Ben and I had a conversation about this recently and I think it’s a subject we’d probably disagree on or at least argue in circles for a while… SEO Content Writing – People Vs Bots.
Search engine optimised content is obviously about getting people to your website and then turning those people into customers. This means the content needs to be written for both bots and people.
In an ideal world, you would simply write content for people (i.e. the best, most effective copywriting would affect the reader in such a way as to get them to follow the call to action – purchasing the product/service in most cases) and never have to think about bots or spiders.
The problem with this outlook is obvious – the world isn’t perfect and you could write the internet’s best content for your website – but without some SEO content or legwork your site would never get noticed by the search engines and never get seen by the people who matter – your potential customers.
So the key to writing good quality SEO content is finding a balance between writing for bots and writing for people.
Writing content for search engines
In an ideal world, we’d design (and write) websites for people and any other considerations could go to hell. But in reality that’s just not possible, otherwise all websites would be made with Flash and images.
Sure, you could still do that and they’d all look lovely, but they’d get no traffic because the search engines wouldn’t know what they were all about.
No, in the real world you have to balance usability with being search engine friendly.
This means when writing SEO content for a website there are a number of points to consider. Firstly, there’s the keyword – your content is obviously designed to attract a certain sort of person searching for a keyword phrase related to your business. In order to make it clear to the search engines that this particular page is relevant to that end user a number of things need to be written into the page.
Heading tags, title tags, description tags, keyword density, anchor links, image names/alt tags, inbound links – all of these things (and more) have an influence on the search engines and how they view the relevancy of the page in question. Writing these elements into a page means it will be more likely to get a good search engine ranking, which means more traffic to your website and potentially more sales if the content is good enough to convert the website viewer into a paying customer. And this is where the balance comes in.
For a thorough insight into all the factors that could potentially affect the search engine ranking of a page take a look at SEOmoz’s “Search Engine Ranking Factors“.
Writing for the customer
Writing content for the customer is obviously the most important role of any written content. Getting search engine bots to your website won’t get you sales on its own. Waves and waves of traffic won by perfect SEO content writing is no good if people click straight off again and visit another site. That’s why getting the balance right is therefore very important.
Writing content for the end user is about including the benefits of your product or service – encouraging your customer to believe that your products/services fulfill their needs and are the only ones worth having (without bad-mouthing the competition or navel-gazing too much). It’s all about getting a user’s attention and interest, then helping them to decide to buy your products.
Luckily, at Ben Locker & Associates, we know that your website is there to make you money and we’ll ensure it has the content to do just that. Contact us today for the SEO content that really sells.