Uncovering the fallacies of SEO

There are five frequent and frustrating misconceptions that surround the use of search engine optimisation, according to one sector commentator.

Kevin Gibbons, director of search at SEOptimise and writing on the online blog of e-consultancy, said it was a fallacy that industry buzz words always made good key words.

He explained that while this may sometimes be the case, keywords required a lot of careful thought as sometimes a sector professional who was familiar with jargon terms may not be in tune with the outside world.

Secondly, Mr Gibbons asserted that as SEO became more widely understood, the misconception that a large number of keywords were better than a few effective ones may also disappear.

He added that a website's content should always be useful as well as unique, that duplicate copy was not useful in terms of rankings and that several types of online marketing techniques would work better than just one.

"Any website which focuses on just one aspect of online marketing is going to fall behind the competition," Mr Gibbons concluded.

Meanwhile, the same blog has claimed that liquid or adaptive layouts may be best when it comes to designing a website.

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