The world of Seo or Search Engine Optimization is constantly changing. At present the SERPs are unstable as search engine try to perfect their indexing and ranking system. Much to the dismay of webmasters some criteria has been set which gives preference to brands, major chains and even websites that are not optimized at all or those with soddy contents.
A constant evolution is taking place with regards to the algorithms responsible for placing websites and blogs on search engine result pages or SERPs.
The SE companies are constantly involved in improving results that would convince visitor of their effectiveness in response to the query. With the induction of Panda and Penguin most of the spammers have been ousted and optimization has become as tough task.
Optimization is no longer limited to link building as it was earlier. A vast range of matrix have come into play with various degree of effects. Among the major influences, website contents and authoritative linking plays major roles. Both the elements are related - creating authoritative links requires excellent contents.
Hence contents become supreme. This means one should have good, relevant and unique contents on websites. Writing for users is a prerequisite but some elements of seo should be present. Many website owners skip due importance that should be accorded to contents.
Writing is not only a skill but it is an art too. The first step in content creation is to create a link architecture which elaborates what topics would be present on the website. This begins right at the white board stage.
The link architecture should be created in a top down manner with the priority pages on the top. While creating the topic list link naming should take place using keyword related to the topic.
As always, the home page should be written first, it should comprise of summary of what the website is about. This is where tags, title, meta all come into picture. Hence write the contents such that they incorporate major search terms along with semantics. The contents should be neatly divided into readable paragraphs interspersed with relevant images which are properly optimized.
As per old practice keep the targeted search terms in the first and last paragraph while including semantics within. The contents should be highly relevant and should justify the domain and the title. The domain should be based on related search terms but the ranking algorithms do not rate them as highly as they did before. So a company name or any other name is not a disadvantage...well to some extent.
Whence writing make sure that there is no duplicity and violation of rights of others. Hence do not copy contents....do not plagiarize.. and no scraping please this is copyright infringement and search engine are not kind to such write ups.
Writing unique contents means digging deep using research. If you are writing about less searched topic, it would rank better on the SERPs. This simply means there is less competition, and hence less chance getting buried in a pile of redundant websites which have not been able to climb the ladder.
So if you are writing about an economy hotel stick to it there is no need to describe a luxury of five star . property. You will be aiming to place your website on budget, cheap, economy hotels not luxury hotels mind you.
Whence you write on internal pages see that each and every page offer unique but related information. If you find a page has similarity but you still need to keep it onsite then use the "rel=canonical" tag.
Yes proper grammar and structure as good as they could be should be given top priority. These guidelines also apply for creating contents whence building authoritative links using article, blogs and news. Last but not the least saturate your web pages with good amount of write up optimum being two hundred and fifty words. If it is an eCommerce site proper product description creates a winning portal.