Basic Search Engine Optimisation That Lasts

Search engine optimisation is neither a dark art nor rocket science. Sustainable SEO relies on keyword savvy content in the right places — “Right words. Right places. Right results.” — and long term link building.

Not SEO Tricks… Keywords They Use

It is not about the latest trick, out-smarting the well-paid brain power behind the engines’ algorithms or exploiting the latest web 2.0 trend before everyone else does.

Search engine optimal website development and promotion is about demonstrating an understanding of a need by using the language those with that need use… The keywords the people with that need type into their favourite search engine.

SEO philosophy brought to mind by two things today:

1. The latest edition of one of my longest running newsletter subscriptions, Jill Whalen’s High Rankings newsletter, pointed me to a recent interview Jill gave where she repeats her consistent line on SEO: “I’d say the biggest mistake is in trying to trick the search engines rather than just fixing your site.“
2. Checking rankings of a site I optimised in late 2003 to find the content had changed little and neither had the top ten rankings for targeted keywords.

I have kept an eye on the site over the years because the job was unusual. The work was confined to content optimisation. No advice was given on site changes beyond recommended meta data and body content changes. And we didn’t even touch on link building strategies.

I reworked some great content they had to include prominent use of keywords and nearly five years later…

Neither SEO Warlock Nor Search Engine Optimisation Genius

Which is not to suggest that I am some kind of warlock or genius — “neither dark art nor rocket science”, remember. I didn’t apply a secret formula or fail-safe keyword density level. I simply tried to describe the products and convey the supporting informational content in a way that both used keywords and talked to needs the target audience was looking to fulfil.

Bottom Line: Trying to trick/influence the technology the search engines’ phd rich campus’ produce gets more attention than basic, use keywords people use in content, search engine optimisation but no SMB owner should be worried about algorithms.

[Hmmmm...] Maybe a bit too “me to” but, then again, a point that I really believe needs more attention