Should You Sacrifice Readability And Simply Optimise For Keywords In Blogs?

It’s often claimed that the more keywords you can shoehorn into a blog the better results you’ll get.

Can that really be true? Should marketers sacrifice readability in favour of keyword density? Well, thankfully the answer is no. Just because you stuff your articles with liberal smatterings of keywords will not guarantee that Google or other search engines will notice you: in fact, there is sufficient evidence to suggest that exactly the opposite is true. So ignore some of the ‘expert’ SEO advice. Search engines don’t use keyword density to determine search engine ranking. Yes they take account of the keywords you write about, but only to the extent that they give an article context. Search engines focus on the chosen keyword so that their spiders can determine what the blog is about. So, how often should you use keywords in your articles and is there such a thing as an optimum number of keywords for blogs?

The short answer to that is no. An ideal keyword density is illusory.

It all depends on context.  Over-using keywords will stifle any creative flow and make the written piece sound stilted. Google will look on such articles unfavourably and more than likely treat them as spam. What Google and the other search engines are looking for is quality content that informs, advises and entertains. Repeating irritating keywords over and over again certainly won’t tick any boxes, so the best advice is to steer well clear of this practice.

Good writers tend to only use keywords sparingly.

Every SEO copywriter will use keywords, but they understand that these must be used in context: it’s an essential part of the optimisation process. But all writers will also tell you that it’s the content that matters, not which keywords you use and how often you cram them in.  Writers want to appeal to their readers, and persuade them to purchase the goods and services they’re writing about. Writing clumsy and unreadable content will never persuade anyone to buy a product.

What’s the correct way to use keywords?

The answer to that is simple: use your keywords in moderation. You certainly don’t want to be using too many, but you’ll need to make sure that there are enough to register. It’s all a question of balance in the end. The best advice any copywriter will give is:

  • Choose your topics with care.

The more closely related your topic is to your keywords, the more frequently it makes sense to repeat them.

  • Don’t forget to use subheadings.

Not only are subheadings boldfaced, which is good for SEO in itself, but they also make it easier to accommodate clumsy phrasing.

  • Use variants and synonyms.

Search engines have very large vocabularies. They can make connections between related words so don’t be afraid to vary your language usage and mix up your descriptions. Variation and the use of synonyms can be very helpful for writers with targeted subjects.

The most important thing to remember is that there is far more to SEO than just stuffing keywords in your text. Writing clearly and creating useful content that readers will enjoy is the key. If you can manage to do this then your readers will reward you by sharing your content with others, thereby generating the kind of inbound links that will help your search rankings soar.

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