TOP-20 SEO myths: Debunking popular misconceptions

Myth 1: SEO is dead and doesn’t work

Be honest—have you ever thought: “Why bother with SEO? Everyone is already running ads on social media, and Google decides everything with its algorithms anyway.” Sounds familiar? This is one of the most popular myths that literally freezes business growth.

The truth is, SEO isn’t dead. It has simply evolved.

68% of all internet traffic comes from organic search (Ahrefs). This isn’t just “alive”—it’s the key to your online visibility. Yes, in the past, SEO was about stuffing as many keywords as possible onto a page, but today, it’s all about creating real value for users. Google wants to show people the best content, not spam. If you’re ready for a strategic approach, check out must-read SEO books — they’ll help you understand how it really works.

How SEO works today

Think of it as a game of chess where you build a strategy several moves ahead:

• You create high-quality content that meets real user needs.
• You optimize your site to make it fast and user-friendly (no one likes waiting 5 seconds for a page to load).
• You attract natural backlinks because people genuinely want to share your content.

Why does the “SEO is dead” myth exist

People don’t want to wait for results. SEO is like growing a tree: you plant a seed, water it regularly, and after six months, you get a strong oak. But if you’re looking for “instant success,” then SEO might seem dead to you.

Conclusion: SEO is far from dead. It has become more complex and more exciting. Invest time and effort, and you’ll see your business start to flourish.

Myth 2: Search engine optimization is a one-time task

“We already did SEO last year, why should we spend time on it again?” — this is one of the most common statements from business owners. Imagine applying the same logic elsewhere: you fill your car with gas once and expect it to run forever. Sounds ridiculous, right? The truth is, SEO is an ongoing process.

Search engine algorithms constantly evolve. Google releases hundreds of updates every year, and some of them can drastically affect your rankings. For example, the Google Core Update caused many websites to lose their rankings due to low-quality content.

Why SEO can’t be a one-time effort

There are several key factors to consider:

• Algorithm changes: Google is getting smarter and now prioritizes relevance, user behavior, and even website topics more than ever.
• Competition: Your competitors are not standing still. They invest in SEO, update their content, and improve their websites. If you stop, you will automatically fall behind.
• User behavior: Trends change. People used to search for “buy a phone,” but now they look for “best smartphone under $500 in 2025.” If you don’t adapt your pages to new search queries, users simply won’t find you.

Now, imagine your business is a plant. You’ve planted it, but will it grow without regular watering and care? SEO works the same way. Without continuous analysis and updates, your site won’t just lose rankings—it will become invisible to your audience.

Conclusion: If you want your website to be visible, valuable, and profitable, put SEO on autopilot. Regularly review your strategies, adapt to changes, and monitor your results.

Myth 3: The number of links is more important than content quality

Imagine you’re at a party. You hear someone praising a product, but their recommendation sounds suspicious—they don’t seem to have used it. Now imagine hearing the same review from a respected expert you trust. Which one would convince you? Search engines work the same way. Links in SEO aren’t just about “quantity”—they’re about trust and authority.

In the past, it was simple: more links meant higher rankings. But Google quickly realized this formula favored scammers who flooded the internet with spam. That’s why today, quality matters more than quantity when it comes to backlinks.

Think of your website as a restaurant. What would bring more visitors: a recommendation from a well-known food critic or a dozen random mentions in obscure blogs no one reads?

Why quantity no longer works

This is one of those cases where “more” doesn’t mean “better”!

1. Google values authority. Search engines aim to show users the best content. If your backlinks come from low-quality websites, it signals: “This site is trying to game the system.”
2. Relevance is key. A link from a tech blog to your flower shop? No, that won’t help.
3. Spam penalties. Google actively fights link spam. In 2021, the Link Spam Update caused a ranking drop for many sites with questionable backlinks.

How it works in practice? The company “Patagonia”, a well-known outdoor clothing brand, has repeatedly demonstrated the power of high-quality backlinks in their SEO strategy. They focused on their environmental mission and launched a dedicated section on their website featuring stories about sustainability, material recycling, and environmental protection.

If you’re unsure where to start, here’s a helpful guide: How to build an effective SEO strategy.

This content was so unique and valuable that it naturally attracted the attention of leading media such as National Geographic, The Guardian, and even BBC. All these authoritative sources linked to “Patagonia” as an example of successful sustainability initiatives.

Result?

• Organic traffic increased by 47% in a year.
• The site ranked in the top 3 for sustainability-related keywords.
• Google rankings improved without additional advertising costs.

