In my limited opinion, Search Engine Optimisation or SEO as the acronymists like to say, can be defined as: the endless tweaking of content as you strive to convince robots that you are an authority on your niche topic.

Rather like counting stars, one day you will reach the end, but by that time new stars will have been formed and you begin the process all over. There is actually a lot more to SEO than targeted keyword-rich copy, but SEO even at my most basic level of understanding has its rewards.

Means to a rewarding end - SEO

Having a focused / optimised site is not just a means to an end, to brag about having theoretically perfectly targeted content. It is not just about becoming an authority in your eyes, or in the algorithmic eyes of bots, or in the eyes of a few family members. SEO brings a reward beyond pure authority.

The aim (or the potential) of an optimised site is lots of search engine traffic and SERP bragging rights! When that traffic arrives, you can offer the reader something of value, beyond a well crafted title! In this post for instance, I hope to offer a great piece of search engine optimisation info, (that SEO is great!) or launch readers off to an SEO topic from real authorities, or provide a link to some sort of search-related product that the visitor appreciates. Something the reader appreciates enough to return.

Put another way, if the content is targeted and relevant, then the visitor from a search result will probably like what they read. They will hopefully choose to act beyond just scanning the words and stumbling on, and the blogger gets a reward - (a place in the visitor's bookmark bar, a referral to a friend, a mention in another post or on different sites, a click through on an adsense or other advertising link, an invisible nod of agreement, or a smile.)

So you should bother struggling with Search Engine Optimisation techniques, and talk with authority to the people you want to address. And don't be afraid to learn to talk to the robots too. Underneath it all, robots are people, you know, just a little two-dimensional in their binary ways. They feel your pain as you struggle to string together keywords, and reward you when those words might add value to their human searchers.

Tweak and tweak the content on your site until the stars come out. And then tweak some more. SEO is worth the bother.

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