their links graciously because this will help you to build relationships with other website owners, bloggers, and media sites.

Don’t Optimize For Clicks

You should be optimizing your site for the journey that visitors take once they step inside. Do not use clicks as your motivation. Use calls to action (CTAs) in your content and  web design, and use content marketing to expose others to the educational content you publish.

Final Thoughts

SEO for machines is fast becoming a thing of the past. Your website, brand, product, or service stands a better chance of getting noticed if you target people. That means in your content, the navigation, and anything else that was once SEO-optimized for Google to understand. Things have changed since the pandemic. Become part of that change and you will benefit greatly.