Does the Copy on My Website Need to be for My Users, Google, or Both?
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Who Do I Write My Blog Articles For?
When it comes to web copy, it should always be written to engage your target audience and deliver your message. Period.
That doesn’t mean that you don’t add in elements for favorable SEO. It just means that those are the accoutrements to your primary goal. There are a few reasons for this.
First off, remember that your copy represents your brand and your identity. If you present copy overstuffed with keywords and awkward phrasing, then that defines how potential customers view you. Getting search engine traffic doesn’t do much good if you lose the customer as they read the copy.
Second, search engine algorithms are constantly changing. So even if you wrote a piece completely driven by SEO guidelines, there’s a good chance that some of the elements you’ve just chased will evolve in the next six months.
Third, search engines have always placed weight on incoming links. As it stands now, links from social media are getting more emphasis but this can eventually change. However, incoming links are always important as they provide validation that the content is worthy of a reader’s time. That means that your copy has to be written well in order to gain and sustain traction across social media shares and links from external sites.
At Forward Push, we always write copy with the end user in mind. From there, we follow best practices (sometimes called white hat SEO) and integrate them into copy so that it delivers the best of both worlds: copy that delivers results for both readers and search engine spiders.
By Marc Apple
Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.
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