Writing for SEO

Content May 23, 2006

Have you ever gotten into the mood where you are just a writing machine? If so, you are one of the most valuable people in marketing today. Just about anyone can plagiarize off the web, and change a few words here or there. And low-priced outsourced employees can put target keywords together in new sentences and combinations for AdWord campaigns. But the plagiarized pages will eventually be filtered as spam, and the AdWord campaigns will eventually stop running. Only the original content, containing valuable and preferably timeless information will continue.

Such the pages that achieve the largest double-whammy objective: acquiring new links. New inbound links that occur spontaneously without link-begging or link-exchange are like gold. They play to the Google BackRub formula, but they also leave a trail of references that actual Web Travelers can follow back to your site; search engines aside. As long as they are not reciprocal, and you’re receiving links from an average distribution of people around the world, your site will be achieving this critical objective in the most desirable organic fashion.

And the whole process begins with writing—and writing at a decent rate. Why? Because search engines are biased to consider newly discovered content and float it temporarily as a test balloon. That means new content always receives a temporary boost, and explains why new site launches/re-launches are so often accompanied by unsustainable natural search gains. The effect wears away in a few months. Google’s patent application from March of 2005 showed us that Google actually considers the “delta” information between one full site crawl and the next.

New writing goes into this set of fresh content. And if you’re publishing with blogging software, you have the additional boost of the new post ping system and the whole additional set of crawlers and news feeders that it brings. This is part (but not all) of the reason blogging software brings an unfair SEO advantage over crusty old content management systems that never had search friendliness as part of their criteria. And a company who hires a professional “writing cannon” as member of their marketing team will be very well served. Their work, instead of just transient press releases, will become a permanent part of the tapestry that is the Web, and their work will be put to work 24×7 generating new prospects.

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