There are expert SEO services offered all over the Internet. Basically the buyer understands the purpose of SEO is to get your website accessed by as many readers as possible. This can be for the purpose of selling a physical product, an ebook or simply to make initial contact with as many prospects as possible. What a company does is one of the following three things:
Hires the company that specializes in search engine ranking.
Writes his own articles and hopes for the best
Hires a good SEO copywriter to do the job
As a copywriter it's my opinion that if an article looks like it was written by an amateur and has those all important keywords and keyphrases just stuck in as if they were not actually supposed to be a part of the flow of thought, your company will not be well represented. For the readers who do pull up your articles through google or whatever search engine they use, they will immediately get an unfavorable impression of whatever you are offering.
Imagine yourself selling insurance for example. You instruct the copywriter to use the keywords:
- automobile insurance
- car insurance
- premiums
- safety
- insurance protection
You request a 500 word article about the condition of roads in a given area. The writer puts one in the title such as "Car Insurance Is Important." Then in the first paragraph he would use automobile insurance once and safety once. Anyone can do that. Yes that's true but can anyone do that in a way that encourages the reader to continue through the entire article and think of your insurance agency as the place that will give him those things?
The keyword density is given a percentage value depending on how many times it is to be used in an article. This is usually achievable. However, in those rare instances where an excessive density would sound inappropriate a good copywriter or a good SEO service will then advise the inexperienced business owner of that fact. Protect him from presenting his business in an unfavorable way so to speak.
Of course it's his money and if he still wants inappropriate material used - give it to him. Your responsibility ends with offering advise based on experience. He is paying for your expertise but if he doesn't want to use it that's his choice.
The bad side of this is that if results are profitable he'll give himself credit for "doing it his way" and if the results bring in less profit than the amount he paid you he'll attribute those results to "your writing was not good enough." The truth of the matter is that good copywriters as a general rule are undervalued and underpaid.
