OK, the short answer here is: Yes, yes it probably is.
The longer answer is a bit more complex. While I see the importance of keywords for search purposes, I also think a case can be made for value over discoverability. Using smart, targeted keywords to drive those searching online is great—but don’t alienate them with crappy copy once they get to you!
So if you’re blogging about calico kittens, this may get you found, but not liked:
For those of you who enjoy calico kittens, there is a calico kitten discussion group, Calico Kittens Anonymous, every Thursday at the public library. The Calico Kittens Anonymous group spends about an hour each week talking about calico kittens, looking at pictures of calico kittens, and researching the history of calico kittens. If you like calico kittens, contact us for more information about the Calico Kittens Anonymous calico kitten discussion group.
See how much fun that was? Not even a little bit, right? And all that just to show up in a little over 12,000 monthly searches for “calico kittens”. . .
So let’s look at some copy that will still get the point across, but will actually add value for the reader while broadening and increasing search results:
Are you into cats and kittens? What about calico kittens? If so, you’re in luck, because I just found out about a group of pet lovers who meet monthly at the public library to socialize and share pictures of calico kittens. The group, Calico Kittens Anonymous, raises funds for cat rescue and pet adoption non-profits, and they also volunteer at “adopt-a-pet” events all over town. They’re a great group, and are looking to add more members, so contact us if you’d like more information.
With a simple re-write and a bit of creativity, we not only ended up with copy that is much more enjoyable to read, we also used a variety of related keywords and increased our reach from appearing in about 12,000 monthly searches to nearly 70,000,000.
Now of course, this is just an example, and obviously a local cat discussion group has no need to reach 70M global web searchers (Do they? No.). But you get the point.
People who are out trolling the web for information want just that—information. They don’t want to be beaten about the head and shoulders repeatedly by your targeted keywords. If the point is to engage a potential fan or customer, you need to provide value.
A bit of kick-ass copywriting doesn’t hurt, either.