SEO = Web Content (Volume + Keywords) + Links

Of course, the entire purpose of search engines' ranking algorithms is to provide users with high-quality, relevant content. The mechanism by which search engines select and reward relevant content is essentially a technical issue, albeit a critical one.

However, even in purely technical, mechanistic terms, web content has three distinct effects on search engine rankings:

1. backlinks

2. website traffic

3. optimization of keywords

1. Content on the Web and Inbound Links

Inbound links are the most important factor in determining a website's search engine ranking. They also generate a good deal of traffic on their own. The significance of links has led many to assert that content is no longer necessary. However, those individuals overlook the fact that content does play a significant role in obtaining links in the first place:

* At the very least, quality content will reassure potential link partners about linking to your website. Nobody wants to link to a link farm, splog, junk site, or even a website that looks unprofessional.

* An abundance of high-quality content provides an incentive for other webmasters (and particularly bloggers) to link to your site spontaneously and without being asked.

* You can grant permission to other websites to publish your content in exchange for a link back to your site.

2. Massive Web Content

More content-rich web pages equals increased search engine traffic.

This is why:

1. Adding pages to your site is analogous to casting additional nets in search of surfers.

2. Larger websites are regarded as more prestigious and trustworthy by search engines.

3. The more content you have, the more reasons you give other webmasters, particularly bloggers, to link to your site uninvitedly.

3. Keyword Optimization of Web Content

Historically, keyword optimization was the most critical step in SEO. It is now irrelevant when it comes to ranking for highly competitive keywords.

Nonetheless, keyword optimization can significantly assist you in obtaining traffic from searches for non-competitive keywords. While you may never rank first for the term "finance," you may still rank first for the phrase "household finance rent federal tax deductions" if that phrase appears anywhere in your content. These non-competitive searches account for a sizable portion of all web searches.

Checklist for Keyword Optimization of Web Content:

Keyword optimization consists of four components:

* Research/selection * Density * Prominence

Research and Selection of Keywords

You must identify the keywords that your target audience uses to find you. Utilize tools such as WordTracker and Yahoo Search Marketing (formerly Overture).

There are two significant stumbling blocks to avoid:

* "Negative keywords," which appear to be relevant but are rarely used by your target market. For example, while "website copy" is synonymous with "website content," the majority of people searching for "website copy" are looking for software that copies an entire website to the hard drive for offline browsing.

* Keywords that are so competitive that you have no realistic chance of ranking highly for them. How do you determine whether a keyword is impossible to rank for? A rough estimate is to look at the PageRank of the webpages that are currently ranking in the top three positions for that keyword. If those pages have a PageRank that is significantly higher than the PageRank your site will likely have in the future, you will almost certainly never outrank them.

A pay-per-click campaign with Google Adwords or Yahoo! Search Marketing will assist you in determining which keywords your target audience actually searches for.

Keyword Density

Keywords appear frequently enough in the content for search engines to recognize it as relevant, but not so frequently that it appears to be keyword stuffing. The greater the length of the content, the more frequently the keyword should appear.

Prominence of the Keyword

Keywords must appear precisely where they should on your web pages in order for search engines to recognize them as relevant. The page title, headings, and first lines are frequently regarded as the most prominent positions on the page.

Stemming/Variation of Keywords

* Using keyword variations helps ensure that web pages remain relevant for the next generation of more sophisticated search engine algorithms.

* In the meantime, variations of popular keywords help your site rank for "non-standard" keyword searches.

Keyword variations fall into three broad categories:

* Variations in word stems. A word's stem is its foundation. For example, "optimize" is a derivative of "optimized." Other stem variants of "optimize" include "optimizer" and "optimization." Additionally, you can shuffle the constituent words of multi-word keywords. "Website content" may also refer to "web content," "web content," "web content," "content for websites," and "site content").

* Synonyms for "website content" include "web page content," "internet content," and "writing for the web."

* Contextual terms (for example, "internet," "SEO," or "web page").

For many people, the SEO aspect of content appears to be irrelevant. Even if no search engine spider ever notices, you need content for your visitors. However, every website's budget, both financial and time-wise, is finite. If you're ever faced with the decision of whether to invest in another link to appease search engines or another page of content to appease your visitors, keep in mind that search engines still appreciate content.