7 Search Myths You Won’t Believe

Estimated Reading Time 9 minutes

With so much speculation out there and a whole world of smoke and mirrors, it is important to determine the facts from the myths. Getting the facts right could help you enhance your PPC and SEO strategies.

1: High bounce rate means my traffic is irrelevant


Bounce rate defined by Google is: “the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).” This means that a visitor to your website might only visit that one page, read it and leave but dependent on the content of that page that could be just what you wanted them to do. Think about it this way: You visit a blog page which was the top result on Google for a search you typed in. You land on the page, read the blog and copy the URL for later use. You leave the website meaning you are 100% bounce rate. You later visit the site, click through to a call to action and complete on a separate device (no bounce). The same user but two separate actions. Now, if I was unable to find your page for the first search as you deemed it not relevant and therefore took steps to prevent it showing – you would be missing out.

Bounce rate is just one gauge, it only makes sense when applied with other metrics such as time on page. It can then be used to give an indication of which pages are perhaps under performing or which channels are driving less relevant traffic – but only in perspective with all the information.

2: People don’t click on ads


In 2015, Google made $67.4 billion in revenue from advertising, $7.1bn of which was from the UK. Millions of businesses use AdWords to continually keep leads and sales coming through to their websites. Whether you do so yourself or not, people do click on AdWords.

3: Exact match type keywords only show to that exact search term


Although it might seem strange, by setting a keyword on exact match, it doesn’t necessarily mean your keyword will only show for that search. Exact match automatically allows you to target misspells and plurals for your keyword. This can be an added bonus, especially if your brand name is hard to spell, and this may be an additional route to ensure you are appearing in front of everyone. However be warned, if your brand term is a close or similar match to other irrelevant keywords, make sure you have the right negatives in place.

4: The more links you have for SEO, the higher you will rank against the competition


When we talk search engine optimisation links – we mean quality not quantity. If it is easy to get lots of links quickly it is normally not a good thing. Take a look at the ‘You Can Only Have Two’ graphic below:[/vc_column_text][mk_padding_divider][mk_image src=”https://vvsey3r5o954da0k02p9zymu-wpengine.netdna-ssl.com/wp-content/uploads/2016/09/fast-good-cheap.png” image_width=”500″ align=”center” crop=”false”][mk_padding_divider][vc_column_text]You can have fast and cheap, you can have good and cheap, you can have fast and good but you can’t have all three. This applies to many situations and links are definitely one of those. The last thing you want is a lot of fast, cheap links which are no good! You will find yourself spending more money cleaning them up and fixing the problems later. Especially with Google Penguin 4.0 rolling out anytime soon – this will monitor real-time links and penalise you based on any that are deemed to be of low quality.

Links are great, but only if they are legitimate, worthy links. As I say – quality not quantity.

5: Mobile clicks won’t lead to sales


As of March 2015, mobile search overtook desktop, and mobile now represents 65% of digital media time, with desktop as a secondary touch point. It’s unsurprising that 64% of buying sessions that start on mobile, end in a conversion, as well as 78% of mobile searches for local business information resulting in a purchase.

Clearly, people are using their mobile more than ever to research and buy products and services. In fact some brands have approached it so well that the mobile version of the website is better than the desktop version, in which case why wouldn’t I buy!

With that in mind, there’s no time like the present to optimise your website for mobile user experience, if you haven’t already you could be missing valuable sales.

6: Retargeting is spammy

Fact and Myth

Retargeting done badly can be spammy. Take the example of looking at a product. You purchase the product yet you are still targeted with ads for the next few months of the exact thing you just purchased! Firstly as a user clear your cookies, and secondly as an advertiser, realise this is bad retargeting.

92% of marketers report retargeting performs equal to or better than search, while 67% of shoppers who did not convert the first time visiting a site, actually return to purchase later.

If an intelligent strategy is put in place where the incentive for the user is to return and purchase from a simple reminder – it can be very effective and in fact welcomed by your customers.

7: You can’t track SEO results


It is often said that SEO cannot be tracked effectively but there are so many reports to show progression of SEO performance:

  • Organic traffic
  • Ranking of keywords
  • Landing page by organic
  • Analytics Search Console report (now integrated into Google Analytics)

If your agency is still telling fibs, come speak to us, we are totally transparent and upfront with how we work and what we do. We run some excellent reports to show you what you need to see to justify budgets and help grow your business.

Rachel Mepham
With over 15 years’ experience in Digital Marketing, Rachel heads up the team at Digital Clarity. With a deep skill set in the Paid Search, Social Media and Analytics, Rachel is regarded by both clients and peers as one of the most experienced and prolific women in the UK digital space. Her approach and application to digital strategy planning has been used by some of the biggest brands as well as leading advertising and marketing agencies.