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How Many Keywords Are Enough?
© Karon Thackston
Yesterday, I received an email from someone who'd purchased one of my ebooks. Her question was one I've been asked several times before: "How many instances of keywords within the copy are enough?" That's like asking, "How long is a piece of string?" There isn't one answer.
Proponents of keyword density formulas will quickly spout out a percentage: 4%, 6%, 12%. However, I wonder where they get these figures from. If you do a search in Google for any keyphrase (say [cast iron frying pan], for example), you'll immediately see why keyword density formulas don't add up. Either version - cast iron or cast-iron - bring the same listings on the search engine results pages (SERPs). Please note: I was looking at the source code for each page so as to include mentions in tags as well as on the page.
Cast Iron Frying Pan
Your results may be different than what I see, as everybody does not view results from the same database. But, when I type in [cast iron frying pan] (no brackets, of course), the first site that comes up is http://whatscookingamerica.net/Information/CastIronPans.htm. Total word count: about 1,611. Keyword density for [cast iron frying pan]: 0%. Keyword density for [cast iron]: 3%. Keyword density for [frying pan]: < 1%.
Next up, Ask Yahoo: http://ask.yahoo.com/20000419.html. Total word count: about 622. Keyword density for [cast iron frying pan]: < 1%. Keyword density for [cast iron]: < 1%. Keyword density for [frying pan]: < 1%.
In the #3 position is Amazon.com at http://www.amazon.com/Lodge-Logic-Pre-Seasoned-Cast-Iron-Skillet/dp/B00063RWUM. Total word count: about 2,405. Keyword density for [cast iron frying pan]: < 1%. Keyword density for [cast iron]: < 1%. Keyword density for [frying pan]: < 1%.
Mexico Cruise Vacation
Here's another example: [Mexico cruise vacation]. At #1 we see Cruise Web, http://www.cruiseweb.com/MEXICO.HTM. Total word count: about 488. Keyword density for [Mexico cruise vacation]: < 1%. Keyword density for [Mexico cruise]: < 1%. Keyword density for [cruise vacation]: < 1%.
eCruises.com is up next with their page found at http://www.ecruises.com/. Total word count: about 238. Keyword density for [Mexico cruise vacation]: < 1%. Keyword density for [Mexico cruise]: < 1%. Keyword density for [cruise vacation]: 0%.
It goes on and on. Yes, you do find some sites that have really high keyword densities, but it is not a given that attaining a certain across-the-board keyword density will guarantee you good success. In fact, from what I've seen, keyword density has not been a valid measure of SEO copywriting success in years. I believe it once was, but Google and other engines quickly plugged the loophole.
Does Frequency Not Count At All?
Does that mean that engines don't give any consideration to how often keyphrases are used within the copy? No. In fact, The Official Google Blog recently did a series entitled Technologies Behind Google Ranking, http://googleblog.blogspot.com/2008/07/technologies-behind-google-ranking.html. In one of the posts, the author states, "The core technology in our ranking system comes from the academic field of Information Retrieval (IR). The IR community has studied search for almost 50 years. It uses statistical signals of word salience, like word frequency, to rank pages." He continues with, "IR gave us a solid foundation, and we have built a tremendous system on top using links, page structure, and many other such innovations."
Other Google documents make mention of the need to include key terms in your copy, so it is established that keywords in copy can play an important role. However, I do not see evidence that a standard, across-the-board "keyword density" is at play. Not to mention, forcing phrases into your page text to the point that it sounds utterly stupid makes no sense. It's not going to help your rankings (except maybe on some sub-engines), and it will almost certainly turn off your site visitors.
So, back to the original question: "How many keyphrases are enough?" That's a judgment call that comes with experience. Here are a few guidelines - not carved-in-stone rules - but guidelines you can consider. And no, don't do them all every time.
Keyword Inclusion Guidelines
1) I make an effort to include keyphrase(s) in the headlines and sub-heads if at all possible.
2) Adding keyphrases about once or twice per paragraph is a good goal. I never count words or run keyword density percentages.
3) Focus on writing in natural language. Yes, you want to incorporate keywords, but not to the point that you ruin your copy. It should sound natural.
4) Read your copy out loud. If it sounds stupid or redundant to you, it will sound stupid and redundant to your site visitor.
