To Write for the Engines or the Customer: That is the Question
I've read many a blog post or thread debating whether or not content should be written for the search engines or the customer. To me, the answer is simple: BOTH.
Anyone worth their weight in search engine optimization services gold knows that good content must include carefully selected key phrases. Search engines are striving to produce the most relevant results for their visitors. Key phrases help them do that - but only if the key phrases are representative of the products or services your web site offers. To do otherwise is frowned upon by the search engines and is not an accepted best practice in the SEO world.
Additionally, attempting to hide content from the visitor while making it visible to the search engines is another thing we like to call "cloaking." Again, search engines are trying to give their users the best results and if they think you're trying to trick the customer or worse, them, this may end up hurting your site in the long run.
Thankfully, good content avoids needing to resort to such attempts. Additionally, well written content aids in converting customers to a sale, which is a win-win for everyone.
Good content involves knowing your audience. In a recent interview with Inc. magazine, Dan and Chip Heath recount a lesson learned by a UK software company. Marketers realized that software developers consider themselves creative people, but the campaign to that point had been a very technical one. Once a more emotional appeal was presented, sales increased.
Karon Thackston of Marketing Words realized this when working for a client selling Moissanite jewelry, an alternative to diamonds. Her client's site contained very technical content describing the creation of Moissanite, but visitors to the jewelry site were looking for a more romantic and fashionable product.
Developing optimized content requires research and creativity, but in the end, it's worth the effort. As David Rockefeller said, "Success in business requires training and discipline and hard work. But if you're not frightened by these things, the opportunities are just as great today as they ever were."
Anyone worth their weight in search engine optimization services gold knows that good content must include carefully selected key phrases. Search engines are striving to produce the most relevant results for their visitors. Key phrases help them do that - but only if the key phrases are representative of the products or services your web site offers. To do otherwise is frowned upon by the search engines and is not an accepted best practice in the SEO world.
Additionally, attempting to hide content from the visitor while making it visible to the search engines is another thing we like to call "cloaking." Again, search engines are trying to give their users the best results and if they think you're trying to trick the customer or worse, them, this may end up hurting your site in the long run.
Thankfully, good content avoids needing to resort to such attempts. Additionally, well written content aids in converting customers to a sale, which is a win-win for everyone.
Good content involves knowing your audience. In a recent interview with Inc. magazine, Dan and Chip Heath recount a lesson learned by a UK software company. Marketers realized that software developers consider themselves creative people, but the campaign to that point had been a very technical one. Once a more emotional appeal was presented, sales increased.
Karon Thackston of Marketing Words realized this when working for a client selling Moissanite jewelry, an alternative to diamonds. Her client's site contained very technical content describing the creation of Moissanite, but visitors to the jewelry site were looking for a more romantic and fashionable product.
Developing optimized content requires research and creativity, but in the end, it's worth the effort. As David Rockefeller said, "Success in business requires training and discipline and hard work. But if you're not frightened by these things, the opportunities are just as great today as they ever were."
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