Keeping up with search engine optimization (SEO) can be challenging. As search engines evolve, some SEO tactics that once improved rankings are now obsolete and can actually harm your site’s performance. Here’s a breakdown of six outdated SEO practices and recommendations on what to do instead.
1. Relying on Expired Domains
Why It’s Outdated:
Buying expired domains used to be a popular SEO trick, as some believed it could boost their site’s authority by inheriting backlinks and rankings. However, Google has been nullifying the PageRank of expired domains since 2003. This means any “ranking power” from these domains resets when they’re re-registered.
What to Do Instead:
Focus on creating high-quality, original content that earns its own authority. Organic backlinks, generated through valuable content, are far more effective and sustainable in the long run.
2. Using Paid Links
Why It’s Outdated:
Paid links may offer a short-term ranking boost, but Google’s algorithms have become adept at identifying and neutralizing these links. Additionally, paid links can trigger penalties if detected, ultimately tanking a site’s rankings.
What to Do Instead:
Invest in building genuine relationships with influencers, bloggers, and other websites in your niche. Earned links from partnerships and collaborations signal credibility to search engines in a way that paid links simply can’t replicate.
3. Using Redundant Meta Tags like “index, follow”
Why It’s Outdated:
The `index, follow` meta tag is unnecessary because Google defaults to indexing and following links on all accessible pages. Adding this tag does not influence Google’s behavior and may indicate a lack of SEO knowledge.
What to Do Instead:
Instead of redundant tags, focus on optimizing other meta tags that impact rankings, like meta descriptions, which help improve click-through rates.
4. Exact-Matching Keywords from Google Features
Why It’s Outdated:
Some SEOs scrape keyword suggestions directly from Google features like “People Also Ask” and use them verbatim. However, exact-matching keywords can lead to keyword stuffing, which Google considers a negative ranking signal.
What to Do Instead:
Use keyword suggestions as inspiration, but tailor your content to address the questions naturally. Structure your content to prioritize user needs and conversational language rather than focusing solely on keywords.
5. Excessive Keyword Use
Why It’s Outdated:
SEO strategies centered on keyword stuffing or repeating keywords throughout headings and content are outdated. Google’s BERT and natural language processing (NLP) technologies prioritize context and intent, meaning it’s better to address the topic naturally than to overuse specific keywords.
What to Do Instead:
Concentrate on writing valuable, informative content in a natural tone that addresses your audience’s questions. Use headings, subheadings, and meta descriptions thoughtfully, and aim for flow and readability.
6. Copying Competitors and “Doing It Better”
Why It’s Outdated:
Trying to mimic competitors’ content isn’t the best approach for ranking anymore. Google recognizes original, expert-driven content and may ignore content that seems derivative, regardless of its depth.
What to Do Instead:
Leverage your unique expertise. Think about what you can offer that competitors don’t. Whether it’s a unique viewpoint, personal experience, or a new angle on a familiar topic, focus on bringing original, insightful content that directly serves your audience’s needs.
A Fresh SEO Mindset: Quality Over Quantity
SEO is no longer about checking boxes or using “hacks.” Today, the best SEO practices align with quality content, authentic connections, and serving the user. By moving away from outdated tactics and adopting a user-first approach, you’ll build a website that doesn’t just rank better but also builds trust and credibility.
6 SEO Practices That No Longer Work And What To Do Instead
