Keyword Stuffing Is an SEO Killer

by Marketing Strategy TipsOnline Marketing TipsSEO Tips

Keyword Stuffing Is an SEO Killer (And Here’s Why)

Guys- keyword stuffing kills your SEO.

SEO and keywords go hand in hand. Arguably one of the most important aspects of sound SEO, keywords play an insanely vital role in your search engine placement.

They are the link between what your potential clients are searching for, and when/how thy view your business online.

Singular words, or phrases- keywords help connect search engine users to your online content. Keywords are found everywhere within your online strategy- social media, your website, PPC and even Youtube!

Too little, or the wrong keywords? You may as well be sleeping on the Internet.

With that being said, it would make sense to choose a few top performing keywords and use them everywhere and as much as possible. The more the merrier, right?

And the more anchors you have to your line content from each search, the more you will be seen.

Well, no. Not at all actually. The intelligence of search engines far surpasses shoddy practices like keyword stuffing- among others, like backlink farming, spam ads and duplicate content.

What Is Keyword Stuffing?

Funnily enough, keyword stuffing used to be considered a leading SEO practice.

Loading the same keywords into every area of your online content- both the front and back end – used to gain an unfair rank advantage in search engines. The top SEO experts would stuff the same few keywords in their meta tags, content, backlink anchor text, alt images etc. for simply better SERP rankings.

But even back in the days where it was acceptable, it was still spammy and annoying- but Google and other search engines found it downright devious in a world where transparency and genuineness is heavily demanded online.

You will 100% be penalized for keyword stuffing, but it doesn’t mean that content curators out there don’t do still do it for rankings until they are caught.

Why Does Keyword Stuffing Kill Your SEO?

The minute Google noticed the amount of keyword stuffing going on out there, they were quick to crack down and implement strict guidelines on how repetitive you could actually get when curating content.

Seriously, they wrote an article about it.

And why goes Google care so much about keyword stuffing? The answer to that lies in the user experience. Google wants to uphold themselves as the search engine that delivers valid and helpful answers- if they can’t, people will just use other sources.

To increase the quality of each searchers experience, Google updated their algorithm to scan and point out keyword stuffing. If you’re manipulating your SERP rankings, rather than earning it, your content will be penalized.

And really, it’s not all about Google and SERP rankings. Don’t forget, actual humans read your content- and it’s them that will be the true qualified leads and sales. Keyword stuffing can never sound natural, and it will never sound genuine. To the average human, it will read as robotic and repetitive and that’s bad online marketing all around.

How Do I Know If I’m Keyword Stuffing?

Of course, there is no easy answer to this question. It’s a total grey area.

Keyword stuffing vs. keyword optimization is a tricky thing for even SEO experts to master. The execution of just the right amount of keywords and strategic placement is an art in itself.

At the end of the day, you’re satisfying the need for transparent and genuine content for the user with the demands of a robotic search engine.

And that’s tough. But what you’re aiming to achieve is health keyword optimization, working natural and true content around a few keywords that accurately describe your business.

Healthy keyword optimization does not force content based on leading searches- it will mirror what your business offers and what your specific market is searching for.

Your content should also provide helpful, relevant content specific to your business as a primary goal, with strategic placement of relevant keywords as a second goal.

There’s a Formula To Avoid Keyword Stuffing

As with a lot of content creation, there isn’t a black and white rule to avoid keyword stuffing. At RAD, we do use a benchmark that  helps us create natural, engaging content. Without the use of repeated keywords every two sentences.

We write with keyword density in mind.


Keyword Density =
(Number of words in copy) / (Number of times keyword appears in copy)
Best practice is to remain around the 2% mark. This indicates your copy is natural but contains enough keywords to help positively boost your SERP ranking.

There are some companies (and sadly, agencies) that will try and by-pass this by putting text on the page that is the same color as it’s background. Readers can’t see it, but search engine crawlers can.

PSA- Google knows, and you’ll be penalized.

Others repeat keywords in comments, reviews, in the sites code and more to again, trick the search engine crawlers but not interrupt the user experience.

Again, Google is smarter than most of us and will catch it.

