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Content and Copy

What is SEO and why does it matter to you?

How to Search Engine OptimizationIn the world of blogging, article writing and content creation many of us toss around the term “SEO” without much thought and,
truth be told, many of us aren’t even quite sure what it means. Sure, almost everyone knows that it stands for Search Engine Optimization but after that things begin to get a little fuzzy. Whether you’re a freelancer who’s been asked to write copy for SEO purposes or a site owner or business person looking to hire an SEO company you should take some time to familiarize yourself with the basics because an incomplete or outdated understanding of search engine optimization can have very real and very harmful consequences.

Wait! You Mean SEO Isn’t Just about Keywords?

Many people who aren’t in the industry but who are tech-savvy enough to have heard of SEO have the idea that it’s all about gaming the search engine’s by using spammy keyword practices. And, if they could take a time machine back to 2012 they’d be right but 2014 is here and Panda wants its link juice back. So, what is a good, working definition of SEO? Let’s see what Wikipedia has to say:


Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.


Clearly there is a lot more to SEO than a one paragraph definition but it does make the distinction that SEO is intended to help a site rank higher in search engine results pages (SERPs) by attempt ing to understand how they’re search algorithms work.  And, even though we can’t get into serious detail knowing the difference between outdated, Old School SEO and current best-practices can keep you from running afoul of Bing or Google.

SEO Tactics You Need to Drop Now

1. Keywords are repeated many times to get the attention of search engines so copywriters can simply use  a list of keywords to use when writing.
2. Just get a bunch of links and have them direct to your site and traffic will appear.
3. Anchor text should be used for keyword stuffing

SEO Tactics You Need to Implement
1. Have one main keyword or phase to support the thoughts and contents of each website page or blog post.
2. Link building needs to be strategic and used not only to grow traffic but also to increase visibility. The days of ‘link farms’ are over (where you bought just any old link from a service). Links today need to be tied to quality and authority.
3.Anchor text is now used as a way to use keywords to brand a business – but never use anchor text to ‘keyword stuff’. Despite what you may have heard to the contrary, a ‘Click Here’ as anchor text is often more valuable than using your URL to send readers to the same place.


About Michael Rickicki

I am a freelance writer, translator, social media manager and co-owner of a mid-sized automotive accessories manufacturer and retailer in Brooklyn.

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