Internet Marketing And Search Engine Optimization SchoolHow much sense does It make to develop business 2 business or consumer Keywords that are seldom used?
There are two Online schools of thought here. One SEO School says that the keywords selected to be used throughout the website should be the least competitive keywords and misspellings included, so it is much more likely to be found in the search results. The other SEO School says to develop the natural keywords throughout the website along with logical variations of keyword phrases including plural uses of the keyword and various tenses using proper writing syntax and grammar.
If we follow the first SEO School, a website may start showing up in the top results for very seldom searched for keyword phrases. While in the other SEO School, because of the numbers of pages with the same keywords, web pages are less likely to show up due to excessive competition.Natural Language Writing vs Keyword Search Variations
Actually, I believe that both are right and both are wrong. First and foremost, I believe the emphasis should be on natural language writing and logical uses of the keywords. This will no doubt require extensive research
, reading, and writing of quality content. It will certainly take an extended period of time to make a marketing impact in the various keyword market segments. At the same time, it is important to also develop other lesser used variations of those keywords and keyword phrases to help establish an online site theme or a type of Internet marketing trend in what a website is about.Search Engine Optimization Shortcuts
SEOs have used extensive Black Hat search engine shortcut tactics in the past for getting a website to the top of the search results. As search engine algorithms have improved, these black hat optimization tactics are becoming less effective. The emphasis today should be on developing good content, proper link building throughout the website, proper titles and meta tags, ethical search engine optimization strategies, unique marketing and advertising messages, and certainly strategic link building with various related topics and websites.Measuring Search Engine Software Algorithms
No search engine company is going to come out and tell you exactly what is required to get your web page or website up to the top in the search engine results. Though they will give you some best practices guidance for webmasters to follow. First off, every search engine company on the Internet wants to have the best results possible. If a search engine tells you exactly what to do, then everyone would try to do the exact same thing. There are a multitude of variables involved in page ranking, that are factors in attaining top standing in the search results. We can not control what Google, Yahoo!, or Microsoft Search do in their algorithms. So, what we can control is the content and layout of websites under our control.Relevant Information For Search Engines and Users
The number one goal of any website should be to provide quality content to get found online. Algorithms and software improvements at the Search Engines have made great strides in evaluating keywords throughout the page and site, along with Natural Language Processing (NLP), Text Analysis, and Automatic Classification Systems are some of the key areas for establishing what a website is all about. The days of just pasting a whole bunch of keywords over the entire page or hiding the keywords in the underlying html code to get a website in the top search results is all but over. Sure, there still are websites in the search results list that do this type of Black Hat SEO tactic, of hiding keywords, but that is only because other parts of the software algorithms might give higher Page Rank [Google PageRank
] to these pages based on the number of pages that link to them on the Internet. Read more insights into the Google PageRank
perspective.Developing a Keyword Search Engine
It becomes exceedingly difficult for Search Engines to say how much is too much for certain types of keywords in the body text. There are an infinite number of variables for establishing the density of a keyword. Certainly, the difficulty becomes even greater when one considers the use of certain words having different meanings for different industries. Then there is the aspect of how the word is used in the context of the text itself. Natural Language Writing has different styles, such as Argumentative, Narrative, Enunciative, and Descriptive Styles; along with different uses of grammar and even the proper spelling and even misspellings can significantly alter how a search engine responds to the classification and Keyword Density of the page.Additional Factors in Keyword Analysis
Graph Showing the Keyword Relationships in a Document
Search Algorithms need to be able to filter through all of the other words in a website. Every single word that is placed on a web page can have some degree of influence over the whole of the page and even the website itself. Simple words like: them, your, you, it, or, AND even and, need to be filtered and evaluated. Too many uses of those words in the web page can throw off the algorithm. Relationships exist between all words. The proximity of the Online words relative to each other, will also significantly influence the software algorithms of what the page is about (See Keyword Graph.
) Writing on the Web has to be tightened up and more structurally focused toward the subject matter, in order to become more successful in establishing new pages online, especially when it comes to the highly competitive Internet keywords.Capitalization, Bold Text, Font Size, Font Placement
To grasp the degree of difficultly that Search Engines face in cataloging a website is to consider what needs to be analyzed from their perspective. By somewhat of a Reverse Engineering Marketing
aspect we can gain Internet marketing insight into what is looked at for establishing the ranking in the search engine results pages. Capitalization, bold text, font size, and font placement are all factors in page analysis. For example: as Google Search algorithms have improved, and certainly expanded over time to include other on-site and off-site website factors, the weight factor given to each of these hundreds of variables has changed slightly, and in some instances drastically affected the search results.Search Engines and the Online Marketing Learning Curve
I believe that we are all on an online marketing learning curve. Search engines are continually learning about the World Wide Web by constantly traveling the Net with their Robots that catalog the pages. Then with analysis software, the companies can determine the so-called Mean, Mode, and Median of any particular criteria within the page or group of search results they wish to analyze. With such detailed analysis, they then can tighten or loosen a set of parameters to slightly change or drastically change the search results. Every update to a search engine algorithm in-turn creates a new round of learning by all the SEO Webmasters of the world. Through this type of online school teaching, the SEO is constantly being trained toward better content writing and layout quality. The whole of search is also trained, because as creativity and new technology are implemented into websites, along with the popularity of other types of online content sites, the search companies can continue to upgrade and improve their algorithms to reflect these new changes. Sure, there may be the law of unintended consequences
along the way, but in the long run, everyone will benefit with better content, websites, and search engine results pages.
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Labels: Internet Marketing, Keywords, Search Algorithms, Search Engine Optimization, Search Engines, SEO, Website