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The 2 Most Common Mistakes When Writing With Keywords
It really raises my blood pressure. SEO copywriting has started to get a bad rap all because of carelessness. How is that? Because too many people claim to know what they are doing. In reality, they simply insert keywords into the copy without any concern for how the copy flows. Copy that sounds mechanical or stiff is a sure sign that an amateur writer has mixed their hands into things.
When writing for SEO, you should take the time to learn what works and what doesn’t. There are two mistakes that almost every amateur copywriter makes for search engines. Let’s look at each of them.
#1 – List
Let’s say you visit the home page of a website that sells beauty supplies. As you read through the copy, you keep coming across a variety of items: salon supplies, salon equipment, and professional manicure tables. The copy reads something like this:
The best selection of hair salon supplies, hair salon equipment and
Professional manicure tables on the Internet
When shopping for salon supplies, salon equipment and professional manicure tables, you need a retailer that offers great selection as well as excellent service. Since shopping for salon supplies, salon equipment, and professional manicure tables can be an expensive endeavor, you also want the company that offers the lowest price.
Trust ABC Beauty Supply to bring you the widest selection of salon supplies, salon equipment and professional manicure tables every day. Orders ship within 24 hours and – on all salon supplies, salon equipment and professional manicure tables orders over $100 – shipping is absolutely free!
Do you see how it flows (or doesn’t flow) when you use all of your key phrases in sequence each time? Once, of course. That is OK. Even twice, depending on the length of your copy. But putting all your key phrases in a list and using them every time you get the slightest chance is just too repetitive. What do you do instead?
Discuss each in a separate section. Discuss the different types of hair salon supplies. Review the reasons why your hair salon equipment is better than what others are selling. Or even list the features and benefits of the line of manicure tables you offer.
#2 – Substituting keywords for generic terms
This technique (just like the one above) is perfectly fine IF you use it in moderation. However, replacing every instance of a generic term with a key phrase will cause your copy to sound completely silly. Let’s look at an example from a web design page.
New Orleans Web Design
Our New Orleans web design company offers a high level of creativity to businesses located in the greater area. Our New Orleans web design styles are never made from templates. Each New Orleans web design is a custom creation just for your website.
If you walked into the office of a web design company and the employees started talking like that copy was written, you’d probably think they were on drugs! So why on earth would you write your website copy that way? The reason is that most amateurs mistakenly think that they cannot write for both search engines and site visitors. I’m glad to say they’re wrong! You can certainly write for both with great success.
Progressive, creative, optimistic. Those are the phrases that best describe many online businesses based in New Orleans. The web design for your organization should match your style. Never created from templates, the site designs you get will truly reflect your company’s personality. Because we work exclusively with businesses located in or near New Orleans, the web design maintains that Big Easy feel.
Have you seen? The phrase is separated by punctuation marks. It won’t hurt your order at all, but your copy will sound MUCH better.
These are not all mistakes. I wish they did! But most mistakes made by amateur writers can be fixed with one simple test. Read it out loud. If the copy sounds funny to you when you read it out loud, it will sound just as funny to the site visitor.
Take your time. Learn the ins and outs of SEO copywriting before you start creating copy for your pages (or your clients’ pages). Then you can be sure that your copy will convert better while contributing to your high ranking.
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