Top 10 Don’ts for SEO Copywriting

By Karon Thackston © 2009, All Rights Reserved

Following in the footsteps of Rand Fishkin and Guy Kawasaki, I decided to come up with my own list of don’ts.

There is no shortage of don’ts when it comes to SEO copywriting. It seems this niche got off to a rough start many years ago when early comers somehow misconstrued the core principles of the trade. Allow me to elaborate on how not to write SEO copy.

1. Don’t shove as many keyphrases into the copy as humanly possible. It’s not about the sheer volume of search terms you include. Yes, Google and other engines should be able to follow what the page is about. Yes, engines are looking to match a searcher’s query with search engine optimized content on your web pages, but which pages land at the top is decided through a series of calculations far more complex than any simple ratio. When you overload copy with keyphrases you sacrifice quality and user experience.

2. Don’t lose sight of balance. If SEO copywriting isn’t about the percentage of keywords within the copy, then what is it about? Balance. You have two audiences with SEO copywriting: the search engines and your site visitors. But surprisingly, the balance doesn’t come with serving both masters well. The balance comes in how much you cater to the engines. You see, your site visitors always come first. However, if you write with too little focus on the engines, you won’t see good rankings. If you put too much focus on the engines, you’ll start to lose your target audience. Balance… always balance.

3. Don’t let someone else choose the keywords. If keyword research isn’t a service you offer, an SEO firm, keyword specialist or some other professional that your client hires will have to conduct the research. Don’t just accept keyphrases these folks toss your way. Ask to see the entire list with recommendations as to which terms would be best strategically. Then you, as the professional writer, can decide which will also work best within the copy.

4. Don’t sacrifice flow for numbers. This is a follow-up to number three and is a major issue with bad SEO copywriting. SEOs or clients sometimes insist on using hacked-up search phrases that simply don’t work in a normal sentence. An example? “Candies samples free.” Many copywriters will just grin and bear it, sacrificing quality and flow for the sake of competitive values or other numbers. The result is often some obnoxious sentence like, “If you’re looking for candies samples free, you’ve come to the right place!” Forcing a phrase into the copy at all costs never turns out well.

5. Don’t use keyphrases that don’t apply to the page. If you operate a site about wedding receptions, don’t try to force a search term about wedding dresses into the copy just because it pulls a lot of traffic. (A) Unless you sell, alter or design wedding dresses, it won’t be applicable. (B) Even if you manage to get the page ranked well for the phrase [wedding dresses], once the visitor clicks to your site and realizes you have nothing to do with wedding dresses, they will leave. It’s a waste of time and effort and it creates a poor user experience.

6. Don’t use misspellings and correct spellings on the same page. I fully understand that the misspellings of keyphrases can be valuable search terms. However, to mix correct spellings and misspellings within the same page of copy looks like you’ve got a bunch of typos in the content. It’s just not professional. Some writers will go for the old, “We rent limousines (sometimes spelled limosenes) for the most affordable prices in town.” I don’t care for that approach. It’s just not natural. Would you ever see brochure or newspaper copy that reads that way? I think not.

7. Don’t use keyphrases the exact same way every time. This is how we end up with horrible SEO copy that sounds like a 4th grader wrote it. (See #4.) There are lots of ways to use keywords in copy, not just one. In order to sound natural, you have to get creative with your keyphrase use. One way is to break up phrases using punctuation. Since search engines don’t pay attention to basic punctuation marks, you can easily write something using the search term [real estate Hawaii] that reads like this: “Currently there is an impressive selection of available real estate. Hawaii listings can be…” See? “Real estate” is at the end of the first sentence and “Hawaii” is at the beginning of the second sentence. The engines ignore the period so there’s no problem.

8. Don’t use all types of search phrases for every situation. There are many ways in which this “don’t” applies. One quick example is that of an ecommerce site. It wouldn’t be advisable to use specific, long-tail keyphrases on the home page of your site. They are much too specific in most cases and are better suited for individual product pages. Broader terms are typically best for an ecommerce home page. If you don’t understand the best applications for the various types of keywords, you’re likely to have lackluster results.

9. Don’t neglect ALT tags/image attributes. These tags are the ones associated with images on your pages and they carry a good deal of weight especially if the image is used as a link. The ALT text counts the same as anchor text in a text-based link. Depending on a few different factors, ALT text may be a good place for those misspellings mentioned in #6.

