One of the most common practices of getting material seen on search engines involves customising the content through SEO optimisation. This is the method of using keywords or key phrases that will give the written material the best chance of appearing as much near the top of a search engine page as possible. This results in more people who see the page when searching for a particular product or service and increases the chances that they will visit it.

SEO optimisation has become quite popular over the past few years as a relatively inexpensive way to promote products and services in an “organic” fashion. This is a method where the potential customer is not viewing a traditional advertisement, but written copy with helpful content that may have them visit your website through a link.

When creating content for SEO optimisation, you’ll want to have it look and read like a real article. Pages that are simply filled with keywords and poorly written may look like spam to a visitor and the search “spider” which decides if the page will be on a search engine.

When you create content, you want it to include information that your customer can use. It should be written in a style that is easy to understand with the ideas presented in a coherent fashion. A good way to double check after you have SEO optimised the written copy is to close, then reopen it up on a browser and pretend that you have never read it before. Does it look like a real article? Do you understand the message or point the author is trying to make? Does it keep repeating words (usually the keywords) in a manner that is unnatural?

The keywords and key phrases should look natural. And while your reader may notice that certain words and phrases are repeated, as long as it flows naturally and is not jarring most readers will not think twice about seeing the same words and phrases repeated every so often. Such a keyword focused approach that combines natural phrases with the proper words to get your page posted on search engines in the ultimate goal of SEO optimisation.

Fortunately, the “spider” which surveys all new pages for submission is not human, but a machine and like all machines follows a pre-programmed set of guidelines. You can use these guidelines to help craft your pages to maximize the possibility of having them appear highly on search engine pages while not crossing the line and having your work seen as spam.

The four key elements are known as prominence, density, frequency and proximity. Basically that means that your keywords and key phrases need to be incorporated within the text of the page, used naturally, not too often, and properly spaced. By keeping within these guidelines you can achieve the best SEO optimisation by having your page appear highly on search engines and be seen as providing real content while subtly directing potential customers to the products or services on offer.