Much to the surprise of agencies and industry experts, SEO is still the marketing channel with the most misinformation being spread about, with some marketing managers remaining doubtful about its use altogether. In early 2016 we now have evaluated new SEO trends that will shape online marketing this year, but it is also time to debunk common myths about SEO and ASO once and for all.

  1. Local SEO is useless

Local businesses need SEO more than ever to be found by their target audience but also to be found by potential customers in the area for immediate purchase. Google keeps on proving its intention to prioritise local SEO and treat local search rankings like traditional ones, especially with its Pigeon update in 2014. Make sure all citations are consistent, with no abbreviations, to avoid sending different addresses to search engines.

  1. Only ratings matter for ASO

Ratings do not affect rankings significantly, although Google Play and App Store have slightly different approaches to app discovery and visibility. Based on average ratings by position graphs we have seen over the years, ratings quality seems to have a lower impact on Ios than Google Play, with some top charts apps not backed up by strong ratings.

  1. SEO is a waste of money because it changes too fast

SEO keeps on evolving, at a faster pace than other marketing channels, which is why marketers must keep up with major trends. However, out of Google’s yearly 500 algorithm changes (minimum), only a few really end up impacting rankings. Choose the right SEO agency that will anticipate changes and keep up with Google’s webmaster guidelines.

  1. App titles must change often for high ranking searches

An app’s title is the most important element of its meta data, and changing it could hurt your rankings. Pick a short, creative, unique and informative title that can be read in full from an app browse screen and won’t gather too many search results. Use a keyword but a short one to make the most of the space and to avoid app suspensions for keyword stuffing.

  1. B2B businesses don’t need SEO

All businesses need SEO to a certain extent, whether it is for brand exposure or lead generation. SEO has a strong impact on B2B businesses’ lead generation objectives, as leads generated from organic search are more likely to convert into sales than outbound leads. Indeed, B2B prospects trust their own online research and are likely to take high rankings for industry or service-specific keywords as a sign of authority.

  1. ASO’s about rankings, not keywords

The algorithms used by Android and App Store use traditional search methods, and look out for keywords. Selecting and using the right keywords throughout your app profile is as important as it is for your website. Ask your ASO agency to conduct keyword research with due diligence before naming your app, as app titles containing keywords tend to rank higher than the ones that don’t.

  1. A good meta description will do the job

From Google’s own admittance in 2009, meta descriptions (and meta keywords) do not affect a website’s placement on search results, although they encourage user clicks from SERPS. Writing a great meta description using a relevant keyword is the occasion to differentiate your website from the crowd. If searched by the user, that keyword (or variations) will appear bold in the description and confirm the user has come to the right place.

  1. Descriptions don’t make a difference to ASO

Although descriptions do not have an immediate impact on rankings, they do however compel user downloads, which in turn has an ‘algorithm impact’ on rankings. An app description is therefore a relevant factor that can boost its visibility in the app store.

  1. All it takes is to enter an app in the store

In the sea of apps flowing through Google Play and the App store, and as stated before, high volumes of downloads are what really matter, which calls for differentiation in titles, tags and descriptions. Before entering your app in the store make sure your branding is compelling enough, and that app quality and user experience are so high that they will attract positive ratings and encourage downloads.

  1. SEO agencies can be replaced by automation

SEO is not a quick practice and can certainly not be automated. It takes an investment of both time and money and needs a certain level of patience and trust in results to come, but this is the way search engines such as Google want it. SEO softwares can assist in managing links and tracking traffic but SEO remains a human process.


POLARIS is an SEO agency in London providing search marketing services to clients in the B2B, Travel, Ecommerce and Healthcare sectors. Contact our team for a website audit.

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