A Beginners Guide to Using Keywords Ethically
Here at SEO Enterprise, we recognise the importance of maintaining an ethical stance in our marketing at all times and are constantly wary of black-hat methods that may impose upon this ethos. Every copywriting team should be aware of the 3 principles of high-quality content: legibility, originality and relevance, and we firmly believe that it is impossible to create content without them. Read on as we delve into the world of ‘keywords’ and how they should be implemented for an ethical approach…
Avoid the temptation to stuff content with keywords
It is very tempting to overload a piece of content with a particular keyword in an attempt to boost ranking signals, however this approach is known as keyword stuffing. It is unethical in SEO because it can make content impossible to read for the user and may cause the search engine to flag it up as spam. After all, a piece of content just won’t flow properly if the keyword is repeated in every single sentence!
Keywords must be relevant to the content
Writing content as part of an SEO campaign is a delicate process as the search engine is constantly on the lookout for slip ups, both accidental and intentional. We all know that content needs to be relevant to the industry of the website in question, however the keyword that is being used to power it also needs to possess relevance too. This is because it can make a website appear a lot more trustworthy and tells the search engine that the information is a reliable source for the user.
Remember the role of long-tail keywords
Regular keywords are a lot broader and tend to relate to an industry, such as ‘gardening’ or ‘letting agency’. These can be harder to rank for but will bring in a lot of traffic once a website manages to climb the SERPs during the natural progression of a campaign. On the other hand, long-tail keywords are a lot more specific and tend to contain 2-4 words that include industry specifics or a particular location. They are a lot more niche and can therefore target users who know exactly what they’re looking for, however they should be used with intention to avoid being unethical.
Everybody knows that content should be written for both the user and the search engine, and this principle applies to the way that keywords are used too. In order to stay on Google’s good side, remember to ensure that keywords are implemented sparingly and appropriately for the most ethical and beneficial outcome. To find how we stay ethical, get in contact with the best SEO company at SEO Enterprise today!