This case proves that content quality is the foundation that naturally generates high-quality backlinks from authoritative sources. As a result, your search visibility grows without the risk of Google penalties.

Links should be:

• Authoritative – from highly trusted sites.
• Relevant – from resources within the same niche.
• Natural – appearing as if they were placed due to the value of your content.

How to create a magnet for quality backlinks?

• Create unique content: research, infographics, guides.
• Share expertise: publish case studies, analytics, real-life stories.
• Stay active: build partnerships, comment on blogs, participate in conferences.

Myth 4: Long-tail keywords are easier to rank

“The longer the keyword, the easier it is to rank in the top” — this idea sounds tempting, especially for SEO beginners. But reality is more complicated. Yes, long-tail keywords can help you find your audience, but they work only when combined with high-quality content. Otherwise, it’s like opening a restaurant with a great name but no menu.

The company Revzilla, which sells motorcycle gear, decided to promote the query “best motorcycle helmets for beginners in 2023.” A long-tail keyword, right? Less competition, precise alignment with audience needs. Success seemed guaranteed.

But their first attempt failed. The page contained only basic text with repeated keywords. Visitors landed on the page but quickly left — the information was incomplete, with no comparisons or recommendations.

The team decided to change their approach:

• They created a detailed guide with model comparisons.
• Added expert reviews and user feedback.
• Used high-quality images and video reviews.

Result? Within three months, this page ranked in Google’s top 5, and helmet sales increased by 35%.

Why long-tail keywords don’t work on their own

There are several obvious reasons:

1. Competition still exists. Even less popular queries attract attention from competitors.
2. Content is everything. Google evaluates not just keywords but how well the page meets the search intent.
3. Poor optimization. If a page is overloaded with keywords, it raises red flags for search engines.

But this is not a problem, as there is a solution that will make long-tail keywords work:

1. Study user intent. What exactly is the person looking for? What answers do they want?
2. Create high-quality content. Add comparisons, lists, case studies, and answer user questions.
3. Analyze effectiveness. Use tools like Google Analytics or Ahrefs to understand whether your strategy is working.

Long-tail keywords are not a magic wand. They deliver results only when your content meets user needs. Revzilla proved that a quality approach can turn even a low-competition query into a powerful tool for attracting customers.

Myth 5: Content must be 100% unique

“Uniqueness above all!” – isn’t that the first rule of content marketing? Sometimes, it seems that simply avoiding repetition and plagiarism is enough to rank at the top of search results. But the truth is that Google evaluates not just the uniqueness of the text, but also its usefulness and relevance. If your content is 100% unique but completely uninteresting or doesn’t answer the user’s questions, no one will ever see it.

Let’s look at the example of Skyscanner. Their website is filled with information that can be found on other platforms: flights, prices, travel tips. You don’t think they invent new flight routes or unique destinations, do you? Yet, they remain search leaders in their niche. Why? Their content doesn’t just aggregate information – it structures it, making it accessible and useful. A user visits their site and immediately finds answers to all their questions.

For example, let’s say you’re looking for a borscht recipe. You know you’ll find thousands of results, but you’ll choose the one that offers something more: a detailed video tutorial, tips from a chef, or even the history of the dish. And that’s the case even if the ingredients are the same as in other sources.

Google values not only what you say but also how you say it. Add statistics, real-life case studies, and practical examples. Take Skyscanner, for instance—their articles help readers find the best flights, avoid hidden fees, or determine which airport is best for a layover. Their content aggregates widely known data but enhances its value and makes life easier for their audience.

Uniqueness matters, but other factors are just as important. Does the text answer the user’s query? Is it easy to understand? Is it engaging? Try evaluating your content based on these criteria. If the text doesn’t solve the reader’s problem, then even if it’s 100% unique, it will fail.

Your content should feel like a well-written letter to a friend. It may contain familiar phrases, but your unique approach will make it valuable. Remember, users aren’t just looking for text—they’re looking for solutions. And if you can provide them, you win.

Myth 6: Social links affect rankings

“I got tons of likes, shares, and followers—so now I must be on Google’s first page, right?” This thought often comes up when discussing social media and SEO. But here’s a surprise: social signals (likes, shares, comments) do not directly impact rankings in search engines. So what’s the catch? How do we explain this paradox?

Think of it like a chess game. You may have a lot of active pieces on the board (likes and shares), but without a proper strategy and focus on key factors, victory is not guaranteed. Social media is not directly about SEO, but rather about visibility. It can make your content popular, but that doesn’t necessarily mean your website will rank at the top of Google. The real question is: is your website ready to handle this traffic?