5) If it makes sense to do so, I try to include keyphrase(s) in bold, italic, bulleted lists, or in other text that is specially formatted. If you wouldn't bold or italicize the words or phrases to emphasize them to your visitors, however, don't make a special exception for the engines. These are what I call Brownie point tactics. The impact won't be significant, but every little bit helps.
Bottom line? Don't sacrifice the quality and conversion power of your copy to chase search engine rabbits. In the end, it won't be worth it.
Know how to write copy, but need help with effective keyword use? Karon offers 11 clever ways to include keywords in your SEO copy without destroying the flow. Learn to write more natural-sounding copy today at [INSERT YOUR AFFILIATE LINK HERE].
Will Longer Keyphrases Hinder the Effectiveness of Your Copy?
© Karon Thackston
The length of search phrases continues to grow. Back when the Internet was just an upstart, single keywords were the only thing you needed. But in recent years we've seen the number of words used in search phrases triple and quadruple. Rather than a single keyword, searchers who live in countries where English is the primary language are now using three- and four-word phrases as a standard, according to Web analytics company, OneStat.com.
While the worldwide average is two words per search phrase, the USA, Canada, the United Kingdom and Australia all show that searchers prefer the use of three- or four-word terms. What does this mean from a copywriting standpoint? Writing with a single keyword in mind is relatively easy. Using two-word terms is a bit more of a challenge. But when you get to three- and four-word phrases, your risk of sounding stiff and awkward increases substantially.
Why Longer Phrases?
Longer search phrases are the natural progression of the Internet population boom. As more and more information is placed online, it becomes increasingly difficult to find exactly what you're looking for. When there were only a few thousand sites, entering the word "marketing" into a search engine would bring up a handful of sites for you to choose from.
Now, however, you find hundreds of thousands of sites dealing with everything from marketing plans to marketing jobs to university curriculums for marketing degrees. The natural action for copywriters is to follow the search trend of the target audience and use the keyphrases that they use.
That leads us back to our original question… how?
Tips for Writing With Keyphrases
The biggest mistake I find search engine optimization (SEO) copywriters making is attempting to substitute a generic term for a specific keyphrase. For example:
At our Mexico cruise vacation site we offer the best rates on Mexico cruise vacation packages to the most exciting Mexico cruise vacation destinations. Visit our Mexico cruise vacation specials page for deep discounts today!
Or
Welcome to our Chicago web design firm site. If you're looking for innovative and creative Chicago web design firm, you've come to the right place. No other Chicago web design firm has the talent or technological skills to develop the type of high-end sites we do. When you're ready for a truly professional Chicago web design firm, contact us today.
Oh please! My 10-year-old nephew could write better copy than that. When you substitute generic terms (in this case: site, packages, vacation destinations, vacation specials, etc.) with the specific search phrase, you get a bunch of repetitive, awkward babble. The longer the keyphrases are, the more clunky the copy will sound.
The best advice I can give is to break up some of the mentions of longer keyphrases. Yes, you do need to keep the words of the phrase in the same order most of the time. However by using punctuation and other elements you can still make the phrase appear less obtrusive.
For example, let's look at our Mexico cruise vacation site again. Rather than using that bunch of fluff written above, try this instead:
Long stretches of sunny beaches, delightful fiestas filled with lively bands and some of the most delicious fresh seafood you've ever tasted. Where can you find it? In Mexico! Cruise vacation destinations from Cancun to Cozumel offer some of the most exciting adventures and beautiful scenery found in Mexico. Cruise vacation specials make these remarkable getaways even more affordable than you might think - etc., etc.
Do you see what was done? Using punctuation, the phrase "Mexico cruise vacation" was broken up between sentences. Because the search engines all but ignore punctuation, they see the phrase as one term. However, the site visitor doesn't. They don't notice that the phrase is being repeated because it spans two sentences.
If the trend continues as it has in the past, search phrases will get even longer in the not-so-distant future. However, when you get creative with keyphrase use in your copy, you'll find longer search terms are not a problem to work with.
Know how to write copy, but need help with effective keyword use? Karon offers 11 clever ways to include keywords in your SEO copy without destroying the flow. Learn to write more natural-sounding copy today at [INSERT YOUR AFFILIATE LINK HERE].
The 2 Most Common Mistakes When Writing With Keywords
© Karon Thackston
It really gets my blood pressure up. SEO copywriting has begun to get a poor reputation all due to carelessness. How so? Because too many people claim to know what they are doing. In reality, they simply shove keywords into copy without any concern for how the copy flows. Copy that sounds mechanical or stiff is a sure sign that an amateur writer has had his/her hands in things.
