Your Christmas turkey may need some savoury stuffing. Your child’s well-loved teddy bear could use some fluffy stuffing. But, nowadays, your SEO copywriting and online content seriously could stand to actually lose the stuffing—keyword stuffing that is and here’s why.
Too Much of a Not-So-Good Thing
In the world of SEO copywriting, keywords have, for a long time, been the meat and potatoes. Now, not so much—they’re kind of becoming relegated to the vegetable portion of the plate. There was a time when keywords were the starting point for any SEO copywriter and then they attempted to work in some creativity around those words.
Often, the result was very awkward-sounding text that no one really wanted to read. And, I think most of us have come across a few of those pages where we start reading and realise it’s just chock full of some keywords to attract a search engine’s attention rather than to really help, inform, or entertain.
Google refers to this online copywriting strategy as “keyword stuffing” and they do not take kindly to what has been deemed manipulation of a website’s ranking. If Google thinks that a site is using this unethical practice, the reaction is anything but good. It can mean that your website becomes blacklisted or is removed from the search engine index, which is far from what you really want to see from a SEO copywriting strategy.
Use Keyword Calories Wisely
Since you are not going to be able to beat a search engine’s algorithm at its own game, the best plan of action is to rethink how you use keywords in your copywriting. Just like eating sweets in moderation or any other sinful delight to minimise calorie consumption, the same goes with creating empty keyword calories that do not provide the intended SEO results.
Instead, go for substance and use keywords wisely. Sprinkle them throughout a website and focus on developing useful and unique content that contains relevant keywords at the appropriate time.
A Savoury SEO Copywriting Strategy
A successful SEO copywriting strategy is based on substance and style. Just think of the old adage, “Quality, not the quantity.” Here are some quick “down and dirty” tips:
- Keep keywords to a minimum in all your tags, including title, heading, and meta description tags.
- Study other pages that rank high on search engines in your business niche to examine how their content is balanced and research the keywords that they have appeared to use.
- Write content first to make it feel and sound as natural as possible. Then, go back and see where keywords might make sense as a synonym for some of the existing words used when first developing the content.
Striking the right balance between attracting search engine’s attention for a better website ranking and keeping the visitors on the website so that they convert into sales because they realise the site offers what they need. If the right recipe escapes you, there are SEO experts at Angel who can certainly help you whip up the most appropriate SEO-inspired copywriting for your online social media marketing campaigns.