Yes, social signals matter, but for a different reason. If your content has the potential to go viral, social networks help spread it to a larger audience. This leads to behavioral signals, which Google simply cannot ignore.

But here’s the secret: when people visit your website from social media and find not just interesting but truly useful content, they stay longer, browse more pages, and engage with the material. That’s when Google starts paying attention! Your site gains popularity not just because it gets shared, but because users spend more time on it, interact with the content, and explore further.

So, social signals can indeed help increase the visibility of your content, but only if your website provides users with what they need. If you’re creating “junk” content and expecting likes to do all the work, your success will quickly become an illusion. Therefore, don’t be afraid to promote and advertise your content, but remember that for Google, the main value lies in the usefulness of your content, not the number of likes.

In the end, SEO doesn’t work based on the number of likes and shares but on the value you provide to your users. And if your content is truly worth sharing, you are already on the right path. However, the most important thing is to focus on quality.

Myth 7: You shouldn’t link to other websites

“I won’t add links to external websites because it will help my competitors rank higher in Google!” — This is a common belief, even among experienced marketers. But let’s think logically: avoiding collaboration with other websites out of fear that they might outrank you is like rejecting a profitable partnership just because your competitor could benefit from it too. Who does that really help?

Here’s the reality: linking to authoritative websites doesn’t harm your SEO — in fact, it can actually boost your content’s credibility. When you reference high-ranking, reliable sources, Google sees that you’re working with verified information rather than generating random, unsubstantiated content. It’s like recommending a trusted expert — people are more likely to trust you as well.

Another example is the highly authoritative website Backlinko. They receive links from platforms like Moz and Search Engine Journal, which increases their authority in Google’s eyes — a much more significant factor than simply accumulating backlinks. So don’t be afraid to clean up your link profile and focus on high-quality, relevant links that truly benefit your SEO.

Myth 8: My developers will handle SEO perfectly

“My developers will take care of SEO — they’ll set up the website, and everything will be fine!” — sounds familiar? And yes, developers can do an excellent job of optimizing a website technically, but SEO is much more than just fixing code.

SEO is a strategy. You can have a technically perfect website, but if your content doesn’t match user queries, or if you haven’t analyzed your competitors and their strategies, your site won’t rank at the top. Developers can make your site fast and technically flawless, but they won’t write persuasive content or develop a link-building strategy. SEO is a comprehensive approach that includes content creation, keyword research, user behavior analysis, and a strong link-building strategy.

For your site to have a real chance at success, you need a specialist who understands all aspects of SEO — from content creation to traffic analysis and long-term growth strategies. For example, Neil Patel, one of the top SEO experts, has a team where each specialist focuses on their area — whether it’s technical optimization, content, or link-building. This is a holistic approach to SEO.

Developers are great professionals, but for SEO, you need a strategist who knows how to combine all the elements into one powerful system. It’s like football: you can’t win a game just with a goalkeeper — you need a well-coordinated team to succeed.

Myth 9: There can only be one H1 tag per page

This is one of the most common SEO misconceptions among beginners. In reality, there are no strict limitations on using only one H1 per page. Google has long adapted to understanding content structure, and if your content is logically organized, using multiple H1 tags can be completely appropriate.

Imagine you have a long article with several major sections, each focusing on a specific topic. In this case, it makes perfect sense for each section to start with its own primary H1 heading. For example, news websites and blogs often use multiple H1s to clearly highlight different topics within a single page, and this is entirely acceptable.

What to avoid

First and foremost, avoid the following:

• Overusing H1 tags. Do not wrap large blocks of text in H1 just for styling purposes via CSS. This creates confusion for both Google and users.
• Keyword stuffing. Using H1 excessively to “stuff” keywords won’t help your page and might even harm your rankings.

What to consider

Focus on the following:

• Clear content structure. The H1 tag should be used only for key sections that truly deserve attention as primary topics.
• User experience. Headings should help users navigate the page, not mislead them.

Myth 10: Keyword research is not necessary

“Why waste time on keyword research? I already know what my customers need!” — Sounds familiar, right? And this is where we fall into a trap. It’s like trying to race without refueling — you may be moving, but will you win? When searching for information, people often use different terms than what seems most important to you. That’s why keyword research is not just a useful step but a necessity.

