On the first day of SEO 101 you learn how keywords are essential to optimizing online content. Keywords are literally the “key words” imbedded within online content that search engines look for in response to the words entered into the search engine by the person performing the search. For this reason keywords embedded within the content must match or come close to matching the words that a person using a search engine is likely to use. Accordingly, the content creator must anticipate the key words that a potential search engine user is likely to use when looking for the product, service or information that the content is intended to convey. If the content does not contain the correct keywords, therefore, it becomes less likely that the content will ever be seen by a person who might find it useful.

Of course this all presents certain artistic challenges to a content creator. For example, the keyword for this particular article is ” SEO Salt Lake City .” This keyword was chosen under the assumption that a person looking for an SEO company in the Salt Lake City region (such as BarkingFrog) would likely use these key words in a search engine to find what they are looking for. In order for this content to be properly optimized (i.e., to make it more attractive to search engines) these keywords must appear at a specific ratio relative to the total amount of content on the webpage.

Now, there is no requirement that the keyword be artfully embedded into the content. A content creator could simply place the keyword by itself at the end of a paragraph as I did at the end of the first paragraph of this post. Doing so performs the same function as would a keyword that has been seamlessly embedded into a sentence strictly adhering to all the rules of English grammar as I hopefully did in the second sentence of the second paragraph. Of course, it is more pleasing to the content consumer to read a sentence in which the keyword is seamlessly embedded and it stands to reason that a consumer of content is more likely to respond positively to content the more pleasing it is to read. Certainly, it is likely that a content consumer will reject content if that content is poorly written or appears to be a blatant manipulation of the content consumer.