Keyword Density - Web vs. Print
When writing copy for a print piece, most people will focus entirely on their message. Keyword density isn’t much of an issue. Writing good content and getting the point across becomes the main goal. Obviously, this is a good strategy. But when writing for the Web, too many people become obsessed with their keyword density.
Focusing more on keywords will most likely help with search engine rankings, but what happens when someone finds the site through the search engines? Will the copy make the visitors want to convert? Many visitors may turn away from the site after not finding what they’re looking for if the copy is poor. If this is the case, rewriting the copy as if it were for a print piece might help. Once the copy is solid, go back and revise it, adding keywords where appropriate. Analyzing the copy to include keywords after it has been written for human visitors will produce much better results - not only with conversion but also in the search engines.
Now go back to the print piece. Using the same strategy, analyze the copy and include more keywords. This will improve clarity and focus on your topic. Including keywords in your print materials will also reinforce the association between you and your subject/product/service/etc, which will help build your overall brand.
