When it comes to Search Engine Optimization (SEO), there are two main ways to go: do it yourself or hire someone to do it for you. The techniques used by either path are the same, though the professional may have access to more tools and options. Create content all over the Internet that points back to your site. Use the proper keywords the right number of times and SEO will be yours. Spam them too much and Google will ignore you.
Many people go at the keywords with reckless abandon. They use Google’s Adword Keyword tool and make list and after list of good keywords. They do all the can to work these keys words into articles to make them look like Search Engine Optimization wizards. They create content that seems odd and fantastic. They forget a key element.
Content is King.
In the early days of Internet marketing, it was easy. Find several blog sites and copy the same article to them all. Perhaps change a few words here or there, but that was about it. Post the article and let the search engines find them. Leads poured into business opportunities and people made money. People also complained and Google struck back: the infamous Google slap! Leads dried up overnight. Adword accounts were closed. The money makers had to find a new way.
The content makers realized they needed to create a few different versions of the same article. Someone figured out to use a formula to the paragraphs of the article and them made a routine to randomly swap them out. Those posted all over the Internet lead to hit rates climbing again. Come across one of the pages though and they were not humanly readable.
Google got smarter. Along came Panda.
More and more, the search engines look at context, as well as, the content. Does the content flow? Is it human readable? Is it duplicated? Is it just greeking? With each update, both Google and Bing learn the context. Along cam mobile and raised the bar again. Google search on an iPhone is not only optimized for text, it is also optimized for time and place. Google knows where you are and what the time is. In the same spot it may return different first pages depending on if it is 10am or 6pm. Your content needs to reflect such changes.
Content, after all, is King.