Online Search Engine Optimization (SEO) needn’t be confusing. Think of a new recipe you’re trying out – you want to strike a balance between just the right quality and quantity of ingredients, because adding too much of any one ingredient may ruin that chicken casserole you’re cooking.
 
Your Web site needs constant tweaking and grooming to get listed on the search engines. Just like cooking, you can’t cheat by doing too much of one thing and not enough of another. Adding irrelevant keywords to your Web site would make it appear like spam. In our cooking example, this would be like dumping an excessive amount of sugar in your casserole.  It would be sweet, but would it be good?
 
Search engines relentlessly refine the accuracy of their search algorithm. Search engines don’t just grade your Web site on use of keywords, but also on content, links or use of video. Search engines are very picky about what is indexed and where it ranks in the index. How picky can a search engine be? Try this example: Search for dog bite attorney and Dog bite attorney, but note the uppercase D in the second set of search terms. At the time of posting this article, the position of several links changed or dropped off the first page by merely changing the case of “D” in dog bite.
 
The use of competitive search terms, like those found in legal Web sites, creates an even more difficult market to be visible in. There are many legal Web sites supplying the demand for legal content. Standing out from the crowd involves careful thought and expertise in your subject matter, and you need to employ the best keywords and all the other ingredients for that perfect casserole….I mean legal Web site.

Sam Chagani