A primary seo concept is the development of a keyword strategy designed for ranking and click-through. Rank gets the page seen, click-through makes a sale. Both are perhaps the two driving elements behind seo marketing. There are, of course, many other elements designed to accomplish these two tasks but when it comes right down to it, they are the two that matter.

Tapping a “behavior”

Going about word selection involves many different aspects of both search engine algorithm design and human behavior. A search engine may not have a “behavior” per say, but it will respond to the parameters it has been given - given by its human programmers and managers. In either event, the words that are used for keywords need to affect the searcher into action. By seeing the particular word or words the searcher/search engine has a response. In the instance of a person it will be a biological reaction generally begun by an emotion. In the search engines instance, a reaction is generated from the matching of words or like-words from its algorithm. The choice of words is the key element toward accomplishing the sites end-goals, or the sale of a product or piece of information. What is important to remember, is that the sale portion of the task is an action. The keywords or phrases then, need to be oriented toward creating an emotion that requires action to satisfy that emotion.  Action words are the solution and can be used, not only to elicit a response toward click-through but obtain a higher page rank as searchers are drawn to click by the action words.

Tapping an emotion

Going about developing a keyword strategy should be begun by recognizing that there are several advantages on your side right from the start. The largest, in this regard, is that the searcher wants to know about the product or information you are pushing. You are already in a position of advantage. The second advantage is that the emotion of “want” is quite a bit different and more powerful then the emotion of “need” so elevating the former into action is the key. You “need” food but you “want” good tasting healthy food. In a comparison of the two, “bight into a juicy red apple” might work better to elicit an initial click quicker and in a larger numbers then “juicy red apples” as a keyword phrase. Both play on a good tasting apple but one also plays upon a personal action that can only be satisfied through clicking on and buying the apple. In a sense, “juicy red apples” stops the mind, “bight into a juicy red apple” a continuation of a thought toward satisfaction.

Tapping the action to succeed

If an overriding concept were to be attached to this use of active wording it would lean toward a physics analogy of getting a body into motion and stopping it. Once you have got a customer moving toward your site it is easier to keep them moving through it then using words that tend to stop them. Empty words allow the customer a reason to stop and leave. Active wording allows and asks the searcher turned customer to continue on toward conversion and a pleasant experience with your product or information. But above all else, remember to use the most important active phrase by asking for the sale.

If a website is run and developed correctly it will become an entity unto itself. It can be a static model if the designer so chooses but it is really meant to be a moving and dynamic model that is forever changing and morphing with new developments in information.  Some areas that affect how a website may change over time include:

Ø  New technological improvements

Ø  New social trends

Ø  New improvements

Ø  Dynamic changes

Technology

If there were one thing that can be counted on it is that technology does not stand still. Just a short while ago the use of camera cell phones would have been unheard of. Today it is almost impossible to think of the web without a downloading option for cell phone pictures. As these new technological developments occur, and the general public decides how they are going to use them, a website needs to adapt. Just as algorithms change so should the site.

Social trends

So many changes are coming through technology that it is often difficult to keep pace. The interesting part of the process, however, is that the general public from around the world decides how many of these social changes are going to be used and taken advantage of. In many cases, it used to be that conformity dictated social change. In today’s world it is the masses that dictate where a social change will lead; whether for the good or the bad. Web sites must keep pace or they will fall from the rankings.

A good example of this potential for change is the not so recent advent of the blog. A blog is a place where people can exchange thoughts and ideas in open forum. In many instances a blog will develop a following that can change an issue or start a dialog when it may not have been an open issue for discussion in the first place. If a site does not have the ability to be modified as these unforeseen elements occur they are likely to be diminished.

Change

The thing to remember as a site grows and evolves is that it will not stop ,it is not expected to stop. For this reason all aspects of site ranking revolve around this. If a site begins to falter in its rankings it has likely begun to not keep pace with the changes happening around it. The search engine web crawlers are certainly evolving around the changing elements of the World Wide Web, advertisers are certainly changing to the ever, and more quickly, changing trends in society and so should websites.

If there is a drop in a site, take a long look around at the people who are using the site. If you are not sure who is using the site try down loading a web analytics program to find out. Try adding a few incoming links that you may have thought weren’t for the site when it was first started but now are. Change up the mix. The world is changing around you and so should websites.

