Internet Marketing Tips, Suggestions, & Ramblings

Checking the Keyword Density in Your SEO Copywriting or: A Tale of Red Shoes

SEO copywriting, much like all aspects of SEO consulting, can be a controversial topic. Some people say you shouldn’t specifically write for a certain keyword density (KWD) while others say your keywords’ density should always be exactly 5%. Some people say you can play around with the structure of your keywords a bit while others say you should only put your exact keywords and keyword phrases in content. So let me put this disclosure right at the beginning of the blog post: there are no hard and fast “rules” for putting keywords in content. These are simply my observations of what works best when I’m writing web content.

Checking Keyword Density in Your Content

Red ShoesIf you search for a keyword density tool online a number of options will come up, but most keyword density tools require you to enter the URL of the webpage you’re checking for keywords. But what if you want to check your keywords before you post the content on your website? To find the keyword density of each keyword, simply add up the number of times the keyword appears in the content and divide it by the total number of words on the page.

Always check the keyword density of individual keywords against the page of content as opposed to the density of all the keywords cumulatively. So if you were writing a page of web site content for “red shoes,” “red sparkly shoes,” and “red women’s shoes,” you would check the keyword density of “red shoes,” then the keyword density of “red sparkly shoes,” etc.

Singular Keywords vs. Plural Keywords

Many SEO copywriters do not differentiate between plural and singular keywords. So they might go back and forth between “red shoes” and “red shoe” when the keyword they are optimizing for is “red shoes.” Not a big deal, right? However, if you Google the two terms totally different results come up for the singular and plural versions. For that reason, you should always be very careful to keep singular keywords singular and plural keywords plural. And when you check the keywords’ density, check “red shoes” separately from “red shoe.”

Red Shoes vs Red Shoe

Using Stop Words within Keyword Phrases

Stop words are words that search engines generally do not acknowledge when doing searches, such as “in,” “a,” “as,” “of,” “the,” etc. They can be a real lifesaver when dealing with especially difficult terms to smoothly work into content. For instance, let’s say you decided to go for some long-tail keyword terms like “red sequin shoes women.” Writing “red sequin shoes women” exactly within the content sounds awkward, so you could put a stop word in there, like “red sequin shoes for women.” It makes your job a lot easier, but when possible always try to use the exact phrase, because if someone is searching for the exact phrase within quotation marks different results will come up.

Quotes vs No Quotes

Symbols and Punctuation in Keywords

Conversely, punctuation and symbols can be interspersed within keyword phrases and they shouldn’t affect the keyword density whatever way the phrase is searched for. So let’s say you decided to offer financing for your red shoes (they’re designer), and you want to write some SEO copy about your 0% financing offer. Whether you searched for “0% financing” or “0 financing” – with quotations or without – the same results show up in Google.

Creating Your SEO Content

MarketingSherpa’s 2012 Search Marketing – SEO Edition Benchmark Report recently cited the marketers they interviewed as rating content creation the most difficult (yet most effective) SEO tactic. Between web content, optimized press releases, articles, and regular blog posts, it can all seem incredibly overwhelming without even taking keywords or keyword density into account. But any content on your site is better than none, and if you are knowledgeable about your industry, keywords will naturally show up in your content. SEO Inc. also offers a wide variety of SEO copywriting services services to round out social media and internet marketing campaigns.

Have you tried any of these SEO copywriting techniques? Comment below!

About Garry Grant

Garry Grant is a veteran expert in search engine optimization and the digital marketing industry. With nearly 20 years of experience, Garry has successfully built a multi-service operation at SEO, Inc., developing proprietary technologies through complex strategic solutions. He has extensive experience in key initiatives and operational responsibilities grounded in information technology and performance management.

Garry’s expertise and esteemed reputation, coupled with SEO Inc.’s impressive client success record has earned him such accolades as Entrepreneur Magazine's 2005 Hot List for the Hottest Internet Property, Inc. 500 2007 Honorary award for Fastest Growing Private Company in America, an Inc. 500 top 50 Company in San Diego, and interviews with The New York Times, The Wall Street Journal, WIRED, Entrepreneur and The Huffington Post.

Garry Grant began his online career in 1993 creating strategic Web and e-business solutions for Homepage.com, The Rush Limbaugh Show, Premiere Radio Networks, Clear Channel Communications, EarthLink and Artisan Motion Pictures. Today, Garry and SEO Inc.’s highly skilled digital strategists develop proprietary technology and strategic digital marketing direction for Fortune 500 companies including, SC Johnson, McAfee, Entrepreneur.com., Inc Magazine, IGN, Tacorri, LPL Financial, National Kidney Foundation, G4 TV, Fuel TV and Sony, just to name a few.