Humans aren’t the only audience you’re writing for. Search engines send out automated programs that crawl the web, searching for content to add to its database. What they find helps determine how well you rank in the search results. There was a day when writing for the search engines meant sacrificing your readers on the altar of better search results. Sadly, many people still adhere to practices that are both unnecessary and detrimental. That said, there are legitimate techniques that can improve your article or web page’s ranking.