The search engine optimization industry has been through a lot of changes overtime. Different so called experts have different perceptions. They try to come up with something new by reversing basic principles, only to confuse newbies and fail on their own projects. Unsurprisingly, a lot of concepts have remained unchanged. Besides, it is very important to actually understand why they cannot be changed, regardless of how many different ideas you run into. Many of them are nothing but misconceptions.
Page ranks are never guaranteed for
Just because search engines change their algorithms on a regular basis, no professional will ever be able to tell what the page rank will be in a month or two. The market is extremely rich in millions of websites that aim for the same thing – obtaining a higher rank. If any service guarantees for a particular page rank after a specific period of time, you should run away. You are about to hire a self called professional, so you will probably waste your money.
Link exchange is an acceptable technique
Some search engine optimization experts claim that link exchange is a terrible idea. Some others do it like there is no tomorrow. So where is the catch? I guess the truth is somewhere in the middle though. Link exchange is a good idea that will improve your ranking if you do not abuse it. Plenty of search engine managers agree that excessive link exchange can be a good reason to get a penalty. In an ideal case, make sure that you target websites in the same niche or industry. If you run a car garage, you obviously do not need to exchange links with an embroidery service. After all, your clients are less likely to visit that website and vice versa.
Search engine results are not immediate
Search engine optimization is an activity that takes time and whose results show up over long periods of time. It must be done correctly and in a fair manner. Just think about the fact that most search engines index websites a while after they are launched. It takes a while to get notified. As a general rule of thumb, the more frequently you update your website, the faster it is notified by search engines. Even if you manage to get on top of the list, you have to keep going in order to maintain the position. Becoming a front runner is usually easier than staying there.
The page rank is not defined by the number of backlinks
A decade ago, the more backlinks you had, the more popular you were for search engines. It made no difference what niche the links were coming from. Most of them were not related anyway. People would just get as many links as possible from directories and useless sources. Later on, search engines have changes this aspect. Today, the quality is more important than the quantity. This is why the number of backlinks is no longer the key to success, but the content quality coming from the respective website. Focus on notorious websites in the same niche though.
Search engine optimization goes further than Panda and Penguin
For a lot of so called experts, search engine optimization floats around Panda and Penguin only. If these two algorithms did not exist, this field would have been dead. This is a terribly wrong idea. While search engines – especially Google – have related to a lot of drastic algorithm changes lately, it does not mean that search engine optimization is a dead industry. In the end, this is the least expensive and most cost efficient marketing solution for both companies and professionals.