Many companies provide template websites to specific industries. Local companies can buy “storefront” websites that provide huge catalogs for online shoppers.

This can be a very efficient and affordable way to have a robust website without starting from scratch.

Sometimes these companies will also offer to write search engine optimized local content for an additional fee (SEO copywriting). And here is the problem. Rather than assigning a writer to find out about your company and it’s uniqueness or history, they will simply write a page that discusses the flora and fauna of your area while mentioning your city and main keyword over and over. It might read something like this.

If you’re a new homeowner in Sacramento, you may want new furniture to go with your new home. New furniture can make financial sense when purchased wisely in Sacramento. And don’t forget, with tons of sunshine, Sacramento, is a great city for outdoor furniture, too. While on your Sacramento patio with your new furniture, enjoy your bright pink bougainvillea splaying over the garden wall and be on the lookout for the colorful American Goldfinch or Anna’s Hummingbird — birds often spotted in Sacramento.

Okay, I exaggerated with the example I made up above, but just a little. As obnoxious as the above copy is, this technique does work and will probably get you local search rankings for furniture+city.

But it does degrade your website and dampens your ability to make a sale. With a little effort, you could use that page to, yes, get the search results and, even better, to connect with your customer.

Easy Web Tip 205: When looking to hire out SEO copywriting work, be sure to check samples to ensure they don’t write SEO awful.