3 SEO Tactics to Leave Behind in 2022

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1. Don’t Create Content Just Because It Is “the Best SEO Practice”

This is one of the most unfortunate things that search engine optimization (or at least people misunderstanding it) did to the web: The abundance of “search optimized” content that has no other purpose but helping a page to rank for a particular search query. As a result, the Internet got flooded with poorly written and insufficiently researched content

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1. Don’t Create Content Just Because It Is “the Best SEO Practice”

that lured people into clicking a search result. From Panda to core updates, Google has been doing its best to surface truly useful content and truly helpful web pages that proved to satisfy each of their user’s intent. And the result is pretty impressive: Google’s SERPs address people’s questions and challenges really effectively.

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1. Don’t Create Content Just Because It Is “the Best SEO Practice”

So if your company has been updating your official blog, just because your CEO heard somewhere that “publishing fresh content” was one of the key SEO tactics, it is high time that you stop. Instead of investing into publishing content because “your competitors do” or because “this is how you optimize your website”, try the following:

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1. Don’t Create Content Just Because It Is “the Best SEO Practice”

• Create content with purpose: What is it you want that content to do? • Create content that will position your brand as a knowledge hub and attract high-quality links: Publish a unique research based on your survey results or create an in-depth study or other lead magnets based on your company’s data.

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1. Don’t Create Content Just Because It Is “the Best SEO Practice”

Don’t do these often as that will impact quality. Creating relevant content is still important but only when it is done with purpose.

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2. Don’t Stress Over Keywords in Your Domain Name

Domain market has never been under a higher stress than after the global pandemic when lots of companies were pushed to go through digital transformation. It has become next to impossible to find a meaningful .com domain… But maybe we shouldn’t be trying?

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2. Don’t Stress Over Keywords in Your Domain Name

• .com domains no longer have any SEO value. Google has dropped all domain-only signals they ever used. Domain age or TLD (top-level domain) don’t really matter any more. What counts is the page authority and the brand’s trustworthiness.

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2. Don’t Stress Over Keywords in Your Domain Name

• Keywords in domains also lost power. A few years ago you could have bought a spammy domain that had nothing but keywords in it and seen the site ranking for those keywords within a few weeks. It is no longer the case. Meaningful domains still matter because they can create strong

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2. Don’t Stress Over Keywords in Your Domain Name

associations with what you are selling and increase your click-through. But investing thousands in a .com domain hardly makes sense these days.

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3. Stop Faking Signals

Finally, this is a broader topic that includes lots of SEO tactics like these more widespread ones: • Create a copy with a certain percentage of keywords (i.e. keyword density) • Build links with a certain percentage of keyword-driven anchor text • Only build links from 

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3. Stop Faking Signals

domains with a certain domain authority (DA) I could go on… Stressing over those numbers is probably natural. After all, we have been optimizing for a machine which obviously understands numbers better than vague concepts like quality and relevancy.

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3. Stop Faking Signals

But Google has gone far beyond using numbers and matching keywords. Google uses thousands of signals to understand complicated concepts and surface results that will truly turn useful. It is impossible to reverse-engineer these signals, and there’s no faking them any more.

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3. Stop Faking Signals

Instead, try to approach your digital marketing as if Google didn’t exist. That means: • Create content for your target user, not for a machine • Accept any links coming to your site with gratitude: Build relationships with bloggers and media publications that choose to link to you, no matter how big or small

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3. Stop Faking Signals

• Optimize for customers’ journeys, not for clicks. Involve your sales team into your SEO strategy to ensure your SEO strategy is driving sales. Integrate CTAs within your content and use content marketing to build educational context around your value proposition. SEO is still about

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3. Stop Faking Signals

optimizing your site for a machine – and this is where technical aspects of it as well as many tactics that are still legit, including keyword research and competitive intelligence. SEO can deliver fast results but the key is about not making your priority.

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