Humans vs Search Engines

.webandrankcom.thumbnail Humans vs Search EnginesThere is only one place that this title can take us and that is to SEO copywriting. Everybody is aware of the massive potential the Internet holds to market products and services; but how do you go about making yourself stand-out against a thousand other companies selling the same product. SEO copywriting is one tool used by SEO companies to increase your search engine rankings. SEO copywriting, put simply, is a piece of text that promotes your product tweaked to include ‘target specific search terms’ to increase your search engine rankings.

In the weird and introverted world of bloggers and SEO copywriters there seems to be an argument raging over which is best practice: pandering to the search engines to optimize your exposure or to write beautiful prose to capture any clients that might read your text.

Search engines are looking for specific search terms, the SEO copywriter will optimize the on-page elements of a piece of text (such as the title, description and keywords tags, headings and alt text) to increase the chances that it will rank highly. The negative outcome of this is that the text can sound clunky and awkward and thus putting of the potential clients. On the other end of the spectrum exists writing as if you were writing for a brochure or catalogue and including lots of flowery language to impress your client and thus persuade them to buy your product; but of course if nobody reads your text all the hard work spent on writing some profound text will all be in vain.

The problem for on-line companies is that not only are you competing to be seen but once you have been seen you need to be the best. This is the true play-off when writing as a SEO copywriter. Both camps in this ‘Humans vs Search Engines’ argument both have valid arguments but I honestly see this debate as a non-starter. All creative-designers have to strike a balance between the practical and the beautiful; in fact this is an essential skill for all creative designers. SEO copywriters must follow the same path and find the balance between the searchable and the readable.

I personally like my SEO copies to have a strong message in the front and at the centre and keep the keyword laden prose deeper in the text. I heard from a friend working for a traditional marketing company (dealing with posters, billboard etc) that a poster should contain like a maximum of ten words otherwise the reader loses interest. This is the same for Internet articles if the reader is not captured by the first two paragraphs they will move on. The three golden rules are originality, attention-grabbing and relevant.

A.L.L.