The field is quite divided, into black hat and white hat SEO practices. Some still combine elements of both sides. So this article reflects my own take on what would be good SEO when it comes to keywords in content.
It’s really simple, write naturally. Yes, your starting point is the keyword seed list, and the related keyword phrases.
But when you go and draft the content DONT;
- End every paragraph with the keyword phrase that covers your core business.
- Start every other sentence with a keyword or keyword phrase.
- Write sentences that sound like they were rewritten or translated to use a synonym of a keyword, sounding redundant.
I have read articles that were suggested to me, I don’t even remember where, one used the keyword “content development manchester” almost in every other third sentence. I read two paragraphs and closed the page. It felt like it was automated and it read really weird.
“That is why content development manchester is so beneficial!”
…It wasn’t even the company name!
Now, I know that with this I have just mapped my article for that keyword phrase, I’m okay with that to prove a point. Another thing is that there are quite some websites with copy that is like an unedited translation from one language to the next. And these are the worse, grammar is lost primarily in word order and the keywords pop up nearly twice in a sentence.
These are really extreme examples and serve the purpose of warning you, keywords need to be used, absolutely! But just like salt, sparingly and purposefully.
Readers are smart, they searched the term you are targeting and know the difference between an article meant to just pull them to your site and one that is aimed at engaging and educating them. When shopping for an SEO service provider, be careful about the keyword density suggestions and above all aim to engage.
In this way your website will not so easily be forgotten, given of course, the content is worth their time and adds value to their business as is.