In an era of search engine optimization (SEO), bloggers and online writers are faced with the challenge of pleasing both search engines and their readers. With this new challenge has come new debates on whether to write for SEO or the readers themselves. To make it even more complicated, search engines are constantly changing their algorithms, which can explain changes in rankings and website traffic. With this in mind, many content marketing experts have concluded that quality content is king and producing high quality content pleases both readers and search engines alike.
A key part of your content strategy should be how you're going to write for both audiences and search engines. When organizing and writing content, it's important to keep a few key points in mind to ensure your content gets people talking.
Engage with your readers instead of forcing keywords
Due to new SEO approaches from the likes of search engine giants such as Google and Bing, brands must now cater to the customer instead of keyword density. Search engines look at indicators of engagement rather than merely keyword match-ups. Engagement can include anything from the number of page visits to how well you acknowledge your audience. For example, thanking your audience for sharing or liking your content works to lure users back to your site. Addressing your audience's needs and questions within your article will also be seen as quality and helpful content to your readers. Readers are more likely to share your article if it's useful or entertaining to them.
Link to external and internal sites
Search engines love inbound links and they can also prove to be useful to an audience seeking additional information on a specific topic. These links can include links to related articles or blogs from other writers or yourself. If your piece refers to a concept written by another blogger, be sure to link their article into the body of your blog. You'd be surprised how often a blogger may promote your blog in return by linking one of your articles relevant to their blog.
Use variety in your words
Word variety pleases both your readers and the search engines. How many times do you want to read the word content in an article? Use synonyms for words to keep your audience engaged and search engines happy. Not everyone searches the same keywords, and adding in synonyms for commonly used phrases increases the chances of people finding your blog. Using variations of words also saves you from inserting potentially unnatural looking keywords throughout your article. Using varying vocabulary also saves you from awkward phrasing and unnatural sentences.
Leverage SEO on your blogging platform
Lastly, it's best to use a platform that leverages your SEO impact through internal plug-ins. Blogging platforms such as Wordpress allow you to enter keyword titles and descriptions that are relevant to Google.