Search engine optimization ultimately comes down to one thing: keywords. Whether it’s adding them to your page titles, or generating more content for your website or blog, having the right words and phrases – the ones that people are searching for most on Google, Yahoo, and Bing – is what makes the process go.
And so, it only makes sense that, when looking to maximize your search engine position, you should do whatever you can to work in as many keywords and phrases on your business website as possible… or does it?
On the surface, more is definitely better. But a deeper look at the art and science of search engine optimization will show that it isn’t just about quantity, but quality. In other words, obsessing about keywords isn’t likely to get you the result you’re hoping for. There are really two good reasons why:
Having too many keywords actually works against you. Referred to within the SEO community as “keyword stuffing,” endlessly cramming different words and phrases onto your page tips off search engine spiders that you’re trying to game the system. And so, rather than increasing your SEO visibility, you actually end up hurting your site’s position – or even getting it banned altogether.
Sloppy writing is bad for conversions. Assuming that you’re hoping your SEO plan will actually lead to more sales or inquiries, then your site needs to be as persuasive as it is keyword-rich. Taking the time to craft headlines in paragraphs that make sense, while incorporating keywords, is preferable to finding unnatural ways to fit more keywords into an existing draft.
A good search engine optimization plan can certainly do wonders for your business, but that doesn’t mean that the search for more keywords and phrases should trump everything else. Use common sense when adding them to your site, and you’ll get the result that’s good for all the parts of your online marketing plan.