The Importance of Avoiding Bad SEO Content

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By Jade Hark
on 24/3/10

It seems to be a common misconception that writing SEO content is all about getting as many key words and phrases into your copy as possible as this will boost your search engine rankings and thus lead to more conversions. This is wrong on so many levels but mainly because:

  • Too much ‘keyword stuffing’ can lead to your site being marked as spam and penalised by the search engines and
  • Even if it does boost your search engine rankings, if your site is full of gibberish SEO content it is very unlikely to lead to conversions. Remember it is humans who will be buying your products and services, not Googlebot

Below is a screenshot of a classic example of keyword stuffing that I recently found:

keyword stuffing

To demonstrate the difference between good and bad SEO copywriting let me pluck a random keyword out of the air, oh I don’t know, how about ‘Manchester SEO’ for instance (see what I’ve done there)...

Here is an example of some bad SEO content written around the chosen key phrase:

Manchester SEO is vital if you have a website in Manchester. Manchester SEO is what you need to achieve a good page rank and if you don't use Manchester SEO your website will not perform well. Contact us now for Manchester SEO and our Manchester SEO company will help you achieve results fast.

And here is an example of some better content written around the same key phrase:

If you are running a business in Manchester, in all probability you will have a company website and to market your products and services online you will rely heavily on search engine optimisation (SEO). You will also already know that achieving good page rank plays a key role in the success of your online business as most people use search engines to find local companies. What you may not be aware of is that there are companies out there who can develop an SEO strategy for you that will really produce results for your business. If you are looking for a Manchester SEO company that has a proven track record of getting great return on investment for their clients, pick up the phone and give Return On Digital a call.

Looking at these two paragraphs, which company would you be more likely to choose? Well if it was me looking for an SEO company I know which one I’d choose. If you can be creative, informative or funny with your content, it is much more likely to lead to conversions or to get other websites to link to you which is a goal of any good SEO campaign.