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by Beth Jackson
on November 20, 2014

What is SEO? A basic run down on one of the market's hottest tools.

For most people, if the title was not enough to get your attention then as a blogger I have the next few lines to do so. In the world of the internet, marketing has changed, as you are reading this page Search Engine Optimization plays a large role in how well my message was received. It will also play a less visible role in how it is indexed and accessed through search algorithms. According to many different studies that tracked eye movements, for people when they viewed web pages on a computer screen, there is a clear “F-shaped” pattern. What all this roughly translates into is that in order to be effective when using content for marketing I need to keep the most important facts within the the visual pattern. Borders and sidebar information aside, this paragraph is one of the most important areas for mastering Search Engine Optimization. By this line on the page, most people will have either become interested enough to continue reading each word, or they must just start to skim the text.

Here is where using catching and relevant subheadings comes into play.

SEO, or search engine optimization is about using keywords in such a way that they are subtly imbued through a well written and engaging bit of content that keeps readers interested. Using logical subheading to break up texts and avoiding over use of highlighting with bold effects helps make content read more naturally, and is easier for people skimming through to find sections containing wha they are searching for.

A lot of the mechanics for how Search Engine Optimization in general works are behind the scenes in the page's coding. What is seen out front and what is coded in the back are both analyzed by search engine crawlers that go through pages and asses, rate, and index them. How they are analyzed and indexed can greatly affect what rank that get in search results. Just spamming a page with your keyword every other line will not get you a better rating. In fact, one basic formula for good keyword density is no more than 2%. In essence, for every 500 words of content, keywords should not make up more than 10 words. Ideal SEO content won't even look like its part of a marketing strategy at all.

Final notes about SEO as a marketing tool.

Learning all the ins and outs of what Search Engine Optimization is and how to use it can take a lot of time to study and practice. It is also a field in which constant changes are made that can affect the guidelines. When analyzers and crawlers go through updates they can mean the difference between having a highly ranked page to dropping into search engine obscurity. For the best results SEO marketing should be handled in two parts. The first half, or content, should be written with basic optimization techniques. The second half, or behind the scenes, coding should be done by someone who can stay abreast of the mechanical aspects. Special tags and CSS coding account for the other half and the factors used in determine search rankings. Often trying to master both writing and coding can be tedious and have mixed results, so as the saying goes, “Two head are better than one.”

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