I read a blog post earlier, which was clearly written for SEO purposes, rather than for people. It was an example of an SEO tactic called keyword stuffing.
What is keyword stuffing?
Keyword stuffing is the process of over optimizing a page of content, for a word or phrase, which is then used over and over again, in order to improve the keyword density of the post. The higher the keyword density, the easier it is for search engines to figure out what that post is all about. The post I just read was 337 words long and repeated the same 2 word key phrase 24 times!
It’s a low value form of SEO, as these over optimized posts tend to achieve very poor conversion rates. Yes, people will find them via search engines, but because they are stuffed with the same phrase over and over and over again, they make little sense. So, people tend to leave those pages as quickly as they arrive.
Focus on conversions, not traffic!
Over optimized, keyword stuffed posts are tempting for bloggers, who are more focused on traffic than focused on conversions; sales, subscribers, emails, sales inquiries etc.
Whilst it’s nice to see a few thousand people visit your blog each day, if they leave within seconds because the content fails to earn their attention, what’s the point? It’s a little like sending a huge mail shot out to people, which contains a badly written letter that makes no sense to the reader. It would reach lots of people, yet generate no positive response.
The reality is that a well written post, which is on topic and focused around a single idea, can easily be picked up by search engines, whilst being of value to your target readership. Such posts are organically optimized. It’s natural. It reads great. It converts!
For example, if I were to write a review right now, for my new HTC One X phone, there would be a number of times where I would need to mention the full name of the phone. This would include the post title, the initial paragraph and at least one of the sub-headings. I’d also need to mention the full name of the phone in any stats I produced as well as the summing up section at the end of the review.
In short: Attract focused traffic by optimizing organically. Yes, it’s a smart move to ensure your blog posts are easy for the Google bot to understand, but stuffing them with keywords so they make little or no sense when people try to read them, is a waste of your time.
Photo: Jma Work