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Search engine optimization (SEO) is a term that many people may recognize, but seldom clearly understand. Most people exposed to the term grasp the fact that search engine optimization is designed to help bring more traffic to their Website, but that is where their knowledge ends. Without a good understanding what search engine optimization is, many people are destined to either fail in their online marketing pursuits, or alternately throw good money out the window by paying the search engine optimizer with the best sales pitch … the SEO with all hat and no cattle. First things first, I want to address the title of this blog post “Search Engine Optimization (SEO) - Art or Science?”
- Is SEO an art? The answer is clearly and undeniably “yes”.
- Is SEO a science? The answer is clearly and undeniably “yes”.
If this sounds strange, let us look at each of these aspects of SEO so you can decide for yourself.
Search Engine Optimization as an Art
While you read this article, you can surely see the art. After all, I am writing to you in a conversational form, and the way in which I choose my every word is work that surely does not seem scientific. All the while, I am writing an article that will likely be plucked up by search engine spiders for inclusion in their databases and returned in many search results on this topic.
Search Engine Optimization as a Science
This is an area where many SEO firms will try to sell you. It is the wizardry and hocus pocus of the SEO industry. Some companies will try to tell you that they have special technologies to bring or keep your Website at the top of search engine results. Technology is certainly an important aspect of SEO, and cannot be overlooked. Factors I have written about such as keyword research, keyword proximity, keyword usage, keyword density, and many other search engine optimization technology practices are hugely important to the success of any SEO campaign. We must know what keyword phrases people are actually searching for, how competitive it is, how to format contents of a Website, and much more.
Which is More Important in SEO - Art or Science?
The art and science of SEO are both important for top search engine results, and I mean more than just finding your company name in a search engine. Without the science, you face an uphill battle against huge odds. At the same time, without the artistic part, it is like a house of cards. The truth is that the artistic part is more important to the overall results. I have been writing on the Internet for so many years that I often find that when an article is completed, I have met all of the science of search engine optimization, such as keyword usage, keyword proximity, and programming concerns without even trying. Most important to a search engine is the visible text content of the Website. The information is the most important part of this Information Superhighway. You may have noticed that I am writing about search engine optimization here, and not tractor tires and fishing lures. My content is on-topic and keyword rich.
Author Mark Murnahan is the Chairman and CEO of YourNew.com, Inc. and provides SEO consulting services to companies and non-profit organizations. Mark Murnahan may be reached toll free at 866-A-Web-Guy (866-293-2489) for consultation.
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