The Structural Foundation of SEO

Search engine optimization (SEO) is not a new concept. Conceptually, there have always been a methodology that gives order to written communication.

For specialists in the field of writing text and content, this methodology seems a common sense style guide that makes written words readable and most, importantly, pleasing to the eye and human brain. The structural foundation of SEO can be found in many historical documents.<sup>1</sup>

For example, the U.S. Declaration of Independence is written with structural foundation. In order to fully understand its intent and purpose, there are a number of deeply embedded keywords that include:

. Unalienable
. Consanguinity
. Sufferance
. Abdicate
. Impel
. Endow

The authors of this document used the vernacular of communication of the times in which they lived. Their structural method of communication was to present understanding of the purpose and intent of this document.

Though these authors did not have SEO or keywords in mind, it was imperative to place powerful words within paragraphs that would inspire readers to continue to read and understand.

The Basic Framework of SEO


With today’s use of the internet, mobile devices and social media, SEO professionals know proper structural foundation of content is essential to readability. The basic style guide for SEO is comprised of several factors:

. Keywords
. Percentage of keyword usage
. Strategic location of keywords in written content
. Meta tags
. Relatable links and backlinks

SEO is intended to capture user attention to content quickly and conveniently. However, SEO depends heavily on search engines to provide an orderly, prioritized consortium of websites listed on a given page. This is referred to as “algorithm.” The definition of an algorithm is that it is a process or set of rules followed in problem solving, calculations or computer operations.<sup>2</sup>

It is an algorithm that decides where a website is placed on website pages. Businesses want their website listed on page one. Algorithms disseminate each website’s information and then sorts and orders each according to algorithm rank.

Why SEO is Important
For businesses, accurately aligned website content produces increased website traffic and validates the investment in website design and website content.

SEO that meets standards of communication methodology does far more than increase browser ranking. For businesses, the accuracy and precision of keywords in website content also advances company name, image and goods and services.

Website design coordinated with attractive content is the best way to expand business visibility online. Consider that a single business promoted online can have thousands of competitors for the same target market.

Thus a SERP (Search Engine Results Page) is one displayed by a search engine in response to a user’s query. SERP works in tandem with keyword queries.

SEO is important in order to activate interest in search engine users. The user may not remember the actual business name, but remembers a keyword used in the business website’s content. The user can type in a keyword related to their search and the search engine responds via an algorithm, with several pages that relate to the user’s query.

Strategies for SEO

Just as every business has a strategy for sales and marketing, it is also important to have a strategy for SEO. Begin the strategy by concentrating on the intent and purpose of the website. In this way keywords are easier to embed in content. Keywords should be unique in order to meet a search engine’s predetermined algorithm.<sup>3</sup>

Choose keywords that inspire user trust. For example, local businesses know using locally recognized keywords increases website traffic. With larger businesses, it is necessary to avoid repetition of competitor’s keywords that could decrease browser ranking. The point and purpose of following the basics of SEO is consistent, reliable website user traffic. 


Article Resources:
1 Author: University of Pittsburg –
2 Author: Dan ODonnell –

3 Author: Saminu Abass –