After foraging through the thick jungles of the two part legal guide for writers, I have broken through to new and even more dangerous territory. Equally unequipped, other than with Google and MS Word, I shall attempt to investigate the natives and translate their strange ways.
Welcome to the wonderfully confusing land of Search Engine Optimization!
We are all part of an exciting age in which almost every person with access to an electronic device and the internet has a voice. And on the day every man finds his voice, no one can be heard any longer.
The sheer volume of internet traffic, plus the way the search result display algorithms work, prevent anything but the extremely accurate or frequently visited results to surface high enough on a search to be noticed -to receive the all-powerful “click” on the link.
What this means in a very basic sense is this -
1. The more uniquely phrased your piece is, the lower the chances are that a general search will bring your link up high enough to be seen by the average user - since the search words won’t match.
2. The more commonly phrased your piece is, the lower the chances are that a general search will bring your link up high enough to be seen by the average user - since the bigger sites will populate the first few pages due to their higher traffic.
Do you see the problem here? How do we break through this cycle without selling out and writing for one of the big brands just to get your work out there?
Enter frame: SEO writing.
The Curse of Keywords
Gather around the fire and I’ll tell you an ancient legend.
Once upon a time, SEO was all about keywords. Written pieces with many relevant keywords got placed higher in the search results. Then, some clever clogs started bombing every piece of crap they wrote with endless keywords, to draw in the hungry hunting beasts of the search engines and ride them into glory.
Alas, the people were unhappy, the people wanted actual quality results and not keyword-spammed low-quality high-marketing lies. And so the king told his search engines - this shall be the Age of Clicking. Change Your Algorithms.
And then everyone was happy. Other than millennials, because they lost the ability to feel human emotions back in the late 90’s. The end.
This is not to say you should disregard keywords completely, they are important, and also much more intuitive than you would imagine. However KEYWORD DENSITY is the name of the game. A simple way to make sure you are including good keywords without alerting the spambot patrol is:
a. DO NOT OVERDO IT - too many keywords and the entire thing can be tossed into spam oblivion. 3%-7% (keywords out of overall text in post) is sometimes a parameter.
b. Research the statistics regarding the semantic fields which are relevant to your work in order to locate the best keywords to use writing. (1)
A wrist moves, an arrow hovers above a link and turns into a little hand.
A finger jerks, a button pressed, a new tab blooms across the screen. Click.
Every time this happens, to the link for your result, to a link in your post, from another post through a link there to your post, SEO is fed, and grows, and purrs. We call this PAGE RANKING.
The page rank represents the number of links pointing to a website, the amount of relevant content it contains, as a number between 1 and 10; 1 being the lowest level of rank, 10 being the highest. The higher a page rank, the better chance a website has of appearing at the top of an Internet search result page. (2)
The game of Clicks. It’s all about balance. The thicker your post is interlaced with others, combined with the actual quality of the content, will bring you true Optimization. There are many lists and tricks out there to help you. (3)
After reading many lists for you, I can sum the main points regarding getting the clicks rolling in and create a tangible improvement, assuming the content itself is high quality (For low quality content issues, please refer yourself to another department) as:
I wish you success in the SEO games, may the odds be ever in your favor.