Search engine optimization is definitely the key that unlocks a website’s online performance. But simply writing text surrounding your chosen keywords won’t necessarily improve your reputation in any business endeavor. Keyword use in and of itself is not SEO.

In an era of bad manners, poor English, improper grammar, and regurgitated content, people can still spot quality when they see it. If you know what you’re talking about, or … er … writing about, sound like it.

Spider and his shadow.There’s really no excuse not to. Choose to write about topics you clearly understand well. Attempting to cover a topic you know little about will harm you, not help. Readers want to be respected; don’t waste their time.

The idea that a spider crawling the web will spot a keyword and shoot your site to the top is foolishness. It doesn’t happen. Spiders don’t have brains and robots can’t read. Only when others find your information useful and well-laid out will your keyword efforts pay off.

There is so much content out there. Good writing, even excellent writing, should never take a back seat to search criteria. If you decide to let it, you become one of the reasons great content is becoming harder and harder to find. If  ‘good enough’ is the norm, where does that lead us?

I’ll tell you. When ‘good enough’ is common practice, the cream will always rise to the top. You want to stand out from industry norms, and really take the leading edge as an authority?

Be excellent. Don’t be interested in ‘tactics,’ be interested in being the best. Then share that information with content worthy of the reader looking for the best. That approach won’t fail or change when the wind blows.

Search engine optimization is imperative. Bad writing will flush your SEO efforts down the toilet.

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