Real-life example

Imagine you sell hiking backpacks, but on your website, you only use general phrases like “hiking backpacks.” Keyword research showed that people more often search for “lightweight trekking backpack” or “best backpacks for mountain hiking.” Now you understand that users are not just looking for a “backpack”; they are searching for a solution to their problem. So if you don’t optimize your site for these specific queries, you will simply lose.

The company Backcountry, which specializes in selling outdoor gear, uses keyword research to ensure their content meets their customers’ needs. They found that their buyers don’t just want to purchase a product but want to find a solution for their next hike, and this helped the company achieve great success. They provide users with answers to specific queries rather than just general information.

Thus, without proper research, you may simply fail to notice that your potential clients are searching for something different. Why leave everything to chance when there are tools that help you hit the target? Don’t give competitors an advantage—make keyword research your ally.

Myth 11: Domain age improves search rankings

“My website is old, so it must be at the top of Google!” — Oh, this is a classic myth! The logic seems simple: the older the website, the better its chances. But let’s be realistic: domain age does not give you a free pass to the top of Google. It’s like thinking a car will go faster just because it’s older. Maybe, but if you don’t upgrade its components, it will break down sooner.

The reality is that Google primarily evaluates the quality of content, not the age of your site. Even if your website has been around for years, it won’t rank high if its content is outdated and doesn’t match user queries.

Remember: domain age doesn’t determine your rankings — relevance and content usefulness for users do.

Myth 12: High-frequency keywords are the most important

“I’m going to use only high-frequency keywords, and I guarantee I’ll be on the first page!” — And once again, you’ve fallen for a myth. High-frequency (HF) queries are indeed popular, but do you think Google will give you a chance when the competition is thousands of times stronger?

A simple example: imagine you’re selling refrigerators. Everyone wants to rank first for the query “buy a refrigerator”. But now think: how many companies are competing for this keyword? And more importantly — how specific are users in their intent? They might actually be looking for “a refrigerator with a large freezer for a family”, not just “refrigerator”. That’s why combining HF and LF (low-frequency) keywords is crucial.

For example, companies use HF keywords for general product categories, while for specific products, they optimize content for more precise search queries. This allows them to rank higher for more targeted searches, which are far more relevant to buyers.

The best strategy isn’t just chasing HF keywords, but finding the right balance between keywords that truly convert and those with manageable competition.

Myth 13: Paid ads don’t help improve search rankings

“I’m setting up PPC ads now, and in a couple of weeks, I’ll be on Google’s first page!” — sounds tempting, right? It seems like a strong advertising strategy will also boost SEO. Well, let me disappoint you: paid ads have no direct impact on your website’s organic rankings. It’s like hoping for an instant victory while expecting a miracle to happen.

Yes, ads can bring instant traffic — that’s true. But there’s no magic formula for SEO here. Google doesn’t consider PPC advertising as a ranking factor. Your website’s visibility in search results depends on content quality, technical optimization, backlinks, and user engagement. If visitors from ads don’t find your website engaging, conversions won’t happen.

So, if you want to rank high in search, paid ads are just one part of the strategy. They work great for quick traffic, but SEO is a long-term game. Clicking on ads alone won’t get you there.

Myth 14: The more pages a website has, the better

“The more pages a website has, the higher the chances of ranking at the top!” — sounds like a winning strategy, right? But in reality, this is one of the biggest SEO myths that can actually hurt your results. A site may have tons of pages, but that doesn’t guarantee a higher ranking. Let’s break it down.

The importance of page quality

Adding more pages is fine, but quality matters more than quantity. If you simply create a lot of pages without considering their content and structure, your website can become a mess of unorganized content. This won’t help you rank higher—it could even hurt your SEO.

So, don’t chase page quantity. Not only does it not work, but it can also create SEO issues. It’s far better to have a few well-crafted, highly valuable pages than to flood your site with thin, low-quality content that benefits no one.

Myth 15: The homepage should have a lot of content

“The homepage is the face of my business online, so it should be packed with text and links!” — another classic myth among those who want to maximize their results. But the truth is that less is more when it comes to the homepage.

Let’s be honest: who wants to read huge blocks of text on a homepage? Users want to quickly understand what they will get from your website and whether it meets their needs. The homepage is not a place for long-winded explanations—it’s a space for concise, valuable information that communicates your core message.

So, remember: on the homepage, the goal is not to overload visitors with too much information, but to deliver a clear message about what you do and why it matters. If done right, users will want to explore further on their own.

Myth 16: The more text on a page, the better

“More content means a better chance of ranking high in search results!” — sounds logical, right? But here’s a surprise: not always. It’s like trying to throw everything from your fridge into one soup. There’s no room for flavor, and everything blends into an unappealing mess.

