SEO keyword stuffing

Will Keyword Stuffing Help My SEO Results?

Keyword stuffing remains a controversial practice in this age of search engine marketing. But does it still have a place in your SEO strategy?

Keyword stuffing: some modern search marketers gasp at the very thought. We all know that focus keywords are the beating heart of any proper SEO strategy, but is it still wise to jam pack your keywords into your online content? Or should you limit your use of keywords to avoid repetition, redundancy, and punishment from search engines?

Also, if keyword stuffing is frowned upon, what are the alternatives?

Let’s have a look at this ongoing debate by taking a quick trip into the not-so-distant past.

What is Keyword Stuffing?

Dial back to the late 1990s when Google had to compete with such search engines as Excite, Lycos, and Ask Jeeves. To be picked up by search engines, you still needed to use keywords, but the philosophy back then was “the more, the merrier.” In other words, if you used those keywords as many times as possible, you increased your chances of a high ranking and outdoing your competition in keyword density.

For example, let’s say Susie started a destination wedding planning business. It’s 2001, and she’s looking to take advantage of the relatively new system of search marketing. After determining that “destination wedding planner” was the most effective keyword phrase for her business, she created content that repeated that phrase over and over again. As a result, her content read like this:

“If you’re looking for a destination wedding planner, I am the best destination wedding planner in the area. I have been a destination wedding planner for over five years, and love being a destination wedding planner. I offer my destination wedding planner services in person, but could also be your destination wedding planner online. When you need a destination wedding planner, call me for my expert destination wedding planner services.”

At the time, this kind of content may have done the trick in terms of search results. But although we get the overall message, the paragraph doesn’t read very well. The content isn’t compelling, nor does it educate or engage.

In short, it doesn’t do what great content should.

To try to outdo her competition even further, Susie also took the sneaky step of packing the keyword phrase into the web page even more and colouring the font to match her website’s background. This renders the keyword invisible to the viewer but still searchable by the search engines.

This practice is what’s known as keyword stuffing. It might have worked back in 2001, but search engines have come a long way since then. So, too, have SEO strategies.

Old Practice, Modern Problems

Now let’s bring Susie up to 2020. Google is now the “king” of search engines, with Bing/Live Search and DuckDuckGo serving as worthy alternatives. Assuming that Susie hasn’t changed her content since 2001 (which raises a whole host of other issues), she will likely find that their rankings have dropped somewhat.

Actually, “dropped” isn’t the correct word. “Plummeted” would be more appropriate.

In response, Susie decides to create new content, but keeps the old practice of keyword stuffing, hoping to repeat that initial success from 2001. Still, no luck, and she wonders why that would be. Don’t search engines still follow that “the more, the merrier” philosophy?

According to Jemma Fong, SEO expert and owner of InSite Creations, search engines today actually look down on websites that practice keyword stuffing.

“Google’s ranking and indexing formula is much more sophisticated and advanced these days,”  says Jemma. “Search engines now put more emphasis on the contextual meaning of the content, and can determine what the main topic or theme is behind each of the pages. In other words, relevancy and quality that is worth sharing are key ranking factors.

“But repetitive frequency of a keyword, which is measured by a ratio that depends on the total word count, could cause Google to penalize the website with a low ranking.”

Jemma also states that Susie’s inclusion of invisible keywords is considered a black hat practice that could also result in a ranking penalty. 

As Jemma told us, search engines pay more attention to the actual content while simultaneously keeping an eye on keyword frequency. This new way of ranking was developed specifically to deter keyword stuffing, and encourage marketers to create content that informs, educates, and engages their website visitors.

This is also why our wedding planner is not only ranking low, but is also risking today’s customers leaving her site due to poor content, especially when compared to her savvier competitors who might be more in touch with modern SEO practices.

A Better SEO Strategy

Now that we’ve established that keyword stuffing is no longer a wise practice with or without an overall SEO strategy, Jemma recommends taking the below steps to implementing keywords that meet current and proper SEO guidelines:

  1. Brainstorm for all the various search query keyword phrases that you believe your target audience would use to find your product/service offerings
  2. Group those words together into like-minded groups
  3. Choose a couple of key phrases that would be your “focus” keyword and test to see how difficult it would be to rank in comparison to your competitors
  4. Create a navigation map around each focus/seed keyword, using tab and sub-tabs that will represent a page that supports the top-level focus keyword
  5. Build out your content based on that focus keyword

“When calculating keyword difficulty,” Jemma says. “Be sure to review the number of queries, the number of other sites using that keyword theme, and its bid value. This will help determine whether they are worthy words upon which you can build quality content.”

So let’s bring our destination wedding planner up to speed. “Instead of stuffing her content with that one phrase,” Jemma says. “Susie can use related terms or synonyms that help enhance the overall meaning or semantic sense of what the page and site are about.”

