Writing Content for Search Engines and Conversions
When writing content it seems like most bloggers and writers have various view-points, but only a few write for the Big Three: Search Engine Rankings, Human Conversions, and Human Interest. You will see any given blogger writing for one of these three focal points, sometimes will you see posts written with two of these, but rarely will you see all three. Let’s break each down, then give you some tips on how to be one of the best bloggers out there!
1. WRITING FOR SEARCH ENGINE RANKINGS
Search Engines aren’t going to sign up for an e-mail list, and they aren’t going to buy your products and services. However, they can bring a great deal of traffic to your posts.
When someone writes for search engines, they predetermine their keywords, analyze their keyword density, and write out phrases exactly as they’d be searched for. These posts will have a great formula to rank well, but rarely will humans find them valuable enough to give backlinks or shares. They tend to be textbooky and (yawn) boorrrring.
2. WRITING FOR HUMAN CONVERSIONS
Knowing that humans will be reading these posts, some bloggers will structure their content around linking to services, encouraging e-mail list sign ups, and pushing their calls-to-action.
These come across very dry and informational. Kinda like sales letters. How many times do you jump for joy when reading a sales letter? That’s if you even stick around long enough to read the whole thing!
3. WRITING FOR HUMAN INTEREST
I see this one usually from the small business owner who writes well, but knows nothing about internet marketing. They’ll set up their posts with great care and structure their content like it’s going to be judged for a Pulitzer. However, if Search Engines don’t rank it well no one’s going to find it, and if you aren’t motivating your readers to action all you get out of it is maybe an appreciative reader.
Depending on your business and the kind of blogging you’re doing, especially copy writers and creatives, that may be acceptable and even viable, but for most businesses it’s mostly a waste of a good opportunity.
PUTTING TOGETHER THE PERFECT BLOG
Now that we know the Big Three, how can we pull them all together so they rank well, convert, and aren’t as boring as listening to your great uncle ramble on about the good ole days?
First, think what would your audience find interesting. Before what keywords you want to rank for, think about the human interest factor. What’s interesting to my readers? Now, think about how you can point that interest to how you stay in business (aka “sell stuff”). Finally, when you’re writing think about keywords, then go back and re-read the post and change a few words and phrases to contain the keywords and keyword phrases you want to rank for.
Thinking of human interest first and human conversions a close second, you’re taking a more effective (and opposite) approach than most do. You can always read through your post title and content and add in a search engine keyword phrase throughout your content (like I just did right there), but it won’t be as dry and boring as a grade school textbook.
So think about how to write great content with your own unique voice, but also how are you going to drive readers to contact you, and what keywords you will be targeting in your content. Happy Writing!