In today’s overcrowded internet world it is increasingly difficult to get a website noticed. Because of this, a number of methods, for getting a website noticed, have been created. SEO articles are one such method and have become the main element of a practiced and directed web marketing program.

Elements

A search engine optimization article is comprised of several elements. Relevant content is the primary part of the article and the one element most often sited as important by search engine web crawlers. SEO articles must use this aspect of article writing to hold the other elements of the SEO article together.

It is the search engine web crawlers that all elements of SEO articles must appeal to. The readers are important but they will never see the article unless the web crawler gives it a good page rank after a query.

Web crawlers are lazy

To attract the attention of the web crawler it is important that relevant words, or keywords, show up where the web crawler is looking for them. Other words or characters (like quotes) can be around the keywords or phrases but the web crawler will view them as a hindrance and possible move on to another article. The thing to remember in SEO articles is that the web crawler is lazy. If it hits something it does not understand it does not stick around to figure it out. It moves on and ranks the page as less relevant.

There are many elements within an SEO article. Not understanding them all will lead to a less relevant ranking. Having somebody around that has been there done that is very beneficial for a quicker result so look around for somebody that has done it before.

Search engine optimization (SEO) is the standard method for getting a website ranked on the first few pages of a search engine after a query. This, of course, is if the process is followed correctly. Articles for SEO need to follow a few techniques if they are to make the desired rank. If they are not followed, or poorly followed, the site will fall of the face of the rankings list never to be seen again.

No secret here

Secrets are fine but if the basics are not followed first the SEO process may as well be left at home. Quality relevant content is the very first item to consider regardless of anything else. If a web crawler reads a page and deems it to not be relevant the page will disappear.  Articles for SEO need to have relevant content because they will be the basis for everything else to come. If quality is not in the designers’ wheelhouse find somebody that can write well.

Get to the point

Articles for SEO need to get to the point quickly. Typically an SEO article should be between 300-500 words long. Any longer and the reader is gone. Shorter and it’s not relevant. Readers want their information quick and to the point.

Within the content

Articles for SEO require several points to be covered within the article and in the surrounding space. Having somebody around that understands them all is the quickest way to getting results. Absent having somebody available, that has done SEO articles in the past, make sure that keywords are researched and placed in the correct locations.

Many people feel that they can jump right in and get results right off the bat. This is one large misconception to the process. Help will get the desired result faster so do not be afraid to ask. Heck, some of it is even free.

Every person that sits down in front of a keyboard automatically thinks that they are Hemingway. Generally, these people have great ideas but they lack the specific ability to get them across to the desired audience. As the writer goes about the process of getting their thoughts down and into an article form they fall into several traps. Some of these Article Writing Mistakes may include: grammar, being too broad, having a poor title and plagiarizing.

Grammar

In many instances the mind starts spinning so quickly it misses small details. Grammar is one of these details. Article Writing Mistakes due to poor grammar will take the readers mind away from the point that is trying to be made. Look for resources that will help make sure there are no errors.

Being too broad

In today’s fast paced internet world people need specific information. Learn to make a specific point quickly so the reader will not click away from the article because they perceive it as not having the one piece of information they need.

Poor title

Using a longer sentence oriented title is one of the quickest Article Writing Mistakes found. It is often said that a resume only gets looked at for 8 seconds. An article title gets milliseconds. Try to find 4 or 5 words that “snap.”

Plagiarizing

Article Writing Mistakes can be many but plagiarism is one of a few that is illegal around the world. Not only do you lose your thoughts and control of the topic but your self respect. Learn the process so you can communicate your ideas and feel better about yourself.

Having a web crawler view your site as a black hat trying to get away with something is never a good idea. Start clean and use the right ideas so you can cosistantly be ranked in the top 10.

