Blogging has taken the world by storm with millions of blogs posted every week. With so much information available in the blogosphere, it is increasingly difficult to provide really crisp content that delivers good search engine fodder to get you noticed After all, that's what it's all about right?.
Imagine spending days writing an article about a new and improved way to create the perfect banana split. The words seem to flow naturally from the keyboard. You describe the ingredients, portions, and proper serving dishes and utensils. The custom photography is crisp and vibrant. Finally, with confidence that the world will be changed forever, the final entry is posted.
However, something goes dreadfully wrong. A quick check of your Google Analytics says very few people have visited the post. Of those visitors, more people seem to be interested in the spoon used and not about the delectable dessert recipe!
When users search the web, they generally use a search engine such as Google or Bing. They type in specific words which return a result. These search results are what the search engine defines as relevant content.
In the example above, if the article speaks more of a fancy sterling silver spoon with a mother of pearl handle than it does of the dessert, then the visitors who show up will be more interested in the spoon. Not the ice cream covered fruit confection. And those people interested in the spoon may really be looking for antiques or a pawn shop. Not terribly relevant visitors for your efforts.
KEYWORDS ARE EVERYTHING
A keyword is a short phrase or words that tell a reader, and search engines, about the content of a page of a website (such as a blog). While a photography blog looks beautiful, the words on the page mean more for organic traffic, or users brought to a site by searching for something via Google or Bing. Keywords help this person find applicable content they want to read.
RELEVANCY IS THE WHIPPED CREAM OF THE INTERNET
Within the last few years, Google has made significant changes and improvements to how they index, or list, content on the web. It's no longer about having a plethora of content. It's now about having relevant content that wins new traffic. For example, rather than focusing on the spoon, perhaps focusing more content on the banana, how ripe that banana was, how much ice cream was used, the caramel, the hot fudge, and the strawberries (now…I'm hungry!) and so forth would have served the author better and brought more relevant traffic to the site.
In journalism, there's a saying "don't bury the lead!". This means make your point early and don't clutter it up with unnecessary fluff. The same is true with keywords.
See my second post around rich content and keyword density next week…
**Keep in mind, this is only one piece of the SEO puzzle!