“How will (insert SEO copy idea here – usually a bad one) help with the search engines?”
On the surface, it doesn’t seem like such a bad first question to ask. After all, “SEO copywriting” stands for “search engine optimization copywriting.” Good writing = higher rankings has been a common mantra since the beginning of SEO time. It makes sense that folks would be considering the search engine implications.
But it also ignores a major part of the equation.
Aggressive SEO copy techniques don’t mean a thing if your audience isn’t buying from you – or taking whatever action step you want them to take. If your online content isn’t resonating with your audience, it’s failing your company – even if it has a top ranking.
Instead of focusing on search engines, there’s another question to consider: How does this content (or SEO copy technique) serve your customers? When that piece of the puzzle is solved, then you discuss how to maximize the SEO opportunities in a way that doesn’t detract from the message.
Not the other way around.
See how this changes the discussion? When you’re asking, “How does this serve our reader,” certain spammy SEO copywriting techniques don’t make any sense. You don’t think about bolding and hyperlinking every keyword (and making sure that keyword is on the page 20 times or more.) Writing a keyphrase-slammed post sounds like a stupid idea.
Because you know that wouldn’t work for the reader. Even if you could get those pages to rank, you couldn’t make the readers buy. Or read. Or even stay on your site.
Plus, focusing on your readers first provides a good reality check for other SEO content ideas. You may think that Twitter is fun and a fantastic free marketing idea. But if your customers aren’t on Twitter – and your carefully-worded tweets aren’t getting read - it may not be the best marketing channel for you.
So consider your target audience the next time you’re examining a SEO content technique. Ask yourself if your idea serves any purpose other than possible search engine juice. If the answer is “no,” reexamine your technique.
Your readers will thank you.