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The Importance of Quality Online Content: Why Keyword Stuffing Doesn’t Work

Ben Dickens, July 30, 2013

Keyword stuffing used to be an effective tactic used by SEO agencies to improve content ranking. Now, this tactic doesn’t work. The world of SEO has completely changed and only the highest quality content makes it to the top ranking positions in search engines.

Google’s new algorithms, brought into play on 24 April 2012, have demanded that online content ranked in the top Google spots be of the highest, ethical quality. Their filtering systems, Penguin and Panda, weed out the designated ‘immoral’ content from the honest and quality content by penalising sites that use old-fashioned marketing tactics to draw traffic. These tactics include low quality link building, over-optimisation of anchor text, cloaking pages, over-publishing poor quality digital content and of course, keyword stuffing. Any content featuring these faux-marketing strategies will no longer rank at the top of a Google search. And in the future, these filters will become stricter.

Keyword stuffing is essentially packing as many keywords as possible into content with the aim of making it more appealing in search rankings. At some point, we’ve probably all done this. But, you have to acknowledge how tedious this kind of content is to read. Other than rankings, stuffing adds little value to the content and doesn’t help to build a loyal readership.

Who would want to read a clearly sales-driven piece of online content featuring the same phrase repeatedly throughout over a well-written, engaging article incorporating organic links that are relevant to the topic.

While stuffing may have worked on previous audiences, in today’s online realm, readers and search engines both demand high-quality content that delivers an informative and entertaining read.

Online content needs to be promoted using real digital marketing skills, rather than taking shortcuts. This means recognising the audience, catering to their requirements, generating desire, encouraging action, measuring, analysing and improving. Modern SEO practices are much more targeted and direct in their approaches to improving search rankings. And it is this approach which is going to produce long-term and enduring results for your business.

At DVO, we pride ourselves on being a digital content marketing agency that only delivers the best in online content. If you’d like to find out more about how we can help your brand excel in the search rankings then don’t hesitate to get in touch and head down to DVO HQ on the HMS President for a chat.

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