In the past Search Engine Optimization, more well known as SEO, has consisted of building links and writing content around the web that link back to your site - and let's not forget all that keyword stuffing.
But over the past few years, what with variations in Google's algorithms, from Penguin to Panda, there have been slight shifts in the focus of what SEO agencies are doing.
That, however, does not change the emphasis of what makes SEO work - and that is high quality content.
So before you get all wrapped up in the "rules of SEO" to increase page rankings and incoming traffic, start with the basics of creating good content, and SEO will fall into place from there.
1.
Keyword Placement Placing keywords - or more likely key phrases - in your writing is the first step to creating good SEO content.
But at this stage you can't just write the same keywords over and over again - no matter how strategically you think you're doing it.
Google algorithms have gotten better, and their spiders will pick you up as spam.
Instead, ease your keywords into your content, making them sound as natural as possible.
Keywords for the sake of keywords serve no purpose.
Period.
2.
Keep it Fresh Google favors original content most of all.
Fresh, constantly updated content - from blogs and press releases, to news and white papers - that is relevant to the industry and which makes use of keywords that your company would like to be known for is actually 75% of what SEO is.
Launching a full-on SEO campaign won't do you any good in the long run if you're posting crappy content only every once in a while.
And don't think that your keywords will save you.
High quality content and SEO best practices are multifaceted, so work to keep your content - and your readers - coming in a steady flow.
Relevant and informative content is king, but that doesn't mean that you can't offer a creative piece about your subject if you're out of ideas.
Some content is better than no content at all.
Keep a schedule and stick to it - even if it's not everyday - a steady schedule will establish regularity.
3.
Maintain Web Presence Of the other 25% of SEO, about 10% involves social media and the spread of links on Twitter, Facebook, Reddit and Tumblr.
Share, share, share! Consider this your free outlets of advertising and the more you share, the more likely your followers will also do the same.
The remaining 15% is research, the changing of keywords according to Google's results, as well as other forms of advertising, such as pay-per-click ad campaigns.
So, simply writing a book report about news on your subject is not really going to help your SEO ranking.
If CNN releases a story about a baby elephant being born in the zoo, your rehash of that story is not going to drive traffic.
If you're trying to really create high quality content, better to offer an opinion on, say, what the baby elephant should be named, and ask your audience what they think (engagement and sharing go hand-in-hand).
Because while the line between journalism and blogs is increasingly thin, there's still a big difference between reportage and the evolution of the weblog - and that is the personal voice you offer.
In effect, high quality content is all about seamlessly interweaving multiple elements of SEO best practices and having them all work off of one another.
Pay equal attention to each one of these elements, and SEO will look a lot less intimidating and be a lot more effective.