Why Keyword Stuffing Tools Don't Work for SEO

TL;DR:

• Keyword stuffing tools like Clearscope and Surfer SEO prioritize keywords over search intent, which is not effective for SEO optimization.
• SEO is about answering search intent, providing extensive and unique information, and catering to people-first content.
• Copying keyword frequency from top results is not a successful SEO tactic as Google's AI understands semantic meaning.
• Tools like Clearscope and Surfer SEO encourage keyword repetition without providing genuinely helpful content.
• To approach SEO in 2023, focus on using in-house writers, answering search intent with first-party data, getting quotes from customers and experts, and targeting valuable keywords. Invest in an SEO tool like Letterdrop that's adapting to the changing search climate.

You're a Content Marketer on the market for a new SEO tool. You need something that actually gives you bang for your buck and gets you ranking on Google.

Unfortunately, lots of SEO optimization tools like Clearscope and Surfer SEO give you high scores on your content for keyword stuffing. You think that 100% score is going to get you somewhere, but it's actually going to get you nowhere. So, how do you SEO optimize for real?

We're here to show you exactly why tools that prioritize keywords over search intent won't work for you, and how to actually SEO optimize responsibly in the shifting search climate.

What Does SEO Really Mean?

In order to understand why keyword stuffing (and tools that promote keyword stuffing) doesn't work, we have to return to the basics.

SEO comes down to answering search intent. You're answering a user's question and ending their search journey for good.

Content SEO should:

• Answer search intent
• Provide an extensive, well-thought-out answer that covers multiple different angles
• Bring unique and new information to the table

A real person is behind a keyboard typing those questions. They need real solutions, and Google caters to people-first content.

What is SEO Not?

SEO is not about copying the keyword frequency of top results. Google's AI like PaLM2 is smart enough to semantically understand pages, and a tactic like that doesn't answer search intent.

Keywords are dead. There, I said it. Keyword stuffing and writing articles with the same word count as top pages have been useless tactics for some time now.

How Most Keyword Optimization Tools Work

So, why can you get consistent A+ scores if they don't actually mean anything?

Here's how SEO tools like Clearscope and Surfer SEO work:

• They extract keywords from top-ranking pages.
• They encourage you to match the same keyword usage frequency. So, if a top page mentions "car insurance" seven times, you're expected to do the same.
• Guess what? You've earned your 100% from writing the keyword the 'correct' number of times, and not from saying anything genuinely helpful.

This is how we've ended up with SERPs where all the top pages look exactly the same.

The concept of having a "score" based on how many keywords or word count you've used is ridiculous.

• Google has recently debunked the common misconception that word count matters in search rankings.
• Their 2020 Information Gain patent makes it clear that a score is given to content based on net new information that it brings to the table. Repeating keywords won't cut it.

People still opt for tools like these because they're easy to use, and they like making a number go up. If it's so easy to rank on Google by just using keywords, everyone can do it — including your competition.

How Should You Approach SEO in 2023?

It's no secret that AI content is proliferating in an already red ocean market. Companies can create thousands of pages basically for free. More "meh" AI content means more noise, and it takes more to stand out. This doesn't bode well for redundant, copycat content stuffed with keywords.

On top of that, you have to consider optimizing for Google's SGE and Perspectives. It's never been more important to stand out with real expertise, something that you can only get from a human touch.

Here's how you should approach content SEO:

1. Use in-house writers if you can. They have access to experts within your team and actually care about your business. Freelancers and agencies are viable options, too, just make sure that these folks are dedicated to learning the business.
2. Answer search intent using first-party data. That way, you're helping your customer and optimizing for information gain with unique insights that competition can't easily copy.
3. Get quotes from customers and experts. Sales calls are an excellent resource for quotes, especially if you make use of the Letterdrop-Gong.io integration to pull insights from them. You'll optimize for Google's Perspectives and bring unique information to the table.
4. Be targeted with your keyword strategy. Invest your time and energy wisely by prioritizing valuable content over quantity and weak SEO tactics like keyword stuffing. Avoid pursuing keywords that are irrelevant and won't drive conversions, such as getjerry.com — a car insurance company — ranking for "fast and furious." Instead, concentrate on terms that establish brand trust and have a higher likelihood of conversion. Gather keywords from your customers and utilize Keyword Research tools to confirm their search volume.

And when it comes down to purchasing an SEO tool, you need to equip your team with a platform that's adapting to the rapidly changing search environment.

How Keyword Stuffing Tools Compare to Smart SEO Tooling

Helping answer search intent with unique and valuable information are among today's most important ranking factors. Tools marketers are using need to take Google's Information Gain patent, SGE, and Perspectives filter into consideration.

As I've already explained, neither Clearscope nor Surfer SEO's tooling take any of this into account when assigning content scores. Repeating phrases from the top 30 pages does nothing for search intent, nor tick the boxes for any of Google's ranking factors.

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I was a former PM on the Google Search team, and we at Letterdrop are actively thinking about the future of SEO while developing and improving our SEO tooling.

• The Search Intent feature identifies the specific motivation behind your keyword — whether transactional, informational, navigational, or commercial — and recommends the best format based on top results.
• The Tablestakes section makes sure you're covering the necessary topics to answer search intent. You can auto-generate sections to your draft.
• The Information Gain feature spots opportunities to add net new information to your content, which you can also auto-generate.

Here's a quick video rundown of the tool by one of our writers.

The Search Climate is Changing — Invest in an SEO Tool That Thinks Ahead

Keyword stuffing is a thing of the past. If you want to rank in 2023 and beyond, you have to outsource a tool that's adapting to the shifting search climate.

We're always open to talk about the future of SEO and how we're developing our tools to actually get our customers ranking. Feel free to reach out to us.