What ISN’T it?
The term ‘SEO copy’ is thrown around a lot these days. Usually inappropriately. And quite often in combination with that dreaded concept, ‘keyword density’.
Keyword density is an overly-simplistic measure of the number of times you’ve used your target keywords. If you’re trying to rank in searches for “car hire Sydney” and you use the phrase “car hire Sydney” 10 times on a 100-word page, then your keyword density is said to be 10% (i.e. 10/100).
Unfortunately, a lot of so-called SEO copywriters think all they have to do is get a high keyword density, and they’re done. Complete rubbish! And here’s why…
Search engines don’t think that way at all. They use way more complicated mathematical algorithms to identify what your site’s about.
And even if they did use keyword density, can you imagine a 100-word page with 10 instances of “car hire Sydney”?! That’s a 3-word phrase. Use it 10 times, and you’ve used up 30 of your 100 words. Imagine how repetitive that would be. And how nonsensical… those 3 words don’t actually go comfortably in spoken or written English. Your page would be a complete shambles!
To make matters worse, a lot of SEO copywriters try to bamboozle clients with talk of things like “latent semantic indexing”, “probabilistic latent semantic indexing”, “the Semantic Web” and “Web 3.0”.
They probably don’t understand these terms any more than you do! And the truth is, these complex concepts simply aren’t relevant to most SEO copywriting jobs.
Don’t get me wrong; they’re valid concepts, and they ARE relevant if you’re writing SEO copy for a really big corporate site that needs to rank in an ultra-competitive search, like “computer”, “car” or “hotel”. For everyone else, however, SEO copywriting is a lot simpler to grasp.