Search engines love relevance. They live for
relevance. Nothing pleases them more than finding the most
informative, appropriate and useful website to match a query. The
search engine companies spend millions of pounds and working hours
in attempting to formulate ways by which the rubbish can be ignored
and only the purest, most useful sites returned. It's a noble quest.
They work tirelessly to out-tech, head off and second guess the
engine manipulators, the spamdexers, the accidentalists, those who
would knowingly or otherwise abuse the integrity of search returns
by working the system to return unhelpful and irrelevant pages
against queries for their own ends.
The search engines are seeking the foremost authority on a given
subject. They want the most reputable sites and those that know the
most on a particular topic. The most rewarding approach when seeking
to legitimately see your site at the top of the heap is not to ask
what search engines can do for you, but what you can do for search
engines. It's not up to the search engines to make your site
relevant. That's the job of the site owner.
The way you do this is in principle, simple enough - through SEO
Copywriting and text-related content. Engines can't read images or
graphics, they cannot determine the relevance of Flash in relation
to a search term. The two most important factors upon which they can
determine relevance is on the site text and more importantly the
links from authoritative sites inspired by that text.
The days of the Search Engine Optimisation copywriter weaving their
magic with perfect keyword selection, placement and Density to
achieve wondrous top page rankings are long gone (despite what many
will try to tell you). Of course, keywords are still important,
especially in titles as engines prefer nice tight search return
matches, but it's more a case of frequency rather than density that
There's a common consensus these days amongst Search Engine
Optimisation professionals that the major determinant of ranking
position for any particular page is down to what happens off the
page, in the form of links from other sites. Reputation built on
authority bestowed by other reputable sites through sheer worth and
relevance. Good is good is good. When Barack Obama recently quipped
'you can put lipstick on a pig but it's still a pig' what he's
saying (without wishing to be piggist) is that you can't properly
disguise something ugly, something unappealing. By the same token
quality will always out. Compelling content gains eyeballs, gains
traction, gains authority, gains high search engine placement, gains
eyeballs, gains traction and so it continues.
At SEO-MAMA we understand this clearly and work hard to get the
wheels of virtuous search engine performance rolling.
Appreciating something is all well and good; it's acting on that
knowledge that delivers results and at SEO-MAMA a great deal of our
work is in partnering our clients to formulate and apply the maximum
possible value into site Copy And Content.
Getting authoritative links has become the most difficult aspect of
Search Engine Optimisation, hence the emergence from 2006 of Social
Media Marketing as a way to attract links with compelling content,
hence the explosion in online articles and blogs.
The critical starting point before a word of Search Engine
Optimization copywriting has been written is the project scope and
It's at this point that business objectives need to be clearly
defined through goal analysis. What are we aiming to achieve? This
helps us measure campaign effectiveness and stay on track and
We then define our ideal site visitors through audience analysis.
Through research, surveys and the like we try to get inside the head
of the prospective audience and define the campaign's semantic
space. Content on the site will be directed specifically at them in
a language they understand and appeals. Content needs to press the
right emotional buttons to generate positive responses and
ultimately inbound links. Similar emotional forces to those that
prompt us to buy can also cause us to link, bookmark, Twitter and
Digg. Compelling benefits in the form of content provide visitors
the motivation to emotionally invest in a site by linking to it. At
this stage of the Search Engine Optimisation process we're simply
defining an environment in which our audience might best relate to.
"Ask yourself what creates value for your users," Google says.
The audience analysis acts as the foundation for intelligent keyword
selection - all part of the semantic space definition process.
We collaborate with clients to create a list of preferable keywords
and phrases that, based on our research, present the best
opportunities for attracting potential visitors, customers and
links. We make a point of revisiting the keyword formulation step as
part of campaign assessment so that we can hone and tweak as
It's impossible to repeat this too often or overstress - Content of
value is the key and it's the inbound links that reflect its worth
in the eyes of Internet users and therefore the search engines. Of
course there are useful optimisation techniques that should also be
applied to the site to make it search friendly and at SEO-MAMA we
expertly address optimisation issues such as - site structure, site
hierarchy, optimised and themed Tag Naming. In reality though, it's
only worth pursuing additional optimisation through tweaking once
those all-important inbound links have been attracted to the site in
the first place. Tweaking a page for higher rankings before the
content has been established as compelling is largely futile. The
site is 'all dressed up, with nowhere to go.'
As those search engine algorithms move further and further away from
old school relevance measurements and increasingly assign site
importance and authority to off page factors such as social media
tagging and blog-driven links, so expert Search Engine Optimisation
copywriters armed with the ability and empathy to prompt inbound
links and consequent conversions are finding themselves becoming
vital components in search engine marketing campaigns.
SEO-MAMA offers passionate, professional and hugely experienced
writers. Both creative and qualified our writers are committed to
delivering the very best copy solutions to your campaigns.