There have been many tales of woe after this discovery was made. But to be quite honest, the blame cannot be apportioned to the contracted company. Clients or customers had more than enough opportunity to conduct their own brief research and development (R & D) exercises for the purposes of contracting the most appropriate web design company commensurate to the objectives of promoting their business online.
They could have started their R & D right at the service orientator’s home page and there they could have spotted a few glaring and inadmissible errors. But that work exercise is easier said than done. Finding out if a web content page is flawless goes way beyond just perfect grammar and appropriate and creative stylistics. It has a lot to do with how the page is able to respond to the machinations of search engines on which the client website or servicing company is featured.
The popular consensus among select online copywriting professionals and SEO managers has been a focus on keyword and key phrase usage. One glaring error that has been committed by exuberant writers and SEO engineers in the past and still to this day has been the over use of these key terms. The lay practitioner usually identifies such texts on their web pages in characteristic blue. So imagine having to read a page, say, eight hundred words long, peppered with the same word in blue at least half a dozen times.
It is awkward in the extreme and downright blatant or exploitative. No, the correct approach among competent web design company stakeholders has been the sparse use of such keyword phrasing, usually no more than once or twice in a page and always dependant on the page’s word count. Of course, if the reader is following through on long copy, such keyword positioning will feature a few more times in strategic areas of the page.
This is something that search engines smile upon. It has the infamous ability to reject websites and/or pages that follow the negative example given earlier. Also, content managers will be fully focused on keeping all texts contextual and relevant to the business at hand. While creative but correct use of sentences generated around the keyword is par for the course, a degree of piggybacking is allowed without being exploitative. It is all strategic.