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The fundamentals of SEO

Richard Bell

The continued importance of search engine optimisation (SEO) remains a hot topic of discussion in the industry. While this clearly highlights that it is a constantly changing landscape, many things remain true to the origins of this practice.

That is certainly the case for online copywriting services, which, despite embracing the very latest practices, ensure that  all of the basics are taken care of. So, what are these fundamentals?


Without content the Internet is just blank computer screens, so it is of course the fundamental base of any digital marketing strategy.

Essentially, content is the part of webpages that are of value to the visitor. In fact, it is often how they found the site in the first place, which is where SEO comes in. Content also says what you are, what you do, and how you do it.

Most importantly, content needs to deliver on two counts: satisfying search engines and the customer. Getting this right, such as by exploiting the right keywords, terms and phrases, will make you quite content with your website.

However, it is important that your text is fresh and in line with your company brand, otherwise it may not deliver what is needed.

Duplicate content

It is just as important to know what is considered bad content as it is to understand what makes it great, with a big negative being duplication.

Duplicate content is bad SEO for a number of reasons, perhaps most notably because it simply offers no value to search engines or customers. For ranking, it is ignored, possibly marked down, and so garners no SERP points. For the visitor, it is pointless, frustrating and potentially transaction ending.

It is not just about having duplicates on your own website though, as copying text from another site will be penalised. As such, unique, quality content is the way to go.

Richard has a First in English Literature and Creative Writing, and has experience writing fiction and short stories (which he has published both online and in magazines).

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