SEO writing for non-robots

We posted something recently on the facts and fiction of writing for SEO, and it seems to have really struck a chord with the PR community.

Fact is, very few of us has the word ‘writer’ in our job description but in today’s content-driven digital environment, we are pretty well all expected to do our bit – even if it’s just a tweet pinged off on the way to work or a one-line email to the client, we need to choose our words more carefully than ever.

The good news is, effective SEO writing is not actually that difficult. There’s a perception out there that SEO writers have to be like the robots they’re trying to connect with, jamming keywords into their unnatural-sounding prose at every turn, but that’s really not the case.

People only want to read content that sounds natural. If it sounds forced or ‘optimised’, one click and they’re gone. So whatever you’re writing, always remember your audience. They’re people too! If you write more or less the way you speak, you won’t go too far wrong.

Secondly, bear in mind that you don’t need to your squeeze keywords into every single sentence – here and there is fine. And mix them up, use different versions of words, not the same ones all the time. (Thesaurus, anyone?) A less-is-more approach will make it easier for your writing to flow naturally.

Finally, make it good. There’s so much content floating around out there that only the quality output tends to get noticed – and ranked. If something is worth writing, it’s worth writing well. People will always want to read content that’s original, insightful and written with real knowledge. Is that the way you write?

Anyway, it’s the last day of the working week so let’s not forget our #FFs when we head for home this afternoon. Road users are most at risk between 2pm and 6pm on Fridays so keep your distance, keep your cool and have a good one!

Topics: Blog, content, copywriting, keywords, SEO

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