A little known SEO fact: Many search engine optimizers operate under the idea that no one is ever going to read website content. Quite a shocking revelation considering how often we stress the importance of quality content. It might seem like we are battling windmills we believe to be giants by working so arduously to create meaningful, keyword-focused, valuable content that we don’t believe anyone will read, yet, there is a certain genius to it. Let me explain. Yes, content is extremely important- excellent content is vital because search engines read it and it is a significant aspect of ranking. When bots crawl your site they are looking for keywords and content- and you will be ranked accordingly. If you have no content on your site, you don’t have a hope of generating traffic. If anything, search engine optimizers aren’t being foolish, we are being realistic. We know that content is non-negotiable for search engines and even though we don’t always think people are reading it, quality content is vital for people as well. Even though most people rush through a wesbite, find what they need and rush out, it is still important to have plenty of valuable and informative content for those users who actually want to read it.  It can be so easy for an SEO copywriter to  write only for search engines- it is a habit we all fall into time and again, but we can’t forget that the Internet is for people, not search engines.  This is why your page structure is important, you need to balance the need for  quality content that some visitors want with other visitors need for fast navigation. Hence the use of bold type and large buttons amongst text. You can direct hurried visitors attention towards what it is they are most likely looking for without sacrificing what search engines (and some people) like- which is content.

These are just the realities of SEO, you need solid content but you can’t expect every bit of it to be read by anything other than a bot. Even with that reality to consider you also have to be mindful of who the Internet was created for- man not machine. Bascially what I’m trying to get across is that even though you might not expect anyone to read your content other than a search engine you should still be writing for people- because at the end of the day people are what drive the Internet, not search engines. Does it matter what color the L is in the Google logo? No, what matters is that Google provides valuable content that people find helpful and informative- don’t forget this (even if you forget their color scheme.)

Now that we have the issue of the necessity of images and graphics settled, let me advise you on how to use them to your SEO advantage. One of the most overlooked aspects of SEO is the optimization of images. A properly optimized image is one that has a relevant file name (i.e. if your image is a photograph of your grandmother it should be labeled gran.jpg not picture267.jpg). Search engines can read the uploaded file name so using something relevant or, if it makes sense, keyword specific lets them know exactly what the image is and how it relates to your site. Search engines aren’t actual human users, rather they are bots and can’t actually see your images. So, you have to read your images to them. Another way of doing this is by employing the alt tag. An alt tag is the way you label your image or graphic once it has been uploaded to your site. An example of an alt tag would look something like this: (if your image was a tulip) alt=”Red and White Tulip”/> .  It isn’t too complicated and by taking the time to label all your images with an alt tag you might generate an increase in your traffic.

 When labeling your images, keep in mind that not all searches are searches for content. Most search engines have an image search and labeling your images properly is a way to gain visibility there and increase the traffic to your site. Even if you aren’t looking to rank for the images themselves, optimizing them is part of getting a high rank for your website. Remember, search engines can read but they can’t see.

One of the biggest differences between SEM and SEO is the time involved. SEM is something that can be done in a relatively short amount of time with pretty quick results. Quick results- but costly. One of the largest components of SEM is PPC (Pay-Per-Click) advertising, which can instantly make your site visible on search engines. PPC ads can be, however, incredibly expensive. Pay-Per-Click means exactly that- you pay every time someone clicks on your ad. So, while your website might be getting more and more views you are spending more and more money. Of course, you can avoid spending loads of money by employing smarter methods of PPC but uncovering the methods that will best suit your website can take time and end up falling more in the SEO category. 

SEO takes more time and effort than SEM. It involves optimizing your website to create a better environment for search engines and for users. This includes incorporating targeted keywords into your site’s content and properly utilizing your title tags and URLs among other things. In this metaphor SEO is the peanut butter- though it doesn’t give you the instant satisfaction of chocolate, it will nourish you and keep you energized over the long run. Search Engines will reward your efforts and users will visit your site again and again. 

While both SEM and SEO have advantages and disadvantages when used independently- when used in tandem they can make all the difference in the world to your website. Combined, your site can have the quick visibility of SEM with the long lasting results of SEO.

Once you have made those decisions its all just a matter of working it into the content of your site, right? Wrong.  You have to be careful here, using these keywords is incredibly important but incorporating them in a meaningful and logical way is essential. If a Search Engine (especially if that Search Engine is Google) believes that your site is “keyword stuffing” – meaning you are using keywords that are not relevant to your site or that you are using relevant keywords that are repeated too often in a nonsensical way throughout your site,then those Search Engines will take you completely off the grid and all that keyword research was for naught. There are many components that go into creating a successful and highly ranked website but choosing the right keywords can take you pretty far down the road. The lesson? Don’t listen to the words you’ve heard, listen to the words that rank.