At today’s webinar on The Pros and Cons of Outsourcing Your SEO, Antonio mentioned that Google’s spiders recognize “natural term language.”   Humans, writing content for pages using normal language, certainly use keyword terms—you have to use terms you want to rank for—but excessive use annoys the spiders (not to mention other humans!).

In simple terms, if you wanted to feed the spiders your great new gizmo, you might write:

Welcome to Gizmoland’s website!  We developed our great new gizmo with features you can use right now.  Our great new gizmo does more in less time for fewer dollars.  It can change your life.

Okay, so you might not write that, but great new gizmo occurs in the text in ways that feel correct, natural.

By contrast, if you write:

Welcome to Gizmoland’s website, the home of our great new gizmo.  We developed our great new gizmo with features you can use for all your great new gizmo needs right this very minute at great new gizmo time.  Our great new gizmo works faster!  The great new gizmo does more!  The great new gizmo costs less!  The great new gizmo can change your life.  Have I mentioned that we have a great new gizmo?  Just (great new gizmo) in (great new gizmo) case (great new gizmo), let (great new gizmo) me (great new gizmo) tell (great new gizmo) you (great new gizmo) about (great new gizmo) our (great new gizmo) great new gizmo…

The spiders will run screaming as fast as their virtual eight legs will carry them, screaming, “Cheater, cheater, bug eater!”  Worse, if that text made it through the spider barrier, your potential clients might actually read it, and then you’d be in real trouble.