Lazy marketing – Tales from a keyword sinner

| January 21, 2016 | 0 Comments

When I first went freelance eleven years ago, I took my site’s natural visibility seriously. It didn’t take much effort, back then, to use keywords sensibly and win great natural search results. For a few years I was all over page one of Google like a rash, for all sorts of top level key terms. 

Lazy marketing delivers the goods

As more freelance writers went online and joined the battle for natural visibility, I let things drop. I was too busy actually working. And I’ve carried on that way for six years or so. I just blog about the subjects I think people will be interested in, and let keywords go hang. I still do my best to make my site search engine friendly, of course, with decent meta data, page naming and url structure protocols and so on. But I’m not chasing keywords any more.

It’s been ages since I checked. I have no idea whether or not this site appears in the Google search results for any keywords worth having in a natural search context. Nor do I care. I’m not even going to look.

Am I doing a bad thing?

It sounds crazy, risky and unwise. But is it really that bad to forget the whole keyword thing and just write? Google wants us to continually add relevant, interesting, good quality, original content to our websites. That’s what my focus has been over the last six years, not keywords. Despite my chronic neglect I still get a steady stream of people wanting copywriting quotes, more than enough to keep me busy.

As for social media, I’m a big Twitter fan and use it a lot. Again not with keywords in mind. It feels like Twitter might be supporting my site’s visibility in some way or other, since I don’t do anything else to market my business outside this blog.

Success despite a complete lack of keyword focus

Digital marketing agencies and other prospective copywriting customers are obviously managing to find this website despite my best efforts. Maybe, by mostly ignoring the whole keyword thing, I’ve pleased Google without even meaning to? Maybe having an aged domain with a good reputation works in my favour? It could be down to a multitude of things, and it’s most likely a complex combination.

PS. A caveat

PS. In my day to day writing work I almost always consider keywords. If someone provides the keyword research, I weave it in. That’s exactly how it should be. This is only my experience. Because I know nothing about why it’s happening, I have absolutely no right to recommend throwing keyword research into the metaphorical bin. But it’s food for thought.

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Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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