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Web copywriters use search engine optimization (SEO) best practices to promote web content including blogs, articles, and websites. By optimizing online content, SEO analysts give greater visibility to web copy so that it appears in top search engine results. As the online content filters to the top of the search engine results, the likelihood that it will be clicked by web surfers increases.

While SEO is undoubtedly effective in improving content accessibility, a few drawbacks exist that put into question its viability. However, the baby should not be thrown out with the bathwater, as SEO is still the primary reason web search engines rank and list articles.

SEO Drawbacks: Changing Algorithms

An algorithm is a proprietary set of instructions used by web search engines to determine ranking and placement for web content. Web search engines including Google often change their algorithms to favor popular websites including blogs and larger social media companies. This means that no matter how effective the SEO campaign, the web content may still rank a bit lower in search engine results.

SEO Drawbacks: Keywording

Selecting effective keywords to attract the attention of web search engines is the holy grail of SEO. Web content developers who have become proficient in SEO best practices have learned to place themselves in the position of the end user searching on a particular term. This means asking the question, "If I were searching on a given search term, what would I type in the search box?"

For example, a new car owner searching for auto insurance would probably type "auto insurance" into the web search engine. However, the person could also type "affordable auto insurance," "find auto insurance," or "cheap auto insurance."

With this in mind, the SEO web content developer uses a keyword tool such as the Google Keyword Tool to select keywords and keyphrases based on competition, search volume, and cost per click (CPC). However, certain issues arise with keywording:

* A keyword or keyphrase used too many times in the article may rank it down because the search engines may consider the content as spam. However, determining exactly how many keywords is too many within the article is somewhat arbitrary. The general rule is to use two to three targeted keyphrases in the article.
* Keyword stats including CPC, competition, and search volume can fluctuate.

SEO Drawbacks: Time and Labor

A full-blown SEO campaign is time consuming and laborious. Selecting keywords; creating meta content; and keeping up with competition, CPC, search volume, and reporting can be dizzying. This is precisely why more companies are opting to hire outside help from SEO experts who know the game inside and out.

At the same time, brushing off the effort to optimize online content for the web could be a huge mistake. While some challenges to SEO certainly exist, a properly executed SEO campaign still increases the accessibility and profitability of web content, leading to a greater market share.

Learn more about this author, Daniel J. Gansle.
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