• Create content that helps your page achieve a higher search ranking
• Focus on keyword research, intuitive site structure, good copywriting
• Content strategy – type of content, keywords, calendar, promotion

• 57% of marketing executives say on-page content development is an effective SEO tactic
• Google shows meta descriptions in search results only 37% of the time, on average
• 91% of pages get zero organic traffic from Google in a study of over 1 billion web pages

1 Links are more important than content

• Quality of links always trumps quantity
• Unique content is what generates good backlinks from trusted websites

2 SEO needs to be handled by the IT department

• SEO is no longer about just taking care of the technical aspects
• You need a team for developing content, preparing an editorial calendar, and more

3 Keywords are the basis of SEO

• Google’s algorithm analyzes natural language phrases rather than just keywords
• Focus on topic clusters – set of pages linked to one pillar page, to help readers easily find what they are looking for

4 Homepage should be stuffed with content

• Visitors need an optimal amount of relevant information that doesn’t confuse them
• Include your value proposition, a bit about you, the products/ services offered, and next steps for users

5 More number of pages means more traffic

• Search engines may not show your page if the content is too similar to what is indexed
• Quality and relevancy are key – original thoughts and research, structured and engaging content

6 Meta descriptions are mandatory on all pages

• They are not a ranking factor for search engines but can influence your page being clicked
• Prioritize them for your homepage and other important pages, ensure they are unique and not repeated