SEOs often debate about what audience a website’s content should be directed at. Should you aim to catch the attention of the search engine spiders? Or are you better off speaking directly to your potential client? Personally, I don’t understand why there has to be a divide. If you write with both audiences in mind, you can reap all of the benefits and maximize the potential for converting browsers into customers.
- Getting the Visitors to Your Website- The simple truth is you must incorporate SEO principles into your content if you want to effectively build an online presence. You can have the best, most influential copy in your industry, but if nobody is reading the words, it doesn’t matter. Your content should be focused around industry relevant, long-tail keywords that potential customers will type into the search engine. One easy way to develop these keywords is to first brainstorm a list of words people looking for your product might type in. Then, enter these words into the free Google AdWords keyword tool to analyze the search volume of these terms and to get suggestions for other relevant phrases.
- Balance is Key- The mistake most people make when developing their content is they fall so in love with the idea of SEO they end up going overboard. Their thoughts are overrun with keyword density, keyword placement, and interlinking. As a result, their copy sounds stiff, and it fails to connect with the reader. Frankly, I am of the belief that if you write naturally around your chosen keyword, everything will take care of itself. The keywords won’t sound forced, and your reader will be able to connect with you on a deeper level.
- Usability Over SEO- Making sure your content is easy to scan and usable for your reader is far more important than ensuring it’s fully optimized for the search spiders. Keep in mind that online readers tend to scan rather than read. Therefore, make sure to include descriptive bold headings that give them the basics of the article. Also, make sure that your links aren’t just there for SEO purposes. If you link out to something, it should be to content that further enhances the reader’s knowledge of the subject. By making the content usable for the browser, you will begin to build a following of readers that come to you for information. As a result, they will link to your content, and you can become a resource for your industry. You really can have the best of both worlds.