Search Engine Optimization (SEO) companies use the phrase "content is king" to describe the importance of web copy to online business campaigns.
To borrow the metaphor, some SEO content is anything but kingly.
In addition to lacking quality, it also lacks marketing shrewdness - a combination that relegates it to a low page ranking.
There are several reasons why this could happen to SEO writing; the reasons below are six common ones: Short-Term SEO Campaigns An SEO campaign is the medicine your online business takes to stay well.
Discontinue the medicine, and the signs of sickness will return: unrefined web traffic, poor click-through rate (CTR), poor Search Engine Results Positioning (SERP), etc.
Some SEO companies are happy to earn a one-time paycheck for creating ephemeral results.
The good companies will tell it to you like it is: in order to sustain the results, you have to sustain the campaign.
Keyword Stuffing Search engines typically give articles and websites the best ranking when each keyword accounts for less than four percent of the writing.
Conversely, when content is "stuffed" with keywords, search engines interpret it as being low quality, which it usually is.
One of the worst content marketing strategies, keyword stuffing results in abysmal page rankings, and can even get websites banned from search engines.
Duplicate Text Like lax college instructors, search engines do not penalize you for expressing someone else's thoughts in your own words.
Nevertheless, you cannot duplicate content without being penalized.
This includes duplicating - plagiarizing - your own content and using it in multiple locations on your website.
Stale Keyword Strategies There is a reason why good SEO companies describe online content marketing as an ongoing process: search users' keyword preferences change, and search engines change how they index web pages.
If the Search Engine Results Position (SERP) of your website or articles plummets, stale keywords could be the cause.
English-Challenged Writers Good SEO writing does not require years of copywriting experience.
However, it does require a firm grasp of the English language, and the ability to write clearly.
When SEO writers lack these qualities, they create content that no one wants to read, or simply cannot be read.
For example, when was the last time "excellent freight time delivery through right channel shipping" was understood to mean "shipping freight through the right channel improves delivery time"? Misplaced Keywords Using the right keywords is the first step to optimizing web writing.
The second step is placing them at the right location in the writing.
For example, if a search engine only reads the first sixty percent of page titles, you do not want the keyword to appear in the last forty percent of the title.
Trusting your content to a reputable SEO company will ensure the right keywords are placed in the correct location.
Conclusion Successful online content marketing depends on using the right content marketing strategies.
To receive SEO results that last, the strategies above must be avoided, and they are when you use a reputable SEO company.
For more information on content marketing, contact an SEO company that practices white hat SEO techniques.