Whenever Google updates its search algorithm significantly, the rules for SEO change. Sometimes, the changes are small, but other times they completely change how we make and improve online content.

This constantly changing environment leads to a lot of false information about how marketers should approach SEO. Old techniques, stories without proof, and overanalyzing vague messages from Google bosses become widespread. SEO myths start sounding like something out of a fantasy story.

Let’s clear up some of these myths with real facts as we start the new year in 2024!

9 SEO Rules and Facts for 2024

#1: Keyword Usage Doesn’t Matter Anymore

Over ten years ago, search engines relied on “keyword density” to see how much a word appeared compared to the total words. It helped show if content matched what users were looking for.

Now, keyword density doesn’t affect search results. Search engines like Google punish stuffing, which is using too many keywords. But putting keywords in the right spots, like the title, description, and headers, is still important for SEO. It’s not about how many times you use a keyword, but where you use it that counts.

#2: Keyword Research Doesn’t Matter

This idea is closely tied to the first rule. If keywords aren’t important in content, should I bother trying to rank for specific things? Why target certain keywords if it won’t make a difference to my content? Can’t I just naturally rank for relevant searches with good content?

Even big, worldwide brands don’t just automatically rank for searches. Successful ones do keyword research to find terms they want to rank for, then work on it by improving their content and getting backlinks. They pick out phrases to focus on, then create content around them. Without doing research first, they’d be like shooting arrows blindfolded and would have a hard

#3: External Backlinks Are More Important than Internal Links

Some people think keyword research isn’t a big deal. They believe that search engines like Google decide a page’s importance based on various factors, such as other respected websites linking to it. These links, known as backlinks, are seen as crucial. However, saying that links from your own content to other pages on your website aren’t as crucial is not accurate.

When you link from one of your pages to another, you’re basically telling search engines, “This page has valuable information about this topic.” If you use the right words to link them together, called anchor text, it gives a clear message about what the page is about. While external backlinks matter, they’re just one part of the whole picture.

#4: The Impact of Linking to Other Websites on Your Site’s Traffic and SEO

When you link to another website, you might worry that visitors will leave your site, and it could hurt your search engine rankings. However, linking to reputable sites actually has more benefits than drawbacks for your SEO.

Here’s why:

1. Boosting Your Authority: Linking to highly-ranked pages supports your site’s authority. Think of it like a scientist citing other respected scientists in their research. Search engines see these links as a sign that your content offers valuable information and stays up-to-date on the topic.
2. Enhancing SEO: Links to authoritative pages help improve your site’s search engine optimization (SEO). When search engines see your site connecting to trustworthy sources, they’re more likely to view your content as reliable and relevant to users’ searches.

So, while linking to other sites may lead some visitors away, it ultimately strengthens your site’s credibility and visibility online.

#5: Running PPC campaigns doesn’t change how my website ranks in regular search results.

PPC ads work differently from regular search results. It’s easy to know which ad gets shown because the highest bidder gets the space. But paying for ads doesn’t make my website rank higher or make search engines like it more.

However, PPC ads can bring people straight to my website or a specific page. If these visitors interact with my site by reading articles or spending time on other pages, it’s like any other visitor behavior. Over time, traffic from paid ads might affect how well my website does in regular search results. But just running a PPC campaign doesn’t improve my results.

#6: Images Don’t Contribute to Search Results

Image search tools help increase website traffic by using photos tagged with keywords. It’s crucial for e-commerce websites to have well-optimized product photos. These photos are important for both image searches and new image extensions, which display relevant photos alongside search results. Websites with image extensions tend to get more clicks on their search results. Studies have shown an immediate 10% increase in clicks.

In the past, adding text to images didn’t affect search engine optimization (SEO). However, this has changed with the integration of AI into search algorithms. Google’s APIs now analyze photos for both text and content. Adding proper metadata and alt-text to photos can help search engines understand what the photo is about.

#7: My Small Business Can’t Compete with Larger Ones in Search Results

Big brands usually show up first in online searches, but it’s not just because they’re famous. They’re on top because they put a lot of effort into something called SEO. This means they make their websites really good for search engines to find. They use the right words that people are searching for. Of course, having money to hire SEO experts helps them do this.

But small businesses can do it too! They can focus on easier words to compete for and work on making their website more popular in searches. With time, even a small business can beat the big names in online searches.

#8: Long Content Performs Better in Search Results than Shorter Content

The length of your content doesn’t determine how well it performs in searches. What matters most to search engines is that your content is helpful, interesting, and matches what people are looking for. There’s no specific word count that guarantees better search results.

Usually, longer pages have more information. This means they can cover a wider range of topics and questions, making them more relevant to different searches. But just being long doesn’t automatically make a page do well in search results. It’s the quality and variety of information that counts. However, if you can provide the same helpful information in fewer words, that’s fine too. There’s no need to add extra words just to meet a length requirement.

#9: AI-Generated Content Can Rank Highly in Search Results

Originally, Google wasn’t keen on AI-generated content. John Mueller, a senior search analyst for Google, made this clear in a tweet.

But Google has become more accepting. Current search guidelines say Google values good content, regardless of how it’s made. So, if your content comes from AI, it won’t necessarily hurt your search ranking. However, if the content is low quality, it can still harm your ranking. AI can produce poor content, just like humans can. Therefore, it’s essential to have a human editor review everything before publishing it on your website.