Visibility is Key for your business. Search engine visibility brings more visitors and more revenue.

Bad Search Terms Can Booby Trap Your Content

How Bad Search Terms Can Booby Trap Your Content

by Heather Reimer, © 2004,

Web users type in some pretty far-out search terms when looking

for information online. People are in a hurry and often don’t

bother with spelling, correct syntax, or logical phrasing. So

they enter terms like:

“girl sport shorts”

“car used for sale”

“copywriting engine optimization search services”

Those terms end up in lists of keyword phrases churned out by

keyword suggestion tools such as Overture’s. Hard to believe but

Overture claims that last term is queried over 5 times a day…

respectable numbers but how on earth do you write a term like

that into copy that flows and makes sense?

Those of us who write search engine optimized copy have to face

this dilemma regularly:

Do we use a slightly bent phrase that is frequently searched on?

Or do we opt for a safer, more correct term? The answer can be

found simply by looking at the mangled copy that results from

using offbeat or grammatically garbled search terms.

For example, look at what happens when I substitute the third

phrase above, “copywriting engine optimization search services”,

for the more understandable term “search engine copywriting” in

this passage from my site:

“Professional copywriting engine optimization search services

from incorporate your top keyword phrases

smoothly and seamlessly into website copy that’s interesting,

persuasive, and grabby — in other words, copywriting engine

optimization search services that search engine spiders and

humans will find equally enticing.”

See what I mean?

The Optimizers Vs. The Search Engine Copywriters

Some search engine optimizers look only at the numbers when

selecting keyword terms. Their primary goal is to increase their

clients’ rankings and traffic. And that’s fine, except it

overlooks the fact that all the traffic in the world isn’t worth

a hill of beans if the copy isn’t capable of converting it into


Forcing awkward terms into our web content can seriously handicap

its ability to communicate clearly and persuasively because it:

– Makes our copy hard to read.

– Causes our readers to stumble and do mental double takes.

– Slows or derails their progress towards the action/order pages.

– Annoys them to the point of abandoning our site.

– Diminishes respect for our business because we apparently can’t

write in coherent English.

Worst of all, the repetition of badly-chosen search terms can make

our copy confusing and mind-numbingly boring. And the need to

repeat these phrases frequently on the page for optimal saturation

means the copywriter no longer has as much freedom to use better,

more appropriate words to create emotions and desires. He/she is

too busy trying to shoehorn awkward search terms into stilted

copy that will never have the pizzazz to persuade.

Keywords of Concrete

Appealing to the emotions is a very important part of successful

copywriting. Keywords that have gone bad are like concrete shoes,

weighing down your text, making it clumsy, unappealing, and

unable to “dance”.

So next time you have to select keyword phrases, try to balance

their search popularity with their writability into coherent

sales copy. Your site visitors will give you their gratitude and

respect. And maybe even their business.

Heather Reimer is an experienced web site copywriter / search

engine copywriter. Ask her for a FREE content analysis on your

site, full of tips to make your copy more compelling and search

engine friendly. E-mail to

or visit