Think Big Blog

Search engine optimization (SEO) is a term that is thrown around a lot in virtual communities as web site owners all look for ways to increase web site traffic and maintain a foothold on success. But search engine optimization is tricky; too much of a good thing and you get a tooth ache, too little and you don’t quite get the job done.

The goal of all web sites engaged in the SEO process is to increase web traffic, maintaining a steady flow of visitors, and ultimately cash in on those visitors by making them customers. In the end it’s all about conversion. But in the beginning it’s all about courting the search engines without causing your audience to raise a critical eyebrow. And the tightrope that web sites walk is content.

SEO is largely achieved through content that is included on the site. To achieve search engine optimization and ultimately increase web site traffic, web sites must choose the appropriate keywords that visitors are likely to use when they are in engaged in the search for their particular goods and services. Once these keywords are identified it becomes the job of the web site owner to begin infusing the site with content that contains these keywords. By integrating these words and phrases into relevant copy, web sites are able to trigger the attention of the search engines. But by integrating these words and phrases into relevant – but boring – copy that has no merit, they are likely to eventually lose whatever audience they have gained through the search engines.

And so the dance begins. Ultimately, a web site has to maintain a steady relationship with two parties; and do so in such a way that both of them think they are the most important and favored one. And so when keyword rich content meets interesting, engaging, valuable copy, everyone is happy.