SEO writing and key word search ranking go hand-in-hand—a critical factor when people search for products/services you offer. When key words are entered, search engines dispatch cyber spiders to seek appropriate websites. Some of the keys they search out:
- Quality of content
- Volume of content
- Keyword density
- Key words and phrases
- Page formatting
- Use of Landing Pages/Redirects
- Inbound/outbound links
Alignment between these keys and your site largely determine your page ranking: making the first 2 to 3 pages of the search result.
Methods. Hiring firms for SEO writing and paid link support. This needs monitoring because some engage in questionable techniques to achieve higher rankings by building a network of their own sites to drive traffic to the client's site. This could be tagged as spam. Plus, the moment your business relationship ends these firms sell the site traffic to your competitors. This risks serious penalties or black balling by Google which makes your site is totally impotent.
The second way to create effective SEO is Natural Search Engine Optimization (also called, Organic). This is our area of expertise. Regardless of what you do to your site nothing will improve page ranking without ongoing SEO writing expertise. It;s the foundation and the ongoing lift for page rankings. Obviously there are more factors such as inbound and out bound links, quality of the C-Block and more, but SEO remains foundational.
Now some “SEO jargon” from the cone heads.
Latent Semantic Analysis (LSA), a technique in natural language processing, particularly in vectorial semantics, of analyzing relationships between a set of documents and the terms they contain by producing a set of concepts related to the documents and terms. LSA can use a term-document matrix which describes the occurrences of terms in documents; it is a sparse matrix whose rows correspond to terms and whose columns correspond to documents, typically stemmed words that appear in the documents.” Translation: LSA is what search engines do when they analyze content in order to figure out which keyword themes the site should be ranked for.
Why is it important for you to know this?
Your content must include the right words and phrases to get ranked for your top-converting keyword themes. When search engines determine the relevancy of a site’s content for a particular keyword theme, they look for specific handling of words. Here’s news: cyber spiders can now recognize synonyms also (scary huh?…they’ve become pretty clever on SEO writing) The way your content is written definitely impacts your rankings. This includes a keen understanding of using the right keywords and phrases and their density/ratio through the pages. SEO builds up the relevance and authority of your company when you gain top ranking positions. Well prepared content convinces search spiders that you are an expert authority and credible in your business category. SEO content takes skill to write because it must be geared to both the human mind andthe cyber mind of search spiders. There are also ways of adding SEO copy that does not interfere with the basic page presentation yet draws more spiders.
SEO and branding. Many businesses on the web do not sell direct to end users. Kitchen cabinetry manufacturers for instance, typically sell through dealers. Their websites need to establish desirable brand preference, leadership in quality and innovation, and above all differentiation. A well SEOed site (with the right handling of graphics) will present authority and credibility. The use of Articles, Press Releases and Industry Trends will also lift site rankings. It’s a complex integration of information that must align with known search data:
- 36% of searchers attribute top organic position with brand quality.
- 60% to 70% of all search traffic comes from organic listings.
- 90% of organic search traffic is driven from the top five to ten listings
- 62% of searchers view only one or two pages of results before clicking
Does SEO writing and formatting continue to work after it’s done once?
No
it doesn’t. The search landscape changes and what works today may not work in the future. You must know the latest, most effective techniques. Google and other engines look for fresh, updated content, changes and format revisions that appear relevant. This is generally done three to four times during the year and often more, depending on the industry.
How fast will you see results?
Google, is highly dependent upon links in its calculation, and prefers links that have been in existence for a long time. If the market space is competitive, it can take six months or more to see significant results. Again, proper SEO can aid in that timeframe. Keep in mind if you are in a business category with a large number of similar key words, “Real Estate” for instance, it takes longer to optimize. SEO is an ongoing marketing process because as people figure out new ways to trick engines the more guidelines change.
You've probably seen a webpage where the same keyword is repeated over and over, in a way that makes it very difficult to understand what the page is actually trying to say. It’s annoying and unreadable and drives away the visitor. This is amateur and sloppy copy. SEO copywriting includes a balanced ratio of factors that move the page up in search rankings. It is generally written to a particular "keyword density" that will typically perform well in the search engines.
Our SEO work is built around achieving results. Our specific services include:
- Website Analysis and Implementation
- Overall Web site Optimization
- SEO Foundation and Support
- Content Enhancement
- Website Marketing Programs
- Web Design
Call today for a meaningful discussion on improving your website rankings and brand equity.
Al Pirozzoli / Dave Codella 203-232-5527
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