SEO OPTIMIZATION: UGLY KEYWORDS NEED LOVE, TOO
Every business category, it seems, is known by a common descriptor that the owners of those businesses absolutely hate. A good example is a bowling alley. It’s bowling lanes, please, as the word alley is hopelessly déclassé. My colleague tells of a company that supplies “ambient music” to offices and businesses…please don’t call it “elevator music” or “background music,” both of which are considered mild pejoratives, and maybe with good reason. People who sell promotional items for businesses hate the word schwag. I know I do.
But when it comes to SEO optimization, if that’s what people are commonly typing into Google to find your business, then it’s imperative that ugly keywords be found somewhere in your online content…repugnant as they might be. The trick, of course, is to ensure that ugly keywords live in the content someplace where they are relatively inconspicuous.
This is where the inverted triangle (aka inverted pyramid) comes in. While the owner of a bowling lane might rightly militate against having the term “bowling alley” parked resplendently in the first sentence of the positioning statement on the homepage, the term should nonetheless be found several times throughout the website content “deeper in the copy” to be discovered by Google…if not the potential customer.
BTY, Need an SEO copywriter? Type “SEO copywriter” into Google and see who comes up on the first page worldwide.