How SEO can damage your website

SEO and CopywritingGoogle recently announced plans to penalise sites with too much SEO. So how exactly do you over-optimise your optimisation?

Let’s start with Wikipedia’s explanation of SEO:

Search Engine Optimisation considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience.

Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of back links, or inbound links, is another SEO tactic.

Google plans to tackle what it considers to be excessive optimisation by making changes to its algorithm. In future, its search engine spiders will be crawling over web pages on the lookout for too many keywords to a page and more exchange links than you would usually expect on a site.

As Google explained, "We are trying to level the playing field a bit, for all those people doing, for lack of a better word, over-optimization or overly SEO – versus those making great content and great site."

A few dos and don’ts when it comes to web copy


  • Write for readers and not for search engines.
  • Use keywords and phrases that are directly relevant to your business.
  • Highlight keywords by including them in headlines and sub-headings.
  • Focus on the quality of words rather than the quantity.


  • Duplicate text across a number of websites, Google will only show the most applicable and original content.
  • Fill your website with irrelevant links.
  • Excessively repeat keywords rendering your text incomprehensible.
  • Worry about SEO.

In short, the best way to improve your Google rankings is to use well-written copy that’s pertinent to your market.


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