By Alan Graner
There have been a ton of articles about seeding your marketing communications with keywords to increase your Google rankings.
Sometimes this can be done naturally.
Other times your keywords look like a bunch of college kids stuffing themselves into a phone booth (if you’re under 30, look it up); it’s confusing, and you lose sight of the phone booth.
The question is: how many keywords should you sprinkle into your communications—especially in light of Google changing its algorithms (again!) to thwart keyword stuffing.
I understand the importance of Google rankings and how getting listed on Page 1 can boost your marketing. We’ve experienced this ourselves.
It seems to me, however, you have to make a basic decision regarding who you’re writing for: Google or readers.
If you’re writing for Google, it doesn’t really matter much what you say as long as you can stuff enough keywords into your material because, basically, you’re writing to be read by an algorithm. In addition, keyword stuffing often leads to stilted prose that seems to have been written by a machine.
On the other hand, if you’re writing for readers your materials must be geared towards them. You must give them a reason to read, which means you have to address their pains, hurts, fears, interests, hopes or desire for information. Whether or not keywords appear is secondary.
Ultimately you must determine who your real reader is: the Google algorithm…or your targeted audience.
Since this topic has been the source of many articles of late, I’d appreciate your comments.
Image: Enrique Dans via Wikimedia Commons http://commons.wikimedia.org/wiki/File:Google_Espa%C3%B1a.jpg
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA marketing communications firm. For a public relations campaign that makes you stick out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com