Remember the scene in Lord of the Rings when Gandalf the Gray rides off to Gondor in order to seek information about "questions — questions that need answering"? He pours through ancient parchment paper scribblings, miraculously neither catching his beard nor the paper on fire with the close-quarter candles and torches all around him.
Imagine Gandalf in today's world, tapping away at a keyboard while scarfing down a jelly doughnut. Kinda takes away from the atmosphere, doesn't it?
Search Engine Usage
The utilization of search engines for research purposes, as well as Search Engine Optimization (SEO) for distribution and dissemination purposes, are essential tools in today's world. Although Google is specifically cited here due to its dominant share of the market (65.6% as of this Fox Business News article posted in February, 2011), the list of viable alternatives is actually surprisingly long.
From a research perspective, the major search engines can access database information that is almost always instantly gratifying — perhaps not quite like a Dairy Queen Peanut Buster Parfait, but satisfying nonetheless. Finding credible sources for Google's market share, as well as the list of the top-ten search engines cited above, took all of about ten seconds apiece. I've spent more time than that watching my oldest daughter's favorite show Say Yes to the Dress before averting my eyes for fear of going blind. The search engine is more than just a powerful tool for the freelance writer; if the author is providing background or source material, it is practically mandatory.
Providing Background and Depth
In most cases, your work will need background information. When did the topic in question first occur, why did it happen and how did it evolve? The reader will typically want to understand the historical perspective as a baseline to draw from when comparing and contrasting the subject matter referenced in the article in question. As an example, search engine concepts were first conceived in a 1945 Vannever Bush article in The Atlantic Monthly, further evolved during the 1960's by early pioneers Gerald Salton and Ted Nelson, and hit the precursor to the modern internet (ARPANet) in 1972. The first internet-era search engine entered the modern era in 1990 with the creation of Archie (short for "Archives"). With the establishment of the World Wide Web shortly thereafter, today's search engines began populating the internet landscape by 1994 and exploded into prominence shortly thereafter.
See? With the mere click of a mouse, now you're a search engine historian. Background material will help do that for you. I still refuse to become an historical expert on Say Yes to the Dress.
Establishing Credibility
Unless fictional or merely opinion-based, the article produced must be factually accurate to the extent that it cites clear, specific information. Furthermore, it must attribute credit to the proper sources. Those sources must be third-party reliable, lest the article lose its credibility. These concepts have been in place for hundreds of years, with some unverified references dating back to circa 1200 AD. Gandalf's fire-retardant beard notwithstanding, the source material citations were certainly more tedious to compile, but conceptually, just as important as they are today.
Researching Differing Viewpoints
I'd prefer to watch the Senate filibuster over a farm subsidy bill than an episode of Say Yes to the Dress. On the other hand, my daughter would gladly sit through a TLC marathon of that show on TLC if she had the time. Even when dealing with factual data, however, interpretations can be vastly different. Search engines are excellent tools for the writer to intersperse information within the article that will help the reader vet the differences and come to their own conclusions.
Conclusions
Speaking of which, even a factually-based article can generate conclusive statements by the author. Without documented, credible sources, the line between author and blogger becomes paper-thin. Search engine research helps keep your work away from that line.
Dissemination and Distribution — SEO
Most writers perform their craft primarily out of enjoyment of the art form. However, they all want to be read. In 2010, Google reached 34,000 searches per second; Yahoo was a distant second at 3,200 searches. Clearly, as of this writing and also due to its vast distribution system, Search Engine Optimization with respect to Google's network reigns supreme for the author. Simply put, the more frequently an article appears within a search engine, the more likely it is to be read. Keywords are important tools toward generating traffic toward your article. There are others, of course, as this topic has generated myriads of articles in its own right, but this basic principle is the most fundamental for the average freelance writer. Notice how often I've used Say Yes to the Dress? I'm optimizing this article for my daughter. It's about the only way she'll read it otherwise.
Summary
Embrace the search engine as a valuable tool toward writing a balanced, well-researched article, as well as driving traffic toward it. As much as you may conceptually embrace the Zen argument between two monks about whether the temple flag moved or the wind made it move, you write to be read, not just to watch yourself type. A well-rounded, researched article with keywords to drive traffic will help it do just that. Do me a favor, though: just don't Say Yes to the Dress.
Sources:
- FoxBusiness.com
- Wiley.com
- Oberlin.edu
- BBN.com
Walter McLaughlin - I am a 47-year old commercial banker living in the Seattle area. I am an avid sports fan, but also greatly enjoy writing satirical, ...
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