When web writers first start out, they’re told identical keyword use throughout the text is the only way to get their writing noticed. There are even websites where people hire writers that enforce exactly that standard. However, that’s no longer the best way to move an article up with search results.
What is Identical Keyword Use?
Identical keyword use involves twisting the natural English language flow. A writer who follows this practice will force an exact copy of the keyword into their prose. One who is working for one of the many content sites that enforce the practice will push it in exactly as many times as necessary.
Identical keyword use can also refer to the practice of having multiple articles on the same site that target the same key phrase. This practice used to be a fast way to build authority and rise through the search results. However, it is now actively discouraged in favor of unique content.
Algorithmic Considerations
The thing is that algorithms have grown beyond this practice. The modern algorithm recognizes that it’s not always practical and feasible to put the same key phrase. In fact, many view the idea as keyword stuffing, which drops the ranking of an article instead of raising it. Given how much trouble people go to in order to create content, that’s a hard pass.
Instead, the algorithms have moved to a more flexible strategy. Now, parts of a critical phrase that appear in the same sentence count towards the keyword. Even if the words are identical, the space between the parts of the keyword is beneficial. Additionally, sprinkling parts of the keyword and its synonyms throughout the text are also helpful for ranking.
Human Considerations
Forcing a key phrase into text is simply not friendly to humans in most cases. After all, if people visit a site, they want to enjoy what they’re reading. Identical keyword usage can interrupt their thoughts, generate awkward prose, and generally decrease the feel of a site. It may even reduce the site’s average session duration exponentially.
What to Do Instead of Identical Keyword Use
Instead of focusing on how many keywords fit in an article, it’s essential to focus on the content itself. Content should be easy to read and follow a natural prose variation. When people focus less on the key phrases and more on what they’re talking about, the articles tend to optimize themselves.
Of course, that doesn’t mean keywords aren’t important! They are. Genuine content on a specific subject tends to require a few changes to become “optimized.” That’s because it’s already pointed to a particular topic. The words a writer uses while discussing this subject are all related already. Just look back on this article.