The Goldilocks Spot – Density vs. Copy
Copywriters hit this issue time and again when trying to write credible, persuasive copy that is, at the same time, not too heavy on the keyword density.
You probably remember that strange, golden-haired girl and the three bears whose lives she wanders into. Remember how everything was either too much of something or too little of it and how there was one perfect combination of everything?
Well here’s how that applies to SEO content.
Getting the right balance
Too many keywords that are badly placed and misused make the writing sound like spam, editing is very important. Too few keywords, and search engines don’t pick up on the content at all.
The idea is that the article should read well and get noticed by search-bots; this is essentially what gets the writing or the website really good search engine rankings. If there are too many keywords, the search engines pick up on that; they are programmed to avoid anything that resembles spam.
A keyword is essentially the word that is most often used by people when searching for a specific thing or concept. So there is really no need to overdo it or carry it too far; that is likely to turn people off.
And since attracting people and increasing traffic is the main aim of most copywriting, the entire point of it gets undermined.
Professionals recommend keeping it natural. If the keyword or phrase is somewhere it doesn’t really belong, readers will immediately pick up on that.
Most visitors to a website will be very sensitive to any kind of ‘sale’ or spam content and the slightest hint of artifice on the part of the copy will send visitors running to another, more credible site. And if the keyword is relevant to the content, it will flow with the writing naturally.
Another seriously critical error to avoid is using fluff as a holder for keywords. The content should be strong enough to support the keyword and itself. If you take out the keywords entirely and the content simply ‘collapses’, then it must be researched, re-thought out and rewritten entirely.
How much keyword density?
Normally, good keyword density is anywhere between 1-2.5% but this is simply a suggestion; a Goldilocks figure, if you like.
Within this range it is a reasonable bet that the density is neither too much nor too little, but just right. Confident copywriters can take that density higher, but only if it is really called for and the writing remains reader-friendly.
Keeping a check on keyword use will make the copy much more readable, naturally flowing and, hence, more persuasive to the reader. It is a difficult balance to realize, which is why it’s a good idea to hire a professional or experienced copywriter, but once that sweet spot is found then the content truly becomes gold.