When you write SEO copy, you should take the time to find out what works and what doesn't. There are two mistakes almost every amateur search engine copywriter makes. Let's take a look at each one.
#1 - The List
Let's say you visit the home page of a website that sells beauty supplies. As you read the copy, you keep coming across a string of items: hair salon supplies, hair salon equipment and professional manicure tables. The copy reads something like this:
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The Best Selection of Hair Salon Supplies, Hair Salon Equipment and Professional Manicure Tables On the Internet
When you're shopping for hair salon supplies, hair salon equipment and professional manicure tables, you need a vendor who offers great selection as well as great service. Because buying hair salon supplies, hair salon equipment and professional manicure tables can be an expensive venture, you also want a company that delivers the lowest price.
Trust ABC Beauty Supply to bring you the widest selection of hair salon supplies, hair salon equipment and professional manicure tables in stock every day. Orders are shipped within 24 hours and - for all hair salon supplies, hair salon equipment and professional manicure tables orders over $100 - shipping is absolutely free!
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Do you see how that flows (or doesn't flow) when you use all your keyphrases in a row every single time? One time, sure. That's fine. Even twice, depending on the length of your copy. But to put all your keyphrases in a list and use them every time you have the smallest opportunity is just far too repetitive. What do you do instead?
Discuss each one in its own section. Talk about the various types of hair salon supplies. Review the reasons your hair salon equipment is better than that sold by others. Or even list the features and benefits of the line of manicure tables you offer.
#2 - Substituting Keywords for Generic Terms
This technique (just like the one above) is perfectly fine IF you use it in moderation. However, to replace every instance of a generic term with a keyphrase will cause your copy to sound downright silly. Let's have a look at an example from a Web design site.
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New Orleans Web Design
Our New Orleans Web design firm offers a high level of creativity to businesses located in the general area. Our New Orleans Web design styles are never made from templates. Each New Orleans Web design is a custom creation just for your site.
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If you walked into a Web design company's office and the employees began to talk like that copy is written, you'd most likely think they were on drugs! So why in the world would you write your site copy that way? The reason is because most amateurs mistakenly think they can't write for both the search engines and the site visitors. I'm delighted to say they are wrong! You can most certainly write for both with great success.
Try this:
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Progressive, creative, upbeat. Those are phrases that best describe many online businesses based in New Orleans. Web design for your organization should match your style. Never created from templates, the site designs you’ll receive will be truly reflective of your corporate personality. Because we work exclusively with companies located in or near New Orleans, Web designs retain that Big Easy feel.
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Did you see it? The phrase was broken up using punctuation. That won't hurt your rankings one bit, but it will make your copy sound a LOT better.
These are not all the mistakes. I wish they were! But most of the mistakes made by amateur writers can be fixed using one simple test. Read it out loud. If the copy sounds ridiculous to you when you read it out loud, it is going to sound equally ridiculous to a site visitor.
Take your time. Learn the ins and outs of SEO copywriting before you begin to create the text for your (or your clients’) pages. Then you can rest assured that your copy will convert better while it contributes to your high rankings.
Know how to write copy, but need help with effective keyword use? Karon offers 11 clever ways to include keywords in your SEO copy without destroying the flow. Learn to write more natural-sounding copy today at [INSERT YOUR AFFILIATE LINK HERE].
The Best Place to Put SEO Copy on Your Web Page
© Karon Thackston
It seems like a funny question to me, but it gets asked a lot. "Where should the SEO copy go on my Web page?" That question gets asked so much because there are several pieces of out-of-date information, rumors and myths with regard to text placement, when writing SEO copy.
For instance, many absolutely swear that the copy has to be as high up on the page as possible for the search engines to find it. Not true. The spiders will find the text regardless of where it is on your page. Others say all your text has to be in one block. Also not true. The spiders will find the text regardless of where it is on your page.
Other statements I've heard regarding text placement include:
- Your headline must appear at the very top of the page.
- Copy placed inside tables throws the search engines off.
- Copy must be positioned above the fold to be found by the spiders.
None of these are true. The spiders will find the text regardless of where it is on your page. (Or did I already say that… twice?) This is true in 99.9% of the cases, with only some very rare exceptions.
