Blog Writing and Copywriting: Do I Write for Search Engines or Readers?
Written content is one of the most critical components of your marketing strategy. For starters, it’s a cornerstone of your search engine optimization (SEO) strategy so it has the important job of bringing new readers and potential customers or patients to your website. Second, your web content needs to be engaging and valuable enough to pull in those readers and build a connection with them that will ultimately earn their business.
Many business owners and even professional marketers, though, struggle with those two very different goals. Some write content that is designed for search engines, not necessarily readers, so it’s full of strong keywords but it doesn’t read well and it doesn’t offer much value to audiences. Others go the opposite direction, writing what their patients or customers want to hear without taking SEO into account.
So, what’s the best strategy? Do you write for search engines or for audiences?
The Verdict: Writing for Search Engines vs. Writing for Audiences
When you’re crafting your web content, the ultimate goal isn’t to write primarily for search engines or audiences, but for a blend of both. In fact, search engines and readers are looking for more similar qualities in your content than you realize.
As search engine developers have evolved their algorithms over the years, one of the criteria they’re looking for is a natural flow within your writing. These sophisticated algorithms can tell whether your content is providing real value and whether it’s written in a clear, readable way. If it seems like your content is just packed with keywords and has poor readability, you won’t rank well on search result pages.
Tips for SEO-Friendly and Audience-Friendly Web Content
Writing in a way that is both SEO-friendly and audience-friendly can be challenging and strategic. It’s a skill that takes practice, but these tips will help as well.
- Start with Keywords
Before you start writing your web content, come up with the top keywords you want to incorporate. Use those keywords to strategically choose your subject and outline your content. When keywords are your starting point, you can craft your content and structure your page in a way that naturally works with these keywords. Your phrasing will flow more smoothly this way than it would if you wrote your content and then tried to work your keywords into it later.
- Use Stop Words
One challenge many content creators face is the fact that some strong keywords have awkward strings of words or grammatical errors. For instance, a keyword like “marketing strategy Atlanta” would be difficult to get into a sentence without sounding awkward and poorly written.
In cases like these, make use of stop words. Stop words are words that search engines ignore in search terms – generally small words like “in,” “and,” “the,” and so on. This means that instead of “marketing strategy Atlanta,” you can write “marketing strategy in Atlanta” and get the same SEO benefits without sacrificing readability.
Keep in mind as well that keywords with your location in them aren’t as essential as they used to be because Google automatically reads and accounts for readers’ locations. Regardless, whether or not your keyword is localized, stop words allow you to phrase it in a natural and readable way.
Reaping All the Benefits of Your Online Content
You don’t need to choose whether to prioritize SEO or audience engagement when you write your online content. With the right skills and strategies, you can do both at the same time. While the tips above can help, though, this does require specialized writing expertise and plenty of practice.
For the best results, turn to our professional content writers and marketing strategists who can develop a strong content strategy and publish writing that works toward all your business’s goals. Contact McCauley Marketing Services today to discuss how our team can help. In the meantime, follow us on Facebook, Twitter, and Instagram.