Tom Luxsox Coins

Unsearched Lot

As a freelance copywriter who specialises in writing and copy optimising websites, I find there's still a lot of myth, mystery and misunderstanding when it comes to the whole business of search engine optimization.

This article looks at ten of the most frequent misconceptions regarding search engine optimization. These are in no particular order:

'If we get more sites to link to us our rankings must improve.'

Not necessarily. Relevant, high quality links are what you need (they can also be good sources of targeted traffic). A lot of irrelevant links suddenly added can actually be counter-productive.

'My web designers will know all about SEO.'

In many cases, no they won't. The good ones will know about making a site search friendly by using the right programmes, layout, sitemap and so on, but friendly isn't the same as optimized. Some don't even know how to write the tags.

'We're paying a company to promote our keywords.'

If you're paying an SEO company, they should be promoting your whole site, not just your keywords. When I hear this, it usually means that they're paying a company simply to run an AdWords or other paid search campaign. It's neither optimizing their site, nor is it cost-effective.

'My site has been optimized. Now I just have to sit back and wait for all the visitors to roll in.'

Search engine optimization is an ongoing business. It's true that once you have the content optimised, you're well on your way, but you need to think of little ways of giving your website a helping hand. For instance, there are easy ways of generating relevant links on an ongoing basis. And having a blog or news section for your site is a great way of regularly adding content.

'We've been guaranteed a number one listing on Google.'

No-one can guarantee a number one listing. If only. The Google algorithm is a closely guarded secret, and is constantly changing. Some SEO companies are good. Others aren't. Some charge a fortune for very little. Others give you more for a lot less. None of them can guarantee great results. If someone 'guarantees' a number one listing, it's likely to be for a lengthy, obscure search term that's almost never searched for.

'X has promised great rankings for £100.'

Beware SEO companies which promise the earth. Beware even more those which promise it for next to no outlay. Either they have no idea what they're talking about, or they'll use methods which count against you in the long run, or your rankings will be for those obscure, unsearched-for terms.

'Hurrah! We've done it - we're ranked number one!'

Congratulations - but for what term? Is it one that's going to be regularly searched for? What about all the other related keywords? And are you going to sit around and wait for a competitor to knock you off your perch or are you going to take steps to stay there?

'We expect quick results.'

Actually, it may take a while just to get indexed at all. You can also expect to see your ranking go up and down dramatically for a while until you 'settle' at an approximate level. Google in particular, is notorious for taking a long time to make its mind up. And, of course, rankings will always vary a certain amount over time.

'We'll purchase software that will optimize our site.'

DIY SEO software can be OK as far as it goes, but it won't do it all for you. At the end of the day, it's all about the thought, time and effort put in, not the technology.

'High keyword density is essential.'

Some SEO companies and individuals still think it's important to repeat keywords over and over. They go on about these magic keyword densities of 3%, 4%, 6% or even 10%. Nonsense. Not only does it not work nowadays (if it ever really did), it makes for horrible, stilted copy and puts off visitors. Repetition of keywords is fine, but only in such a way that it still reads well to people.

Peter Wise is a freelance copywriter based in London, UK offering a complete range of freelance copywriting services. This includes website and SEO copywriting, ads, direct mail, brochures, newsletter articles and press releases. If you're looking for a freelance copywriter, please call 44 (0) 7767 687524 or click the link above.

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