There are several different things to consider if you decide to write your own website content and copy specifically for the benefit of your Search Engine Optimisation campaign.

Assuming that you have already carefully chosen the keywords that you want to target, keyword density is a consideration for your SEO copy. In years gone by, it was a common tactic to try and fit your keywords into the copy as many times as possible. This is a bad idea for a number of reasons. Firstly, it makes your content difficult to read and of no real use to your users. They are unlikely to spend time on your website if it doesn’t make sense because of all the keywords. It is also unlikely to give them the relevant information that they are seeking. A website stuffed with keywords doesn’t leave room for much useful content for the benefit of your users. It also looks unprofessional and spammy.

That leads nicely to the way that search engines view websites filled with high densities of keywords. Most search engines consider any web pages which have keyword densities of more than a few percent to be spam sites. They may penalise websites that they consider to be spamming because the likelihood is that these sites will be unable to meet the needs of their users. Having several occurrences of your chosen keywords is no bad thing, as this helps search engines to see what your website is all about, but sticking to a low density is a good idea.

Copywriting for SEO isn’t all about keywords. Often the key to good quality Search Engine Optimised copy is a simple as plain, well written text. Your content should be grammatically correct and with no spelling mistakes, but it also helps if the copy is interesting and informative for the reader. They are more likely to stay on your website for longer, looking at more pages and products if the content tells them clearly what they need to know. The fact that your website visitors find what they are looking for on your site because of your clear, well-written content will also help to build authority with search engines and help your overall SEO campaign and online profile.

Writing your own SEO copy can of course save you money, but if you get your content very wrong then it can cause your SEO campaign to stutter. Using a professional SEO Copywriter can remove that risk because they have the knowledge and experience to write your website copy in just the right way for search engines to maximise your chances of a successful search engine optimization campaign and a great return on your investment.

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