Search engine optimization or SEO marketing brings with it the promise of higher search engine rankings and increased website traffic. It is the standard employed to create content for business and individual use in order to promote products and services and harness the commercial potential of the Internet. This success is predicated on the use of keywords, those words that a person would be most likely to type into a search engine (i.e. Google, Yahoo!, Bing, etc.) in order to be led to a relevant website with the desired information.

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Keywords have their place in content writing for the web but keywords can be troublesome as well. Articles that are written based on a percentage density of keywords are problematic because they are based on an old paradigm for article writing that drove search results for websites that may be considered spammy in nature. This became so much of a concern to the search engine companies that changes were made to the way in which keywords are measured and have even resulted in penalties being levied against some content producers and websites.

In order to properly use keywords in your web content and ensure that keyword use does not result in being de-listed from a search engine or penalties being levied, let’s look at some truths and myths regarding keywords and keyword use. We will assess the relevance of the statement regarding keywords and discuss why it is important how best to use keywords in your content.

1. Keywords Drive Search Results
True. Search engines employ a system of algorithms or mathematical expressions that measure the popularity of a website or webpage that hosts your content. The algorithm measures many different things; no two algorithms or system of metrics employed by a search engine company are alike. Keywords hold a place of importance in helping online users guide their search results but the trap is that the keyword can be too competitive, making it cost prohibitive from some businesses or individuals to use. As an example, keywords like “writer” and “how to be a writer” have a low competitive value (according to Google AdWords) and a lower cost-per-click (CPC) value versus a keyword “eBook writers” “getting published” with rank with a high competitive value. The keyword you choose will determine the success of the SEO marketing campaign, but the more competitive the keyword, the more it will cost.

SEO II2. Keywords Need a Certain Density
False. In the past, content providers relied on a certain percentage or density of a keyword appearing in the article, positioned in various places, in order to generate web traffic for their clients. In some cases this was an appropriate and proper way to use keywords but as more and more instances of spam and abuse took place, search engine companies changed the rules for measuring keywords. Despite this, many content generation companies will still have you believe that keyword density is important. It is not. It is not the number of times a keyword is used in an article that counts, it is the way a keyword is used that matters.

3. Keywords Are Used by All Content Generators
True. The one proven way to generate interest in your website and the traffic you desire to promote or sell your products and services is through the use of keywords. Keywords are an important part of search engine results, maybe more today than in the past. What separates content producers who get superior results for their clients from those who run afoul of search engine rules and standards is the way in which keywords are used, as well as other factors that produce organic traffic for a client’s website.

4. Keywords should be Natural
True. Keywords that are properly integrated into the content being written stand a better chance of receiving more favorable rankings within a search engine than those that are unnatural. A particular keyword or series of keywords stuffed into content for the purpose of generating web traffic will not yield the same level of success versus quality content that uses a keyword in a proper context relative to the overall tone of the article.

5. Keywords are Important for Content
True. Any marketing strategy uses content to drive interest in a website must include the use of the correct keyword. Which keyword depends on different factors. Small businesses may not be able to afford the CPC cost associated with those keywords that have a higher rate of competitiveness and may have to settle for the use of those with that drive less unique or desired web traffic. It is important that the client understand how keywords work and work with a content provider who can create content appropriate for their desired goal and within their optimal budget.

Content Runner Writers are able to integrate keyword usage correctly and effectively. With the correct instruction from Users, Writers can provide content that can help businesses succeed in both their ranking and traffic.