So where is the best place to put SEO copy on your Web page? Wherever it makes sense to the site visitor!
Spiders will find your text regardless of where it falls on the page. Want proof? Here's a test. Go to Google and type in any working URL. When the result comes up for that site, click on: "Show Google's Cache of…" In the box that appears at the top of the next page, click on this option: "This cached page may reference images which are no longer available. Click here for the cached text only." What do you see?
You see exactly what the search engine sees. If the text appears in this text-only cache, that means Google's spider can read it and index it.
Put Copy Where It Is Most Beneficial to Your Visitors
Since the engines will find your text regardless of where it falls on the page, your focus should be placed on the site visitor. This is where your focus should always be. The people who have the money come first; the search engines come second. :)
If it makes sense for your visitors to see your headline as the first thing on the page, then put it first. If a graphic design element makes more sense, then put that first. If you use photos or other images, include captions so your visitors understand what these photos mean and how they relate to the sales message.
If you have an ecommerce site, create pages for each category of products you offer in order to help guide the visitors' steps. Then add short copy segments that quickly describe what is offered for each specific product. Even though the copy is scattered all about the page, the engines WILL find it.
When it comes to copy placement on your Web pages, don't agonize over what the engines want you to do. Give 100% of your consideration to what would be most useful for your visitors and place your copy in those areas. The spiders will find it with no trouble at all.
Know how to write copy, but need help with effective keyword use? Karon offers 11 clever ways to include keywords in your SEO copy without destroying the flow. Learn to write more natural-sounding copy today at [INSERT YOUR AFFILIATE LINK HERE].
Creating A Search Engine Copywriting Plan
© Karon Thackston
Search engine copywriting has become an extremely important part of the overall search engine optimization process. However, in addition, search engine copywriting has developed into a misunderstood craft.
Shoving keywords in anywhere they can possibly go is not considered search engine copywriting. The process is more defined than that. Successful SEO copywriting takes planning. Any half-hearted efforts at writing copy geared strictly toward the engines will usually result in a decline in your customer's experience at your site.
What's the best way to write SEO copy? Starting with a plan is always a good idea. Keep in mind, these are guidelines of techniques that can be used *IF* they make sense for your site visitors. I never recommend writing solely for the search engines. In the case of search engine copywriting, the customer is truly #1.
1) Use Three Keyphrases Per Page - Not a carved-in-stone rule, the guideline of three keyphrases per page gives good variety and helps keep the copy from sounding too repetitive. I always choose keyphrases first - before I write - because they can have a direct impact on the focus of the page.
2) Have 250 or More Words of Copy - The length of your copy depends on several things: Your target customer's preferred communication style, whether the product is new to the marketplace, if a detailed explanation needs to be given, site design and many other factors. However, the 250-word minimum gives enough room to get your message across and offer an effective level of keyword support. Remember though, it's all about the customer. If your target customers prefer longer copy, write longer copy. If they like shorter copy, write shorter copy.
3) Write In Natural Language - "Natural language" is a term popular in SEO copywriting. It means that the reader should not be able to (or should barely be able to) detect what keyphrases the page is being optimized for. The copy should flow as if it were not written with the search engines in mind. You don’t want the copy to sound forced or stiff. When you generate ideas for the page copy, keep your keywords in mind. Ask yourself whether you can use them in the copy in such a way that they won't be obtrusive.
4) Use Keyword Phrases In Headlines and Sub-headlines - IF it makes sense to do so. You will not blow your rankings if you have no keyword-filled <H1> or other <H> tags. If your headline sounds stupid with keywords in it, don't use them. There are countless sites online that rank highly which have no keywords in the headline.
5) Use Keyword Phrases Once or Twice Per Paragraph - Again IF it makes sense. Remember what I keep repeating? None of these guidelines are carved in stone. Read your copy out loud. If it sounds stupid or forced, take out some keywords or find ways to rework them so they flow more naturally.
6) Use Keyword Phrases In Bold, Italic or Bulleted Lists - IF it makes sense to do so. Don't automatically bold or italicize every instance of your keywords. It will make your page look stupid, and your visitors will wonder what kind of drugs you've been doing!
7) Do NOT Use Keyword Phrases As Substitutes For Generic Terms - For example, do not replace every instance of the generic word "cruise" with the keyphrase "Mexico cruise vacation." Your copy will sound ridiculous.
