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
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.”
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.
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!