One of the most common ways in which web developers try to trick the search engine system is ‘keyword stuffing’. This rather crude technique involves the repetition of a keyword either in the website copy or somewhere on the page, in the hope that search engines will consider the use of the keyword to be proof of authority and give a high ranking in return. Keyword stuffed copy, as it is written for robots, never reads very well and sticks out like a sore thumb. It is basic, ugly and a nightmare for real world users. We’re amazed that it is still being used on some websites, and we continue to see it in action online. When websites use keyword stuffing they trample all over what should be the heart of the experience - good content.

 Google and the other major search engines are all about the user experience. It is the most important factor by some distance, because if a user can’t find what they’re looking for then the search engine isn’t doing its job, and most likely won’t be used again in a hurry - a scenario that the search engines simply can’t allow to happen too often.

 So, how do you please search engines and users at the same time? It’s easy - write better copy! Copy for websites is a specialist area, but it is one that can be successfully negotiated by following some very simple rules. Obviously the demands of your copy will vary massively between websites, but the following points will always be valid:

1. This is web, not print. Forget what you know about inverted pyramid articles, the 5 ‘W’s and the like - you’re not at school, you’re not writing for a newspaper and it’s not 1955, so why follow these old rules? Web users have their own set of demands. They usually have less time (and patience) to plough through a load of text, so keep it short and to the point. If you haven’t made yourself clear early on then you risk losing your reader. Think about it - it’s far easier to click an ‘X’ and close a browser window than it is to discard a newspaper that has been paid for.
2. Remember what you’re writing for. What works for one rarely works for all, so adapt your style accordingly when writing for different websites. Don’t blindly stick to what has been a successful approach in the past, be sure to make a considered decision based on what is specifically required in each and every case.
3. Keep it relevant. The search engine’s tireless demand to create the best user experience means that your copy must - and we mean must - be relevant. Every single word should be there for a reason. Don’t get side-tracked.
4. Keep it fresh. So now you’ve got great copy that has been recognised by search engines and you’re ranking well as a result. Brilliant. Job done? No, unfortunately it isn’t. Fresh content is what keeps users - and search engine spiders - coming back, so update regularly. A news section is ideal for this.

This entry was posted on Wednesday, September 5th, 2007 at 12:05 pm and is filed under SEO, Web Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.