Going With The Flow While Still Maintaining Your Identity

By Mike Grant

When I first began working in the field of SEO (blogging, content, press releases, etc), I quickly discovered that a lot of people had no idea what SEO stood for, what it meant, and how it helps them with their website. SEO (Search Engine Optimization) continues to grow in popularity, and now when I tell people, “I work in SEO.” I don’t have to explain what the acronym stands for, nor do I need to state what the heck it is either. At least for the most part.

I have to say that sometimes people look at SEO as one of the more technical sides of ‘web marketing.’ On average I’d say I agree with the assessment. It’s probably because true or real SEO helps promote sites, and to do that one needs a rudimentary knowledge of HTML. It’s also sometimes called ‘copywriting,’ which is a term I am most familiar with in this field, and most SEO techniques deal with text. The final outcome of great SEO is creating a site with more search engine-friendly content, and ultimately this results in higher rankings.

There are times of course when moving up the rankings on various search engines is easier than others. If you are using rare keywords or keyword terms you might find quicker results than with much more popular terms. The main goal is to get to the top of page one no matter what your keywords are, but in order to do that you’ll need to work your SEO, dedicating a significant amount of time and effort. Either way, for the most part, you will see an increase in traffic to your site. However, it is up to you to create a site that is exciting, compelling, and attractive to the needs of your perspective customers.

So, with that being said, it is important to remember that search engines are for the most part text-driven. They aren’t necessarily into great web designs with flash and sounds (that’s the human stuff). I know when I arrive at a site flash, video, and videos are the sorts of things that keep me longer than a site with just text. Of course, the site also needs to be easy to peruse and my needs, what I am searching for, should be addressed within the first minute, or I am back to my search. I might be generous in that length of time by the way.

Search engines perform activities and one of those activities is to calculate overall relevancy of the site. This means your site should have text that promotes your market the way you want it to. For example if you are a high tech business wanting to attract large companies then your site should appear visually reflective of your most desired customer with content relevant to your goal. You’d be best to stay away from ‘mom and pop’ type keywords and keyword terms because those are the types of clients who will call. A great way to do that is to know who leads the market in your industry and use that as a guideline.

Of course you don’t want to copy them. You still need to have your own identity.

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