If you are active in content marketing, I guess you have heard (or read) the advice that you have to keyword optimize your content. While I agree that you should consider which are the words people expect you to use for certain topics and which terms are commonly used, I also think putting too much focus on keyword optimization can be wrong.
When we moved our blog to WordPress a few weeks ago, Jonathan also installed a plugin, which analyzes our copy and gives hints on how to improve the content from a SEO perspective. When I put in my first article this plugin kept telling me the “keyword density” was too low, so I went back to my text and added the keyword a few more times.
When I gave the draft to Jonathan he went “ Ooooohhh, your keyword was getting annoying.” As a result to trying to follow some (stupid) SEO optimization, I had actually made my article less enjoyable from a consumer point of view. Maybe it is time to focus on our audience again – even with optimization?