We offer Mexico cruise vacation packages on the most popular Mexico cruise vacation ships to the most breathtaking Mexico cruise vacation destinations. Oh please!!
8) Use Keyword Phrases As Anchor Text In Links - This is certainly not always possible. If your primary keyphrase is "Mexico Cruise Vacation," you absolutely should not write every link to include that phrase. However, if you can include keywords in anchor text within body copy or in text navigation links, you might score a little extra credit.
9) Test and Track - Lastly, and above all, please remember, it may take some tweaking to get your page to convert the way you want it to. All customers are not the same, and all sites are not the same. All keyphrases are not the same. There is no magic bullet. You'll have to test and track and see what works best for you.
Know how to write copy, but need help with effective keyword use? Karon offers 11 clever ways to include keywords in your SEO copy without destroying the flow. Learn to write more natural-sounding copy today at [INSERT YOUR AFFILIATE LINK HERE].
Success Tips for Writing With Local Keyphrases
© Karon Thackston
Local companies on the Web face their own challenges when it comes to SEO and SEO copywriting. Maybe you offer Web design or plumbing services. It could be that you're a handyman or that you run a hair salon that wants to reach people in your local area through search engine optimization. Great! So let me ask you a question.
When marketing yourself to others in person, what is your response when you're asked what you do? It's most likely something like, "I operate a hair salon in downtown Chicago" or "We provide Web design services to clients in Detroit." That just makes sense. But something almost always seems to get skewed when it comes to SEO copywriting that involves local keyphrases. Because specific keyphrases need to be used and supported throughout your page, the copy can sound odd, repetitive, forced and mechanical.
One problem is that people don't search the same way they talk. If you saw your husband or wife flipping through the local phone directory and asked what they were looking for, the answer would be something like, "somebody to fix that broken banister on the front porch." But surfers have learned that typing something like that into a search engine does not usually bring up the listings they want. They've also learned that they need to specify the need for a local handyman. So, what happens when they go online to find somebody to fix the banister? They type something to the effect of "Chicago handyman" or "Chicago fix it shop."
Then we, as SEO copywriters, are left to incorporate this phrase into our pages. What usually happens is not pretty!
Here's a typical sampling of copy that uses a local keyphrase. We'll stick with our handyman example and use the keyphrase "Chicago handyman."
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Are You Looking For A Chicago Handyman?
If you are looking for a Chicago handyman, we can provide all the Chicago handyman services you need. From fixing broken railings to installing dishwashers to repairing concrete driveways and doing light construction, we offer a wide range of Chicago handyman services to choose from. Chicago handyman services are provided on an hourly basis, or we can provide a custom project quote for larger jobs.
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You see it right away, don't you? It's too much. The keyphrase doesn't naturally flow in half the places it's used. It sounds odd, forced, stuffed. What can you do? The main thing is to stop thinking of your chosen keyphrase and your business category as synonyms. You cannot simply substitute "Chicago handyman" for "handyman" or "Miami Web design" for "Web design." They are not the same.
What's the answer? Break up your keyphrase or separate it altogether.
Separating A Keyphrase
When you separate a keyphrase, you use each, individual word instead of using the entire keyphrase as-is. So, rather than consistently using the phrase "Chicago handyman," you would use the TWO individual words "Chicago" and "handyman." This makes it a lot easier to write your copy, and the result is a more gentle flow of words.
WARNING: Keep in mind, however, that this method may hinder your rankings. Before deciding to separate your primary keyphrase, check with several search engines. Type in the keyphrase (without quotes) and look at the results. Are other sites using the entire phrase "Chicago handyman" as-is, where the words appear in order, right beside each other? If not, you're free to separate the phrase and use the two, individual words with little fear of losing positioning.
If most others are using the keyphrase in its exact order, you'll need to do the same. That means moving on to the next method - breaking up the keyphrase.
Breaking Up A Keyphrase
Using this strategy, you break the keyphrase up using punctuation, spacing, bullet points, line breaks or other formatting elements. Since search engines don't pay any attention to these types of things, your keyphrase is read as being in its original order. Here's an example of breaking up a keyphrase.
====================
Are You Looking For A Chicago Handyman?
If you're a resident of Chicago, handyman services from a trusted, reliable source are just around the corner. From fixing broken railings to installing dishwashers to repairing concrete driveways and doing light construction, we help homeowners all around Chicago. Handyman services are provided on an hourly basis, or we can provide a custom project quote for larger jobs.
