Most writers are taught that, in order to acquire high search engine rankings through their digital content, the posts they create must be both high quality and strategic (emphasis on strategic!). While this is true, it’s really important for writers to be thinking about more than just a Google algorithm when they develop a piece. After all, the content will ultimately be consumed by a person!
When you think about it, strategically placing keywords throughout a post will ultimately be deemed useless if you aren’t making a connection with your reader in the end. This rings particularly true now when you think about how the culture we live in – a world centered around automation, artificial intelligence and chatbots – makes people crave an authentic human connection more than ever before.
At Butin, we have many clients who aim to develop and connect with an online community via the written word. And, when placing the end user as the priority, our goal should be to deliver valuable information and offer thorough, easy-to-understand answers to readers’ questions. Because, ultimately, there are so many opportunities to appear in a Google search (Google serves more than 2 trillion searches annually).
So, worrying about length, keyword density and messaging variations really doesn’t matter all that much to Google – or anyone else – if it doesn’t serve the user well. In fact, research shows that Google will reward quality content written for people over content designed strictly for search engine crawlers.
At Butin, all of this adds up to mean that writing content for human beings is an SEO strategy – and the right one. With that in mind, here are three of our best search engine friendly tips:
- Don’t underestimate the value of high-quality content – Your content only exists to serve your prospective customers. If you provide a solution to their answers, Google will rank you accordingly. All SEO benefits will be lost if your quality is inferior.
- Incorporate keywords – Create a comprehensive list of words and phrases that your target audience are most likely to use when trying to find your business or product. Incorporate them into your content without overusing them.
- Promote your content – Marketing your content through social media, networking channels and various resources will help achieve the social validations that Google wants. By promoting your content, more people will be able to find you and increase back links to your post.
At the end of the day, quality content should have a defined purpose, be thoroughly researched, educate and inform readers and, of course, be well written. And businesses should aim to create emotional connections with their communities, because staying engaged and connected reminds customers that your brand is filled with humans who care and empathize with them.