Web Content Pugilism – Smug SEO Techs vs. Hypersensitive Copywriters

In this corner: convoluted and often clunky, yet effective SEO terms developed by the natural search gurus in your stable. And in this corner: strong, active, succinct and flowing ad copy developed by that creative propeller on your team, the copywriter. As intriguing a prize fight it is and as much as I would love to hear the introduction delivered by Michael Buffer himself, it doesn’t necessarily need to be a battle. There is middle ground, it may not carry the profundity of King Solomon’s decree, but let’s face it, we’re not talking babies, we’re talking web content.

SEO authorities develop keyword phrases based on search terms that web users enter into the respective search engine that they use, or more realistically, Google, Yahoo or MSN. There are a multitude of considerations for a SEO technician including competition, popularity and complex concepts like algorithms—frightening concepts to the fragile, creative soul. What does not rank high on their list of concerns? Finding terms conducive to writing good copy probably doesn’t even make it to their top 10—because while your copy may evoke the greatness of Proust and Joyce, it won’t grace anyone’s monitor if you don’t incorporate those burdensome SEO phrases.

Proximity
Your keyword phrases are all grown up now and no longer need to flank each other with each appearance. Give them some room—let them breathe! Your copy will thank you later for it. Just because you are handed a phrase to incorporate throughout your copy, does not mean that each word of the phrase should appear in succession. The search engines will pick out the phrase just as effectively if you have a few words separating the terms that make up your phrase. Is that a muddled enough explanation?

It is painfully obvious when reading web copy, if the author is under the impression that SEO phrases must not be torn asunder. It’s kind of like watching the kid who tries to cram the square piece into the circle shape. Don’t be afraid to throw an article, noun or verb, that is, if you’re feeling crazy, in between the terms that make up your SEO phrase. Depending on which search engine is used you could get anywhere from 3 – 6 words separating your keyword phrase.

Don’t be the kid quizzically staring at the square piece—give the terms that make up the more convoluted SEO phrases some space and let the search engines do their job!





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