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. Since
keywords (or more accurately, keyphrases) play such an important role in search engine copywriting, it would make
sense to have certain rules and regulations or 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 a #-1 ranking
for a particular keyphrase. The friend studiously looks over the site and starts taking notes. "He used this phrase
8 times in a 500-word piece of copy. He put the keywords 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... they aren't.
Keyword Density Formulas Are Unproven
Go to any search engine and type in your primary keyphrase. Look at the results that fall into the #-1 through
#-5 slots. Do they all have the same keyword density? No. Some have higher levels and 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 take into account how many other sites you'll be battling with when you write search
engine copy.
|
Webmasters: If you run solo-mailings, pops, or banners, then
you'll be interested in promoting the Net's easiest selling product! To learn how to earn over $2,000 a month in
affiliate commissions email us at marketing@trek-marketing.com.
The product is an anti-spyware application that anyone who sees your ads will be interested in buying!
|
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 that 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 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 #-1 rankings do if as soon as visitors get to your home page they click
away because the copy is so awful? All the #-1 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. Do you feel like you did when you were a kid and learned there wasn't a Santa Claus or an Easter
Bunny? 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 #1-ranking page.
About The Author
Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at
CopywritingCourse.com. Be sure to check out Karon's latest e-report
How To Increase Keyword Saturation (Without Destroying the Flow
of Your Copy).
