Keyword stuffing is an older practice which was wholeheartedly adopted and then fell out of favor with Google. Since search engines now have better spam analysis capabilities, this is not only unnecessary, it can tank your rankings instead of assisting.
What does keyword stuffing look like? Long lists of keywords either strung across the top or bottom of a site page, or repeated over and over in the body copy in a very awkward fashion. Making these strings of keywords invisible to human users is also a past practice that is now penalized.
Say that Mike is a plumber and learns that the best keyword phrase for his business is “emergency plumbing.” He writes the main introduction like this:
Mike’s Emergency Plumbing is the number one emergency plumbing company in the Rochester area. Available 24/7, Mike offers emergency plumbing at all hours in a 50 mile radius for those homes with plumbing emergencies.
See where this is going?
Not only does it not read well to a potential customer but today’s search engines can pick this out in a heartbeat across an entire website.
Google uses a ratio looking at the number of times a word is repeated and the total word count to determine if this is spamming or normal usage. If it’s determined it is spam, the site is penalized with a low ranking. Creating solid and helpful content with a thoughtful approach to weaving in your top keywords is always the best way to rank highly.
Use some strategy and some carefully selected and placed related words to fill out your pages. By using a combination of moz.com’s new powerful Keyword Explorer tool and by keeping tabs what people are using in Google Search Console to find your site, you can construct a more search engine-friendly AND more human-friendly website.
- Start by brainstorming a list of 20-30 words that you feel are the most dialed in to what you offer/your products. Include those branded keywords with your company or product name.
- Test your top picks to see how many others are using those same keywords.
- Strategically think about placing those keywords in your site and use supporting phrases that support them.
- Update your content to incorporate each one.
If you are going to be using paid ads or Adwords, this becomes even more critical. If your website content shows signs of this mistreatment, take the time to correct it and refresh your content. Your customers and search rankings will thank you!
ABOUT THE AUTHOR
Hi, I’m Amanda! As a life-long equestrian, I understand the importance of keeping our horses healthy, happy and well-appointed. I’m also a marketing consultant who helps equine and pet businesses refine their marketing strategy to attract more pre-qualified customers. Unlike non-equine agencies, I understand your business and your ideal customer before creating your strategy.
And with over 15 years of experience in marketing, I can help you to translate that shared goal into a brand that drives sales. I’ve mastered marketing strategy, branding, website production and digital media marketing, and led successful teams to bring it all together. So it’s a pleasure to offer my services and knowledge to those who make my life more enjoyable, and to bring new products and services to others to keep our horses happy and healthy. Connect with me on Twitter, Instagram, Facebook and LinkedIn!