One thing to consider about SEO, there are many ways to reach the same objective. The obvious objective of SEO is to increase traffic for specific keywords, so that when people search for them in a search engine that the optimized website is returned in the top 5 or top 10 results.

In order to replicate this effect time and time again, this requires an underlying technique. However, the effectiveness of any technique is dependent on a plethora of factors all reaching and maintaining a collective plateau of variables. Depending on those variables, the effects are sustained or in this instance replaced by other websites using tactics that are more conducive to the search engine algorithms.

The dilemma for most is, trying to chicken peck keywords and single them out as a solution to salvage a website from slipping off into obscurity. Granted, the notion is noble, yet the execution of targeting (one keyword at a time) often leaves websites struggling to create the topical relevance required within the site to push the ranking factors into the red and past the competition (who is vying for the same objective).

Variables that impact search positioning range from:

• Past performance of existing content and the hash marks they have left on search engines.
• Lack of content or context to reach or exceed the needed “term frequency” to impact relevance.
• Lack of deep links, link popularity or exposure
• The website is too young, lacks trust or has been mismanaged by complacence.
• Not enough variables have been fine tuned to solidify the site as optimized.

As a consequence rather than an objective, think of SEO as a holistic process of instilling value, order and consistency to a website. Think of search behavior and market share vs. singling out keywords for short-term key performance indicators.

There is no limit to the amount of content you can add to your website. If you understand how to sculpt on page factors and how to either attract or create quality links, it’s only a matter of time before domain authority steps in and adds real ranking power to the equation.

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1. Does Google PageRank Affect SEO?