Internet Marketing &
Business Promotion
SEO Copywriting - In the
Wake of the "Florida" Update
By Karon Thackston
After Google’s most recent update,
those in the search engine optimization (SEO) field
seem to be standing at attention. As sites that have
held long-standing positions in the top 10 flounder
and bob around in the search results like a fishing
cork in a pond, many are scrambling for answers about
what to do next. I’ve been asked for my opinions about
changes in search engine copywriting, so I thought I’d
share some of my insights.
Just like the SEOs whose editorials and interviews
you’ve recently read, I too am expressing opinions here.
Nobody knows for sure what has happened or what Google
plans to do in the future. However, based on what I’ve
seen so far, I do have some observations to share in
response to a few commonly asked questions.
“Many are saying that ‘over-optimized’ sites
are being penalized. Should I reduce the keyword saturation
on my pages?”
The changes at Google this go ‘round have nothing to
do with a penalty; it's simply an algorithm change.
No penalties, no punishments, etc. Over saturation of
keywords has always been bad, however, many were getting
away with it pre-Florida. I have never been a fan of
“shoving” keywords into your copy wherever you have
an extra syllable. Keeping an acceptable level of keyword
saturation is still important. Just don’t overdo it.
Remember, your ultimate goal should be to write for
your human visitors… not the search engine spiders.
Case in point: Do a Google search for the term “website
design.” At the time of this article, I clicked through
to many of the sites returned in the top 10. As I read
through the home pages of these sites, I noticed how
often they repeated the keyphrase “website design.”
These pages had a good level of saturation. Not too
heavy, not too light.
Unless yours is one of those sites where every third
word is a keyword/phrase, I would not recommend changing
the level of keyword saturation at this point.
“There have been reports of Google moving to
a semantic-based system. Does this mean keywords will
no longer be used?”
In my opinion, the reports are true… Google is moving
to a semantic-type system. But that doesn't mean keywords
are on their way out at all. After the changes are made,
Google will be going beyond *just* looking for keywords
on your page. They’ll want well-written copy… actual
language that speaks to your site visitors. That means
your copy will take on a more important role than ever
before. And that’s great news!
For those of us who have been focusing on search engine
copywriting that appeals to both the engines and the
site visitors, Google’s upcoming changes should be very
exciting.
I have a couple of other common-sense thoughts on this
topic as well.
Searchers will continue to type in search strings that
bring up what they are looking for. While I have noticed
the keyphrases getting longer over time, I have not
read any research that states searchers have begun typing
“wood, nails and glass” when they are actually hoping
to find mirrors.
Common sense tells me that keyphrases will always be
a determining factor in generating accurate search results.
The other common-sense aspect that comes to mind is
that when Google moves to semantic search results, keyword
saturation will become even more important. How will
the spiders know what to gauge their semantic results
by if there are no keywords included in your copy? Yes,
semantics means that other types of verbiage need to
be included, too… but -- as I said earlier -- hasn’t
that always been the case?
“Some people have said that Google is now favoring
information sites and information pages. Should I write
more information-based copy for my site?”
While *some* search results for *some* keyphrases do
seem to be filled primarily with information-based directory
sites (those that do not attempt to sell), it is not
the norm. Google understands that over 85% of people
looking to make a purchase turn to search engines. While
information-filled pages definitely satisfy a need for
the first part of the buying process, they don’t replace
retail sites.
People will continue to research and make purchases
online. This means they’ll want to see retail and other
business sites returned in their search results. If
they don’t get what they’re looking for, they’ll simply
use another search engine.
So, to answer the question, I’ve always thought (and
so has Google) you should include information pages
on your site. Gathering information was, is and will
always be a part of the buying process. If you currently
don’t have information pages on your site, yes, add
some. But not because you think Google might approve…
because your visitors will.
Just like the demise of most META tags, and just like
Google practically ignoring ALT/image tags, “tricks”
come and go. Write your copy primarily to impress your
site visitors. Making drastic changes - unless they
are based on a need by your target audience - is not
a move I recommend.
Overall, it will take some time for any definite/solid
information to filter down about the true effects of
the “Florida” update. Theories will continue to swirl
around the ‘Net. So will rankings! But the fact remains
that “common-sense” SEO copywriting wins out in the
long run.
About the Author This Article is Karon Thackston
Copy not getting results? Learn to write SEO copy that
impresses both the engines and your visitors at
http://www.copywritingcourse.com. Be sure to check
out Karon’s latest e-report “How To Increase Keyword
Saturation (Without Destroying the Flow of Your Copy)
at http://www.copywritingcourse.com/keyword
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