Search Engine Algorithms are always changing and different search engines (such as Google, Yahoo, Ask and Bing) have different parameters for Search Engine Results Pages (SERPs). Though all of these search engines are significant in online marketing, Google receives 80% of search engine inquiries, so Google sets the standard, while others follow.

Current topics in SEO include Google search engines ignoring metatags and prioritizing title and description tags on the back end of website pages. Other search engines are reportedly still reading meta tags.

Nowadays, Google search bots are focusing intently on content. Regularity and consistency in posting, and relevancy of keywords used in new pages and posts are the main tools used in ranking websites with keywords. For the purpose of SERPs, quality link building is also important, as is length of time a website has been online, among some other factors.

Interesting, original content continues to be key in online marketing success. As the back end optimization of websites fades in significance, keyword rich content development, social media, and posting strategies are increasingly important for white hat SEO.

Keyword Density & Placement

Currently, search engines are crawling for around 4% or under in keyword density per page. To go over this density may imperil a site in SERPs. Keyword density is no longer as significant as keyword placement. Keyphrases need to be featured prominently in headings and subheads and in the description tag and the introductory paragraph of a page. In body text, the proximity of words forming a keyphrase is important. Though a keyphrase may not hang together, these words must be close and contained in the same line of text.

Article Website Requirements

Article websites EzineArticles.com and GoArticles.com are both crawling submissions for keyword density. If keyword density exceeds 4% (even by just .2% or .4%) the article site will flag the submission and allow the member to edit and remove excessive keywords. This is a significant move on the part of these two large article websites. Both sites have been online for some time and are successful portals. The decision to limit keyword density to acceptable levels keeps these sites from being downgraded by Google. If keyword density is too high, pages will not be ranked high by search bots, making these article sites less effective for members. For article marketing websites, use keywords in titles and subheads for the most impact and use them sparingly in website body text. Keyword tags can also be used on most article websites, and are worthwhile.

Keyword Tags in offsite Blogs, Articles, Press Releases, Social Media Sites

While engaged in website promotion offsite, it is equally important to use good keyword selection. Posting to offsite blogs, article or press release websites, or social media is an opportunity to use keyword tagging with a hot link to a website. Search engines will crawl these posts, identify links and keywords attached to the post and incorporate them into website ranking.

Keyword Variation and Online Marketing

The success of the long tail of keywords may be dead now due to Google’s automatic shortening of keyphrases as a user types them in. It is more important than ever to find variations on keywords that bring traffic – even if only slight to moderate traffic. Limit selections of these secondary and tertiary keywords to phrases that are (at most) 3 -4 words. Using keyword variation will increase traffic to a page without the danger of being penalized for excessive keyword density.

Stylistic Concerns with Keywords

A question many web writers will often ask is: Should keyphrases take priority in writing or should theme, style and quality be the focus? As keyword density is downplayed and good content development is rewarded, the answer to this question is self-evident. Creative, timely, well-written material is necessary for a website to rank high on search engines nowadays. When the content on pages (or articles or social media accounts) become popular and more traffic is received, website traffic also increases.

Writing for the search engines is an activity that has changed dramatically over the past two years or so. Keyword selection and placement on the front end and back end of pages is still important. Currently, the rule of thumb is to sprinkle lightly with keywords, not liberally.