Writing for Search Engine Visibility

Writing for search engine visibility is more of an experiment than an exercise in following clearly laid out instructions. While there are hundreds of books and several thousand industry recognized “experts” who can describe search engine optimization (SEO) in great detail, the truth still remains that search engine visibility depends on the content.

Search engine companies make their money from advertisers purchasing ad space and keyword combinations. Using a bidding process not unlike the traditional auction system, advertisers state how much they are willing to pay every time someone clicks on a link to their website. This process is known as “Pay Per Click” advertising and companies worldwide invest billions for premium placements.

However, to keep the searchers coming to their website, the search engine must give you (the searcher) what you are looking for and do so in as few searches as possible. Because advertisers have a tendency to exaggerate what they do, ALL search engines provide a mechanism to evaluate your website for themselves.

When performing a search, our goal is to improve your listing in the organic search results.  These listings are left of the paid lists and below the sponsored links (sometimes listed).  The order of website listings is a closely guarded secret and every search engine does it slightly different.  High valued sites are measured by content, the stronger and more relevant the better.  The essential goal of the search engine is to make sure you are what you write.

Armed with the above knowledge, you are better able to write your articles to maximize your viability in the organic search results. If content is king, then the better (or more interesting) your article (or page for that matter) are, the higher your Organic Search listing will be.

How then do you know what to write about?

We discussed the Keyword selection process in a previous page and in our examples we used babysitting as a search phrase. Bringing back our sample image, we see that there were over 6,400 searches last month for the keyword phrase “babysitting tips”. Here is another view of that keyword list, scrolled a bit further down under the section titled similar keywords:

We see a whole new view of possible topics, but we also see other words google associates with babysitting tips. This is important knowledge, because now, in addition to knowing how many people are searching for these new keywords, we also know how important google is going to consider our text to be if we includes these new words in our “babysitting tips” article or page.

For example, here is one way we could start our article:

My babysitting tip for this week is use a nanny cam and stipulate right up front in your home child care contract that you will use hidden cameras to ensure your child is being cared for appropriately.

By itself the above sentence is ok, but it will NOT get you listed on Google. We have, however, established the tone for Google to measure the rest of our article against. Because “babysitting tip”, “nanny” and “home child care” are associated words in Google’s index, having them together in the first sentence in a smooth clearly written manner will give us good footing for establishing our keyword dominance. The key concept here is “smooth clearly written manner”. No obvious stuffing or contrived use of keywords allowed.

The next 400 to 800 words MUST support the first sentence, and ONLY the first sentence. Don’t introduce more keyword topics further down in your article. Keeping your topic “singularly focused” is critical! I can not stress this enough, but when content is king the content must stand alone without the aid of “other” interesting points.

How do you know when you are done?

Done is an unobjectionable statement. If you reference our article structure page where you can get an idea of how many words your article could contain. However, done is up to you and your READERS! Here is where the experiment concept comes into play.

You’ve got to try different things to know what does or doesn’t work. Write your babysitting article (if you are a baby sitter) and then track the article on Google. If it appears on google under your target keywords, then chances are VERY high that people will read what you wrote. In our example, there were more than a million searches for nanny in July, if just one half of one percent of those people searching for “nanny” click over to your article you will have 5,000 readers. In the world of blogging, 5,000 readers is HUGE!

If Google doesn’t list your article for your targeted keyword, then try again. Keep trying until you DO get listed for your keyword.

Now, in the blog world, your article will life on the first page of google for only a short period of time and that is determined by the number of new articles written on that particular topic. The good news is google with FOREVER more index your article for that keyword phrase, but unless you keep writing on the topic, newer articles written as well or better than your will take the top spots. Here-in lies our next lesson:

Borrow styles from proven success

Before you start writing babysitting tips, do a search on google and read the landing pages for the top three organic search listings. If the top three are advertisements for things, then write and experiment, if the top three listings are blog articles, then try to improve on the writing style. Get the idea yet?

Your business depends on web traffic. While you can’t plagiarize material, you can copy or emulate writing styles. Find what works and do it better.



A business blog allows you to create search engine rich content you can share on social media sites and bring new traffic to your company website.

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