We all know the importance of keywords in search engine optimisation – no need to rake over that subject again here.
But how much is too much? Should you cram your copy to the rafters in the hope of improving your Google ranking or take a ‘less is more’ approach and let the copy speak for itself.
Hmmm…it’s a tough one.
I had this exact dilemma myself recently when writing some web-copy for online lingerie boutique The Confectionery. We knew what we wanted to achieve with the copy, we were armed with the keywords we wanted to target, I had researched the competition (more on that later…) and I was ready to put pen to paper – or more accurately – give my keyboard a bashing.
But the reality is the keywords people use to undertake their search are not in the slightest bit conducive to being incorporated into naturally sounding copy! Keywords perform a function and that is the crux of the situation – functionality doesn’t easily translate to copy that resonates.
Welcome to SEO Class 101, please find a seat…
Let’s have a look at some examples from the lingerie world (as that is what I had to hand at the time).
The following is from a fairly successful online lingerie store (name blanked out so as not to ‘out’ them):
Rather helpfully, they have actually highlighted all of their keywords for us – just in case you, the reader, were unsure exactly what it is they are selling…
Putting aside the bad punctuation (yes, that is a full stop next to an exclamation mark) and the fact they have used the words ‘scent of love’ (cringe) this copy no doubt does the job and gets a tick in the SEO box. But is it well written? Does it tell a story about the brand? Does it resonate and convey meaning? For me, it’s a no.
That final sentence about “where to buy hot lingerie” etc. etc. sums up my point above about functionality. Would you type that into a search engine? Yes, you would. Do you need to ask that question of your audience? No you don’t.
Here’s another example:
This one flows better but there must be an alternative word for ‘lingerie’ that they could have used as a substitute. I’m unsure as to why there is a trend for highlighting keywords in bold (unless there is something I don’t know about) except to bring them to the readers attention.
I am still learning my craft, the same as many content creators and copywriters the world over. There is always more to be learnt, particularly when it comes to SEO, as the goalposts are constantly moving.
But, in my humble opinion, you should always be led by the message of the copy. Write for you audience first and for SEO second. If you go into writing web-copy with SEO as the imperative you are probably doomed to write something stilted, flat and without proper meaning.
When keywords and copy collide it will always be a battle for supremacy. Don’t let the keywords suck all the soul out of your copy.
My advice? Stop talking to the Google-bots and start engaging with your audience – they’ll love you more for it.