When companies begin using search engine optimization (SEO) and original content to boost their website traffic they often decide to go heavy on dense keywords, but experts say that’s the wrong approach.

Jane Sumerset says this type of keyword-heavy copy tends to make it difficult for the reader and can actually do the opposite of its original intent.

"If you’re writing material for online, especially search engine optimization, purposes, it doesn’t mean you have to fashion it into a piss-poor quality document that’s totally unpalatable to human readers," she writes. "With a little work, you can get your SEO in while creating tolerable copy too."

Sumerset notes that some keywords are just too difficult to fit into content without forcing them in and affecting the quality of the piece.

Many other experts in the field seem to agree. In writing for Econsultancy last month, Kevin Gibbons noted that saying the purpose of search engine optimization (SEO) is to get to the top of a SERP is "like saying the purpose of cooking is to heat meat, rather than eat it."

Gibbons also points out that quality content can go a long way in providing long term search engine optimization (SEO) results.