10 search engine optimisation myths busted

Article topics

1. Myth 1: Keywords no longer matter
2. Myth 2: SEO is no longer a thing, it’s all about GEO and AEO
3. Myth 3: Blogging no longer serves a purpose
4. Myth 4: You need to write for the search engines, not people
5. Myth 5: Page titles and meta descriptions don’t do anything
6. Myth 6: Once you’re on the first page of Google, you’re sorted
7. Myth 7: You need thousands of backlinks to make an impact
8. Myth 8: If you get a manual penalty, there’s no coming back from it
9. Myth 9: Only long content ranks in the search engines
10. Myth 10: Google is the only search engine worth focusing on

Search engine optimisation (SEO) has long been a cornerstone of all eCommerce businesses’ marketing strategies. Get it right, and you can drive both prospective and existing customers to your store.

However, with the introduction of AI, changes to the Google algorithm, and the rise of social media, has the way SEO works changed?

In this article we’ll be investigating ten of the most common SEO myths. Join us as we separate fact from fiction and see once and for all if SEO is still worth investing in.

Check out our sister article: 10 email marketing myths busted!

Myth 1: Keywords no longer matter

The myth: In the past, the keywords you chose significantly impacted where your content ranked in the search engines. Get your keywords right, and you could cinch the number one position. Get them wrong, and your page would languish on the tenth page of the search results.

Nowadays, with the rise of AI Overviews and shifts in the search algorithm, keywords are obsolete. You don’t need to focus on keywords to get people to your website.

The truth: Keywords are still relevant; it’s just the way they work has changed.

Several years ago, you could rank by repeating the keyword you wanted to use several times in your content. However, the search engines got wise to this and updated their algorithms to stop this from happening.

Nowadays, keywords serve more as a blueprint to ensure your content answers the questions people are asking. It’s all about understanding the intent of your customers, rather than doggedly using the same words and phrases over and over again.

Keyword research for beginners: how to find the right words for your eCommerce site

Myth 2: SEO is no longer a thing, it’s all about GEO and AEO

The myth: Search engines are now using AI-generated summaries to provide content to users, meaning people can get the information they need without leaving their search engine of choice.

As a consequence of this, some specialists claim that SEO has become usurped by practices like generative engine optimisation (GEO) and answer engine optimisation (AEO).

Rather than focusing on getting your website to the top of the search engine results, you need to focus on optimising your content so it appears in AI-generated summaries.

The truth: GEO and AEO are relatively new practices, so there is the chance that they may evolve and change over time.

However, at the moment, these practices are built on SEO fundamentals. They’re about creating high-quality content that provides a unique experience and builds trust with users, the same as SEO.

So if you’re optimising your content for SEO, you’re optimising it for GEO and AEO too.

Myth 3: Blogging no longer serves a purpose

The myth: AI-generated summaries in the search engine results have led to many blog posts no longer receiving the traffic that they used to.

As a result, there’s no point in websites wasting their time writing blog posts.

The truth: Blog posts can still drive traffic to your website and encourage people to buy your products. It’s just a case of creating content that people want to click through to.

Authentic, memorable content that answers your customers’ questions in-depth will always win out. Do your research, provide a unique insight, and build trust through E-E-A-T, and you’ll see success. Using a pillar page and topic cluster model can also help you own a particular subject matter in the search engine results.

Myth 4: You need to write for the search engines, not people

The myth: In order to get the right results, you need to create content that pleases the search engine bots that scan and index your site.

Write content that helps you rank, and worry about the people who are visiting your website later – if your product is good, they won’t care. The truth: It is essential to have good technical SEO in place, like internal links, redirects, and sitemaps, as this helps the search engines understand your site.

However, the search engines read your content like a real person does, and actually penalise content that comes across as spammy and doesn’t meet search engine users’ expectations. Google’s Helpful Content Update, released in 2022, “prioritises helpful, reliable information that’s created to benefit people, and not content that’s created to manipulate search engine rankings.”

Myth 5: Page titles and meta descriptions don’t do anything

The myth: Page titles and meta descriptions don’t do much in the search engines these days. People don’t pay attention and Google usually ends up rewriting them anyway, so why spend time and effort creating this type of content?

