Search Engine Optimization (SEO) – the process of increasing the likelihood a web page will be found via Internet search engines - used to be all about adding specific keywords and phrases to a page as many times as possible. According to the theory, the more often the keyword was used, the higher the page was likely to rank.

This approach led to long paragraphs of extremely repetitive copy written only to attract search engine spiders, not for human consumption or understanding. But now, according to CopyBlogger.com, almost 85% of what determines how a web page ranks in a search engine is actually based on factors other than keywords and phrases.

This doesn’t mean that incorporating keywords within website copy isn’t important; it’s just that SEO involves more now, like the authority of your domain, what web surfers think about your content, links leading to and from your website, and the relevance of your content.

To optimize a site these days, you’ll need to write compelling content, share your information through social media platforms, link your site to others, establish yourself as an authority within your industry or market, and earn the trust of your visitors.

To do this, make sure you are:

1. Creating eye-catching and descriptive headlines.
2. Providing quality content that gives readers tips, how-to hints, and other information.
3. Including videos, links and social media feeds on your website that help keep your pages fresh and new, whether you’re changing your site’s written content or not.
4. Utilizing link building.
5. Writing easy-to-read copy that includes subheadings and bulleted lists.

Successful SEO requires an ongoing commitment. If you don’t have the time, skills or resources to take on the job yourself, have a qualified website marketing company do it for you.