===================
See what's happening? In the first sentence, the phrase is broken with a comma. In the last sentence, the phrase is broken with a period. The words are still in their same order, but the reader doesn't perceive them to be one phrase that is overly used. This version of the copy sounds much better than the previous version.
Regardless of what you're promoting to your local audience, when it comes to using local keyphrases within search engine copywriting, you don't have to sacrifice readability for high placement. Use either of these tips to help you achieve both goals, and you'll be well on your way to higher rankings and improved conversions.
Know how to write copy, but need help with effective keyword use? Karon offers 11 clever ways to include keywords in your SEO copy without destroying the flow. Learn to write more natural-sounding copy today at [INSERT YOUR AFFILIATE LINK HERE].
Does Your Copy Look "Fake" to the Search Engines?
© Karon Thackston
From the early days of search engine optimization, keywords and content have always been vital to achieving your goals. Starting back in the days when we used to shove every slightly relevant keyword into our META tags, it has been obvious that search engines love text. The more complex and sophisticated the engines have gotten over the years, the more complex and sophisticated many writers have gotten with their search engine copywriting.
Supposed formulas, saturation levels, and other mysterious concoctions have been developed to help us outsmart the engines. What we should have been doing all along was writing for the visitor first and the engines second. Why? Because creating a site that's loved by visitors has become a prime factor in linking, ranking, and marketing as a whole. And now, it has become vital to search engine copywriting—especially since the engines are making great strides with more personalized and efficient searches (such as semantic search).
Rather than just reading the copy on your site, engines are heading in the direction of being able to determine and "understand" what a page is about. Working semantic *intranets* have been in place at various types of organizations for years, and research continues to implement this type of search capability for the Internet overall.
The ironic thing is, as the search engines get more complex, the "formula" for SEO copywriting is getting simpler and simpler.
Write Naturally
Rather than working yourself into a tizzy about how many keyphrases go where, and what percentage of your net words are keyphrases, and so on… just relax. As SEO gets more advanced, your copy plan needs to get more elementary.
In the future, search engines will be looking for Web pages that reflect a natural tone with the copy. Is it obvious that keyphrases are being shoved in wherever possible? Does every headline/sub-head, image tag, and comment tag have a keyphrase included? Does the copy sound fake, unnatural, and stiff? Then spiders and bots will recognize it, and (in theory) flag it as something to be wary of.
Want an example? Take a look at this lovely piece of copy I found while surfing just the other day. (I've replaced the keyphrases used in the original copy with the word "wherever" so as not to embarrass the site owner.
Wherever Holiday Rentals
Holiday rentals in Wherever for holidays in Wherever
Wherever holiday rentals directly from the owners. Rent a holiday villa in Wherever or perhaps a 2-6 bedroom apartment in Wherever. Wherever vacation rentals for holidays in Wherever are easily located by searching the Wherever Holiday website. Wherever Holiday Rentals offer holiday apartments in Wherever and holiday villas.
Find accommodation in Wherever by clicking on the Wherever map or the active links. You will then see holiday rental apartments, villas and townhouses in stunning Wherever accommodation.
Let's suppose someone walked into your brick-and-mortar travel agency and asked for help. You would most likely ask the person what he was seeking. He would reply, "Holiday rentals in Wherever. What can you show me?" Would you honestly take off on the spiel above? Can you see yourself talking to a real client face-to-face and saying, "We offer Wherever holiday rentals in Wherever and can find you many apartments, villas, and houses in Wherever"? I don't think so.
Who Cares?
Writing using natural language has always been important to your visitors. If your site sounds silly due to overuse of keyphrases, you lower yourself in the view of your prospective clients. You want to make sure your visitors are smiling and not rolling their eyes after they read your copy. Otherwise you greatly reduce the chance of making sales.
Now that the engines are becoming more and more sensitive to natural language when dealing with copywriting, this element is going to become very important for another reason… rankings.
Tips for Writing In Natural Language
1) Vary your keywords/phrases. For example, if a keyphrase you particularly want to target is "14k gold jewelry" also consider researching keyphrases like "14k gold watches" or "gold wedding bands" or others along those lines. This will give you a variety of phrases within your copy.
2) Read it out loud. When you read your copy out loud, you'll get a better sense of whether it sounds unnatural. If you wouldn't say, "We make 14k gold jewelry and have made 14k gold jewelry for 10 years. If you need 14k gold jewelry, just view our catalog" out loud then don't put it in your copy, either.
