Mediarun Search Marketing News

Good SEO is all about striking a balance

May 19th 2010

Search Engine Optimisation News

It has long been said that content is king when it comes to search engine optimisation campaigns. But, as anyone who works in the SEO industry will tell you, this isn't entirely true. Of course website content has to be engaging if businesses are to keep potential customers on their websites, but companies should be careful not to sacrifice the effectiveness of their search engine marketing strategies by avoiding keywords altogether.

This means that a good copywriter with a background in SEO will be constantly striking a balance between punchy article headlines and search engine results page performance. If they are working for a reputable SEO Company, this shouldn't be a problem, but it is definitely a skill that takes time to develop.

According to New York Times writer David Carr, striking the balance between SEO campaign performance and readability can be tough, but it is not an all or nothing situation.

He made his point by writing an SEO optimised article for the paper entitled Taylor Momsen Did Not Write This Headline. In the editorial piece he said that in the past headlines were designed to be "clever or catchy or evocative" but accepted that the power of search engine optimisation to boost a company's bottom line had taken precedent in some respects.

Speaking to the New York Times columnist, Jim Brady, general manager of TBD.com, said: "We reject the idea that there are only two options, between a really creative and a boring headline. There is a lot of sunlight between those two options.

"The headlines don't have to be boring, but they have to be descriptive and direct so that they show up in mobile and RSS feeds in a way that lets people know what they are being asked to click on."

So it is clear that even the newspaper industry is beginning to grasp the gravitas of search engine optimisation and the importance of making web content easily accessible. But any creative SEO specialists should be able to marry these seemingly diametric worlds of online content. If they cannot, it could be time to find another SEO Company to take up the reins of your search engine marketing strategy.

To find out about the performance solution we can offer you and your business, speak to one of our consultants on 0207 843 2265 or contact us.