SEO, or Search Engine Optimization, is one of the biggest topics of interest in the online world. It has become almost an art form for all of the SEO specialists out there, as they jostle for position and try to attain that top spot in the rankings. There are countless websites out there who promise to boost your web visibility, but very often you can do a lot of the legwork yourself. Because of the fact that SEO is all about getting a competitive advantage, some people have a bit of a negative view of SEO as an industry; however there’s a big difference between the “good guys” (known as white hat SEOs), and the “bad guys” (the black hat SEOs).
Black hats and white hats?
There are so many different tactics that specialists can employ that there’s bound to be some underhand ones in there. The recommendation from all legitimate SEO experts is to avoid them at all costs. By using black hat techniques, there’s a very good chance you’ll get your sites removed from Google and other search engines’ index. You don’t need to be a rocket scientist to know that this is a bad thing. One of the best ‘white hat’ techniques is to generate lots of top quality, keyword-rich content. This way Google sees your site as being active and actually contributing to the web as a whole. Some arm chair SEOs write lazy content which is stuffed with keywords and is not entertaining whatsoever. Again, this is a bad idea. The problem is that search engines might like it, but people don’t. So how do you find the balance?
Walking a tightrope
Search engines like Google are trained to spot keywords and use them as their guides. The more they appear, the higher a page ranks when someone searches for that keyword. At least, that’s how it’s supposed to work. But try and fill a page full of just keywords and guess what happens? That’s right – your site vanishes from the results completely. You’ve got to create content which leans towards particular keywords without ‘stuffing’ them into the text. If you don’t have the writing skills, consider speaking with an SEO copywriter. After all, it’s their job to write SEO-friendly articles. By doing Search Engine Optimization right, you can turn a huge profit. But overdo it, and you’re in deep trouble. Tread carefully!
Get them on the hook
One great piece of advice is to make people actually want to revisit your site, regardless of keywords. That means that you need to write articles which keep you ranking highly with search engines and humans. No mean feat! Here’s a great tip: try to write the article first, then find places to switch words around and include a few keywords. This way, you can focus on writing a great article, then reap the SEO rewards after you’re sure people will actually want to read it. In general, you’ll want to aim for a keyword density of between 5 and 10 percent; this will help you rank more highly on Google and the other search engines without having to resort to black hat techniques which could result in your site’s demise.
SEO is a bit of a balancing act. If you’re not a writer by nature, you might have a hard time making any headway, so always remember that there’s plenty of SEO copywriters out there who can help. Always create content with people in mind, then consider the search engines afterwards. This should leave you with quality content that makes people want to keep coming back for more, and give you the golden ticket that all SEO specialists are chasing! Remember – content is king!