Don’t commit the three sins of writing for search engine optimisation

Posted on January 22, 2010


Search engine optimisation (SEO) is a complex blend of art and science. The basic goal is to increase the rankings of a website with the major search engines in order to improve the performance of the business concerned. However, when wading through the abundant advice on SEO some inexperienced UK copywriters do not perceive some common errors to avoid.

Three sins for a content writer to eschew are:

•    Keyword stuffing. If an article contains excessive keywords it can read poorly. There is a problem if readers of a website are confronted with unnatural prose that damages the credibility of the business. Furthermore, search engines are unimpressed by keyword stuffing

•    Unexplained jargon. In any industry, insiders like to demonstrate their savoir faire by utilising the latest jargon. However, while jargon may sometimes help insiders communicate, it can be profoundly alienating for the layperson. Not only can jargon obscure meaning in a confusing way, but it can also make someone feel insecure or patronised. If you cannot refrain from using jargon, because there is no other effective way of saying something, unpack it for your readers

•    Acronym proliferation. Some people like to invent words, while other people like to make up acronyms. The latter practice can amuse individuals and the occasional successful acronym can enter the collective consciousness. However, there is an unhealthy tendency for acronyms to proliferate. Using SEO is fine, for example, but effective content writers minimise their use of acronyms because they want to be understood with ease

These three tips will help contribute towards superior SEO copywriting.

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