Marketing should look back rather than always forward

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Working in marketing since 5 years, I realized how much time you spend to always search for a new idea, “something that still doesn’t exist”.  I focused my career on SEO and content marketing, and god only knows how many posts per day are written about the next big thing or “what companies should do” or even better “definitive guide to win your customers”.

There is a constant race to invent something new, and yet many companies are doing it wrong. Companies are asking copywriters to write no matter what, because “content is the way to go”. You rarely focus on the quality, because there is not enough time or enough money, or simply the important part is the number of posts written per month (yeah, nice KPIs). Companies are opening blogs, social profiles and so on that quickly become ghost cities or even worse a dump of everything created.

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SEO myth: a page loses visibility or relevancy if not crawled frequently by the spider

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I often hear SEOs say there is a link between a page’s crawl frequency and its visibility on the SERPs, like a spider request is related to a boost in visibility.

Even if it’s true that websites with high PageRank are crawled by Google more often and deeper, we cannot think there is a correlation with rankings. A resource is only crawled more often by the spider to check if the content has changed.

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SEO myth: Google search operator “site:” is showing resources of a website in order of importance or relevance

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When you perform a search like [site:nameofthewebsite.it], Google shows the resources of the website in no specific order. If it’s true that, generally, on top of the list you will find the homepage, it’s not true that the other resources are listed in order of importance.

Many years ago it was possible to use a hack to see all the resources from the search engine in order of PageRank, but this function was eliminated by Google a long time ago.

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SEO myth: “noindex” tag means Google is not indexing the page

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Until a few years ago, webmasters could use the “noindex” instruction to request that Google does not index a page. Usually this instruction was given through a metatag called “robots” in the <head> part of a page.

Google would not index a page where it found the tag “noindex”. This meant Google was not adding to its index any link between the words in the page and the page itself (as happens in a book index). Without indexing, the user was not able to find the page with a query to the search engine.

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