In a recent issue of my e-zine, I quoted an article from Catalog Success that advised repeating keywords on your site as often as possible, and in multiple places, so search engine ?spiders? can find them.
Pretty standard advice. But as soon as he read my issue, copywriter Nick Usborne e-mailed me to let me know what he thought of the suggestion.
?This is the worst possible advice you can give to anyone about optimizing their site for the search engines,? says Nick.
?It’s an element of what is referred to as ?keyword stuffing? and is either ignored by the search engine algorithms or, in bad cases, your page and site will be penalized. Worse still, it results in pages that read very strangely to human visitors.?
What about you? Do you try to get your keywords into your Web copy frequently, as Catalog Success advises? Or, like Nick, do you use keywords sparingly?
And more important, have you measured results to see which approach works best?