Are you guilty of living in the past? Using methods that were once tried-and-true can be alluring, but it can also prove dangerous to your search strategy. In today's Whiteboard Friday, Rand spells out eight old school SEO practices that you should ditch in favor of more effective and modern alternatives.
Go here to visit the original page: https://moz.com/blog/8-old-school-seo-practices-not-effective-whiteboard-friday
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about some old school SEO practices that just don't work anymore and things with which we should replace them.
Look, I get the appeal here. The idea is that we've done a bunch of keyword research, now we're doing keyword targeting, and we can see that it might be important to target multiple keywords on the same page. So FYI, "pipe smoking," "tobacco smoking," "very dangerous for your health," not recommended by me or by Moz, but I thought it was a funny throwback keyword and so there you go. I do enjoy little implements even if I never use them.
So pipes, tobacco pipes, pipe smoking, wooden pipes, this is not going to draw anyone's click. You might think, "But it's good SEO, Rand. It's good to have all my keywords in my title element. I know that's an important part of SEO." Not anymore. It really is not anymore an important . . . well, let's put it this way. It's an important part of SEO, which is subsumed by wanting to draw the clicks. The user is searching, they're looking at the page, and what are they going to think when they see pipes tobacco, pipes, pipe smoking, wooden pipes? They have associations with that — spammy, sketchy, I don't want to click it — and we know, as SEOs, that Google is using click signals to help documents rank over time and to help websites rank over time.
So if they're judging this, you're going to fall in the rankings, versus a title like "Art of Piping: Studying Wooden Pipes for Every Price Range." Now, you're not just playing off the, "Yes, I am including some keywords in there. I have 'wooden' and 'pipes.' I have 'art of piping,' which is maybe my brand name." But I'm worried more about drawing the click, which is why I'm making this part of my message of "for every price range." I'm using the word "stunning" to draw people in. I'm saying, "Our collection is not the largest but the hand-selected best. You'll find unique pipes available nowhere else and always free, fast shipping."
I'm essentially trying to create a message, like I would for an AdWords ad, that is less focused on just having the raw keywords in there and more focused on drawing the click. This is a far more effective approach that we've seen over the last few years. It's probably been a good six or seven years that this has been vastly superior to this other approach.