Darren owns a small business.
I do quite a bit of work for him… I’ve rewritten his website, added extra sections to his site, written Google Ads, and provided advice on best practices for his Facebook business page.
And Darren is keen to learn. He’s also a quick-study and he wants to grow his business quickly.
We often talk or correspond by email, exchanging ideas about online advertising and tweaks to his website. He uses me as a resource and sounding board for some of his ideas.
Darren has had plenty of success with both Google and Facebook Ads, in just a couple of months. His click-through rates of over 8% would make a hardened marketing veteran drool with envy!
I go along with most of his ideas and give advice when needed. After all, it’s his business. He pays me well and I want him to succeed.
But when he started talking about what basically amounted to keyword stuffing… well, that’s when I had to put my foot down!
A Little Knowledge…
We’ve all heard the phrase, “A little knowledge is a dangerous thing.” Darren had enjoyed success with his paid ads. So he then zeroed in on his website. Uh oh!
How could he “turbocharge” his website, and bring in lots of hot leads quickly?
He had an idea, but was on the wrong track. He sent an email saying, “Can you give me a quick rundown on how to change headings in Wix? I want to add more keywords.”
That was never going to happen… not if I could help it anyway. By messing with headings, he would unwittingly mess with SEO. Worse, readability would go out the window.
I had spent several days developing an optimal set of keywords for his website, and ensuring the copy flowed smoothly. So I was confident my copy was going to be effective for him. I just had to convince Darren not to mess with the site.
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