There's a deadly myth about search engine optimization and writing
for the web: that good SEO and good writing don't go together.
Laptop Battery As a website copywriter, I hear this myth repeated back to me
all the
time by new clients and prospects.
"Don't bother search-engine-optimizing the
content," they say. "Just make
sure it is well written and the keywords will flow naturally
into the content." Or, they repeat the words of so many
self-styled gurus: "don't write for the search engines, write
for the people who will be reading what you write."
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Thinkpad If you're one of the people who believe there's a conflict of
interest between search engines and humans, you're operating under
two misconceptions:
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Microsoft * Misconception 1: you know more about what people want to read
on the web than the search engines do.
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Laptop Computers * Misconception 2: you or your writer will just naturally write
the content that people or search engines want, without consciously
trying to meet their demands.
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Laptop Computer Why Search Engines Know More about Your Website Visitors than
You
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Desktop Computer "I want a well-written web page, not a list of keywords." It
frightens me a bit when I hear this, since it demonstrates a
complete lack of understanding of what search engines do.
Notebooks A search engine is not simply a massive find function, like the
one in the "Edit" menu of Microsoft applications. It does not just
pull up any page that has the keyword in it X number of times. If
it did, all pages that show up on search engine results would
simply contain a list of the keywords.
Lenovo Ultimately, writing for the search engines means writing for web
surfers. Think about it: services like Google thrive on giving
people the pages they want to read. If they consistently failed to
give people what they wanted, people would stop using them.
Hard Drive What Your Website's Visitors Want to Read
Travelstar Most of the time, people don't want to read on the web. Reading
on a screen hurts the
eyes. It doesn't help that a lot
of web pages make it harder with text that's too small,
backgrounds that are colored rather than white, and lots of
extraneous graphics.
Gateway Besides, when it comes to reading matter, there is an
overabundance of choice on the web, more than any library on earth.
Of that, an unfortunate amount isn't worth reading. Time must be
rationed.
Laptop Parts In fact, people treat a web page much as a search engine does:
they scan it. In particular, they scan it for the keywords they
entered into the search engine. If they arrived via a link from
another website, they are still looking for words and phrases
related to their interest--which are generally the same as the
keywords people enter into search engines.
Software In short, Nobel-prize-winning literature makes bad web content.
You have to write specifically for the web. That's why the web
hasn't fueled much of a resurgence in the short story or other
literary writing, dashing many hopes. Ebook versions of paper books
have also disappointed expectations.
Hard Drives Newspapers are the only paper publications that have made a
smooth online transition, precisely because they are written in
short, to-the-point paragraphs that are easy to scan.
Electronics Still Think Good SEO Web Content Makes for Bad
Reading?
Canon You've just read almost to the end of a piece of
search-engine-optimized web content. This article was optimized for
the keywords, "SEO," "search engine," "search engines," "keyword,"
"keywords," "search engine optimization," and "writing."
Desktop Pc The keywords were present in headings and throughout the
content. The content itself is easy to scan: paragraphs of
one-three sentences, broken up by sub-headings every four
paragraphs or so.
Desktop Computers Naturally, those keywords are too broad for this page to have a
chance of ranking high in search engines for them. But this page
will get some of the atypical search keywords that account for as
many as half of all searches. So, if someone types in a phrase
like, "keyword writing search engine optimized content," this page
would have a pretty good chance of showing up.
Think Pad To be sure, this article is on the long side for a web page.
Most people won't even scan more than 600 words of text; 250-500 is
ideal.
Repair But this article is destined primarily to be shown in an email
newsletter, where
attention spans are longer since
people are more confident the source of the content can be
trusted to repay their investment of time. Besides, as a
well-structured page, it can be split into two or three pages
according to the subheadings.
Data Recovery In short, there's much more to writing well for the web than
just writing well. If you've had enough sense to have your web
content written professionally, have enough sense to take the
advice of most website copywriters: search-engine-optimization for
keywords and good web writing are the same thing.
Cisco About The Author:
Joel Walsh is a professional content writer and founder of
UpMarket Content, whose site offers information on getting great
website content: http://upmarketcontent.com/website-content [When
posting on the web, please hyperlink this text as the visible
anchor text: "website content"]
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