When you hire someone to optimize and market your web site you are hiring a translator - to talk to computers (web robots) in their own language.

What may make perfect sense in a conversation, could fail miserably in a bid for search results.



Copy Writing = Communicating concepts to people
SEO = Communicating concepts to computers

The trick is doing both, at the same time - effectively. There will be some minor compromises, but it can be done.

Writing for SEO is like distilling whiskey - it takes a lot of brewer's beer to distill a pint of whiskey. Web bots like a concept distilled down to its essence!

How You Describe Your Business may take an hour - how an SEO describes your business to Google's mainframes is limited to a few nanoseconds!


Web Bots are "Artificial Intelligence"?



SEO RobotsUnlike the robots in a movie, web bots have no physical form and they don't have any true ability to judge the abstract. They are programmed to respond to verbal signals - keywords, key phrases, anchor text and what the anchors lead to.

They also compare matching content on sites and how many keywords are on a single page - and much more!


Web Bots take every word on a page literally - they don't know what "you really mean!"
Let's say you're a car dealership with your main location in Tampa, and two smaller lots in nearby St Petersburg and Clearwater.

Telling your SEO you - don't use the phrase "Tampa Auto Dealership" because you don't want to limit yourself to your Tampa location, is the wrong approach.

The robots only know what you explicitly DO tell them. SO - if you operate mainly in Tampa , then you concentrate your efforts as a "Tampa Auto Dealership" - then also specify the St Petersburg and Clearwater locations on sub-pages. You don't broaden your range by leaving out specifics. You broaden your range by broadening your list OF specifics.


Creative Naming Sucks On The Web!


What makes perfect sense to you in the real world may not work at all to a search engine! If the famous works below were not famous......

A Streetcar Named Desire - there is no focus on a streetcar in the book, so the bots would consider the title "Not Relevant"

Naked Lunch by beat writer William Burroughs would return visits by disappointed porno surfers asking "where's the naked?"

Positively Fourth Street by Bob Dylan never mentions Fourth Street anywhere in the song. There's tons more content on the net with "Fourth Street" mentioned and searches would bypass Dylan's lyrics - were it not already famous.

If you are already famous, you don't need to worry about Google!


Web Bots are great at comparing!
Effective Organic Optimization is putting a search phrase on a page that matches what people put in search boxes. It is essential to refer to your product as the masses do - not how your industry jargon describes it!

The web bot locates your site, or page, for indexing. Once indexed, the search engine database will compare what a user puts in the search box to what you have on your site. If your naming of "search object X" is the same as the user's input - there will be a match and you will show up in search results - it is a match game.

Not a psychic? Then use Google's free Keyword Popularity tool to see what and how people are searching particular items.

Selecting a Domain Name

Having keywords in a domain name may not matter if they are jumbled together without hyphens.
  • www.fishing.com - search engines see "fishing", separated from other characters by a dot on either side
  • www.fishingvacations.com - keywords lost without hyphens - search engines scan all the characters between www. & .com.
    Contained in that string are also vaca (Spanish for cow), cat, Shing, Acat, Gvac, etc, etc. If you think the "words" towards the end mean nothing - click the links!
  • www.fishing-vacations.com - search engines see "fishing" and "vacations" because you used a hyphen to separate the string of characters into two recognizable words. The search engines will search the hyphenated words in any and all combinations of order.