SEO writing is quite simple and quite complex at the same time. SEO, for those who don’t already know, stands for Search Engine Optimization. The idea is to write content for a webpage in such a way that the page will get in the top ranks of search engine results. There are several methods for getting this to happen. It gets more complex every year because search engines keep refining their algorithms so that what worked a year ago may not work today. Also, with more and more competition the search engine results are getting harder and harder to penetrate.
What drives search engines in the first place? If you have ever gone to Google, Yahoo, or Bing’s search engines, you typed in a word or phrase to try to find what you are looking for. Let’s say you want to find a website offering discount auto parts. You might type in “discount auto parts” or “cheap car parts.” Each of these phrases are known as keywords. Keywords drive what search engines bring up.
Just a few years ago, web pages with the most mentions of the keyword would rank very high in search engine results. This lead to websites having pages with hundreds of mentions of the same keyword all over the place. With this sort of keyword stuffing, search engines became more advanced. They began demanding more than the most keywords being on a page. Other content on the page helps as well. While those changes improved page quality at the top of the ranks, it did not solve the problem of keyword stuffing.
Recent changes in Google herald a new time for SEO writing. Two waves of changes implemented by Google were known as Panda and Penguin. With these changes, website owners need to post content that is relevant with no keyword stuffing. Mentioning the same keyword 10 times in a page will count against it. Natural content helps a great deal. Multiple variations of the keyword can make the page rank higher. Content that relates to the keyword is also important. When searching for “discount auto parts,” a page that mentions various car manufacturers will rank higher than one that does not.
Writing good content is only the first step towards gaining a high rank in search engine results. For Google or another search engine site to rank a page high, the entire website needs to have good content. A single page of content in the middle of a website full of dross will not bring good results. It is also important to offer linking to this web page. Linking it with other pages on the website is the start. Creating good back links on other sites is important. It helps raise the web page’s reputation as well as that of the website overall.
SEO writing requires knowledge and a bit of skill in finding the right keywords. Good content, written naturally, without keyword stuffing is the magic formula these days. However, every time Google, Bing, or Yahoo makes a change, SEO rules also change.