I found an article recently that included an interview with Matt Cutts on the changes that Google wants to see in website content. The article is excellent reading but the author plugs his approach a wee bit heavy handed. The full article can be read here and it is worth reading, but the key points are detailed for you below along with my comments.
- Heavy keyword density on a page may actually now be considered spammy by Google. Google is now looking for natural looking and natural reading content. Cater to the reader not Google.
- Google does not need the phrase you would like to place on in the same order over and over on a page. Use the phrase you like once or twice and then you can mix up the way the words show in the phrase.
- Google can now identify synonyms and the meaning of your content with its technology. It does not need for you to control content in an unnatural way to place on certain phrases.
- If you overuse keywords phrases in a page, Google may consider your page spammy and not reward organic placement.
Matt Cutts of Google says “Never sacrifice the quality of your copy for the sake of the search engines. It’s just not necessary. The next time you write a new page of copy, test this approach to writing for the engines and see if you get as good (or better) results than before. I’m betting you’ll be pleasantly surprised.”