The following is a guest blog from one of the top ecommerce copywriters in the country, “Jim L.” from New York City. One of Jim’s and my pet peeves is SEO copy gone overboard. This is when companies forget direct marketing copywriting principles and try to game the system by giving too much of a good thing and “stuffing” their online copy with unnecessary keywords that only gets their search rankings penalized.
While SEO is important, so is legibility and creating and keeping interest in the customers once they arrive at the site. Unnatural language can drive your audience away!
Below are some real life examples that Jim provides of bad copy written for keyword density rather than the audience vs. some top-performing subject lines: