Written by Wendy Barron; copy edited by Maggie Clark
Whether you do business on the Web or edit for clients who do, understanding search engine optimization—SEO—is crucial to creating compelling web content and helping people find that content. On September 30, Lisa Manfield shared the principles of good SEO with 15 editors who were eager to improve the Google juice of their own websites and their clients’ websites.
SEO changes constantly, Lisa notes, and Google (which has the largest market share in the Internet search game) never reveals how its algorithms work or which elements of SEO are weighted more heavily than others. But the SEO practices that worked in the early days, such as keyword stuffing of metadata and content farming, can now reduce a web page’s ranking rather than improve it.