Search engine optimization [SEO] is more that keywords filtered through Google Ad Words.
Sure, keywords are a part. That's what I explain in my article on SEO which has had more than a million downloads [Download LinktoSEOarticlebyJaneGenova.] Also those keywords must be front-loaded in the title and then introduced in the first few sentences.
However, the new Google algorithm has been configured to identify and bypass "keyword stuffing," that is, using them at high density. In FORBES, Jeff Bercovici reports that Google has done just that with content farms such as Demand.
To stay in Google's so-called good graces what's needed is a solid content strategy. What's put online must create value through providing information which isn't easily available elsewhere, have a provocative take, and/or link to other useful sources. When that's not there, not only will Google ignore the post, so will readers. And the two kinds of attention - from Google and from readers - reinforce each other. Google notices, in wisdom of crowd fashion, the numbers of those going to a site.
The challenge of the web is that it, just like everything else, keeps changing. One year something, like Gawker snark, is hot. Then it's not. How to keep up? Raw observation is the best approach. We continually monitor the web several times a day. We analyze what's popular and why. For example, breaking news in a certain niche, if we provide insider commentary, usually creates interest, at least for today. So, we use that tactic to help get our site known and perhaps even bookmarked.
Another approach is building a sense of community. That's the pull force of the best of the Mommy blogs. It's also what has made legal blog Abovethelaw.com develop sources everywhere and leave in its shadow once leading blogs such as that published by THE WALL STREET JOURNAL. What makes for a community is hammered in "Social Animal" by David Brooks.
The third emerging must is for online to go offline. Lawyers, who are encountering a severe glut, would be shrewd to fuse an online series about child custody issues with in-person presentations, pitching the local newspaper to be interviewed, advertising, and doing actual pro bono work. Even a strong online presence is no longer enough.
In short, be it messaging or marketing on the web, it demands the same fierce planning, test-marketing, and constant course correction as does any other kind of commercial outreach. Ad agencies just don't throw stuff on the market.
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Posted by: Search Engine Optimization | February 20, 2012 at 05:07 AM
I think Google did a great thing with their last update, turning the focus on content. It's forcing people to re-evaluate their blogs and websites to ensure that they're putting forth the best effort to publish outstanding information and punishing those that are too lazy to come up with a good idea. I think it's the right move and everyone benefits from it, well except all the people that were stealing content from other people.
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Another important part of SEO is building a reservoir of quality backlinks to your content. Backlinks are links that are placed on other web pages linking back to your content.
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Posted by: Ecommerce | June 02, 2011 at 11:09 PM
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Posted by: Maine SEO | April 25, 2011 at 04:03 AM
It's great to think staying in Google's good graces, but the bottom line here really is don't do any SEO that can be flagged as blackhat. It wouldn't take a rocket scientist to figure out that blackhat is wrong. Furthermore, the best SEO by far is build a site with great content; great to the point that it's compelling enough to have visitors keep coming back for your updates. Just build a site with the users in mind, and the SEO will take care of itself.
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