The best way to avoid keyword stuffing is by curating raw, real and smart content. That engages readers on a natural level. Your website will rank higher on the SERP engine- and stay there- by appeasing Google AND your readers. Yes, it will take longer- great SEO is gradual and requires consistent work. If your work is wholesome and true, your place on the SERP will be as well.

2020 SEO Trends – Why Backlinks Need To Comeback

by Marketing Strategy TipsOnline Marketing TipsSEO Yearly ChangesWordPress Tips

Improve your SEO with Backlinks

As if there wasn’t enough to add to SEO best practices, we want to touch on backlinks.
Okay, no- we really want to dive into backlinks, because they are just that important.
As Kelowna’s leading premier WordPress marketing agency, we work around the clock to boost our clients search engine ranking. Our toolbox is full – website development, content creation, keyword research, social stacking- but backlink building is always directly on our radar.
We’re not going to lie to you; even as SEO professionals, backlink building is hard. Backlinks are a huge part of SEO best practices, but take time and knowledge to build.

What are backlinks?

Referred to as “online citations”, backlinks are simply links to your website, or web resource, from an external website, or web source. Web sources can mean articles, directories, online archives etc. They act as a vouch of confidence for your website and content, both to users and search engines.
Backlinks are typically the hyperlinks you see in articles (you know, the clickable text underlined in blue) but can also be image tags, social stacking or listings.
Rad- we’ve got the textbook definitions out the way.
Now let’s talk about how backlinks are super essential for your website- and why.

Do Backlinks Improve SEO?

Yes. 100% they do.
Good quality, reputable backlinks boost your SERP pretty aggressively and actively contribute to your overall online marketing.
That’s why prior to Google’s Penguin algorithm update, SEO professionals around the globe were doing anything they could to gain backlinks.
Take a wild guess how Google felt about that. Let’s back up a little.
The obsession with backlinks began in response to Larry Page’s algorithm contribution- PageRank. This particular algorithm basically determined the order of search results- so who would show up or not. PageRank was the first algorithm ever used by Google to index sites and use this index to determine websites rankings.
Guess what PageRank focused super, super heavily on?
Backlinks. Once the cat was out of the bag, the frenzy of every SEO professional around to get as many backlinks as possible to boost their SERP ranking began.
It was seriously like wildfire. Experts starting bypassing the natural requirements of the algorithm- clean, quality backlinks, and creating backlink farms (as we cover later.)

So, how do backlinks help your SEO?

They are a prime example of speaking both to the user and search engines.

Backlinks and Linkjuice

Backlinks indicate trust, relevancy and authority to search engine crawlers. By another reputable site linking to yours, they are vouching for your site and letting Google know that “hey, they’re great.” It accelerates your exposure to Google bots and get your site indexed faster. Good quality backlinks produce “linkjuice” which is credible equity from one site to another. The more juice you have given to you, the stronger your site will perform in search results.
Kind of like, Redbull giving you wings. Popeye and spinach. You get the idea.

Boost Referral Traffic with Backlinks

Backlinks provide you with referral traffic. And who doesn’t want extra traffic to their website? Better yet, the traffic coming from these high quality backlinks is going to be pretty targeted and relevant to you. Free traffic is pretty rad. Search engines think so too- the more quality traffic you drive to your site, the more they notice you and the more likely they are to index you with a little love.

Rank Higher for Keywords with Hyperlinks

Hyperlinks, our little blue text links (or anchor links) even help with your specific keyword ranking. Google crawlers go as far as to see how much “support’ you have for any given keyword on your website’s pages. If they find your keyword relevant to the rest of you, it will boost your exposure on that single key term as well.
Backlinks aren’t all for the search engine though. Remember- there’s a user on the other end of the computer.

Backlinks Help You Get Seen

Backlinks give you great brand recognition and exposure. They act as somewhat of a review- a link to your site from a credible site will not only promote your brand but also – again- vouch to the user that your website is A-Okay. Repeated mention of your website throughout credible sources just adds to brand recognition; people see your brand and begin to recognize it within their online experiences.

