Writing for the Web: Beware the “Keyword Density” Monster

Occasionally, your Web writing clients are misguided. They learn a snippet of information, and then force you to write to a specification which not only makes no sense, but is dangerous.

For example, a primary preoccupation for many of your Web writing clients (which proves that a little knowledge can be a dangerous thing) is “keyword density.”

Your client demands: “I want a keyword density of 5%. I’m targeting [keywords] ___________, _________, and _________”.

There are several things wrong with this demand:

1. The client is focused on the search engines, rather than his site visitors;

2. The client has forgotten about conversions (in other words, getting readers to do something, which is the only reason he wants them to visit the page in the first place);

3. Web spam. The search engines are much smarter than they used to be, so a keyword density of five per cent will likely be viewed as spam. This ensures that the page will never be returned in a search query.

Should you try to talk your client out of his keyword density preoccupation?

That depends on you.

If you need the gig, just write it: the piper calls the tune.

On the other hand, if you want to do your best for the client, and want to develop a relationship with him, you could try to educate him a little. Encourage him to think about goals, conversions, and tracking.

After all, the more successful your client is, the more need he’ll have for your writing services.

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