Stop the Slaughter of Innocent Copy!

It's one of the worst things to ever happen in the search engine copywriting field: the discovery of keyword density. I won't venture off into a discussion about whether keyword density is still a valid measure of search engine optimized (SEO) copywriting success. I will say, however, that 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. This slaughter of innocent copy must stop!

All joking aside, the realization several years ago that keyword density was a factor in search engine rankings instantly transformed the landscape of copywriting for the engines. That lone concept lit a fire under people who absolutely butchered their copy for the sake of the engines. A pity really because it doesn't have to be that way.

Keep It Sounding Natural
One primary goal is to write copy so that the keyphrases are virtually undetectable when read by someone with no knowledge of SEO. One vital step in making this happen is to carefully research and select your keyphrases.

If you're writing a page about wedding gowns, it would be complicated to include keyphrases such as "wedding reception music" or "wedding caterers." The amount of traffic these terms might bring would be offset by the awkward fit with the focus of your page. Instead, opt for phrases that lend themselves directly to the topic of wedding gowns.

One common mistake many site owners and newbie copywriters make is to replace every single instance of a generic key term with one of their chosen keyphrases. Doing this in moderation is certainly acceptable, but frequently copywriters get carried away with tragic results.

For example, you would not want to have the following copy on your site:

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.

Whew! I get tired just reading that! Not only is it extremely annoying to read, but also many of the phrases are used incorrectly, making it look as though there are typos on the page. Not a pretty sight!

To keep your copy sounding as natural as possible, you need to think outside the keyword box. Most often, people believe that writing in a similar manner as the example above is the only way to use keywords in copy. Not true! In fact, far from it.

Let me share three of my favorite tips with you for creative writing with keyphrases.

Don't Use Keyphrases To Describe Your Products/Services
That's right, I said DON'T use keyphrases to describe your own products or services. Instead, use them to describe what your product or service is not, or what it is similar to or what it is better than.

An example of this is any keyphrase that begins with the word "cheap." "Cheap insurance," "cheap sunglasses," "cheap software" - the list is endless. It's simply not a good idea to call your own product cheap. Yes, I understand that people are looking for cheap things, but that is because they don't want to pay a lot. When THEY call your product cheap, it is in relation to price. When YOU call your own product or service cheap, it degrades the product or service's perceived value.

Instead, let others know that your product is NOT cheap. For example:

Unlike cheap travel insurance offered by other underwriters, our policies have provided long-standing, publicly held companies with a history of exceptional customer service. You get affordable coverage and peace of mind.