Writing For Search Engines
Search engine optimization (SEO) writing is a fairly new writing specialty. The goal is to use keywords in web copy in such a way as to bring that page or that site towards the top in Google and other search engines. There are more and more SEO jobs posted, usually at ridiculously low rates, as companies struggle to get noticed on the web.
Web Pro News recently pointed to an article by copywriter Robert Bly that essentially says forget SEO and write good copy, copy or content that is addressed to the specific, target audience. I’m glad to hear some dissent from the drive for keyword heavy writing.
It’s one thing to keep keywords in mind and quite another to force multiple keywords into a sentence of paragraph just for search engine ranking. What’s overlooked when organizations demand articles heavy in keywords is the reaction of the reader, who, after all, is the one who will make the buying decision or recommendation that is the real goal of such pages. Readers want content that is easy to read and understand, and that tells them how they will benefit from the product or service.
Writing good copy and writing for search engines is a balancing act… and the balance should always tip toward the reader.
Write well and often,
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