3 Signs That Your SEO Content Talks Like A Turkey


When it comes to being a symbol, turkeys tend to represent fertility and abundance. But then again, that’s really more to do with the fact that folks will be eating one this coming Thanksgiving.

It takes a whole new meaning when you call someone a turkey. (And you’ve got to admit, it’s not exactly the brightest bird in the animal kingdom.) So when you put that label on a piece of online marketing content, how worse could it be? Better question: What are the signs?

 

Sign #1: It’s fair game

Turkeys were originally game fowl. And like all of them, you were pretty much free to shoot and bag one for kicks. Now imagine that but instead it’s your content that’s being hunted down. You might have some decent data in your industry or could even be a thought leader. That doesn’t change the fact that online information is generally free information.

Don’t think this hasn’t been a problem. Mark Schaefer of marketing blog {grow} explains why this can be a major issue. But aside from that, it points to the reality that you shouldn’t just give away all information online (for free no less). Learn to control how much content you’ve put out and how it ties to driving customer action. If it doesn’t, it’s just going to end up shot, bagged, and twitching as its hunted by plagiarizers with absolutely no return.

 

Sign #2: You stuff it

On Moz, CEO Rand Fishkin makes the case that Google’s Hummingbird update could be strengthening the value of long-tail keywords while at the same time putting down the pressure to use specific keywords in your online content.

That’s good news for those who’ve already started going in the direction of quality content in SEO. It’s a death sentence for those who still think that blogs, PRs, and even customer testimonials need to be stuffed with a sole keyword. (If not that, then it’s a ‘meaty’ word count.)

You just can’t compare content like that to a dead bird-turned bag o’ chestnut mush. It needs to be constructed, not stuffed. It size needs to be controlled, not heavy.

 

Sign #3: Gobble! Gobble! Gobble!

Finally, it’s hard to call something smart when it literally sounds that stupid. Sadly, content marketers make the same mistake when they lace their work with jargon. Do you have any idea how much the use of jargon has actually been costing businesses? According to Harrison Monarth of Salary.com, it’s $37 billion.

It isn’t hard to see why. Overusing jargon (or even just using it in some cases) can lead to miscommunication. In marketing, that can lead to everything from the loss of potential clients to alienating the market completely. You can’t afford content that brings so many losses.

So as much as the turkey can be a respectable symbol, it’s not something you’d use to describe your SEO content. Don’t treat it as free game, stop stuffing it, and be smart about the use of jargon.