It is obviously not easy to write good, SEO-compliant content for a website and still have a standard of content which will impress your readers, and this often shows in the more amateurish attempts at writing a website. One mistake a lot of people make is in thinking that the more they use a keyword, the better it will be for their website. This often results in the writer frequently using the keyword once every other sentence or a similar density. Their reasoning is understandable. If some SEO is good, then a lot of SEO will surely be excellent?

However, SEO is not just about the use of keywords. It is more accurate to say that search engine optimisation is about the relevant, appropriate and substantial use of keywords within good content. It is true that Google sets rankings based on keyword density, but the search engines don’t just look for “a lot of keywords”. If they find a suspiciously high keyword volume, they are actually likely to downrank you, and if your website is barely readable on account of the excess of keywords, then you are unlikely to get the backlinks that will also be used for higher rankings.

It is this balance that you need to achieve, and it is not a matter of too much or too little SEO. SEO encompasses several different elements, which should all be present if you want to make the right impact on the search engines – or at least, you should include as many elements as you can without negatively affecting the readability of your website.