The goal of copywriters is to write copy, which keywords are embedded into so the search engine spiders crawl them and give the site in question a ranking boost for the keywords in question. Keyword promotion is the reason why content is so important for Search Engine Optimisation. As a result, the danger every copywriter faces is writing robotic copy that looks unnatural and contrived. With the main purpose of writing articles being keyword promotion there are times in which it is necessary to bend phrases, sentences and sometimes even paragraphs, just so that all important keyword can be placed within the article. It is necessary to do this when the keyword in question doesn’t naturally fit into the piece of copy it is to be included in. You may ask what is wrong with creating robotic text if the search engines are happy and your site is ranked well for your chosen keywords and I shall answer you.

Whilst it can be a pain to bend articles to fit keywords in, succumbing to creating robotic text, although satisfying the search engines, irritates the readers of your article. Why be satisfied for one goal out of two? Why not put in a little more effort and create an article that readers will find of interest and the search engines will love? Often we can get carried away with focusing on what the search engines want rather than what the readers want. Also, it is important to remember that the search engines algorithms are static laws. They are ever changing and improving to satisfy those who read the articles. After all, the whole purpose of the search engines is to make the lives of surfers easier. Even if it is easier to create an article consisting of robotic text today do you expect the likes of Google to let contrived articles go unpunished for long?

In a previous post I mentioned semantic based search engine algorithms. With developing technology, search engines are likely to be able to distinguish between robotic and natural content and will no doubt reduce the strength of links in contrived content, if not ignoring them completely. However, the importance of writing natural content doesn’t rest on what might happen in the future. It should be considered a challenge to write creative, informative, relevant content, with links to relevant sites and resources. This should not be a burden, but should be any copywriter’s goal. The search engines’ goal is to create search results, which are as natural and relevant as possible. So our jobs as copywriters should be to follow suit and create content, which is as natural and relevant as possible. It isn’t exactly rocket science but there is no way an interesting, well written, informative article linked to relevant information can do anything but good for an SEO campaign, whether it be today, or in years to come.

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Content, Keywords