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I Advice - The Mystery of the Magical Keyword Density Formula
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Why the Myths?
I understand why people want formulas. Having hard and fast rules to follow means, if you apply the formula, you know you’ve done the job right and you can’t fail. The problem is there isn’t just one right way to create search engine copy. There are as many ways to write SEO copy as there are sites on the Web.
Am I holding back? Am I trying to protect my highly classified industry copywriting sec
You bet!Especially for business, non-profit and association managers who REALLY need to persuade their key outside audiences to their way of thinking. Then move them to behaviors that lead to the success of their department, division or subsidiary.Could this be you? If so, you may need to reduce your emphasis on tactical public relations weaponry with its simple print and broadcast mentions.And instead, use a broader, more comprehensive and workable public relations blueprint to alter your key external audience perceptions – perceptions that deliver the changed behaviors you need to achieve your managerial goals.Why go to this much trouble?Because of the possible results,
I have a guess as to where these magic formulas come from. Someone brags to their friend that they got #1 ranking for a particular keyphrase. The friend studiously looks over the site and starts taking notes. “He used this phrase eight times in a 500-word piece of copy. He put the keywords in here and there and over here, too. That means you have to put keyphrases in these places and reach a keyword density of 1.6% in order to get a #1 ranking.” Not so! Let me explain why keyword density formulas don’t fly.
Copywriting Is One Piece of the Search Engine Optimization Formula
Copywriting, in my opinion and the opinions of respected search engine optimizers, is 1/3 of the puzzle; but there are other pieces to the puzzle, too. What about coding and linking? Those are two extremely important factors that also come into play.
*IF* copywriting were the sole factor, then maybe - just maybe - keyword density formulas might be a reality instead of a fable. But alas… it isn’t.
Keyword Density Formulas Are Unproven
Go to any search engine. Type in your primary keyphrase. Look at the results that fall into the number one through five slots. Do they all have the same keyword density? No. Some have higher levels, some have lower levels.
If keyword density formulas were carved in stone, every single site in the top 10 would have the same keyword saturation levels. But alas… they don’t.
All Keyphrases Aren’t Created Equal
Think about the competitiveness of the various keyphrases on the Internet. You have some like “search engine marketing” that are exceptionally competitive. Then there are others like “sushi restaurant in Charlotte, NC” that aren’t. You have to account for how many other sites you’ll be battling with when you write search engine copy.
Positioning of Keyphrases
In addition to the number of times a keyphrase is used, you need to pay attention to *where* your keyphrases are used. While it has not been proven to my knowledge, it is strongly suspected that keyphrases that have special formatting carry additional weight. By special formatting I mean bold, italics, in bulleted lists, in tags, etc. As I said, this has not been proven. Again, go to your favorite search engine and type in a keyphrase. If formatting and positioning were a carved-in-stone rule, all the sites in the top 10 would be using these tactics. But alas… they aren’t.
Why the Myths?
I understand why people want formulas. Having hard and fast rules to follow means, if you apply the formula, you know you’ve done the job right and you can’t fail. The problem is there isn’t just one right way to create search engine copy. There are as many ways to write SEO copy as there are sites on the Web.
Am I holding back? Am I trying to protect my highly classified industry copywriting secr
About SFISFI is a division of Carson Services, Inc., headquartered in Lincoln, Nebraska USA. Founded in 1985, Carson Services has a long and successful track record in the publishing and network-marketing industries.They are a longtime member of the Better Business Bureau serving Southern Nebraska, as well as members of the Lincoln Chamber of Commerce.SFI is the exclusive marketing arm for the IAHBE (International Association of Home Business Entrepreneurs) and Veriuni™, a line comprised of nutritional, cleaning, personal care, pet care, telecommunication products, and more.SFI was launched in 1998. Today, with tens of thousands of affiliates in over 200 countries, it is believ
Copywriting Is One Piece of the Search Engine Optimization Formula
Copywriting, in my opinion and the opinions of respected search engine optimizers, is 1/3 of the puzzle; but there are other pieces to the puzzle, too. What about coding and linking? Those are two extremely important factors that also come into play.