Google loves high-quality content, not endless blocks of text with no real value. Your page should be well-structured, easy to read, and highly useful for the user. Search engines evaluate not just word count, but also the quality of each word.

Remember: concise, valuable information is better than endless text with no clear purpose. And users will appreciate that too.

Myth 17: You can buy a higher ranking in search results

There is a common misconception that you can buy top positions in search results directly from search engines. In reality, this is not true. Modern search engines, particularly Google, use complex algorithms that are constantly improving and updating. They analyze hundreds of different factors to determine where a website should rank in search results. These factors include:

• Content relevance – Does the page content match the user’s query?
• Website quality – Is the site well-optimized, fast-loading, and free from technical errors?
• User experience – Is the site easy to navigate? How long do users stay on it? Do they find what they are looking for?
• Other factors – Link profile, mobile-friendliness, SSL certificate, and more.

What can you buy

The only tool that allows you to attract attention to your site with money is paid advertising, such as Google Ads. However, it’s important to understand:

• Paid ads are always marked as advertisements and are separate from organic search results.
• Running paid ad campaigns does not affect your website’s ranking in organic search results.

So, if you want to improve your site’s organic visibility, the key to success remains high-quality content, technical optimization, and a positive user experience.

Myth 18: SEO works only for large companies

Many believe that search engine optimization is only effective for large corporations with big budgets, significant resources, and entire marketing teams. This myth causes small and medium-sized businesses to underestimate the potential of SEO as a powerful tool for growth. In reality, SEO success depends not only on budget but also on the right approach, strategic planning, and the use of effective tools.

Small businesses have one major advantage — the local market. According to Google, 46% of all searches have a local intent, such as “barber shop near me” or “pizza place in Vinnytsia”. If you properly optimize your Google Business Profile, add photos, contact information, regularly update content, and collect reviews, you have a great chance to rank at the top of local search results.

Myth 19: The more keywords in meta tags, the better

Many people believe that stuffing meta tags, such as title and description, with as many keywords as possible will improve website rankings. While meta tags are important for SEO, keyword overuse can actually be harmful. Modern search engines are getting better at detecting spam and tend to ignore such meta tags.

Instead, it is crucial to focus on creating concise and meaningful descriptions that accurately reflect the page’s content. This helps search engines better understand your website’s context and display it at the most relevant moments. Moreover, well-crafted and engaging meta tags can increase click-through rate (CTR) in search results, which positively impacts SEO.

Key recommendations for using meta tags:

• Avoid keyword stuffing.
• Create clear and informative descriptions.
• Highlight the main idea of the page in the title.
• Use meta tags that grab users’ attention.

Focusing on the quality of meta tags, rather than their quantity, will make your website more appealing and valuable for both users and search engines.

Myth 20: If a website works without errors, that’s enough for SEO

“My website works perfectly, pages load quickly, all links function correctly — this will surely boost me to the top of search results!” — Sounds familiar, right? Technical aspects are important, but SEO is much more than just “having no errors.” It’s like having a perfectly tuned car but not knowing where to drive it.

Technical optimization is a foundation, but in reality, your search rankings are determined by more than just proper coding. Google prioritizes content that meets user needs. If your website doesn’t provide real value, visitors won’t stay on it. Even the fastest, most technically perfect site won’t rank high unless it offers valuable content that satisfies the audience’s intent.

So don’t assume that SEO is just about “fixing site errors.” SEO is a strategic approach where every detail matters, from content to technical optimization. Pay attention to all SEO factors, and the results will follow.

Conclusion: Busting myths — building success

So, SEO is not a set of magic spells that work overnight, nor is it a game of “who can create more pages or collect backlinks like Pokémon.” It’s a strategy that requires patience, deep understanding, and the right approach.

If you still believe in one of these myths, ask yourself: do you want to build a strong foundation for success, or just chase illusions? Your business deserves more than temporary solutions.

What should you keep in mind?

• SEO is a marathon. Be prepared for a long journey, but know that it will be worth it.
• Content is your greatest asset. The better it solves audience problems, the higher your chances of ranking in the TOP.
• Never obsess over quantity—quality always wins.

Expert opinion: debunking SEO myths is like clearing the path before a race. If you know what works and what doesn’t, you gain a clear plan and don’t waste time on unnecessary experiments.

What’s next?

Review your strategy and determine whether it aligns with reality. And most importantly—take action! Order a site audit or consult with experts on how to improve your results.