10. Don’t forget the chain of protocol. There’s a method to the SEO copywriting madness. The idea is not to get as many different keyphrases onto a page as possible. Just the opposite, in fact. Rather than having 12 different search terms used only one time each, you need to use two to four keyphrases (depending on the length of your copy) per page. The title, META tags, ALT tags, other coding elements and on-page copy need to support each other as far as keyphrase use goes. Your goal is to let the engines know that you have original, relevant content about a narrow topic.

Unless you have an exceptional number of back links built up, just mentioning [dark chocolate], [chocolate strawberries], [chocolate chip cookies], [chocolate cake], [chocolate desserts], [organic chocolate] and [chocolate cheesecake] once each on a web page isn’t likely to do a lot of good. Instead, pick two or three terms which are closely related and use them several times each along with mentioning them in your tags.

When you avoid making common mistakes, you’ll find your SEO copywriting flows much better, is more natural-sounding and ranks higher, too.

Need more help with SEO copywriting? Karon offers 3 excellent books to guide you as you learn keyword optimization techniques. Visit http://www.CopywritingCourse.com or http://www.WritingWithKeywords.com today to get started.

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About Karon Thackston

For over 25 years, web & SEO copywriter Karon Thackston has created optimized copy and content that has increased conversions & search rankings. Find out more about Karon on Google+.

Comments

  1. Tekstschrijver says:

    Thx for these tips !
    It’s all a question of balance. And avoiding overload.

  2. As usual Karon, brilliant tips and well put. I think I will print this out and give it to my clients who say ‘there’s only a 5.89 keyword saturation on the services page.’ Gah!

    Think I’ve said it before but I’ll say it again: the tip about splitting a keyphrase with punctuation is one of the best things I learned from you (about 3 or 4 years ago I think!). It has got me out of tight spots many a time!

  3. Thanks Sarah. Yes, I get those clients too. With so much bad information online about SEO copywriting, it’s a wonder everybody doesn’t believe all that bunk. Thanks for your kind words!

  4. Number three sounds like a dream. The problem is, we don’t always get a lovely flowing key phrase that’s a pleasure to work with – especially when you’re dealing with a manufacturing industry website.

    Tip seven is an absolute lifesaver though!

  5. Nick Bentley says:

    Hey Guys,

    Yes with #6 I avoid typos just because Google will correct a typo with that “did you mean this instead” anyway so typos usually just make it look like you didn’t bother with a spell check. Some of the best ranking pages I have were ones where I just wrote it up without going out of the way to keyword stuff. I do avoid using he, she, or they and use the person or company name always to keep density about 5/100.
    I also use related keywords that are relevant but only when it fits the flow of the article. Write for people, not robots. Even a keyword stuffed page that ranks isn’t gonna do much good if the person never finishes it or sees you as a credible source before you can ask for the sale.
    I’d rather 10 people see a page and go “he’s sincere and really knows what he’s writing about” than 100 who click away because it’s a robotic sounding mess.

    • Welcome Nick! I agree with almost everything you’ve said :) You may want to do a search on this blog for “keyword density.” There’s no reason to worry with that any more. I always write with the customer in mind first, but – in order to have SEO copy – you should also keep the engines in mind as well. If nothing more than to make sure you don’t over do it (like you said). Great to have your input.

  6. You’re welcome – always looking to read good, helpful content!

  7. Hey Karon, this is an excellent top ten list. I think that balance is the best recommendation and one of the hardest things to do. It is easy to tell when someone has written purely for SEO and it is a huge turnoff. I found you through Twitter at @karonthackston and am now following you, we are @toptentopten. You can cross-post this to our site http://www.toptentopten.com/ and link back to your site. We are trying to create a directory for top ten lists where people can find your site. The coolest feature is you can let other people vote on the rankings of your list.

  8. Hey Karon,

    In addition to Alt Tags, I also suggest using the Title attribute. It can be helpful.

    Thanks.

  9. Jaime Hood says:

    Speaking of misspellings, I think you mean “don’t lose SIGHT of balance!” Great SITE you got here, btw! ;-) I just started following you on Twitter.

  10. machoman says:

    thank you! I really liked this post!

  11. thank you! I really liked this post!

  12. Karon, Congratulations on your Semmy nomination! This oustanding article certainly deserves it.

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