Write Content for the User, Not the Search Engine

By: Glenn Judah

SEO: write copy for the user, not the search engine

Writing SEO-friendly content is not about how many popular keywords you can cram into a blog post. If that was the case, my opening sentence would read “SEO keyword optimization: Google content analytics ranking tips and tricks.” These high-ranking keywords for SEO related information don’t make a lot of sense and is not useful to readers.

A big mistake we can easily make is to write content for search engines instead of actual people. This leads us to write clumsy sentences using buzzwords rather than creating meaningful content for our users. Properly written content includes important keywords, but doesn’t overdo it. We cannot trick Google through keyword overload.

We should always focus on our users’ needs throughout the entire content creation process from brainstorming topics, to keyword research, to the Meta titles and descriptions.

The search engine is just a tool for our users to ask questions and look through search results for an appropriate answer. If we can understand what questions are most important to our users, our content can be their answer.

When users are looking for heart care, they usually ask for cardiologists near them, or to find cardiologists in their area. Here is an example of a cardiology practice website’s Meta description that is missing important context:

With the doctors at Northwest Florida Heart Group, you have the opportunity to take control of your health and change your life.

Based on that Meta description which shows up in search engines, do you know where that practice is located or if they provide cardiology services? No.

Here is that Meta description optimized for the user in mind:

Cardiologists in Pensacola, FL provide personalized care that can prevent, diagnose and repair your heart problems.

This Meta description answers many questions for users such as what the practice specializes in and where they are located.

Websites that have the most relevant content rank highest in search results. This ranking is determined in different ways, including the contents of a site’s Meta titles, Meta description and written content. This content should be conversational, useful and try to solve problems for our users.

If we write content for the user, search engines will reward us with higher rankings and deliver more traffic.

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