Land Rover UK TOV Guidelines

LAND ROVER UK COPY GUIDELINES
33
CONNECT WITH YOUR READERS
ESPECIALLY WHEN IT COMES TO SEO
HOW NOT TO USE KEYWORDS
Keywords are very important. They are how you tell the search
engines what your page is about. At one time, copywriters would
use the same keywords over and over in an attempt to rank higher
in searches. This is called keyword stuffing. But Google and other
search engines wised up to it and began penalising websites that
did it. Why? Well search engines are in the business of connecting
an audience with content that’ll satisfy their search intentions.
So they use algorithms that do their very best to favour high-quality,
informative content. When content isn’t written for a human
audience, but instead is structured to game an algorithm, the
result is usually a spammy, artificial read. Consequently, keyword
stuffing is considered an unethical technique that goes against
SEO best practices.
HOW TO USE KEYWORDS
The main thing to remember when it comes to writing SEO copy,
is that the aim is to try and sound both relevant to search engines
and yet natural to the audience. It can be difficult to strike the
balance. But with practice comes perfection.
Stuffing your pages with key words will only make your copy read
badly and harm your ranking. What you want is for your content
to include key words, and similar phrases to your keywords,
but to sound natural, not forced. Think humans first, search
algorithms second.