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that is relevant for the user and that has value. Copied content gives the user a negative experience since he or she may already have read the same text on some other page and this is something that Google wants to avoid. Also, with copied content there is the issue of possible copyright infringement. As a proud white hat SEO practitioner you must never copy the text from another page. The algorithms also check that the text is of good quality. This is good news for the marketer since now the skill for creating great marketing text comes to use. If you want to enhance your chances of succeeding in SEO, you need your basic marketing skills. Google has in many occasions told marketers to create great text that is pleasant to read and the kind of text that searchers want to read. In most cases the text that people want to read, and maybe bookmark, has good grammar and structure. Often the lack of spelling mistakes is much appreciated, so if possible, no spelling mistakes at all in marketing texts is job well done. In the text that you write, remember to use the keywords but use them wisely! Do not fill the text with the keywords too much, so that the text would become incomprehensive. There has been some discussion in internet about how often the keywords should repeat in the text but worrying about keyword density has become old- fashioned approach to SEO. Matt Cutts reminds in his video in YouTube “What is the ideal keyword density of a page?” (2011) that the SEO practitioners shouldn’t worry about issues like keyword density and follow some artificial rules about them, but rather create good quality content where the keywords appear naturally. Matt Cutts emphasizes that the first time mentioning the keyword is good, you may mention it twice or three times, but these two latter repeats do not bring in the same value as the first mention of the keyword. As discussed earlier in algorithms, keyword stuffing is considered a spam so if there are too many keywords in the same text, there is a serious threat of Google’s algorithms interpreting your page as spammy and not relevant. This will bombard your good SEO intentions. When inputting content to the page, the webmaster or marketer must remember, that not everything is visible to the search bots like they are to human eye. There are things that search robots do not “see”. Enge et al. have listed these in their book “The Art of SEO – Mastering Search Engine Optimization” (2010, 40). The first things in the list are the 38PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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