Be a Better Writer Blog

Sometimes working keywords into your content is easy. They relate to your topic, fit in well, and your writing flows. Other times, incorporating keywords is difficult and can make your content sound awkward and unprofessional.

When people search for information using a search engine like Google, they often don’t use syntax that’s grammatically correct. Queries often consist of a jumble of words people think will help them quickly find the information they need. For example, customers often enter a product or service along with the name of a city. As a result, this specific combination of words is often requested as a keyword phrase. 

For the purposes of this post, let’s consider the phrase “professional dog groomer new york.” When written (or spoken) it sounds awkward, but that’s how people search on the Internet. As an SEO copywriter, your job is to incorporate keywords, no matter how awkward, so webpages are ranked highly by search engines.

These tips will help you work difficult keywords into SEO-friendly content that’s also reader-friendly, and sounds professional.

Does keyword density still matter? Google's search-engine algorithm is constantly changing, so it's hard to keep up with the number one way to show up at the top of the search results.

In the past, the algorithm has favored high keyword density, which led to an unfortunate practice known as "keyword stuffing," which produced content just one step above gibberish: "If you're in the market for an engagement ring, check out the engagement ring selection at Nedworth Jewelers, sellers of high-quality engagement rings." Although keyword-stuffed copy may have directed some traffic to companies' sites, readers were not likely to stick around once they realized they'd been duped.

Once Google engineers realized what their algorithm was doing to the quality of web copy, they changed the algorithm. Although the formula is still constantly being tweaked, the goal for SEO content today should be more natural, human-sounding prose, the kind that people actually enjoy reading--the kind that will keep them coming back for more.

Matt Cutts, head of Google's Webspam team, explains that mentioning a keyword a couple of times toward the beginning of the piece lets the search engine know what it's about, but if you keep mentioning it over and over, the additional keyword density won't help; in fact, it might just hurt. 

So what's a copywriter to do in this new SEO climate? How can you still write good, traffic-driving content for your own site or for your clients?

1. Add sub-niche keywords. If you write for a company that manufactures and installs vinyl windows, you might very quickly run out of interesting things to say if your only keyword phrase is "vinyl windows." Although such a focused keyword phrase may earn you lots of first-time traffic, you're not likely to get repeat visitors. To keep things interesting, add sub-niche keywords.

Sub-niches are parts of your business that garner interest but may have little competition. Our vinyl windows company may also install patio doors, which would make a great sub-niche and would add some variety to the website. Generate a list of sub-niche keywords, and regularly include them in your web content.

2. Take cues from social media. Nowhere does language change faster than it does on social media. If you want your keywords and SEO content to stay fresh, you need to stay current. The best and easiest way to stay current is to stay plugged into social media.

Join LinkedIn groups that follow your industry, and spend a little time each day scanning the message boards in your chosen groups. This small time investment will come back to you in spades as you emerge as an industry leader who knows what's going on. Teenagers know that you've got to use the most current slang to be considered with-it; writers have to stay on top of this game too, and social media is your key.

As a side-note, social media also gives you content ideas. When you worry less about keyword density, you've got to think more about valuable, forward-thinking content. Ask a thought-provoking question on LinkedIn groups, Twitter, or Facebook, and the generous citizens of the Internet may provide you with weeks of content ideas. 

4. Forget about keywords until you revise. When you write the rough draft of a piece of web copy, write as if you're explaining your topic to an interesting person you just met at a party. Forget all the restraints and rules you've learned about SEO, and just write as if you were having a conversation. You may be surprised at how easily the words flow from your keyboard if you approach your piece this way.

After you've finished your rough draft, take a look at your chosen keyword or keywords for the piece, and see if you've already fit them in. Chances are, you already have an acceptable keyword density, but if you don't, try to add the keywords in where they seem natural. If adding the keywords seems to disrupt the piece's flow, add an introductory paragraph that uses the keyword phrase at least once, and wrap up the piece with another instance of the keyword.

Does keyword density matter anymore? Slightly. But your high school English teacher would be pleased to know that if you simply state your main idea, elaborate on it, and follow up at the end, your keyword density will be strong enough to keep Google's attention. Mention your keywords, yes, but strive for quality, engaging content that will keep your readers coming back for seconds.

When you are a web content writer and have been asked to include multiple keywords in the content you are composing, you may think you face a dilemma. Incorporating multiple keywords may be a challenge, but it is not particularly difficult.

When you have a client who wishes to place more than one keyword into the text of an article or webpage, it is best to understand how to arrange these and half the problem will be solved. I say “half” because of course, the content itself must be informative and interesting.

Site Optimization and the Result

Of course, the whole idea here is to optimize the page for the search engines. You want to achieve a certain finesse with the copy, where it reads well and holds the attention of the person visiting the page as well as contains the keywords correctly placed so the person can find the page in the first place.

Searchers on the Internet have become smart in their forays across the World Wide Web to find information. When they see copy that is stuffed with keywords used unnaturally, they seem to recognize this and navigate away from the page. This is not the result you want. But there is more to the process than simply sticking in a bunch of keywords haphazardly and hoping for the best.

Finding the Right Keywords

Hopefully your client has done their research to let you know what keywords to include. Sometimes, however, that is up to you. If they say they want five or six keywords in the copy AND expect you to find those keywords, you can still show your expertise as a SEO copywriter.

You should compile a list of the top keywords for the subject matter you are writing about. Get this list by using tools on the Internet that will provide the top search results. A couple of these are: 

• Alternative search suggestions when typing in the topic on a search engine 
• MSN AdCenter 
• Traffic Estimator by Google AdWords

You may know of others, and it is a good idea to try as many as possible to come up with the best keywords to include.

Here is an example of five keywords you would use in an article about Liz Claiborne: 
 
1. Liz Claiborne 
2. Liz Claiborne outlet 
3. Liz Claiborne shoes 
4. Liz Claiborne handbags 
5. Liz Claiborne clothing

Where do the Keywords Go?

When targeting multiple terms on one page, you have key places where they should be placed. These are: 
 

• The title
• The H1 header
• The H2 subhead
• Throughout the text

The more keywords you can place into the title, the better. However, if this means going beyond the minimum 70 characters, you can still get away with it. You can create a longer title even when the search engine only shows the first 70 characters. Place the main keyword as close to the front of the title as possible. Then play with it until the title reads well and is understandable.

The H1 header tag should include the top keywords for a better ranking. It still must be very clear and readable.

You can use the H2 subhead to include the lower ranking keywords, and then use that subhead as the subject to write about. For instance, if you put Liz Claiborne handbags (the example above) in the H2 subhead, you can write a couple of paragraphs about these stylish handbags.

DON’T just put all keywords in a long string of meaningless gibberish into the title, hoping for this strategy to net results. It won’t.

Once you have accomplished the above, you can write the remaining text and sprinkle the remaining keywords naturally throughout the content. Use each word on your list of five keywords at least one time in the context of your writing. Never neglect to re-read everything when you are done to ensure human readers will find the information interesting and can absorb it easily.