The other way is to create web content that cues the search engine to believe that YOUR website most closely fits the goal of the searcher on the web. The search engine uses the frequency and placement of specific searched-for words and phrases as a proxy measure of relevance. Thus, if a particular web article repeats the search terms at the top and throughout the article, the search engine will likely deem it relevant and place it near the top of the search results display.
An effective SEO web article features the searched-for words strategically throughout the article, thus triggering the search engine to find it. In addition, the article needs to provide original content to avoid being dismissed as duplicative. Finally, a web article must provide useful content to grasp reader attention. Even with these provisos, this can be a relatively easy task if the article is about the search terms themselves.
Here’s an example from real life – public relations professional Laura O’Hear Church, who specializes in organizing publicity for grand openings and re-openings after renovation of franchise convenience stores. She wants to be noticed by owners of such businesses. Some important search terms might be “green renovation”, “ground breaking”, “convenience store”, and “reopening”. You might produce an article heralding the advantages of investing in a green renovation – no mention of her PR business, necessarily – you are trying to provide useful content, not an ad. You could end up with something like this as a first effort (check an expert for code):
Page file name and path:
http://www.yourimaginarydomainname.com/convenience-stores-reopenings-green-renovation.html
Title:
<TITLE>Green Renovations Turn Convenience Stores Reopening’s into Major Events </TITLE>
Description tag:
<META NAME=”description” CONTENT=”Turning Your Convenience Store Reopening Into A Major Event By Choosing Green Renovations “>
Convenience stores: How fast they move from ground-breaking to major facelift
Convenience stores undergo a huge amount of wear and tear. A high-traffic convenience store, fresh and cheery for a few years after first breaking ground, edges towards dilapidation depressingly fast. Once the inevitable arrives, franchisees face the effort and expense of closing down, rehabbing the property, reopening, and regaining business.
Go for green renovation
Given the direct expense and opportunity cost, franchisees can consider the route of green renovation, the hottest thing in upgrades. As with most investments, green renovation covers a range of options. At the modest extreme, owners can add energy-saving lighting, permeable pavers, low-flow sinks and toilets, and low VOC paints. If you wanted to invest more in renovation, green roofs, geothermal wells, solar panels, living walls of plants, even small wind-power generators, groundbreaking smart timers for heating and air-conditioning are all possible.
Reopenings: Ramp up the drama after green renovation
These green renovation choices can often save money in the long term. In the near term, these improvements, especially if you can become certified, can then become part of marketing your convenience store to the community once you are ready for a grand reopening.
Notice the multiple use of each keyword/keyphrase, in various locations in the article, and with variations (OK these with someone who knows!). Note how the keyword/keyphrase variations enliven the article. If our exemplar, Ms. Church, had one or more web site, the keywords would be in links elsewhere on her site(s), pointing to this webpage.
To do this well requires a flexible command of sentence structure and vocabulary. As with most skills, the task of writing a good SEO article becomes less of an effort with practice, and more of a puzzle to be solved.