3) Break up keyphrases. As searchers get more knowledgeable about finding what they want in the engines, they use longer and longer search queries—some of which just don't make any sense. For instance, I recently had to use the phrase "real estate Pittsburg downtown." Since this search string was not easily worked in as that exact phrase, I broke it up. One sentence I used it in read, "When looking for commercial real estate in Pittsburg, check the downtown listings first for exceptional locations and prices." The words are still in the same order with minor breaks in between. When you can't use a phrase "as is," this is a very viable alternative.
Keep in mind the direction search engine optimization is taking. The closer you can get to writing in natural language, the better off you'll be. It only makes sense to create a site now that will last through the long haul, especially when that site will have a better chance of favorably appealing to the engines and your visitors.
Know how to write copy, but need help with effective keyword use? Karon offers 11 clever ways to include keywords in your SEO copy without destroying the flow. Learn to write more natural-sounding copy today at [INSERT YOUR AFFILIATE LINK HERE].
Are Keywords Destroying the Flow of Your SEO Copy?
© Karon Thackston
With all the shuffling that’s been seen in the search engine world within the last year, the issue of obvious optimizing has become a hot button. The current line of thinking is that most engines (especially Google) are on the lookout for sites that purposely make an effort to optimize their pages in order to get high rankings. While this theory has not been proven, I agree that obvious optimization is not a good thing. Not exclusively because of what Google might think, but because of what your site visitors might think.
When a Web site is created with the intent of having it ranked highly, one thing often happens. The focus gets placed solely on the optimization and is taken almost completely away from the visitor. This leaves your site in a dangerous state of unbalance. Let’s take a look at some examples.
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New Orleans Web Design
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Our New Orleans Web design firm offers a high level of creativity to businesses located in the general area. Our New Orleans Web design styles are never made from templates. Each New Orleans Web design is a custom creation just for your site.
I can’t count how many times I’ve visited Web design sites that were targeting local audiences and found copy similar to this example. Forget for a moment that this copy is completely “me, us, we, our” centered, and let me ask you a question.
If someone asked you what your company did would you say, “Web design” or “New Orleans Web design”? Yes, I know the keyphrase is “New Orleans Web design,” but using that phrase interchangeably with “Web design” shatters the flow of natural language. Breaking up that phrase will help you retain your appeal to the engines and your site visitors. It will also keep you from appearing to be over optimized.
You’ll also want to vary your terms to avoid absolutely bombarding the reader (and the engines) with the same keyphrases. That *may* mean the need for longer copy *if* your target audience is one that would respond well to longer copy.
Try this instead:
Progressive, creative, upbeat. Those are phrases that best describe many online businesses based in New Orleans. Web design for your organization should match your style. Never created from templates, the site designs you’ll receive will be truly reflective of your corporate personality. Because we work exclusively with companies located in or near New Orleans, Web designs retain that Big Easy feel.
See the difference? By breaking the phrase up, you work with the flow of natural language instead of against it. To your site visitors and the engines, it appears the phrase is just part of a written conversation instead of something that has been purposely (and carelessly) tossed in for the sole benefit of higher rankings.
So, is the flow of your current copy destroyed by keywords? Are you scaring off both the engines and your visitors? One quick check can help you decide. Read your copy out loud. (Or better yet, have someone else read your copy out loud.) Does it sound odd? Does reading it feel forced or stiff? Would the sentences you’ve written in your copy seem out of place in the course of a verbal conversation with someone? If you answered “yes” to any or all of these questions, you might better take a closer look at your Web page.
Know how to write copy, but need help with effective keyword use? Karon offers 11 clever ways to include keywords in your SEO copy without destroying the flow. Learn to write more natural-sounding copy today at [INSERT YOUR AFFILIATE LINK HERE].
The Mystery of the Magical Keyword Density Formula
© Karon Thackston
Keyword density. When it comes to SEO copywriting, this has to be one of the most talked about subjects. Why? Because keywords are the very foundation of search engine copywriting. Without keywords we wouldn’t even have SEO copywriting. Because keywords (or more accurately, keyphrases) play such an important role in search engine copywriting, it might make sense that there are certain rules and regulations - certain formulas - that should be followed. It might make sense, but, I’m sorry to say, the mystery… the magic… is more like a myth.
