Yes SEO!

24th Oct, 2014

| by writesolutions

A Dummy’s Guide to SEO and why it’s needed


Tring… Tring…

Who is it?

Sir, have you placed an enquiry with Just Dial for content writers?

Yes, I have….

I am calling from Write Solutions; may we know your exact requirements, Sir?



Would you like to opt for SEO service?

What’s that?

This is not an isolated, one-off incident. We receive tons of inquiries from start-ups and small scale businesses who want to cash in on the big digital opportunity and move their business online, but they are unfamiliar with the tactics of Search Engine Optimisation (SEO).

“What’s that?” is a question we have been answering all the time. We receive business leads from IT, medical, education, and several other kinds of web-based services. But the one thing missing in their leads is ‘how to buy’ SEO service, what it entails, what it includes, how is it priced – sounds familiar?

So here are answers to some of those questions. Let’s start at the very beginning.

You can build a very ‘engaging,’ (Another popular buzzword) sticky website, but its content would remain invisible to search engines crawlers unless you promote it.  An important aspect of Search Engine Optimization (SEO) is making your website easy for both users and search engine robots to understand. SEO helps the engines figure out what each web page is about, and how it may be useful to information-hunters.

We frequently hear statements like this:

“No smart engineer would ever build a search engine that requires websites to follow certain rules or principles in order to be ranked or indexed. Anyone with half a brain would want a system that can crawl through any architecture, parse any amount of complex or imperfect code and still find a way to return the best and most relevant results, not the ones that have been “optimized” by unlicensed search marketing experts.”

But hang-on…

Imagine you posted a picture of your family dog on your website. A human might decipher it as “a black, medium-sized dog – a bit like a Lab, pissing in a park.” However the most sophisticated search engine in the world (Don’t presume it’s Google) would struggle to make sense of the photo, because crawlers don’t study pictures (not yet), they only understand the text algorithm. So how do you negotiate this technical barrier?

Elementary. SEO allows webmasters to provide “clues” that the search engines can use to understand content. In fact, adding proper structure and flow to your content is the most essential feature of SEO. That’s the thumb rule of the game and it was set during the start of the SEO Era.

How it started

When search marketing began in the mid-1990’s, the meta keywords tag and keyword density (Stuffing every line of the content with keywords mindlessly, without a rhyme or reason) were some of the tactics chosen to rank well on Google search results (Say, among the top 10 sites).

Then in 2004, link bombing with anchor text, buying links in bulk from automated blogs, submission of SEO content in bulk to article directories and construction of inter-linked websites (Appropriately dubbed ‘farming’) were some of the below-the-belt tactics used to leverage traffic.

The third important change came in 2011, when content marketing, social media use and vertical search inclusion became the mainstream modes of SEO.

As of now, the art and science of SEO is still very primitive and evolving. But it remains one of the most important tools for remaining visible in the digital web space. The purists and skeptics might disdainfully claim that SEO amounts to spam and perhaps it does, but if it gets you out in the bursting marketplace, well why not? Intelligently sprinkling your content with a few, industry-relevant keywords, without making it jarring for your target audience, certainly won’t hurt your business. On the contrary, it might hugely help it!

As we see it, websites compete for attention and placement in search engine rankings. If your business does not get listed in the first ten Google results, you might not be there in the first place! Use common sense and a bit of market savvy to decide how far you can go with keyword density to receive the benefits of increased traffic and visibility.

(Please note: SEO has many applications, and there are many creative ways of preparing your content for search engines, but we have specifically dealt with keyword-led SEO, because that’s relevant to Write Solution’s business J. If you have any queries, don’t hesitate to shoot them to us at





Radhika Sachdev

Content Strategist

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