Here are some keyword phrases that Susie can incorporate into her content to help her search results without resorting to keyword stuffing:

  • wedding specialist
  • wedding themes
  • destination weddings
  • bridal shower
  • wedding destination plan
  • wedding budget
  • wedding paperwork
  • getting married abroad

“At the same time,” Jemma adds. “Choose a few long-tail keyword phrases that you can use for blog articles to support that keyword phrase.”

How to Use Long-Tail Keywords

Long-tail keywords are longer phrases that a customer might use in Google to find a business. Here are some that our wedding planner might use:

  • how to choose a destination wedding planner
  • tips for getting married abroad
  • what you need to know about international weddings

“Keyword stuffing will typically result in lowering your page ranking,” Jemma concludes. “But if you follow the above steps, you will build high-value valuable content that both the search engines and your readers will like. Above all, don’t try to employ black hat techniques which will only lead to being penalized by the search engines.”

By strategically using the above keywords properly, Susie will start ranking better and engaging her website visitors. In the long run, this will lead to more conversions and an increased chance of hitting her business goals.

business book cover design

Business Book Cover Design: What’s the Story?

Business book cover design – is it really that important if the information inside is awesome?

As it turns out, it’s almost just as important if you want people to buy your book.

We’ve all been told to never judge a book by its cover. It’s sage advice that can apply to many parts of life, but ironically we still do it when it comes to books – including business book covers.

It’s human nature. You look online or browse a bookstore, and the first thing we see is the cover (or spine, which is technically part of the cover).

Our brains make an instant decision to either investigate the book further, or move on to something else that catches our eye. This applies to books across all genres, including business books

How important is the cover to selling books?

Thousands of business leaders around the world have written books that share their story of success. They also provide important, valuable tips for business owners or sales professionals to build value within their careers.

Many business authors spend countless hours developing the content of their book, but struggle with the concept of business book cover design once it’s time to publish.

That’s because great cover design involves so many elements, including cover image, font, colour, and more. There’s also the spine and back cover to consider, as well as font type and size for the interior content.

In fact, according to Alexander von Ness, who has designed thousands of covers with his company Nessgraphica, book cover design can make the difference between a modestly selling book and a bestseller.

“I remember one client whose book was selling about seven copies per month,” he says. “After I redesigned the cover, and with some extra marketing efforts on the part of the author, the same book was selling almost 2,000 copies per month.

“Trust me, the results can be surprising!”

What’s the most important part of a book cover?

 So which element of business book cover design is the most important? You might think it’s the image, but Alexander shares with us why cover typography is the most crucial part to get right.

“Nothing is as important as font choice and its placement on the cover,” he says.

“If your typography is wrong, there is no point in having a great design with the best imagery. I sometimes send my clients the same design with different typography to prove to them how important it is in the overall design. The typography difference was so powerful that each cover was sending a completely different message!

It was a very helpful exercise that helped us choose the most appropriate font for their subject matter.”

In the below image, you can see the impact that different fonts have using the same copy on the same book. Which one resonates most with you?

business book cover design

Know your target audience

 Alex also says that book design doesn’t involve reading the book beforehand, but rather more about getting to know the author’s goals and target audience.

“If it were necessary to read every book beforehand, I’d only be able to design a few book covers per year!” Alex says. “In most cases, I will ask the author what they want and expect from their book cover. My most important task is to connect the book and its message to the target audience with a professional cover design that will maximize sales.’

Of course, to do that the author needs to know their target audience

“Many, many authors tell me that their target audience are males and females from 7 – 77!” Alex says. “This simply cannot be the case. We need to have a strictly defined target audience in order to make the most attractive, effective cover possible that will draw the reader in.”

What about the book’s interior design?

Along with the exterior elements of book design, interior font choice and layout also play an important role in providing a positive experience for readers, as does the interior page layout.

“The interior layout should be readable for everyone,” Alex says. “The font should be clean, legible, and of an appropriate size as well, especially since so many people read books on mobile devices these days.”

Entrepreneurs are notorious self-starters, and with all of the free online tools available to make creativity easier, authors might be tempted to use Canva or similar applications to create their book cover. Alex applauds this, as it means that authors on a lower budget can still get a book cover, but also stresses that hiring a professional designer is imperative if you have serious intentions with your book.

“The book cover culture is developing in a positive direction,” he says.

“Awareness of the importance of book cover design is growing every day, especially within the business community. Every tool or application, including those used for design, editing, and proofing books, can only be beneficial for us who are engaged in the book business. These tools are useful to a point, but if your goal is to sell a lot of books, hiring specialists will make a huge difference in your sales results.”

About back cover copy

Also, don’t forget about the back cover copy, especially when it comes to your summary.

Back copy isn’t meant to be creative, but more resembles marketing copy as it’s completely geared to sell your book. It’s a small detail, but like all the other steps to creating a successful book, including quality writing, deep-dish editing, and attractive business book cover design, every element is important to making your book the best it can be.