We’ve emerged from our turkey coma and football game marathon, only to fall into Black Friday. For those businesses without a retail store, a website is their 24/7 online store for lead conversion. Rather than stuffing display windows with tantilizing merchandise, many think that keyword stuffing their sites will get them the holiday traffic they need. Alas, those businesses are sadly mistaken. Keyword stuffing is a practice Google frowns upon and went out in 2007 with trucker hats and jean skirts and tights.
Write For People Not Bots
Generally what’s good for people is good for the search engine crawlers. If you write content that informs and engages your audience about topics relevant to your business, then the keywords will naturally be included. How you optimize those keywords is another issue. Not convinced?
Imagine visiting a grocery store to buy a Thanksgiving turkey. At the meat counter you tell the salesperson you want an organic, free-range bird. “Great, I can help you with that.” Then they proceed to take you to the seafood section and tell you about the fresh crab they just got in. Not interested? Ok, they then show you the beautiful tofurkies offered this year, a great meat-alternative they have on special. Frustrated? Well, all these items are food related and all are located around the meat counter where you’d find your organic, free-range bird…. kinda like keyword stuffing your content about all the cool things you offer and may be of interest to a person visiting your website.
Your visitors appreciate content that is focused and drills down to what they originally searched for. The bulk of the content you serve up should be relevant or you’ll lose them at hello. For related topics, include a mention and hyperlink to another page centering around that new subject. If your reader is hooked, then they will click through and spend more time on your site… giving you the opportunity to convert them.
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