*IF* copywriting were the sole factor, then maybe - just maybe - keyword density formulas might be a reality instead of a fable. But alas… it isn’t.
Keyword Density Formulas Are Unproven
Go to any search engine. Type in your primary keyphrase. Look at the results that fall into the number one through five slots. Do they all have the same keyword density? No. Some have higher levels, some have lower levels.
If keyword density formulas were carved in stone, every single site in the top 10 would have the same keyword saturation levels. But alas… they don’t.
All Keyphrases Aren’t Created Equal
Think about the competitiveness of the various keyphrases on the Internet. You have some like “search engine marketing” that are exceptionally competitive. Then there are others like “sushi restaurant in Charlotte, NC” that aren’t. You have to account for how many other sites you’ll be battling with when you write search engine copy.
Positioning of Keyphrases
In addition to the number of times a keyphrase is used, you need to pay attention to *where* your keyphrases are used. While it has not been proven to my knowledge, it is strongly suspected that keyphrases that have special formatting carry additional weight. By special formatting I mean bold, italics, in bulleted lists, in tags, etc. As I said, this has not been proven. Again, go to your favorite search engine and type in a keyphrase. If formatting and positioning were a carved-in-stone rule, all the sites in the top 10 would be using these tactics. But alas… they aren’t.
Why the Myths?
I understand why people want formulas. Having hard and fast rules to follow means, if you apply the formula, you know you’ve done the job right and you can’t fail. The problem is there isn’t just one right way to create search engine copy. There are as many ways to write SEO copy as there are sites on the Web.
Am I holding back? Am I trying to protect my highly classified industry copywriting sec
Selling products on a local (and even national) scale is not enough, so many businesses have taken a decisive step and created virtual selling spaces, from where they could reach a global audience. In the following article we will have a look at the most successful forms of online marketplaces.Electronic commerce - a multi billion dollar industry.The terms e-commerce or ecommerce are extremely popular nowadays, and it seems more and more businesses are considering some form of online sales or online promotion. According to Forrester Research ecommerce generated sales worth US $12.2 billion in 2003. E-commerce has the exact same features of a local business - sales, distribution, marketing and
*IF* copywriting were the sole factor, then maybe - just maybe - keyword density formulas might be a reality instead of a fable. But alas… it isn’t.
Keyword Density Formulas Are Unproven
Go to any search engine. Type in your primary keyphrase. Look at the results that fall into the number one through five slots. Do they all have the same keyword density? No. Some have higher levels, some have lower levels.
If keyword density formulas were carved in stone, every single site in the top 10 would have the same keyword saturation levels. But alas… they don’t.
All Keyphrases Aren’t Created Equal
Think about the competitiveness of the various keyphrases on the Internet. You have some like “search engine marketing” that are exceptionally competitive. Then there are others like “sushi restaurant in Charlotte, NC” that aren’t. You have to account for how many other sites you’ll be battling with when you write search engine copy.
Positioning of Keyphrases
In addition to the number of times a keyphrase is used, you need to pay attention to *where* your keyphrases are used. While it has not been proven to my knowledge, it is strongly suspected that keyphrases that have special formatting carry additional weight. By special formatting I mean bold, italics, in bulleted lists, in tags, etc. As I said, this has not been proven. Again, go to your favorite search engine and type in a keyphrase. If formatting and positioning were a carved-in-stone rule, all the sites in the top 10 would be using these tactics. But alas… they aren’t.
Why the Myths?
I understand why people want formulas. Having hard and fast rules to follow means, if you apply the formula, you know you’ve done the job right and you can’t fail. The problem is there isn’t just one right way to create search engine copy. There are as many ways to write SEO copy as there are sites on the Web.