Appearing as a relevant and natural site to a search engine web crawler is not as difficult as it may sound. In many instances site designers and marketers tend to “over think” their work. There are several aspects that can be taken under consideration for getting a website noticed while not being noticed. The trick is not to be overly “heavy handed” about the process. Some of these aspects may include

Ø  Content

Ø  Page layout

Ø  Headings

Ø  Links

Ø  Navigation

Each of these areas is key to obtaining a higher rank in the website rankings. In addressing each, however, understand that there will be people reading and looking at what you are doing is paramount. It is this concept that will help you to appear natural because it is how the web crawler is looking at the page or; from the perspective of “Joe somebody” looking at the page. The key? Set up the page for a person not a machine.

Content

Content is the number one thing that a search engine web crawler is considering when it decides if a web page is “close” to what the user is looking for. From a content writers point of view the copy needs to be more like a sales pitch. Include the information in a simple and easy to understand way. Don’t try to appear as some sort of technical genius. The facts need to be laid out simply. Support those facts with the relevant vehicles, like a link or two, not an entire basket of links.

Page layout

The page layout is an important vehicle for the user. It needs to be pleasing to look at. From a crawlers point of view it only cares about the text, and text in certain places. It wants the text in the same places that a reader would expect it to be. Locate your text in these places for ease of use: at the top for a header, in the middle or upper right hand portion of the page (this is important because this is where a persons eye is naturally taken when they look at a page) for copy and at the bottom for where to go next. This is basic, to the point and easy. All things a user is conditioned for.

Navigation

With a proper page layout, there then becomes the issue of getting the user to respond to the page in the way that is desired. In most instances, conversion is the end result that the webpage is working toward. The web crawler recognizes this and factors it into its analysis of the page in terms of ease of use. In other words, it wants the page to be easy to move through.

Having a mechanism available to go straight to the end result is a good indicator for the web crawler and a good way to get the user around any extraneous information that hinders them from a quick resolution of what they are trying to do. Also, easy access to some quick tools is a way that indicates that the site is trying to help the user to accomplish their goals.

Ultimately, the best way to appear natural and relevant to the search engine is to be as helpful to the user as possible. All the tricks in the world will not ultimately help you get the user to act as you wish unless it is easy for them to get where they feel they need to be. A web crawler is looking at how you are trying to help the user. So, in trying to appear natural just try to help the user.

Getting crawled

The topic of how search engines determine which site will be ranked where is always a hot topic when deciding what to include or not to include on your site. Should meta tags be included or not?, where should this or that element be placed. All are valid questions and all have answers with one opinion or another being attached.

Regardless of what is used as a base line for a decision about what is used or not used, all can agree that there are several items that must be included as navigation tools. These tools will serve to form the structure of the site and aide in ranking and ease of use. Some of these include:

Ø  Name , keyword (optional), address in the Heading (H1)

Ø  Basics at the bottom

Ø  Layout

Ø  Meta tags

The search engine is sort of like a ghost. You are sure that it is there but you just cannot see it do whatever it does. There are, however, places that it will likely show up. The trick is to be there to get its attention.

Heading one H1

The H1 is the place you are sure the search engine will go to first. Some search engines will rank other elements first or higher but all will rank the H1 very high on their priorities list. Having an optimal H1 is crucial. If the search engine cannot get all the information it needs from this one stop the ranking will likely go down. This is not to indicate that other elements are less important but this area is key.

Basics at the bottom

Putting the basics at the bottom is just the way that pages have developed over time. It has become accepted that the basic navigation aids will be at the bottom of the page. These elements include:

v  Help

v  Contact us

v  About

v  Buy –this item is optional but important for conversion if the customer is ready to buy. It is unwise to muddle the customers  thoughts in getting to the sales area when they have their credit card ready.

Layout

Layout is an important feature for a few reasons. The search engine could care less what the site looks like and would actually prefer not having color involved to get in the way. The viewer is another issue but the search engine will like to see ALT tags if there is text within color.

Meta tags                                                                                                                                        

There is some debate about the usefulness of meta tags when it comes to search engines. Some search engines use them to a degree while others use them in a limited fashion. Although some people may disagree the consensus is that they are better used for your administrative use rather than in trying to optimize your site.

Key elements of primary keyword ranking success

Finding your site ranked high on a search engines list depends on several factors. Choosing and placing a keyword, however, are the elements that will most likely get your site into the top eight. When choosing and placing your keywords there are several considerations:

Ø  Placement

Ø  Relevance

Ø  Density

Placement

Placement is perhaps the most important consideration for a high ranking. Even before you have chosen your keyword you should be aware of where it will be used and how. Generally, the keyword should be found in the first heading or H1. This placement is not mandatory but highly recommended as most search engines look for a relevant term here.

