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What is SEO Copywriting?

SEO Copywriting is the technique of writing the viewable text on a web page in such a way that it reads well for the surfer, and also targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.

As well as the viewable text, SEO Copywriting usually optimizes other on-page elements for the targeted search terms. These include the Title, Description and Keywords tags, headings and alt text.

The idea behind SEO Copywriting is that search engines want genuine content pages and not additional pages (often called "doorway pages") that are created for the sole purpose of achieving high rankings.

How Search Engine Works?

Search engines perform several activities in order to deliver search results:

1. Crawling - is the process of fetching all the web pages linked to a web site. This task is performed by a software, called a crawler or a spider (or Googlebot, as is the case with Google).
2. Indexing - is the process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.
3. Processing - When a search request comes, the search engine processes it . i.e. it compares the search string in the search request with the indexed pages in the database.
4. Calculating Relevancy - Since it is likely that more than one pages contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.
5. Retrieving Results - The last step in search engines' activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.

Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings it is due to an algorithmic shift or something else outside of your control.

Although the basic principle of operation of all search engines is the same, the minor differences between their relevancy algorithms lead to major changes in results relevancy.

Word Stemming?

Google uses word stemming. Word stemming allows all forms of the word - singular, plural, verb form as well as similar words to be returned for a given search query. So if someone types in "house plans", not only will pages that are optimized for that phrase be returned, but so will pages that contain all variations of that phrase, for example: "house plan", "house planning", "house planer". Hope you have some understanding on keywords and how to identify them and where to use them. Next chapter will explain you how to optimize Meta tags for better results.

Black Hat or Spamdexing

An SEO tactic, technique or method is considered as Black Hat or Spamdexing if it follows the followings.

1. Try to improve rankings that are disapproved of by the search engines and/or involve deception.
2.Redirecting users from a page that is built for search engines to one that is more human friendly.
3. Redirecting users to a page that was different from the page the Search Engine ranked. 4. Serving one version of a page to search engine spiders/bots and another version to human visitors. This is called Cloaking SEO tactic.
5. Using Hidden or invisible text or with the page background color, using a tiny font size or hiding them within the HTML code such as "no frame" sections.
6.Repeating keywords in the Meta tags, and using keywords that are unrelated to the site's content. This is called Meta tag stuffing.
7.Calculated placement of keywords within a page to raise the keyword count, variety, and density of the page. This is called Keyword stuffing .
8. Creating low-quality web pages that contain very little content but are instead stuffed with very similar key words and phrases. These pages are called Doorway or Gateway Pages
9. Mirror web sites by hosting multiple web sites all with conceptually similar content but using different URLs.
10.Creating a rogue copy of a popular web site which shows contents similar to the original to a web crawler, but redirects web surfers to unrelated or malicious web sites. This is called Page hijacking.

Always be away to adopt any of the above Black Hat tactic to improve the rank of your site. Search engines are smart enough to identify all the above proprieties of your site and ultimately you are not going to get anything.

White Hat SEO

An SEO tactic, technique or method is considered as White Hat if it follows the followings

1.If it conforms to the search engine's guidelines.
2.If it does not involves any deception.
3.It ensures that the content a search engine indexes and subsequently ranks is the same content a user will see.
4.It ensures that a Web Page content should have been created for the users and not just for the search engines.
5.It ensures the good quality of the web pages.
6.It ensures the useful content available on the web pages.

Always follow a White Hat SEO tactic and don't try to fool your site visitors. Be honest and definitely you will get something more.

Next chapter onward we will put light on White Hap SEO techniques. The WHST are very simple and can be done without investing much cost.

on-page and off-page SEO?

1. On-Page SEO- This includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page etc.

2. Off-Page SEO - This includes link building, increasing link popularity by submitting in open directories, search engines, link exchange etc.