When
the concept of SEO first emerged, it seemed as though it caught fire overnight.
Suddenly, everyone knew the “great secret” of Internet success.
Unethical
or misinformed Internet marketers began to take advantage of keywords and key
phrases, stuffing as many as possible into a nonsensical page of content
designed only to get the search engines to rank the page more highly.
As
a result, SEO became a nasty word for many people who valued doing business
honestly. It wasn’t long before the search engines revised their algorithms to
weed out these spammers. Today, SEO has reclaimed its rightful place as a
powerful online marketing tool. The trouble is, few people seem to understand
how to do it the smart way.
A Shift Away from
the Search Engines
Yes,
the entire point of SEO is to get attention from the search engines, but savvy
SEO people know that isn’t the end game. After the change in algorithm, many
people began to understand what successful online personas knew all along: it’s
not the search engines who buy products.
Today’s
SEO — truly smart SEO — is written for the consumer. Webmasters and site owners
are increasingly relying on clean, clever website coding, viral content, and
social media to increase their ranking with Google. They are steering away from
the keyword stuffing that makes a website painful to read. They are focusing on
the people who will actually be making a decision to take an action.
Getting it Done
Now,
all this isn’t to say that keywords are now worthless. They aren’t. If you’re
selling a GPS paving control system, then you
better mention it somewhere on your website. The difference is, you don’t need
to try to mention it in every other sentence — or even more than two or three
times on an entire page.
So
here’s how you do it: Think about what your consumer base would find
interesting or helpful, and then come up with an angle that ties it back to
your products or services. Then just write as if you were speaking to a friend.
Use casual, approachable language, but do keep it professional.
If
your topic really is relevant to your product, then your keyword will naturally
work its way into your content throughout the conversation. You don’t have to
force it, make it obvious, or otherwise shove it down your readers’ throat.
The
best part is if you create content that people actually want to read and enjoy
reading, you’re bound to find they're willing to share it. A really stellar
post could go viral, and you’ll be getting the best kind of search engine
attention there is: organic backlinks that tell the search engine your site is
hot and relevant.
Adrienne Erin is a social media and internet
marketer who loves to share the tips she’s picked up over years spent growing
with the industry. She writes regularly for Search Engine People and
SiteProNews.
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