The Dilemma For Website Writers
Recently, a Business2Community contributor posted a blog that received quite a bit of back traffic. The topic was about how to write content for SEO, and the post directly dealt with whether or not website writers should be creating their content marketing for Google, or for users.
The answer the contributor gave? Write for the user, not for Google.
How true is this? You probably know that some keyword content is vital to getting that content actually seen on the web, but just how much direction should the content have for SEO? Where is that fine line that determines if the content is really people-friendly, or a push towards higher ranking?
How Website Writers Write To Engage People AND Google
Once upon a time, it used to be the content stuffed with the most amount of keywords that made it to the top for its keyword. But yesteryear SEO strategies have flown out the window on a pair of wings.
Today, Google favors content that is more reader-friendly and people-driven than search engine focused. True, it really won’t know how to find content that has absolutely no keyword direction: but at the same time, it won’t rank anything that’s totally and 100% directed at the search engine. Meaning, it was written only for the keyword and ranking purposes, and not for readability.
The B2C post claims that the #1 key to content marketing is writing content wholly for the user. The writer said that this is Google’s direction. When you only write for Google, you miss a few key points. Since social media has become an influencer in SEO, ranking is influenced by likeability factors and readability instead of the technicalities. In short: Google likes when you optimize website content for your visitor, and not for them. You’ll get the best of both worlds in pulling in new visitors and ranking higher in the SERPS.
So what are some guidelines for website writers to follow when they create content for the end user rather than just Google alone?
Your content needs to answer the why question. Why is the reader here? The content should have the answer. Keyword driven content won’t provide enough information to answer that question.
Why would anyone want to read something that won’t benefit them? Here’s a tip: that benefit doesn’t have to be a physical reward. It can be a mental reward, as in a good feeling from a funny story. Website writers know how to create memorable content that is useful for the end reader.