Don’t Resort to Backlink Farming

Backlink farming is the very reason Google’s Penguin update ever came into effect.
Like we mentioned earlier, SEO experts were desperate to get hundreds of backlinks for their site once the ball dropped on PageRank- Google’s first algorithm for ranking that focused lots on backlinks.
Of course, deceptions of this algorithm were pretty easy to brew up (likely why Google stays so hush-hush about their algorithms nowadays.) By creating networks of spam websites and directories with the sole purpose of all linking to each other, paying your way into hundreds of unearned backlinks became a widely used tactic in every level of SEO out there.
That’s where the ability for site crawlers to determine the quality of the links, not just the number of them, was born.
And it’s fair. Reputable backlinks are built on trust, relationship building and genuine online presence.
Backlink farming is still a grey area. While giant networks and rings are easy to define as backlink farms, there are operating businesses out there that offer backlinks in return for pay. Crowned “black hat SEO”, buying backlinks poses as “backlink strategy growth” and still remains…..questionable.
Buying backlinks might grab you some short term SERP rankings. You might even get away with it for a while and see a huge change in your website analytics and rankings. But once Google figures you out, you can kiss goodbye to your growth – buying backlinks is a direct violation of Google’s advertising code.
Listen, don’t shoot the messenger, ok? Buying backlinks is so much easier than organically building them and can seem like a great option for those wanting to really boost their site.
We get it, honestly we do. But it’s really not worth it.
Organically growing backlinks takes time and effort, but it will pay off.

How to Build Backlinks- Naturally

Now, we can’t let our own cat out of the bag and give away all the secrets.
But, here’s some practices you can undertake to start building an army of reputable backlinks:
Add links on all your social media profiles – (hey, social stacking!)
Monitor your best performing posts and pages, and expand them routinely.
Create content that is useful and exciting to a reader- content that helps them solve a problem and share it among their networks for the same reason
Off page, build relationships with influencers, industry leaders and bloggers to trade valuable backlinks. Believe it or not, you can also strategically work with your competitors to do the same thing!
Monitor your competitors backlinks, and look to see if you can also be placed within those sources as well.

COVID-19 Pandemic and The Internet

by Marketing Strategy TipsOnline Marketing TipsSEO Tips

What the COVID-19 Pandemic Means for Online Businesses (And Tips to Adapt)

There is no shortage on fear, panic and anxiety surrounding COVID-19 and the halting affects this pandemic has had on our everyday communities. As the world dwindles down to ordered self isolation and essential services only, many business owners are left wondering how they can start planning ahead to survive post COVID-19.

The virus has either slowed or shut down almost every industry out there, leaving local businesses unsure of how to proceed in these times of major uncertainty. For many, the online space can provide relief by providing a platform in which they can continue operations.

See how this webmaster built a platform that allowed food truck owners to keep making money during COVID-19 Pandemic.
Many businesses are turning to the net- scrambling up advertising campaigns, websites, online stores etc. To help continue driving sales within communities that are practically in hiding. With critical emphasis on no human contact, the online space has become the only way to safely shop, communicate and keep up to date with the world.
And while we live in times where the Internet seems to rule the world, it isn’t until it’s our only option that things begin to change. In the case of COVID-19 Pandemic, the Internet is certainly not immune- and the digital space has shifted massively in the last few weeks.

The team here at RAD shares the five biggest impacts that COVID-19 Pandemic has had on the online space. And some suggestions on how to cope.

How COVID-19 Has Shifted the Digital Marketing Space

COVID-19 Has Dominated Google Search

Not surprisingly, the virus is a leading search term on Google. In fact, Google is calling it the biggest search term trend in searching history- and that’s a pretty big title to have.
Direct searches about the virus have increased an average of 4000% each day. But the influx of searches related to the virus has presented our team with a different set of data than we’re used to seeing.
Our PPC Queen, Alex, has seen a massive increase in searches not common to our everyday lives. The term “national emergency” has spiked 1950% in less than six hours, while there have been similar increases in terms like:
“what fast food restaurants are open ?”
“will grocery stores be open tomorrow?”
“is the housing market going to crash?”
“when are taxes due Canada 2020?”
What does this mean for businesses?

