Debunking SEO myths with Empire9

Search engine optimisation (SEO) is a complex process that requires time, effort and patience. However, with so much information out there, it’s easy to fall prey to common myths and misconceptions that can misguide your SEO strategies.

To help you focus on what really works, we’ve partnered with our friends at Empire9 to debunk some of the most common SEO myths.

Myth #1 – SEO is a one-and-done activity.

Many people assume that creating an SEO-friendly website is enough to rank high on search engines. However, SEO is a moving target that requires ongoing attention and optimization. Search engines constantly change their algorithms, and user behavior evolves with technology. To keep up, you need to treat SEO as a continuous process. Monthly performance reporting, on-page content optimisation, and creating fresh content are examples of ongoing SEO tasks that can help improve your site’s performance over time.

Myth #2 – Tabbed content is bad for SEO.

Some people believe that tabbed or collapsible content hurts SEO because search engines may not index hidden content. However, since Google’s mobile-first indexing update, the search engine recognizes tabbed or collapsible content as a useful way to present information on mobile devices. This means that websites using tabs to organise content can rest assured that their hidden content is being indexed and given fair SEO value.

Myth #3 – SEO is an instant win.

SEO is a long-term strategy that requires consistent effort and patience. It’s difficult to predict when you’ll start seeing results since SEO returns depend on your industry, goals and many other factors. However, investing time and energy in SEO is worth it because it can drive traffic, improve user experience and boost your online presence. Remember to be patient, and don’t expect instant results.

Myth #4 – Page speed has nothing to do with SEO. 

Page speed is a critical factor that affects both user experience and SEO. Google measures the time it takes for a web page to load, and faster loading pages tend to rank higher. Slow-loading pages can increase bounce rates and negatively impact your SEO. Therefore, website owners should prioritise page speed optimisation to improve user experience, increase engagement and reduce bounce rates.

Myth #5 – Domain age is a ranking factor. 

Some people believe that the age of a website or web page affects its ranking on search engines. However, Google does not use domain age as a ranking factor. Although older websites may have more credibility and backlinks, domain age itself does not directly impact SEO. Focus on creating high-quality content and building strong backlinks instead of worrying about your site’s age.

Myth #6 – Repeating keywords helps you rank higher.

Keyword stuffing, or overusing a keyword on a webpage, is an outdated and spammy SEO tactic that can hurt your rankings. Search engines are designed to detect and penalise keyword stuffing because it leads to low-quality content that is irrelevant to users. Instead of repeating keywords, focus on creating high-quality, audience-focused content that answers users’ queries and provides value.

Myth #7 – Keywords in URLs are critical.

Although using keywords in your URL can help your site’s search visibility, it is not a major ranking factor. Instead of restructuring your website to add keywords to URLs, focus on creating user-friendly URLs that make sense and are easy to read.


The Internet has become a bit of a breeding ground for SEO misinformation, making it challenging for people to decipher what’s true and which SEO strategies actually have an impact. We hope that by debunking some common SEO myths you can focus your attention where it matters. 

If you want to learn more about search engine optimisation and how you can improve your site performance, get in touch with Empire9 today.

Let’s talk

Looking to have a greater impact online?