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The 2 Most Common Mistakes When Writing With Keywords
It really raises my blood pressure. SEO writing has started to get a bad rap all because of sloppiness. How come? Because too many people claim to know what they are doing. In reality, they simply push keywords into the copy without worrying about how the copy flows. Copy that sounds mechanical or stiff is a sure sign that an amateur writer has meddled with things.
When you’re writing for SEO, you need to take the time to figure out what works and what doesn’t. There are two mistakes that almost every amateur search engine copywriter makes. Let’s take a look at each one.
#1 – List
Let’s say you visit the home page of a website that sells beauty products. As you read the copy, you keep coming across a set of items: salon supplies, salon equipment, and professional manicure tables. The copy reads something like this:
The best selection of hair salon supplies, hair salon equipment and
Professional manicure tables on the Internet
When shopping for salon supplies, salon equipment and professional manicure tables, you need a retailer that offers great selection and great service. Since shopping for salon supplies, salon equipment, and professional manicure tables can be an expensive endeavor, you also want a company that guarantees the lowest price.
Trust ABC Beauty Supply to provide you with the widest selection of salon supplies, salon equipment and professional manicure tables every day. Orders are shipped within 24 hours and – on all salon supplies, salon equipment and professional manicure tables orders over $100 – shipping is completely free!
Do you see how it flows (or doesn’t flow) when you use all the key phrases in sequence each time? Once, of course. That’s okay. Even twice, depending on the length of your copy. But if you put all your key phrases in a list and use them every time you get the slightest chance, it’s just too repetitive. What do you do instead?
Discuss each in its own section. Discuss the different types of hair salon accessories. Check out the reasons why your hair salon equipment is better than what others are selling. Or even list the features and benefits of the line of manicure tables you offer.
#2 – Substituting keywords for generic terms
This technique (like the one above) is perfectly fine IF you use it sparingly. However, replacing every instance of a generic term with a keyword phrase will make your copy sound downright silly. Let’s look at an example from a web design page.
New Orleans Web Design
Our New Orleans web design company offers a high level of creativity to businesses in the greater area. Our New Orleans web design styles are never made from templates. Each New Orleans web design is a custom creation just for your website.
If you walked into the office of a web design company and the employees started talking like this copy was written, you’d probably think they were on drugs! So why the hell would you write your website copy this way? The reason is that most amateurs mistakenly think that they cannot write for both search engines and website visitors. I am happy to say that they are wrong! You can certainly write for both with great success.
Progressive, creative, optimistic. These are the phrases that best describe many online businesses based in New Orleans. Web design for your organization should match your style. The website designs you will receive will never be created from templates, they will truly reflect your corporate personality. Because we work exclusively with companies located in or near New Orleans, the web designs maintain a sense of great simplicity.
Did you see this? The sentence was split using punctuation marks. It won’t hurt your rankings one bit, but it will make your copy sound MUCH better.
These are not all mistakes. I wish we were! But most of the mistakes of amateur writers can be corrected with one simple test. Read aloud. If the copy sounds funny to you when you read it out loud, it will sound just as funny to the website visitor.
Take your time. Before you start creating text for your pages (or your clients’ pages), learn the ins and outs of SEO writing. Then you can be sure that your copy will convert better while contributing to your high rankings.
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