Keyword Research is Dead
Keyword research is as important as ever, and there’s a simple reason for that – It still works to identify key target areas for your campaigns.
There’s no magic formula for keyword research – just really good old fashioned work. If you don’t put in time and effort to look at how people search and identify new opportunities based on that data, then you won’t be successful.
Keyword research should be the pre-requisite before starting any SEO or Paid Campaigns, that use keywords as a targeting mechanism to drive traffic. Finding the right keyword combinations that both drive ample traffic and also convert into new customers, can mean the difference between success and failure in your digital campaigns.
PageRank is Dead
Although PageRank has changed over more recent years, it can still be considered an important measurement to gauge your page ranking/SEO effectiveness.
The original concept of the PageRank system was to keenly identify where on Googles Search Results your website listing would appear, in a more linear format.
In more recent times, Google has continually adapted the search results page layout, so listings are no longer using a linear list and now include areas such as Snack Packs, Question and Answer, Google Maps, Shopping, Video and more.
Although a proportion of the page is the organic listings, there's now a lot more to the story in how SEO's could generate traffic to your website.
Meta Descriptions Don't Matter
Although meta descriptions are seen by some as unimportant or not that important, they actually have a small influence in how well your pages rank, as well as being used by Google to populate the descriptions found in the (SERP's) Search Engine Results Page's.
Despite being hidden from visitors, many search engines will use a page's meta description as a snippet of text that can appear in search results. Because it’s being read by Google and other search engines, it’s just as important to spend time on quality writing for your meta description, as it is for any other page content.
Mobile-Friendly Is Enough
It goes without saying; to rank well on the mobile version of a search engine, whether it's Google, Bing or even Yahoo, it would be very beneficial to have a fully mobile optimised website.
Although not the final deciding factor in keyword rankings, Google especially, has given more weight to mobile optimised site's when deciding on how to rank a website.
Due to the volume of web traffic through mobile devices, having an excellent user experience achieved through good mobile design and optimised code for fast delivery, has become an essential part of any good website and now forms a key part of the Core Web Vitals measurements.
Page Speed Doesn't Effect Your Rankings
Whether your site is slow or fast, it’s not likely to affect your ranking.
The impact of Page speed has become increasingly important due to the uprising of the mobile platform, and focus on user experience.
There are many ways in which to improve site speed, often measured through a lighthouse or Google page speed report that helps determine areas from both a technical and content standpoint, that can be improved.
The target for time to first paint should be under 2 seconds. This measurement is an industry benchmark that most agencies aim for when developing websites.
This isn't however, always possible due to infrastructure to a page and functionality, but there are new arriving technologies that address this directly. In short, Page speed is a vital component of any SEO, Digital Strategy and should be improved where possible.