When I run an SEO Copywriting workshop, I always get asked one or more of these questions:
- Doesn’t writing for search engines ruin your content?
- How can I write good copy and still appeal to Google?
They are a result of a lot of received wisdom. There’s an assumption that writing for search engines and writing for people will produce to different kinds of selling copy, article or blog post.
That’s a tragically wrong assumption.
Yesterday’s bad thinking. And today’s
A few years back, the prevailing idea was that we wrote for Google. In the age of Content Marketing, we’re now told to write for our readers, and the lessons learned from writing SEO copy are often happily ignored.
Over the decade that I’ve been writing SEO copy, I’ve never seen why we should do one and not the other. Indeed, in many ways the requirements for writing for Google and for people are remarkably similar. You just need to bear in mind not to write too much for Google, or too much for people.
Why Google writing?
To be honest, I hate the term Google writing, but while I was doing the research for this site, I found thousands of people were looking for information about it. So I end up flavouring this post with that phrase, because I’m aligning this content with people’s needs, potentially making it more available to more people.
I’ll be covering how to write for Google in some later posts, but the main point is that writing with awareness of what people are searching for can only help you connect more successfully will a larger audience. An audience that will be happy with the content they find on your site.
You can now see another reason why writing for Google and writing for people aren’t so far apart.