SEO Trends 2022: 5 Optimization Myths to Stop Worrying About


Ever wonder which SEO trends matter and which ones don’t?

SEO trends…as in “search engine optimization.” If you ask the Mysterious Force (aka Google), you’ll get 106 million search results.

And there’s no way you can sift through all that. Plus, some of that advice on SEO trends will either be outdated or just plain false.

But it’s no secret that myths seem to hang around, even long after they’ve been disproved and debunked.

Ever heard of Flat-Earth Theory or the Flat-Earth Society? Ya, they think the world is still…you know…flat.

(Cue: whistle sound of astonishment)

Here’s the thing…If you do it right, making the most of SEO trends that matter can actually help you.

But if you get stuck on search engine optimization trends that don’t work, your site traffic might actually fall off the face of the earth.

It’s a new year, so let’s kick these old optimization myths to the curb!

Here are five SEO myths you can take off your mental plate.

Myth #1: Write for Google first & shove in those key phrases

Reality: Keyword-stuffing doesn’t pay.

Some clients love to come up with weird key phrase requirements, like:

  • “You must include every key phrase five times each and twice in the headline.”

When you ask why, the answer is typically:

  • “Well, it’s what Google wants.”


Your readers don’t want to read that crap — and neither does Google.

The reality is, SEO trends that work aren’t about how many times you shove in a key phrase.

In fact, Google states on their How Search Works site:

“Our systems are designed to identify signals that can help determine which pages demonstrate expertise, authoritativeness, and trustworthiness on a given topic.”

Google is looking for quality content that answers readers’ questions — not key phrase-stuffed drivel.

Q: Is including well-researched key phrases that match the reader’s intent important?

Q: Do you need to include them over and over again?
A: No.

Which leads me to another annoying key phrase myth…

Myth #2: It’s all about LSI keywords

Reality: Just because it sounds cool doesn’t mean it’s true.

I love the term “LSI keyword,” because it sounds impressive and somewhat scientific.

The theory is that sprinkling conceptually-related words and synonyms throughout the content will automatically help the page position better.

Sure, LSI keywords sound cool –but they don’t exist. In terms of SEO trends, the only thing that’s trending here is the myth.

Google’s John Mueller is on record saying:

“There’s no such thing as LSI keywords.”

Here’s an article with the geeky details.

Plus, LSI strategies typically include funky keyword stuffing and key-phrase density requirements.

Which doesn’t work, m’kay?

Myth #3: The more words, the better!

Anything under 500 words is spammy content

Reality: It’s not as simple as that.

I remember when clients complained about 300-word articles being “too long” for their readers. It was one of those SEO trends that mattered.

Now, they expect their writers to create 2,500-word articles “for Google” because “longer articles position better.”

Here’s the thing about longer articles & word count…

  • Longer articles. Studies do show that longer articles may position for more key phrases. But that doesn’t mean that longer copy will always outperform shorter content — it depends on the search query.
  • Word count. Plus, Google even said in 2018 that “word count is not indicative of quality” — so there’s no magical word count “for Google.”

Yes, write that 2,500-word blog post if it makes sense for the topic, your reader, and the search intent.

For example:

  • If you’re writing “The Complete Guide to Geriatric Cat Care,” it’s going to need a longer word count than something highly specific, like “How to Cut Your Cat’s Nails.”
  • But don’t tack 1,500 fluffy words to your content “for Google.”

Short copy is OK.

Myth #4: Google will penalize duplicate content

Reality: It depends on the intent.

No, Google is not going to penalize you if you syndicate your blog post.

Google won’t kick you out of the index for having a printer-friendly version of your page, either.

Google states in Google’s Search Central:

“Duplicate content on a site is not grounds for action on that site unless it appears that the intent of the duplicate content is to be deceptive and to manipulate search engine results.”

Having said that, your readers may not want to:

  • See the same boring boilerplate legal statement at the end of every page.
  • Or read the same call-to-action over and over again.

Instead of looking at duplicate content through Google’s algorithmic eyes, think about what you could do to make things better for your reader (one of the SEO trends that aims to encourage us to create better content).

