Thoughts on Marketing…

Some of the old myths about search engine optimization are still floating around, causing website owners to display copy that not only can’t be read, but seems to annoy the search engines.

Why does it annoy? Because the search engines have gotten smart enough to recognize “keyword stuffing” – and they don’t appreciate it!

But keyword stuffing hurts those site owners even more than ruining their chances of a high ranking on Google and other search engines. That’s because “stuffed” copy turns away those prospects who do find their websites. That kind of copy is hard to read, boring, and word-for-word doesn’t give much value.

Some are using pay per click ads to drive traffic – and spending a lot of money. Others are running off-line ads, which also cost money. So it’s a shame that when the visitors arrive, they click away almost immediately.

The bottom line:

You do need to integrate your keywords into your site, but stuffing your copy with them is the worst thing to do.

Instead, write meaningful copy that presents your benefits to your readers in a clear and straightforward manner. Concentrate on getting your message across, and if your message really is about the subject represented by your keywords, they’ll flow into it naturally.

Sometimes you’ll want to go back and see if there are places where you can insert a word where it won’t destroy the flow, but that’s easier done after you’ve written the message.

For instance, if you’re writing about credit cards and credit card issuers, you may write a message that says something like: “Your card issuer can lower your credit limit at any time.” Going back it’s easy to insert the word “credit” to add another instance of the phrase “credit card.”

Keyword phrases are gaining more ground today, too. People who are trying to narrow their searches and find what they want in the ever-expanding Internet universe are using more and more phrases to narrow their search goals. So it pays to use the free keyword tool offered by Google to see what kind of key phrases people are using – and then use them.

Remember that unless the searcher has specified “exact match,” you can insert a word or two within the phrase and the search engine will still pick it up. For instance, if your key phrase is “homes in Dallas,” you can write “homes for sale in Dallas” and still be found.

That feature definitely makes it easier to create copy that flows.