Should You Write Your Website Content For Humans, or Robots?
People first. Google second.
Google is not a person.
But your target customers are.
People with stress you can alleviate. Problems you can solve. And with attention and money they can choose to spend on you.
Yet, some businesses are so focused on their websites' search rankings that they forget who their content is actually for.
They'd rather publish content stuffed with keywords ... and devoid of value.
That's not going to win over Google, nor the people you're trying to talk to.
So, the question remains:
How can you appease the so-called gods of Google, while also getting your target audience to take notice?
Here are just two ways.
1. Write for people first, Google second
Google isn't interested in helping you promote your business (well, not for free).
Rather, Google's primary purpose is helping end users find quality content.
Content that speaks to the needs and concerns of your target audience. Your human audience.
Nothing wrong with SEO
Mind you, search engine optimization (SEO) is still an incredibly powerful and effective way to increase visitors to your digital content.
I myself often incorporate keywords into the online content I write for my clients. (If we work together, it's one of the things I'll always ask you about: "Are there certain keywords or phrases you use for search engine optimization purposes?")
However, you don’t want to get so caught up in pacifying Google that you lose focus on your actual audience.
Does your business care about people?
This is going to sound cheesy, but it's true.
In today’s competitive economy, people want to know your organization cares about them and understand their needs. Consumers have options. They prefer investing their dollars and attention in businesses that "get" them.
The lesson here? Writing for robots doesn’t endear human customers to you.
So write for people first.
2. Optimize with keywords—strategically
As mentioned above, inserting keywords into your online content is a solid way to improve your site’s ranking in Google search results.
However, make sure to avoid “keyword stuffing”—that is, shoving in so many key terms that your content sounds unnatural (not to mention unhelpful).
Here’s an example of keyword stuffing:
We sell custom massage tables. Our custom massage tables are made in Canada. If you’d like to purchase a custom massage table, please contact our custom massage table experts. Our custom massage table specialists look forward to hearing from you.
First of all, that is terrible writing. It's also annoying to the reader.
Second, Google isn’t stupid. Once it recognizes you’re using this trick and just publishing content for the sake of having content, you’ll be punished with a lower ranking.
So, as a rule ...
- Try to avoid repetition, and
- Only include keywords and key phrases (also known as “long tail keywords”) that are relevant to the subject of your web page.
In other words, only use keywords in your website’s content when it makes the most sense to use them.
Get smart, strategic, clear PREMIUM content for your organization or business! With 20 years of expertise, Lindsey McCaffrey is an award-winning writer, editor and content strategist specializing in website content, case studies, industry and annual reports, article writing, white papers, direct mail and more. Contact Lindsey today to discuss your custom content writing (or copy writing) needs.