“Ask David” Question: “How can I tell if my website content is over-optimized for keywords, or if it’s actually useful for visitors?”
Short answer
If your content sounds unnatural, repeats the same phrases, or feels written for search engines instead of people, it’s probably over-optimized – and that can hurt rankings instead of helping them.
Modern SEO rewards clarity, usefulness, and intent, not keyword stuffing.
Related: Google Algorithm Penalties Explained: What They Are, Why They Happen, and How to Recover
The Longer Answer
Keyword targeting still matters – but when it becomes the primary goal, content quality usually suffers. Search engines have gotten very good at detecting content that’s trying too hard to rank instead of genuinely helping users.
Here are the most common signs your content may be too keyword-focused.
1. The Same Phrase Appears Over and Over
If you can spot your target keyword without trying, that’s a red flag.
Examples:
- Headline, subheading, paragraph one, paragraph two… all using the exact same phrase
- Slightly awkward sentences just to squeeze in the keyword again
Search engines expect natural variation now – synonyms, related terms, and context matter far more than repetition.
If it feels repetitive to a human, it likely does to Google too.
2. The Content Sounds Unnatural When Read Aloud
A simple test: read your content out loud.
If it sounds stiff, robotic, or overly formal:
- “Our website builder software platform offers website builder solutions…”
- “This website builder is the best website builder for building websites…”
That’s keyword targeting taking over. It sounds like the “She sells seashells by the seashore” riddle, right?!
Good SEO content should sound like how a real person explains something, not like a ranking experiment.
3. Headings Are Written for Bots, Not Readers
Including keywords in headings is totally fine – in fact, it helps both readers and search engines understand your content. Headings like:
- Best Website Builder for Small Business in 2025
- Affordable Website Builder for Small Business Owners
- Website Builder for Small Business With SEO Tools
…are clear, relevant, and natural. They help users quickly see what each section is about.
The problem arises only when headings:
- Repeat the same keyword phrase across multiple headings unnecessarily
- Are awkward or stuffed with extra words just to hit a keyword
- Don’t give any real guidance on the content below
Good headings should:
- Clearly explain the section’s topic
- Organize ideas logically
- Help users scan and understand the page
Tip: If a heading already describes the content and includes a keyword naturally, leave it as-is. Don’t force extra keywords just for SEO – the goal is clarity for the reader first, with SEO benefits coming naturally.
4. The Page Tries to Rank for Too Many Variations at Once
A common mistake is cramming:
- “best”
- “cheap”
- “affordable”
- “professional”
- “top-rated”
…all into one page, hoping to rank for everything.
This usually leads to:
- Vague content
- Mixed intent
- Lower conversions
Strong pages focus on one core intent, not every keyword variation possible.
5. The Content Doesn’t Fully Answer the Question
If your page includes keywords but avoids specifics, that’s a problem.
Examples:
- No clear explanation
- No examples
- No real guidance
- Lots of filler text
Search engines increasingly measure content satisfaction:
- Did the user get their answer?
- Did they stay on the page?
- Did they continue browsing?
Keyword presence alone won’t save thin content.
Read: What Your Website Visitors Are Secretly Telling You (Through Their Clicks & Bounces)
6. Internal Links Feel Forced or Excessive
Internal linking is good – but not when every link uses exact-match anchor text.
Signs of over-optimization:
- The same keyword used repeatedly as anchor text
- Links added purely for SEO, not relevance
Natural internal links use:
- Branded terms
- Partial matches
- Contextual phrasing
Think helpful navigation, not ranking tricks.
7. The Content Ignores User Intent
Keyword-driven content often misses why someone is searching.
For example:
- A comparison page that never actually compares
- A “how-to” article with no steps
- A pricing-related query with no numbers or explanations
If your content doesn’t match the intent behind the search, rankings won’t last – even if you initially rank.
What to Do Instead
The best SEO strategy today is surprisingly simple:
- Write for one specific reader
- Answer one real question
- Be clear, direct, and useful
- Let keywords support the content – not drive it
When content is genuinely helpful, keywords tend to appear naturally anyway.
Final Thoughts
Over-targeting keywords is one of the most common SEO mistakes – especially on older sites or content written with outdated advice.
If you’re choosing between:
- sounding human
or - repeating a keyword one more time
Choose sounding human.
Search engines already have.
Ready to build a new website designed for search intent? Learn more about UltimateWB! We also offer web design packages if you would like your website designed and built for you.
Got a techy/website question? Whether it’s about UltimateWB or another website builder, web hosting, or other aspects of websites, just send in your question in the “Ask David!” form. We will email you when the answer is posted on the UltimateWB “Ask David!” section.