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One thing that SEO experts and copywriters have in common is the fact that words are their currency. However, there is a huge difference between simply posting words on a page and posting content in such a way that it gets the attention of Google and the other major search engines. Putting it simply, copywriters can get people engrossed in their words–if they can find the article to begin with–but only true SEO experts can get content noticed in the Google radar. Good writing is one thing, but it really has to be in the context of guest posts, blogs and articles before it can have a favorable ranking in the results pages and noticed by the Internet audience.
Of course quality content is still one of the most important factors that can determine results page ranking. But Google’s algorithms have expanded far beyond that simple requirement. With the introduction of Penguin and Google Panda, SEO practitioners have been forced to take a long hard look at SEO practices and have had to come to terms with the need to keep up with the changes.
One of the most significant developments brought about by the introduction of Panda is the shift away from pure content into establishing links. Although the skills involved in generating quality content may help in terms of garnering links, SEO practitioners really need to develop a host of link building related skills in order to keep up with the changing times.
Interestingly enough, keyword identification and utilization is still an important aspect of getting links. Essential aspects of SEO for many years now, proper keyword usage and implementation is still one of the best ways to get valuable links. Here’s a rundown of how some of the different types of keywords can be implemented for purposes of optimizing your website for the search engines.
At the top of the SEO food chain are primary keywords. These are perhaps the most important keywords that you can use for purposes of getting a high ranking on Google’s results pages. There are many ways by which primary keywords can be used properly, but standard practice is to use them in their unaltered form and to insert them at the beginnings and endings of sentences.
Branded keywords tend to be overlooked in favor of primary keywords, but they serve an almost equally import purpose with regard to SEO. Branded keywords usually refer to a division or a related service that a large company offers. By utilizing such keywords, you will essentially be able to take advantage of the search engine clout that the large brand already has. This will make your content more attractive to the Google algorithms/
Secondary and tertiary keywords are also often neglected in the quest for high ranking. Most people simply focus on the primary keywords regardless of the added benefit that secondary and tertiary keywords can provide in terms of search engine optimization. These types of keywords serve multiple purposes. They will help your content show up in the results pages even if the search terms where misspelled inadvertently. Secondary and tertiary keywords also give Google more information to work with when determining the relevance of a site in response to a search. By utilizing secondary and tertiary keywords in addition to your primary ones, you will essentially be covering more ground and increase your site’s chances of being picked out by Google.
Keywords aren’t always that easy to plug in to your content, and secondary and tertiary keywords often pose an even more formidable challenge. It is often a balancing act between providing your readers with relevant and intelligible content and meeting SEO requirements. Long tail keywords make this balancing act easier to manage. Long tail keywords are simply variations of the primary keyword. In most cases, Google gives these keywords equal weight to primary keywords, and they can help you avoid some of the challenges associated with using awkward or cumbersome primary keywords.
The most important thing about all this is to realize that quality writing and SEO need not be at odds with each other. When properly implemented, each can actually complement the other and make for more compelling and valuable content that is equally attractive to the search engines as well as to people. If you can find that middle ground between generating the quality content that your audience needs and conforming to the ranking algorithms imposed by Google, you will be much closer to finding the key to survival in the changing world of SEO.