The following blog features part of my latest ebook, Word Crimes: Is Your Website Content Robbing Your Business of Potential Customers? To get your FREE ebook download, click here.
Google is not a person.
But your target customers are.
They’re people with stress you can alleviate.
And problems you can solve.
And money that—hopefully—they will choose to spend on you.
Still, some businesses are so intent on improving their websites’ search ranking that they forget who their content is actually for—instead choosing to publish content they think Googlebots (aka “web crawlers,” aka “spiders”) will appreciate.
News flash: that’s not going to go over well with either audience.
Thus, the ever-popular question: how can you appease the so-called gods of Google, while also getting your target audience to take notice?
Here are just two ways.
Write for people first, Google second
Google is not really interested in helping you promote your business. Its primary purpose is helping end users find quality content.
So what is quality content?
It’s content that speaks to the needs and concerns of your target audience.
In other words, it’s content written for people—not robots.
Mind you, there’s nothing wrong with using the latest tip or trick to boost your search engine optimization (SEO). In many cases, those tips and tricks can be quite effective!
However, you don’t want to get so caught up in pacifying Google that you lose focus on your actual audience.
It may sound cheesy, but in today’s modern economy, people want to know that businesses care about them and understand their needs. Consumers know they have options, and many prefer to invest their dollars in businesses that “get” them.
If your content isn’t written with them as the main focus, they’re probably going to click away to a competitor’s website—and quickly.
The lesson here? Writing for robots doesn’t endear human customers to you.
So write for people first.
Optimize with keywords—strategically
Inserting keywords into your online content is a fantastic 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.
Google isn’t stupid. Once it recognizes you’re using this trick, you’ll be penalized 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.
Learn to write for the web...and get customers
Want to learn more about writing fabulous content that:
Converts visitors into customers?
Speaks to the hearts, minds and wallets of your target audience?
Gets your business noticed and respected online... all through the power of the written word?
Download your FREE copy of my ebook, Word Crimes, here!
"Freelance writer for hire" Lindsey McCaffrey is an award-winning writer, editor and content strategist for businesses and non-profit organizations. Learn more about Lindsey here. Or, contact her today to discuss your content needs!