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Bill Platt of Links and Traffic, invites you to reprint this article in your publication, ezine, or on your website.

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    We Are Off To See The S.E.M. Wizard, The Wonderful Wizard Of Oz
    Copyright © 2005, Bill Platt

    You may use this image in your ezine or website if you choose to publish my article. --- Bill Platt
    You may use this image in your ezine or website if you choose to publish my article. Click here to see the picture full-sized.--- Bill Platt
    In the process of Search Engine Marketing, far too many people 
    get lost while they are searching for the Wizard of Oz.
    
    
    TWISTED LOGIC
    
    When creating web content for others, I am often blind-sided by 
    the twisted logic of client webmasters. The point of writing 
    original content for these people was to help them establish a 
    legitimate presence in the search engines for their targeted 
    niche. 
    
    Here is where the story gets odd...
    
    A client had read somewhere that keyword density was the secret 
    to his search engine success, and that his keyword density should 
    be in the range of 12-15%. 
    
    The client interpreted this to mean that Keyword Phrase #1 should 
    be 12-15% density, and Keyword Phrases #2 and #3 should be 7-8% 
    density.
    
    This breaks down to a 26-31% keyword density! Literally, one out 
    of every three or four words will be a keyword!
    
       If I wrote keyword-rich, keyword copy, that had the word 
       "keyword" in every three to four words, my keyword copy 
       would become keyword-laden, search engine keyword-ready, 
       keyworded garbage.
    
    It was difficult enough to write a 1-in-4 example above, let 
    alone try to create a 1-in-3 example. I tried to explain this to 
    the client and to suggest that we should write the content at 4% 
    on each of the three keyword phrases bringing the density to a 
    total of 12%. 
    
    I was met with resistance by the client. So, I sent a sample 
    using the 12/7/7 ratio, just to show the client how bad his 
    guidance would appear to the "human eye."
    
    
    DOWN THE WINDING SPIRAL
    
    I received this reply...
    
       We are a little concerned on the quality and hope dropping 
       the density will help with this.  It seems these articles 
       are the same generic points repeated, not really making a 
       point.
    
    With 1-in-4 keyword-to-word ratio's, what would you expect? Of 
    course, it doesn't really make a point. It is nearly impossible 
    to make sense throwing keywords in this close together.
    
    We started again with the client changing his guidance to 10% on 
    #1, and 5% on #2 and #3.
    
    Following the new guidelines, the client thought he was learning 
    that I did not really know how to write anything of any real 
    quality, and he as much as told me so!
    
    Last time out, the client changed his guidance to 9% on #1, 5% on 
    #2, and 4% on keyword phrase #3.
    
    Wow! We have managed to talk the client down from a 1-in-3 ratio 
    to a 1-in-5 keyword ratio!
    
    The client quit me, BECAUSE I did not have any talent as a 
    writer!
    
    
    ALONG THE YELLOW BRICK ROAD
    
    One exchange between this client and myself really blew my mind! 
    I knew the job was toast when I was told what I was told.
    
    I had attempted to explain to the client that if we did create 
    content for them that was this heavily laden with keywords, then 
    we would be doing him a disservice. I explained that even if this 
    content did manage to get him a Top 10 placement in the search 
    engines, it would serve no value to him. 
    
    My reasoning was that if a search engine user arrived at his 
    website from the search engine, and they saw his content with 
    such keyword-heavy copy, they would not stay at his site. 
    Instead, they would be racing to discover the BACK button in 
    their browser.
    
    I suggested that this was a recipe for failure. I suggested that 
    Top 10 placement was meaningless, unless they could convert that 
    visitor into a user/buyer. I told him that any copy that carried 
    more than 12% total keyword density could not keep a visitor on 
    his website, let alone convert that visitor into a buyer!
    
    HE told me that it really did not matter to them how the content 
    appeared to search engine's users! The only thing that was 
    important to them was that they would be able to get Top Search 
    Placement with their content.
    
    
    MEET THE WIZARD
    
    This client was off in his search to find a writer that could 
    deliver a product that met all of his criteria. I will bet that 
    he is still looking six months later.
    
    This client was searching for the Wizard of Oz. He was searching 
    for that infamous Top 10 Placement in Google.
    
    What this client failed to realize is that the Wizard of Oz was a 
    myth. It was just a man behind a machine.
    
    Google is the machine; it is the Wonderful Wizard of Oz. And, the 
    search engine user is the "man behind the machine." 
    
    Now, which of the two is actually going to buy what you are 
    selling? Which one is going to pay your bills?
    
    Search Engine Marketing is only effective when it also helps you 
    to convert visitors, from the search engines, into paying 
    customers. 
    



    Writer's Resource Box:
    Bill Platt is the owner of http://www.LinksAndTraffic.com
    Do-It-Yourself Link Building can be a painful process. Link 
    Building becomes even more difficult when you try to meet the 
    challenges of the new search engine marketing considerations of 
    Natural Linking and VIPS technology. If you want to learn more 
    about these topics, you can read our 7-page "Links and Traffic 
    Tutorial" - 100% Guarantee on All of our Link Building Services




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