As the term suggests, ‘keyword stuffing’ is about stuffing your text with as many keywords, which you want to rank for, as possible.
Although this was once considered an acceptable, white hat SEO practice, keyword stuffing has steadily made its way onto the list of black hat SEO techniques.
The newbie to digital marketing, in particular content marketing, will probably be asking why this practice is so bad as they’ve heard that the more your site speaks about a particular topic or set of keywords, the more popular Google will see your site for this particular subject.
You do need to be writing about topics – that contain keywords that you want to rank for – on a regular basis. Google encourages this. However, it’s all about the way in which you construct these articles.
Statistics show that if over 5% of the content on the pages of your website consists of keywords your website will be flagged as spam and will consequently fall quickly on the Search Engine Results Pages (SERPs). This means that you need to be constantly checking your content marketing to make sure that it doesn’t contain more keywords than this percentage.
How to make sure that your content marketing isn’t keyword stuffed
The challenge that a digital marketer faces on a daily basis is about how much value to give a potential customer for free and when to reel them in to make them an offer. This offer must be made at the time the prospect is receptive to what is being said which makes a sale more likely.
Content marketing is at the forefront of every digital marketer’s list of priorities. They realise that this type of digital marketing brings in massive returns on investment as the costs of producing works like this – especially articles for blog posts – versus the impact that they have is huge.
This means that a content marketer, specifically a digital copywriter, is in hot demand because he or she has the skills necessary to craft the pieces of content that are relevant to the company and portray its brand message well. They are also able to disseminate this content to the audiences who will be receptive to the messaging and will ultimately become customers and brand advocates for the particular company.
The digital copywriter is someone who’s learned the art of copywriting as taught by greats such as legendary ad man, David Ogilvy. They know what it takes to construct a piece of copy that has the desired impact on the particular audience, such as getting them to buy a particular product or service or getting them to sign up for a newsletter.
The digital copywriter knows the art of constructing persuasive copy which is writing that is designed or persuade a target audience to take a particular action. They know the language that is necessary to make sure that the prospect is suitably enticed into making a purchase.
So how do they make sure that the copy isn’t stuffed with keywords?
First of all, the digital copywriter needs to tell a story. They need to concentrate on this aspect as this will be the ultimate hook that gets people to buy into what you’re selling. Neuroscientists have actually uncovered that the right story will prompt people to make purchases while others won’t.
Once you’ve finished telling your story, and making sure that it fulfils its persuasive function, go back and see where you can naturally insert your keywords. Ensure that you don’t choose places that disrupt the story that is being told as this will disrupt your prospect’s train of thought and make them lose interest in the story that you’ve been weaving.
Having your website copy or blog articles stuffed with keywords is an absolute no-no as this destroys the integrity of the copy on your site. Avoid this at all costs if you want to keep your website ranking highly.