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You may have heard or read so that the optimization for search engines (SEO) died. Well, that’s not exactly true. In fact, the parameters to optimize text for search engines like Google have changed, but this is far from declaring the death of these improvements.

What happens is that many companies looking to do SEO still cling to practices that not only do not work anymore, but it also can cause your site to be penalized.

Therefore, we selected some of these practices to explain to you why not worth investing in them – and what alternative paths you can take to make your site and your blog become increasingly well ranked in search engines.

SEO practices: what does not … more

1. Being obsessed with the first

To say that this practice is obsolete may seem a little strange and controversial – and, indeed, it is. We’re not saying you should not get the first; after all, be among the first positions is, ultimately, the main goal of any optimization, seeking more access.

That said, what we really mean is that the correlation between the first and a greater number of clicks is no longer so strong.

Today, the first position has competition: announcements, featured snippets and question boxes also attract the user, and end up “stealing” a lot of clicks that were previously focused in the first place ranking.

So, bet all his chips to stay in the first place may no longer be so important.

2. Link nonstrategic baits

First of all, let the definition of link bait: is what will make your site receives links from other users or sites.

One example is products or services become popular, a report that just came out in the media and is widely publicized, or any content that has viralizado.

Thus, the search for links to your website, some companies end up using such content, even though it has no relation to your business or your business.

Result: You will create a bad user experience which, in the end, will not bring good results for you.

3. Use CPC or competition in AdWords to determine the difficulty of organic ranking

Many companies still believe that the cost per click (CPC) or competition in Google AdWords for certain keyword necessarily indicate the difficulty to rank organically for her, and use these as the only criteria.

In fact, this difficulty is influenced by several factors. Among them are the users / companies who are competing for word, what are the links created for that word, the quality of content, user experience with this content etc.

4. Using generic domains with keywords or part of keywords

The use of generic domains with the keyword that the user demand, or part thereof, as palavrachave.com, palavrachave.net, palavrachave.shop, it is common for a long time. However, over the years, users – and Google – began to realize that companies that use Windows domain were less reliable because the site does not seem in fact a brand, and often did not provide quality content.

Thus, as Google was updating its algorithms, the use of the keyword in the field quite lost weight as ranking factor.

Besides the issue related to SEO itself, another negative factor to use generic domains with keywords is the lack of confidence that it generates. This kind of area just away from your target audience , you will prefer to click on the website or blog that competitors have stronger and more trusted domains, and they seem indeed a brand.

5. Create micro-sites in separate domains, but have the same content, same audience and talk about the same thing

Create several micro-sites with different domains but with the same content, was a widely used resource gain more links from other sites, which in theory would lead one supersegmentada audience to each of them, increasing the accuracy of your efforts.

What happens in fact it is that this kind of practice divides ranking efforts, since the links you create to one of the sites do not contribute to the ranking of the other.

6. Link building artificial

Directories, paid links, links from comments and any other type of link building artificial are practices that not only do not work to improve your ranking, but are penalized by Google.

7. Create a page for each variation of a keyword

Previously, it was common for companies would create specific pages for each variation of a certain keyword (eg digital and digital results result), and it worked.

But now, the Hummingbird, the RankBrain and other Google ‘s algorithms can detect this type of strategy. And, as this type of technique harms the user experience – once you produce wordy content, it will eventually harm you in the rankings.

8. Excessive use of anchor text for internal links

The use without criteria of anchor text used to link to internal pages for other used to bring benefits to those who practiced it, however, this has changed a lot.

Today, excessive and decontextualized use is a practice today penalized by Google. Some examples of this: links hidden in the site footer, or placed to exhaustion every time that particular keyword is mentioned etc.

9. excess Keywords

This is one of the oldest practices of SEO; it is to use the keyword several times in the text so that it has a minimum density of 1%.

Although this type of technique has been beneficial – including being recommended by some SEO plugins, it tends to make the artificial text, harming the user experience.

Today, Google no longer see the words as isolated pieces of text and takes into account its context. Thus, this practice is unnecessary and harmful.

… and it still works

1. Focus on improving your CTR

The click through rate (CTR) of your link in search results is Google ‘s ranking criteria and may be impacted by several factors, such as positioning, authority of the brand on the matter, rich snippets and relevance and persuasion in the title and in the description.

And that’s why, in addition to optimizing your pages using the keyword in the title and meta description to have more relevance, is also important to perfect the speech, creating phrases that might influence the user to click on your link.

2. Create strategic link baits

Instead of creating link baits that only attract links unrelated to the content of your site, use link baits instigating, causing the click, but at the same time lead to quality content.

3. Put all the forces in a single domain

Instead of investing in several different areas and divide efforts, put all their efforts in a domain (choose the most strategic for your business), and meets all of your content on one site.

This concentrate more external links in one domain and you can move up the rankings faster.

4. Create a single page that addresses variations of the same keyword – and not use it in excess

Instead of creating super specific texts for each variation of a keyword, address them all on one page. Invest in a thorough and quality content, and use the keyword and its variations naturally, without trying to put them out of context.

One example is a few pages we created in Digital results, we call epic pages. They are pages with in-depth content on a particular subject. There, gathered around the quality of material we have about a particular subject, inserting several main keyword variations.

For example, if the page is about epic Landing Page also use the terms Landing Pages, Conversion Page, Call-to-Action etc.

See some of the epic pages we create:

    • Digital marketing
    • inbound Marketing
    • Content Marketing
    • Social networks
    • Landing Page
    • E-mail marketing
    • Marketing Automation

5. Use internal links only when it makes sense for your user

As we said, currently Google penalizes decontextualized and excessive internal links.

However, well contextualized internal links that add information and contribute to good user experience, still apply.

Also avoid creating links more than once to the same expression; anything that is redundant or irrelevant must generate link.

6. Use link building carefully

Nothing to do link building left and right, without selecting the sites for link building with discretion. Choose a few sites, but they have good quality to do that.

In DR, for example, carefully we choose our partners for guest posts and co-marketings ; so in addition we know that we have quality links also guarantee them the same, and we generate a good experience for users who visit the sites.

7. Edit and / or revive old content

You have not yet realized, but it is possible that some of your best content (which have the best keywords and they bring a big traffic) are means outdated.

So a good idea is to upgrade them and improve them further, helping to ranqueá them better. Besides being easier to create another zero content, you simply generate internal links (as long as relevant) and make some optimizations, and traffic can this content can grow back.

Do this especially with those contents that lie between the 7th and 20th position, ie, that have a good potential, and often need to be optimized only.

To learn more, read the post Update older content can make a big difference in your marketing strategy .

8. Focus on long-term results

Unlike ads, which tend to generate faster fruits, working with SEO requires more patience, as the results come in the long run.

So keep in mind that you will probably have to wait a study of AHREF states that nearly 95% of newly published pages do not reach the first page of Google search page in less than a year. Even the remaining 5% take between 2 and 6 months.

To ease some of your work, begin by choosing keywords and topics for which it is easier to rank and also to “social content, that is, it is easier to be shared. Thus it will be easier to make external links to your content, which will help increase their authority and position in the ranking.

9. Focus on user experience

In the end, remember that your content should answer the questions of its members, and to create more value than its competitors.

Also be sure to check how your site appears in devices other than computers and is responsive, as smartphones and tablets are increasingly used to access them. Finally, seek to create the best possible experience for the user.


Until recently, companies working with SEO focused more on optimizing your content for the algorithms of search engines than actually to the user experience.

Currently, this trend is reversing: to rank well, you should do the opposite. And you, which side of the SEO want to stay?