All that is good can be bad without moderation. Alcohol can inspire pleasant feelings, but causes issues in excess. Driving fast can be fun, but driving too fast can lead to deadly crashes. You need water and air to live, but drink too much water too quickly and you can die, and breathing pure oxygen can kill you.
Overly optimizing your website with excessive SEO or conversion optimization isn’t going to kill you. Well, probably. I suppose in a hypothetical universe where you’re relying on your website income to pay for your life support, optimizing too much and losing your ranking could put you under your income threshold such that you can’t afford to keep yourself alive. But that’s beside the point.
What is Over Optimization?
Most webmasters tend to feel that they aren’t over-optimizing their website as long as they aren’t stuffing keywords into every field on their site. There’s more to it than that, though, and it means poorly educated marketers can fall victim to over-optimization without realizing it.
Here are some common forms of over-optimization:
Every link you can control, including most or all internal links, use keyword-rich anchor text.