It means that people’s focus really isn’t on much else right now.
Rightfully so, the panic has shifted a huge chunk of daily searches to the virus and everything surrounding it. And the noise of the virus is drowning out a lot of businesses looking to thrive online.
Alex shares that there isn’t really a whole lot you can do in terms of redirecting focus. Rather, you should look at how you can direct your business into the line of focus. Monitor search term reports, actively add to your negative keyword list & adopt those long-tailed keywords in your campaigns!
Mobile Search Traffic Has Dropped 25% (h3)
It’s been a while since desktop searches have grown, but with everyone stuck at home, it seems the mobile phones have been put down.

Website Optimization:

For us, it means two things. Alex mentioned that the costs of PPC advertising may rise, as mobile traffic is generally cheaper than desktop.
However, the biggest concern lies in website optimization. And how a shift of what the user sees- will affect conversions during this time.
Because mobile has led the majority of web traffic for the past few years, mobile optimization has been a hot, hot topic. But websites have almost been over-optimized for mobile, leaving the desktop experience falling short in comparison.

AJ, our SEO & Web Development Boss, shares that a websites design and content should be reviewed and modified to ensure a positive desktop experience for the user.
Example? The CTA rich pop ups you banned from your site to improve mobile experience? Those could make a comeback as you revert back to different conversion paths.

What You’re Reading Everyday Has Changed

Centre content around leading search terms.
Sounds like the classic principle behind online content creation, right?
It is- but when the entire Internet has shifted their focus to something a little out of the ordinary. It can be difficult to align content with what’s popular at this moment.
But if you can, you should. Just as with more routine content marketing, don’t create completely irrelevant content in the hopes of joining the masses of similar content.

Our content expert, Joel, suggests incorporating the COVID-19 virus and it’s effects into your content if you can naturally do so, and

keeping the following in mind:

Use your content to keep people informed. The community expects a response from your business, during these times. They are seeking security and comfort, and that includes being kept in the loop by familiar faces- and brands. Use this time to try and instill well being into your customers, fostering and nurturing relationships with them as you remind them that you are beside them in these times as well. Provide relevant policy updates, proactive measures you’ve taken or hours of operation etc.

Don’t add to the panic! Be a credible, reliable and neutral source- even as a company. Avoid spreading anything but pure facts, and watch your language; it can be easy to talk in an alarmed or dramatic tone.
Convey empathy, compassion & humility. People will remember who and what helped them during these times- be a positive voice amongst the negativity when creating content at this time.
There is no level of tact that’s acceptable- at this time, anyway. “HOT COVID-19 Sales!” -Don’t do that.
Social Media Usage is Through the Roof Not surprising.
Scrolling the ‘gram really does help pass the time of quarantine boredom, but communities are also turning to social media for help, answers and- shopping?

Yep, that’s right- online shopping and particularly on social media, is up by 35%.
Call it impulse buying, boredom shopping or catching up on purchases they haven’t had time to make in store. Whatever it is, businesses are finding some relief in the increase in online shoppers.
With social media usage being sky high, it also gives you a great opportunity to keep your brand and business relevant. Use this platform to introduce reformed content (see Joel’s suggestions above) but to also stimulate conversions using organic or paid initiatives.

Remember though, content for social media differs. Having a sound social media strategy and lots of visuals will help drive engagement with an audience that’s listening more than ever.
Organic Web Traffic Has Decreased In Almost Every Industry (h3)
We’re talking like a decrease of 25% on average, over all industries- with only four seeing increases (healthcare, finance, food & media.)

The biggest? With a near 50% drop in organic traffic, the travel industry is suffering during this.
And let’s be real here- we can’t really counteract this. There’s going to be a drop in traffic, sales and business. These are scary times, and people rightfully are focusing on other certain things.
This won’t change for a while, but you can look at ways to drive as much traffic as you can during this time. Here’s what has worked for our clients lately:

Content!

Create content that supports people at this time. Create content that gently reminds users of your brand and your mission. Use this time to separate yourselves from the vultures of the net. Those that exploit and capitalize on the fear and panic of COVID-19.

Promotions and offers.

People are still shopping, just in a different format. To help drive conversions, consider promotions and offers to add. That further incentive shoppers may need- and to help generate a buzz.

Join in the Conversation.

Offer support, offer sympathies, share valid information and helpful content. Immerse yourself in the current conversation, instead of trying to create a new one.