The Creativity of SEO

July 17th, 2012 by jkardell Leave a reply »

Obviously in an open market of ideas, the Web, which requires a search engine like Google or others to organize it, some will game the system. Some will try to finagle their pages’ code to make it seem like something it isn’t to Google. But for those publishing to the Web on the side of authenticity, SEO can be thought of as the acid test for quality.


A recent movement in SEO has responded to Google’s hawkishness towards overly-SEO-laden pages. The search giant has developed algorithms that not only detect those pages (they may be legitimate or they may be posers), but also recognise when verified keywords are being used naturally in the text.

Google has gone far beyond merely indexing the Web. It is a judge of style now, with the advanced analytics and SEO screening to do it.

It is not going to turn back into a SEO-less world, but, the imperative to publish quality content (because that is what Google is able to see) is highest now. This is actually a great thing, not only because worldwide content will improve, but because SEO can now provide guidance to content producers that makes sense in terms of quality.


When You’ve Got Lemons

SEO should not be thought of as a dreadful bore, something so tricky it’s irksome. It can be looked at as a kind of online style guide — which will benefit your creative process. Really! Let’s take a look a key example.



You know, one of the easiest SEO tactics, and one that could never be misinterpreted by Google as spammy, is simply to employ sensible formatting of text. When we say formatting, we’re thinking not only of typography (how the font looks), but also headings, the font size of sub-heads, complexity of text (simpler sentences are best) and the inclusion of images and links.

These are the natural ingredients of proper, legitimate webpage content that is search-engine optimised. Guess what! Those are also the ingredients of good text. Good text is clear and well thought out, with plenty of breathing space written into it.


Ever Important Text

It is difficult or impossible, in other words, to take bad text (poorly considered text) and to cram it into good SEO form. In order to have SEO results, you have to start with text that makes sense and that is well written.

We repeat: The traits of that sort of content are exactly what Google’s bots have apparently learned to recognize.

An example of an industry that employs SEO is the current phenomenon of online casino entertainment, particularly guide sites that help players match up with the right casinos. Certain sites that cover no deposit casinos where you can play for free have ceased to pack in keywords, allowing their writers to take a more natural conversational approach with visitors. Google ranks this kind of content higher than pages with more than enough keyword repetitions.


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