Am I holding back? Am I trying to protect my highly classified industry copywriting sec
Which documents must I keep for ISO 9001?In addition to the legislative requirement for your business to keep certain records ISO 9001 2000 requires your business to retain other records to demonstrate compliance with its various clauses.From an ISO 9001 2000 viewpoint records are documents generated whilst operating your Quality Management System. Typical examples are records of management reviews, purchase orders, sales orders, test results and internal quality system audits.An ISO 9001 2000 consultant can be very helpful to your business in deciding which records are required and those that are not.The standard is not specific about how long your business must retain each rec
Positioning of Keyphrases
In addition to the number of times a keyphrase is used, you need to pay attention to *where* your keyphrases are used. While it has not been proven to my knowledge, it is strongly suspected that keyphrases that have special formatting carry additional weight. By special formatting I mean bold, italics, in bulleted lists, in tags, etc. As I said, this has not been proven. Again, go to your favorite search engine and type in a keyphrase. If formatting and positioning were a carved-in-stone rule, all the sites in the top 10 would be using these tactics. But alas… they aren’t.
Why the Myths?
I understand why people want formulas. Having hard and fast rules to follow means, if you apply the formula, you know you’ve done the job right and you can’t fail. The problem is there isn’t just one right way to create search engine copy. There are as many ways to write SEO copy as there are sites on the Web.
Am I holding back? Am I trying to protect my highly classified industry copywriting sec
A crucial part of any online business is keeping in contact with your customers. The only way you can do that is with email. In these days of massive bulk emails, email certainly has its disadvantages, but it’s still one of your most effective tools in the battle for your customer’s business. While we would all love to have such a killer website and product that every visitor would purchase our stuff on their first visit, the reality is that just ain’t gonna happen.Email marketing has earned a bad reputation in the last few years mostly because of the actions of indiscriminate bulk-emailers. You know the type. They send spam after spam of offers for of questionable pharmaceutical products, watc
Why the Myths?
I understand why people want formulas. Having hard and fast rules to follow means, if you apply the formula, you know you’ve done the job right and you can’t fail. The problem is there isn’t just one right way to create search engine copy. There are as many ways to write SEO copy as there are sites on the Web.
Am I holding back? Am I trying to protect my highly classified industry copywriting secrets? Not at all. In fact, go to my site at http://www.marketingwords.com. Visit the portfolio section. If I had a fiercely protected secret that I was holding out on, all the sites with SEO copy in my portfolio would have the same keyword density. But alas… they don’t.
What DOES Work?
So after I’ve dashed your dreams, the least I can do is give you some insight into how *I* write SEO copy. I don’t do any or all of these in any particular order. I don’t do them all every time I write. I am NOT saying that you should do all of these things every time you write.
1) If possible, I try to include keyphrase(s) in the headline and sub-headlines. If it doesn’t make sense, if it sounds odd, I don’t include them.
2) When it flows, I include keyphrases roughly once or twice per paragraph. Do I count words? Do I run keyword density ratios? Never! I just eyeball the page to see if it looks right.
3) This I do EVERY time I write… I focus on natural language. If the copy sounds forced or stiff after including keyphrases, I scrap it and start over. Read your copy out loud. If it sounds stupid or redundant to you, it will sound stupid and redundant to your site visitor. Don’t compromise the flow of natural language for the sake of search engines. What good will number one rankings do if - as soon as visitors get to your home page - they click away because the copy is so awful? All the number one spots in the world won’t pay your grocery bill. You ultimately have to have sales and that means winning over your human visitors.
4) If possible, I try to include keyphrase(s) in bold, italic, bulleted lists, or in other text that is specially formatted. If it doesn’t make sense, if it looks funny or sounds odd, I don’t include them.
So that’s it. Are those feelings you had when you learned there wasn’t a Santa Claus or Easter Bunny coming back? Sorry. I truly am. But it’s for your own good. If you’re going to be an effective search engine copywriter, you have to learn the truth. Relying on myths will only hold you back. Now pick yourself up, dust yourself off, and get moving on that next number-one-ranking page.
Karon Thackston © 2004
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