Five SEO tactics that waste time and what to do instead

Executive overview

Many popular SEO questions focus on tactics that don't move Google rankings. LSI keywords, content scores, word count targets, exact match domains, and social signals are all distractions. Focus on three things: technical site health, quality content that matches search intent, and earning backlinks.

LSI keywords

• LSI (Latent Semantic Indexing) is an indexing method Google does not use.
• "LSI keywords" is a misnomer — there is no such mechanism in Google's ranking system.
• John Mueller has confirmed Google does not rely on this.
• Write comprehensive content; don't chase a keyword-sprinkling formula.

Content scores and green lights

• Tools like Yoast or content optimisers score against third-party criteria, not Google's.
• A green light means basic on-page boxes are ticked, not that content will rank.
• These tools are useful for freelancers or beginners, but scores are not a ranking target.
• Optimise for searcher intent, not a tool's approval.

Word count

• A 2012 study showed top-10 pages averaged 2,000+ words — correlation, not causation.
• Amazon product pages rank for millions of queries with far fewer than 2,000 words.
• A PCMag definition page ranks with 117 words; Lowe's "how to build a deck" ranks at 1,009 words.
• John Mueller on Reddit: "Word count is not a ranking factor."
• High word count is a byproduct of depth, not a target to hit.

Exact match domains

• Exact match domains (EMDs) once worked but Google devalued low-quality EMDs in 2012.
• Mueller in 2017: "There's no magic EMD bonus."
• Mueller in 2021: buying keyword-rich domains is not worth it for SEO.
• Choose a brandable domain and build reputation instead.

Social signals

• Social signals (likes, shares, comments) are not a Google ranking factor.
• Google briefly used them around 2010 but abandoned the approach — unreliable due to crawl blocks and identity challenges.
• Signals are trivially cheap to buy, making them gameable and therefore unsuitable for ranking.
• Social amplification can indirectly help by generating backlinks, not by the signals themselves.

What actually matters

1. Keep the site in good technical health.
2. Create quality, unique content that matches search intent.
3. Earn backlinks.