Why Cheap SEO Services Aren’t Always Best

We have all seen the results of cheap Search Engine Optimization (SEO) content. Doubtless, you have checked the Internet for research about a product, service, historical event, or philosophy and you have arrived at a site whose general description is in line with your search.

However, when you read the articles, it becomes immediately apparent that the author is not familiar with the subject matter and may present the same premise several times in the same article. You shake your head and go to another site wondering how could such an article be ranked so highly.

That ranking is one reason that Search Engine Optimization is used so prolifically online. Often, the overuse of certain keywords that elevate the SEO ranking but diminish the quality of the content is used nonsensically.

Inevitably, cheap SEO content not only diminishes the quality of the website but also chases potential clients and consumers to another site. Normally when a site owner outsources a writing assignment, the author is assigned a word count, several keywords, and a keyword frequency rate, usually 2 or 3 percent.

In reality, keywords are search terms that readers have entered when they seek information. These words are neatly stored by the search engine and are available to site owners that want to attract readers.

The use of cheap SEO to attract the public contradicts one of the most basic principles of marketing. That is that “you only have one chance to make a first impression.” If the owner’s goal is to have visitors come to their site and then turn those prospects away, cheap SEO is the way to go.

Much research has been performed about who, why, and when people visit the Internet. The most resounding attribute these visitors have is that they are looking for information. They do not have the time or patience to wade through cheap SEO content and discover the hidden message.

These Internet users are first scanners well before they are readers. These scanners are seeking a specific piece of information and scan numerous articles before settling into the most appropriate content.

Once the researcher discovers articles with structured content that is authoritative and supported by facts, not by repetition of keyword after keyword, that person is likely to mark the site as one of “my favorites” and return for more information on a regular basis. Now, we are talking. That is the goal of responsible and successful website owners.

The author’s purpose is to create content that converts the scanner to the reader. Good content draws interested parties to the site and drives them to return. The author uses this content to bring the horse to the water. It is the site owner’s responsibility to get the horse to drink.

Persons who continuously use the Internet can spot cheap search engine optimization content within a few seconds. These readers simply make a swift exit and move on to more substantive content.

In efforts to improve the quality of online content, search engines have developed new standards for SEO content. Normally the use of the primary keyword in the first sentence, again in the main body of the content, and in the last sentence carries weight with search engines. This principle is specifically aimed at authors and sites that furnish weak, repetitive, and cheap SEO content rather than authors and sites that promote substantive content.