SEO might be one of the most misunderstood concepts on the Internet. In fact, most people do not even know that SEO is an abbreviation for "search engine optimization." Even those who do know about SEO, often misunderstand its practice and purpose. A recent joke from Twitter proves the point:
Of course, this tweet is merely a lighthearted attempt to poke fun at SEO, but the implication is clear: SEO is about the manipulation of keywords (often referred to as "keyword stuffing"). Unfortunately, for some SEO professionals, this is true! A search engine’s job is to deliver accurate information, and search engines rigorously investigate the content of all websites. For this reason, a website’s content is crucial. Search engines like Google are hungry for new, exciting, and informative content. You never know what a visitor has in mind when browsing your site. You can only hope that your content, including the text, images, and video, will transform your visitor into a customer.
Natural (or organic) website optimization promotes a holistic view of
content. A natural SEO specialist will understand that you cannot create
content for search engines alone; you must create content for people
too. Natural content benefits visitors and maintains visits to your
website. Natural website optimization earned its name because its
elegant simplicity makes sense: create “natural” and genuine content and
your site will attract visitors.
For this reason, it is crucial that a website's content is relevant to its specific product or service. Certain wayward SEO specialists practice "keyword stuffing," where keywords are excessively loaded into a site’s content. To maximize relevancy, a developer might also apply alternative text to every image on a website with a similar set of keywords. This practice is unethical, and ineffective. A sophisticated search engine, like Google, can easily identify keyword stuffing techniques.
A high-quality SEO professional eschews keyword stuffing in favor of well-written, thoughtful, and relevant content. The best SEO professional will employ a professional writer to create exciting content for your website. If you're thinking about hiring an SEO professional, make sure you ask the following question:
Who will create my content? Remember, for SEO, content is king!