Do people type incorrectly spelled or awkward terms and phrases such as “crematon costs” or “funeral home cemitery Seattle” into the search engines? Yes. Whether it’s a legit misspelling, a typo, or an ungrammatical phrase typed quickly into the browser bar, this is how many people search.
But it’s not how you should talk about your services on your website!
Why Do Some Marketers Continue to Use Bad Keywords?
More than a decade ago, search engines weren’t sophisticated. They were more like giant data banks containing lists of URLs along with all the words and phrases on those pages.
When you typed something into the search engines of yesteryear, you were really saying “show me the pages that contain this phrase.”
Since people typed ungrammatical phrases and poorly spelled keywords all the time, websites sometimes integrated those into content to help ensure they showed up for all the relevant searches.
This is how we ended up with pages that included content such as “When you need funeral home crematory Indianapolis services, contact us.”
Today’s Search Engines Are More Sophisticated
Machine learning, AI, and years of data collection and programming have made search engines like Google much more sophisticated. Google’s AI can determine that someone asking about “crematon costs” probably means “cremation costs,” and it knows that “funeral services Dallas” and “funeral services in Dallas” mean the same thing.
So you don’t have to include ridiculous keyword typos and phrases in your content exactly as people use them in search anymore. In fact, doing so could reduce the efficacy of your pages. It makes pages harder to read and can cause consumers to question your professionalism. That can lead to people bouncing without spending a lot of time on your pagesreducing both your SEO performance and your conversion rate.
Today’s search engines are more concerned with quality and searcher intent. So don’t work on shoving in crazy keywords. Instead, spend time developing quality content that fully addresses the needs of the searcher.