Oct
16
2013
There are two compelling reasons to write for people and not for search bots or web crawlers. The first has always been true. The second comes from our own success as SEOs and web marketers.
The thinking is circular: You write for the search engines because that is how people find you; but if you don’t write for the people, they won’t look for you.
There is something to realize about Google and its counterparts across the web: they’re nothing but tools. Their ubiquity across social and cultural barriers can’t be questioned. But, for all that, they’re still just tools. So, instead of catering to the tools, we should be putting out persuasive, informative, well-written content that solves people’s problems.
With content, technological optimization is not the place to start. That content is for someone to read, watch, and interact with. People should get a jolt in the pleasure centers of their brains from your content.
Beginning your content with technological optimization is like picking out your recording equipment before you’ve even written a song.
To stand out, your message must be honed to its essence and effectively presented in diverse ways. Everyone learns differently so you need to cater to different learning styles. Communicate in text, yes, but balance it with video, images, and graphics. Supplement it with audio. Provide your distinct view in ways that will reach every interested person in a range of palatable format.
You test your product before shipping it, presumably. You should be testing your content before you put it out there on the internet.
A quality user experience is what drives sharing, ranking, and traffic.
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