How SEO Can Put Your Business at the Top of Search Results (Part IV)

Last time, Marka and the FEI tribe discussed another best practice for search engine optimization (SEO). This week, their discussion concludes with a final SEO tip for businesses. Remember, fire = print.

The tribe had enlisted a writer named J.J. to craft copy for FEI’s new O-site, but he was having trouble with the project. One morning, Marka visited J.J.’s office and found this text on his O-puter screen:

“Matches matches matches matches matches.”

Marka shot J.J. a confused look. “Is this really how you think our ‘Matches’ O-page should read?”

“I’m not sure,” J.J. admitted. “I heard that repeating keywords on O-site pages was good for SEO.” J.J. was a young man with thick glasses who always wore crisp, clean togas and said “please” and “thank you.” Marka liked J.J., so she was willing to gently correct his mistake.

“Today, keyword density is a less important determiner of O-page search rankings than it’s been in the past,” Marka explained. “Plus, extreme search-engine-friendly text like yours barely sounds like English and will annoy our O-site’s visitors.”

“How do you suggest I write content that will appeal to search engines and O-site visitors alike?” J.J. asked in a voice that was as soft and light as lamb’s wool.

“Glad you asked,” Marka replied. “When writing our O-site copy, make sure it includes the keywords users would type into search engines when looking for the fire services we provide. This will help Oogle and other search engines appropriately index and rank our O-site.”

“Clearly, repeating a keyword five times in a row is not a good practice,” J.J. said. “How many times do you recommend repeating keywords throughout each O-page’s text?”

“Repeating keywords won’t hurt SEO, as long as each keyword listing is relevant to our O-site’s content,” Marka answered. “We should start with O-site copy that’s clear, concise and accurately describes what we do. During copy review sessions, we can perhaps tweak or add a word here and there solely to improve SEO. Ultimately, though, our priority should be impressing O-site visitors, not search engine bots.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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