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:
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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.