Search engine optimisation has been with us for a long time. It has changed radically since the inception of the Internet and websites became ‘the’ thing to have. People have realised the critical importance of getting their websites optimised to best possible standard. The thing is, we have become so focussed on the criteria of SEO that we are in a rut. What all of us must realise is that search engines have evolved.

Everyone is smarter

They are not the basic engines the internet started out with. Two decades ago no-one had even heard of SEO, now we know about white hat, black hat and even grey hat SEO. You have done all you can in your optimisation effort. You check your keyword density and you see that you get the best back links. You adhere to the first rule of the most relevant website content.

You have looked into PPC campaigns for your business and have implemented organic SEO. You keep up with article writing and submission and have ventured into the blogosphere. Just as you start congratulating yourself, the search engines change their algorithms and the rules. Too many website owners and businesses have become so mired down in the rules and regulations. The focus is SEO and that is all that they see anymore. It is time to sit back and take a breather.

Take a wider view

Think about the whole, instead of only seeing the jargon and the rules of SEO marketing. Your website content is and will always be king. To focus totally on trying to write for SEO only, will end in disaster. Search engines and your human readers are smart.

People have come to recognise the over-usage of keywords and it irritates them. The secret of good, natural sounding organic content on your website is two-fold. The search engine spiders will take notice and come and trawl your website. Your human visitors will stay longer than 10 seconds as you will have their interest.

The perfect balance

The most important thing is to always be up to date with how the search engines work. Running and maintaining an SEO campaign involves a lot of work and expertise. This is why most people prefer to leave this to an expert consultant. Even if you prefer to leave it to an expert, you should educate yourself on all the latest aspects of SEO.

This will give you a much better understanding of how and why it works. The bottom line is that if you show up low on the search results pages, your prospective customers will not find you. This means you need to find the perfect balance of pleasing the search engine spiders by not using keyword stuffing. You will simply annoy the spiders. You also need to please your human web traffic by pleasing them with relevant information. If you don’t, people will simply leave. To do this means all your SEO efforts should be orchestrated with the deft hand of a maestro.

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