Keyword stuffing 'unhelpful and unethical'

While content is an important element of any search engine optimisation (SEO) campaign, marketers must remember that keyword stuffing is considered to be an unethical strategy, an expert has warned.

Brandon Leibowitz, president of SEO Optimizers, made his comments to the E-Commerce Times, adding that firms must remember their content is being used by human beings as well as search engine robots.

"You want quality, keyword-rich content. You do not want to stuff your keywords but place them sporadically throughout your site," he continued.

Businesses which choose to cram their content with keywords face being banned from the rankings by search engines, Mr Leibowitz warned.

He suggested that the safest way to write content is to aim it at the real audience and only use keywords in places where it makes sense to do so.

Google warns that filling a website with keywords can create a negative experience for a business' users and urges them to focus on creating information-rich content which uses keywords naturally and appropriately.