The service marketplace websites, those places on the Internet that bring together writers or web designers or programmers with buyers, are rife with projects for SEO writers. Sometimes, they advertise for “keyword writers.” What is it that they are really looking for? In essence, people who can stuff as many keywords or keyword phrases into a paragraph.  If you have ever seen a website where they have turned one of these keyword writers loose, you will know it right away.

Here is an example of a paragraph that would hypothetically be written for a writing service website like ACME Writing.

When you need a copywriter, there is only one place to go for a copywriter and that place is the copywriter ACME Writing.  They aren’t your typical copywriter, but instead, a great copywriter, who can write web copy very well. That web copy can be written to sell the things on your website the way a great copywriter might write. If making sales is important, the great web copy is important and ACME Writing is the copywriter you need to hire when you are looking for a great copywriter.

 Content that is Natural
If you think that I am exaggerating, then you really have to see the real deal.  It actually looks like the paragraph above, but doesn’t make that much sense. This type of keyword stuffing will result in penalties for the offending website.  Keywords and keyword phrases have to be added to content in a natural way.  That means, they should not be forced or used in a way that results in poor sentence structure.  The value of the content to the site visitor should not be compromised in an effort to attract search engines with the artificial keyword usage.

An example of a more natural use of the keywords, copywriter and web copy might look like this:

Salespeople depend on the efforts of the marketing department to provide point of purchase (POP) sales aids and advertising to support their efforts. Those sales aids and that advertising is developed through the work of skilled copywriters.  A great copywriter knows what the needs of the target audience are.  They also understand the features and benefits of the product or service they are tasked with selling.  This is true of web copy and print copy. With web copy, the copywriter has an additional consideration; keywords. With the skills of an artist, the copywriter carefully includes keywords in a natural way into the copy they craft.

 Copywriter can Increase or Decrease traffic to a site like this
With what we know about the algorithms of search engines like Google, it is important to use keywords in a natural way.  The easiest way to do this is to write content that benefits the site visitor.  That should be the primary focus.  When the focus is taken away from this goal, then the use of keywords is often forced and the site is penalized.

In the example using the keyword “copywriter,” the paragraph does not sound natural and the site visitor quickly realizes that the text is artificial and not meaningful to them.  They will not return. On the contrary, a website that promotes content that is natural and valuable to the visitor, will find those visitors returning regularly for more.

Filed under: Effective Content

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