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September 27, 2019

Content Writing Strategies: Write for People, Not Computers

By now, pretty much every company is well aware of the benefits that content writing strategies can provide their business. Eager to rank on search engines, owners of small and medium businesses will hastily release blog posts riddled full of keywords from start to finish. But will this really make your site more visible? Is it valuable information? Does your content encourage readers to… well, read?!

With the rapid evolution of Search Engine Optimization (SEO) and increasingly competitive markets, it is honestly easy to see why managers and marketers want to raise their search engine result page (SERP). With everybody and their grandmothers owning a cell phone these days, being able to be easily found through search tools is a Godsend. With an estimated 70, 000 search queries being processed every SECOND (this is only Google, by the way), brand awareness and representation are integral for online business success.

Nonetheless, it is important for managers to get one thing right – write content for people, not the algorithms that rank your website.

But, Why? Doesn’t keyword density and volume play a pivotal role in how my website get ranked?

Well – yes and no. ‘Err, it’s complicated.

Website Crawling

Google has written an incredibly complex set of SEO algorithms designed to help their platform evaluate and display websites most likely to provide solutions to searchers’ inquiries. This happens through a process called “Crawling”.

It is easiest to think of “Crawling” as a bug that scours your website’s content (images, links, and text) in order to benchmark and compare against competitors within the industry or keyword groupings. Google (or any other search engine website) calls this gathering of information “indexing” (we’ll save this topic for its own post, as we could go on for hours about indexes and sitemaps).

Once a search has been processed through a search engine, within milliseconds, algorithms will pull from billions of indexed websites to provide an answer that best matches the search.

So, these algorithms stand as your only chance to be seen on Google and other popular search engines?

Yes – but they are a lot more complicated than the antiquated techniques most SEO beginners utilize.

Keyword Stuffing

It is an unfortunate blunder, but Keywords don’t carry the same weight as they used to when ranking your website for search results. In the early years of search engine algorithms, web developers and writers caught on to the favouritism webpages would receive on search engine results if they began “Stuffing” keywords into every sentence and paragraph.

Google and many others caught on to this fad and shook-up their formulas to rank websites on a wider array of quality assurance metrics. With the introduction and integration of further parameters, algorithms can now share data, “speak” to each other and devalue websites that use manipulative SEO techniques.

So, how can you ensure that your content writing isn’t going to waste and actually attracts organic traffic to your website?

Write Content for People, Silly!

Is it really that simple? Of course it is!

Google and other search engines are well aware that their audience is comprised of humans (Surprise!). Given this, algorithms will do their best to display content results that provide quality answers, engages with the audience, and is written for people.

If you want a winning content strategy, the best thing to do for your company is to be genuine. If you’re experts on any given topic, write about it! But make sure to have a tone that is representative of your audience and include details they are most likely to search.

So while keywords still play a role in how your page’s rank, it is a small piece of the greater SEO pie.

Optimize your Content for Search Engines

Keywords and keyword phrases don’t have to be repeated hundreds of times to be recognized by Google. After writing an article, blog or e-book, go back through your text and strategically insert keywords where they will have the most impact. Places like:

  • Meta Titles and Descriptions
  • Tagged Keywords (blogs)
  • Alt Text of Images
  • Titles and Headers (H1, H2, H3 etc.)
  • Intro Paragraph

As long as you’re writing quality content, your focus keywords and phrases will flow naturally.

Winning Content Writing Strategies

Now getting ranked higher on search engine results isn’t just about your content. There are still design aspects, backlinks, and many other variables affecting your SERP.

Nonetheless, it is still important for websites to have a plan for writing quality content. When a visitor accesses your articles, we think they should leave saying, “D-A-M-M-I-T, that was good!”.

D – Depth – Writing should aim to answer questions and solve issues. It is impossible to accomplish this with shallow or thin content. In 2011, Google’s Panda algorithm weeded out “content farms” in favour of in-depth, high-quality content.

A – Accessible – Too many long words? Fancy synonyms in place of simple ideas? Ensure that your content is accessible to all types of readers. Save technical jargon for when you need it, but write so that a Fifth Grader can understand your topic.

M – Multimedia – Websites that use relevant infographics, videos and images often rank higher than pages that don’t.

M – Mobile – Is your website’s content readable on a smart-phone? A large majority of search engine inquiries are completed on cellular devices. It is important that your content is optimized for mobile screen resolutions.

I – Interactive – Are you engaging your visitors? Including internal links and call-to-actions within content creates a simple solution for website traffic to interact with multiple pages! And this helps!

T – Timely – Content should be assessed for updates frequently. Not only does this speak volumes about your commitment to quality content, it offers chances to optimize internal links for new posts and changes in our environment (Say, Google releasing a new algorithm!).

Download our “DAMMIT, that was good!” infographic for an easy reminder here!

Not Confident in Your Writing? Get a Geek!

Writing quality content that is accessible and optimized for search engines is time-consuming and difficult. Luckily, you can avoid all this stress when combining Geek Power’s professional SEO and Content Writing Services.

Put your website on the map. Contact Geek Power today to see how we can revamp your content and SEO strategies for success.

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