Search engine optimization for small and very small businesses.

Don’t Destroy Your Copy For the Sake of Keyword Density

One of the worst things to ever happen to web sites was the discovery of keyword density. According to copywriting expert Karon Thackton, “the mere introduction of this concept led to the mutilation and destruction of innocent copy all across the globe. Without any regard to flow or customer experience, website owners around the world began shoving keyphrases into their copy like wild men. The results have been disastrous! Otherwise wonderful content has been utterly destroyed.”

One common mistake Karon  points out is that many web site owners replace every single instance of a generic key term with one of their chosen keyword phrases. In moderation, that’s OK, but often they get carried away with tragic results.

Here’s an example Karon cites:

Spanish Villas For Rent

If you are looking for Spanish villas vacations, search our site for the best deals in Spanish villas. No other Spanish villas site has the selection of premium Spanish villas with the most sought after locations that we have. View some of our Spanish villas pictures or take virtual tours of our Spanish villas today.

Looks like they want to get rankings for “Spanish villas”. But copy like that will drive actual humans away immediately! Top rankings in all the search engines do you no good at all if your web site turns people off and nobody buys from you. Writing interesting and compelling copy for your potential customer is far more important than slightly higher search engine rankings.

Karon’s full article has some terrific concrete tips on how to include keywords without destroying your copy.

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