The truth: This myth is a half-truth. While page titles and meta descriptions aren’t as important for SEO as they used to be, they still serve a useful purpose.

Well-written, unique page titles and meta descriptions encourage people to click on your website, which means more traffic and potentially more sales.

While Google can (and will) rewrite page titles and meta descriptions that it thinks don’t provide value, ensuring your titles and descriptions are good quality reduces the chances of this happening.

This means more control over your brand narrative and more consistency in the search engine results.

Find out how to write page titles and meta descriptions that get results.

Myth 6: Once you’re on the first page of Google, you’re sorted

The myth: SEO takes a long time to work (typically between three and six months), but once you’re at the top of the search engine results, you’re set for life.

The truth: Unfortunately, SEO isn’t a ‘one and done’ thing.

While SEO is long-lasting and durable, it’s not infallible. Content going out of date, a change to the search engine algorithm, or a competitor revising their content could mean you end up falling off the first page of Google.

It’s vital to regularly audit and update your pages to make sure they contain up-to-date information and reflect the needs of your target audience.

Myth 7: You need thousands of backlinks to make an impact

The myth: Backlinks are an important part of SEO. The top pages in the search engine results typically have hundreds, if not thousands, of backlinks to other websites.

Lots of backlinks show the search engines that your content is helpful and valuable.

The truth: Backlinks are still a ranking factor for SEO, but quality is now more important than quantity.

A handful of high-quality backlinks from trusted organisations, as well as journalists and industry experts, will do more than hundreds of links from irrelevant websites and link farms.

Create interesting content, and the right people will link to you.

Myth 8: If you get a manual penalty, there’s no coming back from it

The myth: If you violate the Google Search Essentials guidelines, you may end up with a manual penalty.

These penalties can lead to your web pages being demoted in the search engine results, or even removed entirely, meaning you lose out on organic search traffic and sales.

The truth: Manual penalties sound scary, but here’s a fact that might cheer you up. Large organisations like the BBC, WordPress, eBay, and even Chrome, have all had manual penalties and lived to tell the tale!

It is possible to bounce back from a manual penalty – it just takes time and effort. Go to Google Search Console, understand what you’ve been penalised for, and take steps to put the issue right.

You can then ask Google to review your site and if all is good, the penalty will be lifted.

Myth 9: Only long content ranks in the search engines

The myth: If you want to rank at the top of the search engines, the longer your content, the better.

This gives you more scope to use your chosen keywords and provide more information to prospective customers.

The truth: Long content isn’t the right choice for everyone. For example, say you have a 5,000 word landing page targeted at busy parents – will they have the time and inclination to read it?

Your content should be long enough to answer your customer’s questions and fulfil search intent – this means it could be 3,000 words or it could be 300 words.

Just make sure your content is genuinely useful and free from fluff and filler.

Myth 10: Google is the only search engine worth focusing on

The myth: With nearly 90% of the world’s market share, Google is the search engine you should focus your efforts on.

If you can get on the first page of Google, you’ll reach more people.

The truth: While it’s true that Google is still the number one search engine worldwide, there are alternatives out there. The right option for you depends on your target audience.

For example, Bing is popular with an older audience, while DuckDuckGo is popular with those who are privacy-conscious.

If you sell internationally, consider the search engines people in different countries use – Yahoo is extremely popular in Japan!

The search engines are also gaining ground as alternative search engines, especially with younger people.

65% of Gen Zers say they have used TikTok as a search engine, with 7% of people saying they are more likely to use TikTok than Google.

Need help with your eCommerce SEO?

SEO is still important, but it’s changed a lot. What worked for websites ten years ago no longer works in 2026!

Modern SEO is all about building trust and providing useful content that helps your readers. Provide a great experience, and this will show in your rankings.

If you need to modernise your SEO strategy, we’re the eCommerce agency you can rely on. From keywords and content ideas, all the way to technical SEO, we’ll ensure you stand out in the search engines in the days, months, and years to come.

Contact us today and let’s optimise your website for Google, Bing, and beyond.