When users receive suggestions for a query via search engines, they scan the content and decide within seconds whether a result is relevant or not. The more detailed and specific the keywords and descriptions, the higher the probability of guiding the user to the website. And once they have landed there, the real tug-of-war for attention begins.
A study by Jakob Nielsen states that around 79% of internet users do not read a newly opened page in the traditional sense, but merely skim it. So far, so well known! Additionally, it is important to consider: reading on screen is about 25% more strenuous than reading print products. To get a feel for what this specifically means, the best way to start is by observing your own reading behaviour on the web. It will quickly become clear: verbose sentences belong in novels, but not on corporate websites.
Scanning vs. Sequential Reading
Linear reading flow is practically non-existent on the web. While you usually read a book page by page, online you jump back and forth between headlines and text. Traditional text structures are broken up, and the reader freely chooses which content interests them. Books also require a certain level of concentration. Online content, however, must be quickly digestible and only comprises a fraction of the length. Who wants to scroll repeatedly on the web?
Relevant information is provided right from the headline and the teaser, without revealing everything. These are the most impactful words. It quickly determines whether further reading is worthwhile at all.
Keywords Yes, Spamming No
It is already widely discussed in professional circles that search engine optimisation, in many cases, unfortunately amounts to modern-day snake oil. Be it particularly shrewd meta keywords, texts stuffed with potential search terms to the point of unrecognisability, or artificially induced links from other sites.
SEO is important, no question. However, spam-like behaviour regarding keyword density is not. Keywords associated with the respective business should definitely be found on the website. However, an inflationary use of these, known as keyword stuffing, should be avoided.
Some of these 'dubious' methods to rank higher may still work. Others have since been eliminated. What pays off in the long run is the result of a simple equation:
- Search engine operators earn their money through user search queries.
- Users, in turn, use the search engine that provides them with the desired information in the shortest possible time.
Therefore, if you invest time and money to make your content appear more relevant than it truly is, you are ultimately working against the business model of the medium you are using. Google announced in September 2009 that it would completely ignore meta keywords, and recently an algorithm was also integrated that penalises so-called Black Hat Webspam, which includes those counterproductive techniques like keyword stuffing or link schemes.
