It all comes down to how everything is implemented and the evolution of search engines. Start by looking at keywords andlongtail keywords (a string of words put together). Keywords have gone through a rather interesting evolution in the world of search engines. When Google, Yahoo and other search engines first started out (anyone remember Ask Jeeves?), search algorithms were not complex by any stretch of the imagination. Website designers quickly discovered if they simply used a particular keyword more than the competition, their website would appear at the top of search engines. Due to this, designers would often type a given keyword hundreds of times at the bottom of the page. Website developers have come a long way, yet still, far too many designers and content creators are overly focused on keywords. They want a certain percentage of the text to include a given keyword. This, currently, is no longer necessary.
Using a specific search term inside of the text is still important, but don’t confuse using a keyword and stuffing it. Search engines have reached a point in time where it can detect the use of a keyword once inside of a website and still rank it high due to other qualities of the site. So, while the use of keywords inside a website still matters, overusing it simply to include the word now comes as a detriment.
Other SEO companies may push the importance of meta tagging. Here’s the thing with meta tagging. It really doesn’t help a website’s search engine optimization at all now. When meta tagging first came out, search engines used this information to help identify specific keywords within the text proving important. However, search engines are smart enough now to not need this kind of information. A meta description can assist search engines with the small blurb placed next to a Web link, but if a company is over pushing the importance of meta tagging in modern Internet design, you should look elsewhere.
Now, as for H2s, section headers and backlinks, these do still have an important role in how a website performs with search engines. Section headers makes content easier to scan, which is helpful for visitors. Pumping keywords into these section headers doesn’t necessarily need to happen, as the headers do not receive the same amount of weight as they did a few years ago. Backlinks remain important, but fraud backlinks can cause far more damage than anything else. The act of sharing backlinks just to boost SEO now can come with a penalty. Additionally, connecting backlinks to social media posts, while helpful in spreading word of the company itself, doesn’t actually go into boosting SEO. Only quality links from blogs and authoritative websites helps. So, backlinks are still beneficial, when used properly.