The ‘Right content is king’.
Copy is written to inform and guide the visitor, but also to be read by the search engines who constantly update their algorithms. It may be time to review your copy.
Stuffing the text with keywords is counterproductive for SEO (Search Engine Optimisation). Using such techniques as keywords density, percentages or repetition may well lead to a stilted style and the resulting text doesn’t flow.
Search engines will recognise this unnatural style and will penalise the page, if not the whole website. Your visitor too will back away.
The purpose of a thin page is primarily to attract search engines and Google does not like these artificial pages.
How would you recognise thin pages? Their content is very similar to other pages and do not contribute anything new; they would not stand alone as they do not offer original content and therefore could be disposed of without adversely impacting your business.
Style, Spelling and Grammar
We have mentioned style above. The text should flow naturally, not only on a particular page, but from page to page.
The copy should not be a wall of words. Whereas on print it is perfectly acceptable, indeed expected, on the web it will be forbidding; web pages are scanned, text must be broken up and organised into clear paragraphs with hierarchical headers and/or with bullet points.
Acronyms may be evident to you, but not necessarily to your reader; do expand.
Spelling mistakes and faulty grammar are most off-putting, show a lack of attention to detail and will not do your branding any favours.
It is good practice to review your copy once a year, not only for the constant evolution of the search engine techniques and algorithms but also for your copy to keep pace with the growth and development of your business.