MinneWebCon: SEO Copywriting That Doesn't Suck

  • Myth: 3-10% of SEO depends on key word density. So don't write for search engines.
  • Myth: Bold and italics increase rank
  • Myth: On-page keyword is the single most important thing.

These may have been true once but SEO has changed. Why do these myths persist?

  • Old sites using old strategy may still rank high.
  • A love of formula and easy-to-measure methods.


  • Use verbs and adjectives. Your user is not an algorithm. Don't write for search engines. Write for people who use search engines.
  • Quality writing always rules.
  • Make sure your content and links match
  • Write a coherent site map with links
  • Focus the content on the page
  • Plan keywords users use and use those words coherently

Keyword Planning

  • Use words users use; not the internal words
  • Use a human voice; it keeps users engaged until they pull the trigger
  • Most searches are unique; most are 2-3 words long; long, descriptive phrases convert much better.
  • Pick the most relevant, appropriate term; have core phrases map to one page
  • Use 2-5 words; not overly broad; don't use conjunctions
  • Avoid words with multiple meanings; "dirty" search terms; avoid acronyms
  • Diversity not density; group by focus and intent
  • Try Google Suggest and Google Wonder Wheel

The keyword meta tag is a code element with no value but people freak if you don't use it. Description meta tag is a code element with some conversion value. Title tag has value and should use key phrase. Use keyword tag to put misspellings but don't worry too much about misspellings because Google takes care of it.