"Never put more than 100 links on a page." No. That guideline is a fossil. It came from an old Google doc warning about a ~100KB crawl cap on fetched HTML, back when bandwidth was the constraint. That…
"Put your exact keyword in the URL slug for a ranking boost." Barely. Google has repeatedly called words in the URL a "very small" ranking factor, and Mueller has said he'd guess most of its value is …
"Aim for 1-2% keyword density." Sorry. That number is folklore with a decimal point. There is no target density, and there never was a Google function that counts your keyword, divides by word count, …
"You can only have one H1 per page or Google penalizes you." No. There is no penalty. There never was. Google's John Mueller stated outright that multiple H1s are fine and the site can use as many as …
"Meta descriptions are a ranking factor." They aren't. Google said so on record in 2009 and hasn't walked it back. Here's what actually happens: the meta description is ad copy for a free ad slot. It …
"Keep titles under 60 characters." No. Google truncates by pixel width, not character count, and it does it at roughly 600px in the desktop SERP. A title of 60 capital W's blows past that. A title of …