independent writer | Jessan Dunn Otis|Writer

Chasing the gold ring: some thoughts on #SEO and all ~ essay

After 20+ years of collaborating with clients to create custom content for a variety of readables and collaterals that communicate (and, a tad more mischief), I think about SEO as part of the foundation of how the bots and search engines “see” content on your site. You know, of course, that there are many more search engines than the most popular.

It is words that feed the bots and analytics. Since every site has an intention and/or focus, the density of the keywords is essential. Within measurable limits, there can and should be a certain percentage of keywords per an average 500-word article on a site. Sometimes that density can be a bit higher and still not be considered “over-stuffing” by the bots. Too high, however, and the bots will “reject” the density; and, in fact, penalize a site for using way too many keywords.

There are companies (small and large) that you can pay to create keyword and SEO content. Thing is, when you stop paying those companies, your site ranking drops, at best, or plummets. Of course, there are certain keywords that are very competitive to pay for for SEO and keyword density, to up the ranking on search engines. The more universally popular and/or desirable a keyword is, the more expensive it can be to pay someone to rise up your site via search engine rankings for that keyword.

The very best SEO is organic, keyword density; and, that means creating content that consistently and regularly centers on the variety of keywords associated with your site, focus and intention(s).

Also, there are things called “short tail” or “long tail” keywords. That’s an extension of SEO involving content that, somewhat, “surrounds”/extends your keyword(s), employing variables of your keyword(s). This is accomplished mathematically and, again, can shift and change as more and more content/sites are jumping onto the ‘net. Much more explanations can be found by putting “short tail” or “long tail” into your search engine.

Search engines are constantly and consistently shifting and refining their bots for keyword density and SEO. In other words, what was true at one time may have shifted and may not be so true at this time or at a later time. Metrics, analytics, keyword density acceptability and all are capricious and everyone is chasing that “gold ring”.

Another item to note re: searchability and search engine ranking is that most folks do not go to the first, second or third listing via a search engine for keywords. It’s thought that those placed there are either paid search rankings (i.e. “false”) or too expensive for whatever one is searching. The best placement via a search engine search is #4-10; nevertheless, over time, that can change, too.

REMEMBER: Words drive the ‘net. Organic, custom content, with prevailing, accepted keyword density is the best. That means creating original, SEO content. Study the history of the world wide web, on which the ‘net “floats”, and one will better come to understand and employ SEO.

Or, you can ignore all the apparent rules and, simply, write what you want.

Make sense?

Now, go and create original, custom content, that tells a good story – again and again and again.

~ Jessan

NB: This article, in a slightly different form, was written as an e-mail response to a dear Friend’s question about how I learned about SEO and how they, too, could learn about it. Thanks, DK, for asking.

Let’s begin by understanding one thing – I wasn’t always a writer. After all, once I accomplished the required rudiments of beginning to become a human being – i.e. sitting up, eating human food, beginning to learn language, walking and all – I was just a little girl, growing up.

Somewhere along the way, however, I learned that words have meaning – often, deep meanings. That speaking the right word can either encourage or profoundly discourage myself and others; and, unfortunately, that words can be used as weapons.

Some time later I, also, learned to write words. Sometimes they were “funny words”, like “sword” (that I learned how to spell by emphasizing the “sw” sound and, then, adding the remaining “…ord”). I have a long and growing list of “funny words”. Another one might be “ghabberflasted” (intentionally flipped ’round for memorability, emphasis, and humor).

Eventually, I began to, somewhat, “eat” words – rolling them over in my mouth for pronunciation, “digesting” the deeper meanings, learning the human history of words. I think, at that point, I was hooked; but, didn’t consciously realize it yet. I was on the path to becoming a writer; whether a public writer or a private writer didn’t matter.

Subsequently, the unconscious became conscious as I wrote more. I thought, as a returned undergraduate, I would major in English and, then, earn a J.D. in law to, eventually, specialize in international law, with sitting on the World Court as my goal.

Halfway through my undergraduate degree (I went back as a sophomore), what can only be called a phenomenological occurrence happened. My World Court goal took a one-week hiatus. I talked with two writers and two lawyers that I knew and respected. At the end of one week, I decided to go into writing not law; and, didn’t know it was poetry until I wrote more.

The rest of this story is my continuing history as a writer – earning my graduate degree, a Master of Fine Arts (MFA) from Brown University (Providence, Rhode Island) with the concentration in poetry. Sending out submissions, receiving acceptances, being published in various literary journals; and, eventually, teaching at the college level for eight (8) years. From time to time I continue to be invited to be a Guest Lecturer and Visiting Artist. These days I’m, also, invited to be a presenter based on my adventures as a woman-owned entrepreneur.

When my teaching gigs ended, I began to develop my skills, expertise, and acumen as a commercial, independent, strategic freelance writer and editor. I had come to understand that the world wide web, hence the internet, is founded on and completely driven by words. That was in May, 1996. I became a bootstrapped, solopreneur founding Jessan Dunn Otis|Writer.

At this time, poetry continues to be the foundation and inspriation I have as a writer. Thankfully, poetry continues to flow. Clients continue to reach out to me when they feel that my experience, expertise, and skills best match their well-funded projects.

Finally, the following quote by Mark Twain are the words upon which my logo was created:

“The difference between the right word and the almost right word is the difference between lightning and the lightning bug.”

…and, that answers the question (more or less) how and why I became a writer.

Enjoy this day you make/are given.

Dance On…

~ Jessan

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