4 Common SEO Copywriting Techniques That Ruin Your Copy

Posted by Eric Brantner - July 30, 2010 - SEO - 9 Comments

As an SEO copywriter, I work with a number of SEO companies providing copy for their clients. Many times, the SEO companies have certain guidelines they want me to follow when writing the copy. Some of these guidelines are based off proven SEO practices. Others are based on long outdated SEO techniques, and some are based on pure, unadulterated myths.

1. Word counts—It used to be believed that content had to reach a certain minimum word count for it to be indexed and ranked properly by the search engines. Some say the minimum magic word count in 400 words, and others claim it’s 250 words. Me? I say the concept is completely bogus. Don’t believe me? Just search for any term on Google, and look at the top pages in the results. Chances are, the word counts across these pages vary greatly—from just a few words to several hundred words.

The point? Don’t write to a word count. You’ll end up with a lot of filler content, and instead of paying attention to creating captivating, results-driven content, you end up with just words. Write until it’s just right.

2. Keyword density—File this under the “SEO Myth” category. People used to believe (and some really out of touch SEOs still do) that if you could achieve a certain keyword density, your website would magically jump up the search rankings. Again, it’s a bogus concept that you can easily disprove by doing some searching on your own. There is no magic keyword density. And when you try to write copy only with keywords in mind, you end up with stiff, robotic copy that doesn’t convert visitors. Want to rank well? Write great content that attracts quality links.

3. Keyword headlines—Yes, it’s a good idea to put keywords in your headlines/H1 tags. But the intrigue and clarity of your headline is far more important than its keyword-richness. Remember, the headline is the first thing a new visitor to your website sees. If it doesn’t grab their attention and force them to keep reading, they’ll abandon your website.

4. Heavy internal linking—When done properly, internal linking within your copy can help Google better classify the pages on your site and it can drive visitors forward toward conversion. However, if you take internal linking overboard, it becomes a distraction. It can easily overwhelm readers, giving them too many options. When that happens, they usually choose none and back out.

Do you use any of these techniques when writing your SEO copy? Do you think they’re holding your copy back? Share your experiences in the replies.

About the Author

Eric Brantner

Eric Brantner is a freelance copywriter specializing in helping small businesses communicate more effectively with their target audience.
9 comments
top copywriter
top copywriter

definately the word count, keyword density are important factor in on page SEO. Great to learn some other tips form your blog too. Stephen (aka copywriting.brandmarketingtool.com) My recent post undefined

joshedward
joshedward

I seldom expect much from online informational content these days, but you really got my interest. I think this is some of the best, most unique informative article I have ever read. I’m truly impressed. essay help

Ali Short
Ali Short

I see the point you are making , but I dont see it ruining the "copy" unless we force ourselves into using filler content to reach word count or keyword density. Still by looking at this same post here , your point are making sense so thanks , and I'll be following the tips. My recent post Structuring Copy For Online

Nisha Shah
Nisha Shah

Excelllent source of information, thanks.

Deepak
Deepak

Awesome Tips! I am glad to found such useful post. I really increased my knowledge after read your post which will be beneficial for me.

Mani Viswanathan
Mani Viswanathan

Nice article completely focusing on important points..Thanks for the share!

Mike C
Mike C

Great article. I've been reading lots of content from popular blogs on writing content to convert visitors and there appears to still be a lot of emphasis on length of post, keyword density and # & quality of back links. I'm glad your experience has proven most of those things emphasized to be Internet Urban Myth.

Kristi Hines
Kristi Hines

I definitely agree with the first point. You should make your article as long as it takes to fully share your information. If it's just teaser information meant to drive clicks to another page, then it will probably be short, whereas if it is an article meant to be a guide, then it will probably quite lengthy.