Myth #5: SEO is all geeky, technical stuff

The writing doesn’t matter that much. Besides, Google keeps changing the algorithm anyway.

You’ve heard that before, right?

Reality: Writers are the true SEO magicians.

Think that links are the most important ranking factors?

This will blow your mind…

Back in 2019, a group of search experts made an announcement:

“If you want top rankings, quality content is more important than links.”

And although Google does love stirring the algorithmic pot and changing things up, quality content continues to come out on top.

(Want to know more about what Google considers quality content? Here’s a fun, geeky document for you!)

The truth about SEO trends that matter

Writers are more than cogs in the SEO wheel.

After all, you create the copy that connects with the reader.

You pen the persuasive prose that entices someone to open their wallet.

You write the content that helps people learn and grow and discover new things — and that goes way beyond SEO. What you do matters. It matters a whole lot.

Have questions about SEO trends and myths? Let’s discuss in the comments.

Heather Lloyd-Martin is an SEO expert, the founder of Success Works, Pivot Hacks, and the SEO Content Institute. Forbes once named her “the pioneer of SEO copywriting.”

Grow Your Writing Income.


  1. Mr. KingsHOK

    You’re truly right about these fake myths that has been making most publishers do the wrong thing for years.

    I already knew about these myths and have been following the right way for long and it’s been paying off well so far so good.

    • Heather Lloyd-Martin


      It’s great that you knew about the myths already. So many writers *don’t* know…and they end up writing icky copy that doesn’t position.

      What other myths would you add to the list. I twas hard to stop at five. 🙂

  2. isabella Biava

    Hey Carol and team,
    thanks for the interesting articles you always share.
    I agree about quality content as a priority, but when there are many articles on the same topic that are good and informative and satisfy the search intent, what parameters google use to rank one or the other? Isn’t it backlinks, keywords, DA… and other technical stuff? Or what am I missing? I am struggling with my blog and my guides are super informative, personal, and helpful, with no keyword stuffing, but I am being outranked all the time. It’s so frustrating. I know SEO is not a perfect science, but still, there must be a way to master it.

    • Angie Mansfield

      Hi Isabella –

      It’s almost impossible to give you an answer on this in a blog comment – too many things could be happening there. But you may want to check out the SEO bootcamp we have coming up in February in the Freelance Writers Den:

    • isabella Biava

      Unfortunately, I don’t have the budget right now for another course. However, what I wanted to say is that I don’t think that those parameters that you mentioned are myths. They are just some of the 1000000 ranking factors (including luck 😉 ). It cannot only be based on “good content”. That’s all. But that’s just my humble opinion from my personal experience. All the very best! 🙂

    • Eric Novinson

      Hi Isabella, it actually looks like your website’s doing pretty well. It’ll be hard to compete with major publications like National Geographic but if you keep posting I think you will succeed. I think Mongabay was originally a personal blog but it kept putting up high-quality content for a long time and eventually became a major site.

    • Heather Lloyd-Martin

      Fun geeky fact: small sites out-position large travel sites all the time. Maybe not for competitive phrases — those tend to be hard to grab. But long-tail searches are always a cool opportunity.

    • isabella Biava

      Hello Eric, thanks a lot for your nice reply. It’s a really long way to success and with lots of setbacks but I am persevering. Obviously, I am not even trying to compete with National Geographic. 🙂 I didn’t know Mongabay I will check it out. Thanks a lot again for your kind words. Cheers.

    • Heather Lloyd-Martin

      Hi, Isabella!

      Like Angie said, there are a number of factors that influence why some content is #1 — and other content is #1,001. It’s hard to tell without diving into your site and the competition.

      This link doesn’t completely answer your question, but it discusses how Google’s search algorithm works and allll the different factors that go into a search ranking.

    • isabella Biava

      Hello Heather,
      Thanks a lot for replying. I really appreciate it. Yes, that was my point too. I will check the link you shared. Thank you very much. 🙂
      All the best.

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