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In SEO: Search Engine Optimization Getting Started, author Jill Whalen explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic. The course covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.
Every page of your web site needs some sort of content, but not all webpage content is created equal. The search engines and your site visitors want good content that fills their needs. Good content is the regular pages of your site. It speaks to the target audience, solves their problems, answers their questions, and provides information. Bad content is usually written just for search engines and not for people. Writing content that isn't really intended for people but just for search engines may still bring you search engine rankings and some search engine visitors, but it's usually not going to convert your site visitors into taking action on your website.
You don't have to fake real content. You can edit the content you already have on your site to make it more appealing to both search engines and users. Stay away from creating fake pages, sometimes called doorway pages, that aren't an actual part of your website. Instead, just think about what your target audience is looking for at the search engines and write it down clearly and descriptively on your pages. Content that is king is written for your users while also keeping the search engines in mind.
It's definitely a balancing act. The key thing to remember is that you can write content that your users will appreciate while also using your researched keyword phrases that will get them to your site in the first place.
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