Issue 1 of Writing for the web
This section is about how SEO emerged and what it means. It is not written with just content and text in mind, but rather as an introduction to all of SEO. The reason for this is that an understanding of all essential parts that make up SEO will help you understand how to produce good SEO texts.
We start with Wikipedia and its definition of SEO:
“Search engine optimisation (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or unpaid (also called "organic") search results.“
Why bother about SEO?
In general, the higher a website is ranked on the search engine results page (SERP) and more frequently appears in search result lists, the more search engine users will visit it. Since a lot of websites get customers who are people searching for products online, the position in search results can greatly affect the revenue of a company. This is the main reason why companies are interested in SEO content.
As an Internet marketing strategy, SEO content considers how search engines work, what people are searching for, what actual search terms or keywords could be relevant, and any target audience preferences on the topic. In Europe and much of the Western world, the most prominent search engine is Google. That’s why ranking high on Google is more important for our purposes.
Optimising a website involves a lot of things, and is generally divided into two parts: On-page and Off-page optimisation. There are also two different kinds of optimisation methods, called white hat and black hat, but we’ll talk more about all of this later.