Relevance

It would not make a whole lot of sense to use a keyword that did not have relevance but using similar words can have a similar effect. If your relevant keyword is one that is used often by others it may doom your site to obscurity. If you use that word along with a less frequently used relevant word you may see substantially better results.

Density

Using density of a keyword is an important aspect of a high ranking. The density, however, must be tempered to a degree because if it is used to often and in the wrong way the site may get barred for “breaking the rules” or ranked less high.

Content

With the possible exception of the H1 portion of your home page, content is the driving force of your ranking. The search engine crawler will rate your content on relevance, location, incoming links and key word density.

v  Relevance

                The content found on the home page should have some relation to the site. Although the         general theme may stay, the content should be changed, on average, about once per month.

v  The location of the content is just as important as the content itself. If the content is located near relevant aspects of the page, such as advertisements, the page will receive a better ranking.

v  Incoming links are considered as significant ranking criteria by many, but not all, search engines. These links could have your keywords in their link but this is not necessary. In either event they need to be quality links tied to the content.

v  Density is perhaps the largest keyword factor to consider in your home page content. The density needs to relatively significant although it cannot be overwhelming. If it is not relevant to the content or is too heavy handed in use the search engine may view this as a negative and rank the site lower or ban the site all together.

Choosing the keyword is just as important as how and where you place it. Generally, relevance and how it is perceived by the person doing the search are the important point to consider. Relevance, however, can be viewed in two ways for your use and effectiveness. If you choose a keyword that is fairly popular you will be placed along with a multitude of other users of the word. This may have the unintended effect of lowering your ranking. Because of this, the use of a word that is close to the popular word but not exactly the same may lead to a higher ranking and better results.

Keywords v. Keyword Phrases

One of the beginning steps in getting a user to your site is choosing the keywords or keyword phrases for use on your site.  Ultimately, you are trying to incorporate the same keywords onto your site that a user will enter into the search engine window. The word(s) could really be anything but being relevant and specific are the two forms that should be considered.

Keywords

Using a one word keyword is an option. Using this one word, however, is not likely to accomplish the task of getting your site listed in the top page or two of the featured results. The problem is, that a one word keyword just leaves to many general options. The end result of using just one word is the attraction of millions of possible sites in the ranking and not the high ranking you desire.

Some one word keyword ideas that will not likely work well:

·         AIDS

·         Cars

·         Pickles

Keywords obviously lend themselves to a keyword phrase. Using the one word within the phrase, however, leads to how the word is perceived, and the many forms that that one word might take. When the word “lift” is used, does it mean to “pick up” or a device to move a person from one building floor to the next?, or, for that matter does it mean elevator. With this in mind it would appear that several words used together in the form of a specific phrase would be more specific to attracting that one desired person to your site.

Developing phrase words

Developing these phrases is difficult because, as illustrated, a different word or set of words can mean differing things to differing people. Some considerations may include:

Ø  Do different common words have differing usages i.e. lift-elevator

Ø  Is the phrase to specific i.e. car seat  v. child car seat restraints

Ø  Can the word be used in the plural

Ø  Are there spelling variations or is the word commonly misspelled

In certain instances each of these examples can lead to a positive or negative outcome for your ranking or conversion rate. In the first two examples the net effect may be a higher overall ranking but the addition of users that are not, generally, interested in one aspect of the intended product or service.

In the last two examples the overall effect is the same, to pull in people intended and not intended. In this case the effect is intended and may raise your ranking as the number of visits has risen. In either of these cases you are trying to gauge people and what they may or may not enter on purpose.

Don’t assume you’re right

Whichever strategy is taken there is one aspect of making a final decision that you should follow, don’t guess or think you are right. Just because you think in this way or that it does not mean that the general population thinks in the same way.

The best strategy to follow once you have a list of potential words and or phrases in mind is to make a list and go to a crowded market or mall and start to ask people what they associate with the words or phrases that you have come up with. It is likely that your initial feelings about the words are incorrect.