I have a guess as to where these magic formulas come from. Someone brags to their friend that they got #1 ranking for a particular keyphrase. The friend studiously looks over the site and starts taking notes. “He used this phrase eight times in a 500-word piece of copy. He put the keywords in here and there and over here, too. That means you have to put keyphrases in these places and reach a keyword density of 1.6% in order to get a #1 ranking.” Not so! Let me explain why keyword density formulas don’t fly.
Copywriting Is One Piece of the Search Engine Optimization Formula
Copywriting, in my opinion and the opinions of respected search engine optimizers, is 1/3 of the puzzle; but there are other pieces to the puzzle, too. What about coding and linking? Those are two extremely important factors that also come into play.
*IF* copywriting were the sole factor, then maybe - just maybe - keyword density formulas might be a reality instead of a fable. But alas… it isn’t.
Keyword Density Formulas Are Unproven
Go to any search engine. Type in your primary keyphrase. Look at the results that fall into the number one through five slots. Do they all have the same keyword density? No. Some have higher levels, some have lower levels.
If keyword density formulas were carved in stone, every single site in the top 10 would have the same keyword saturation levels. But alas… they don’t.
All Keyphrases Aren’t Created Equal
Think about the competitiveness of the various keyphrases on the Internet. You have some like “search engine marketing” that are exceptionally competitive. Then there are others like “sushi restaurant in Charlotte, NC” that aren’t. You have to account for how many other sites you’ll be battling with when you write search engine copy.
Positioning of Keyphrases
In addition to the number of times a keyphrase is used, you need to pay attention to *where* your keyphrases are used. While it has not been proven to my knowledge, it is strongly suspected that keyphrases that have special formatting carry additional weight. By special formatting I mean bold, italics, in bulleted lists, in <H> tags, etc. As I said, this has not been proven. Again, go to your favorite search engine and type in a keyphrase. If formatting and positioning were a carved-in-stone rule, all the sites in the top 10 would be using these tactics. But alas… they aren’t.
Why the Myths?
I understand why people want formulas. Having hard and fast rules to follow means, if you apply the formula, you know you’ve done the job right and you can’t fail. The problem is there isn’t just one right way to create search engine copy. There are as many ways to write SEO copy as there are sites on the Web.
Am I holding back? Am I trying to protect my highly classified industry copywriting secrets? Not at all. In fact, go to my site at http://www.marketingwords.com. Visit the portfolio section. If I had a fiercely protected secret that I was holding out on, all the sites with SEO copy in my portfolio would have the same keyword density. But alas… they don’t.
What DOES Work?
So after I’ve dashed your dreams, the least I can do is give you some insight into how *I* write SEO copy. I don’t do any or all of these in any particular order. I don’t do them all every time I write. I am NOT saying that you should do all of these things every time you write.
1) If possible, I try to include keyphrase(s) in the headline and sub-headlines. If it doesn’t make sense, if it sounds odd, I don’t include them.
2) When it flows, I include keyphrases roughly once or twice per paragraph. Do I count words? Do I run keyword density ratios? Never! I just eyeball the page to see if it looks right.
3) This I do EVERY time I write… I focus on natural language. If the copy sounds forced or stiff after including keyphrases, I scrap it and start over. Read your copy out loud. If it sounds stupid or redundant to you, it will sound stupid and redundant to your site visitor. Don’t compromise the flow of natural language for the sake of search engines. What good will number one rankings do if - as soon as visitors get to your home page - they click away because the copy is so awful? All the number one spots in the world won’t pay your grocery bill. You ultimately have to have sales and that means winning over your human visitors.
4) If possible, I try to include keyphrase(s) in bold, italic, bulleted lists, or in other text that is specially formatted. If it doesn’t make sense, if it looks funny or sounds odd, I don’t include them.
So that’s it. Are those feelings you had when you learned there wasn’t a Santa Claus or Easter Bunny coming back? Sorry. I truly am. But it’s for your own good. If you’re going to be an effective search engine copywriter, you have to learn the truth. Relying on myths will only hold you back. Now pick yourself up, dust yourself off, and get moving on that next number-one-ranking page.
Know how to write copy, but need help with effective keyword use? Karon offers 11 clever ways to include keywords in your SEO copy without destroying the flow. Learn to write more natural-sounding copy today at [INSERT YOUR AFFILIATE LINK HERE].
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