Your internet marketing efforts should speak to your prospects and customers….Who are you writing your content for?
Who are you writing your content for? With all the buzz around the importance of content for SEO search engine optimization and for blogging and social media, people are losing the focus and are starting to write for search engines and not for the consumer. Keyword research and SEO are all about finding the phrases that people type into the search boxes when they are looking for something. By and large, with some exceptions, what people are looking are common English and Spanish phrases. People are learning that they can type common phrases into the search field in Google and the engine will give them back what they needed. Still, we keep seeing SEO firms that use phrases in their SEO strategies that would never be used by humans: they are writing content and optimizing content for search engines and not for humans. This is a terrible mistake because the Internet is meant to be used by people, not robots; we agree that the Internet is full of robots and spiders but this small pieces of code are evolving into behaving like humans and if a search phrase is being found by a robot but is not used by humans, then the whole spirit of the SEO strategy is mistaken. Maybe your company is not willing to use a search term for “cheap fees…” because from the strategic planning of the company is has been stated that you do not sell “cheap (anything)! But if people find “cheap…” on the Internet and you are not there, then your strategy will not get you positive ROI as you will be loosing all those leads.
There needs to be compromise between the old school branding and the search engine branding where SEO needs to consider how people look for something in the search engines. If you have a search engine optimization provider ask him to share the keywords and key phrases they are optimizing each page for and if they are not phrases that a normal human being would use to look for something, then you should question the complete strategy.
Content development is an essential component of a digital media plan and it need to be planned whithin the search engine strategy, but it needs to be written for humans, not for search engines. And keep in mind that Google is constantly researching wasy to brind their algorithms closer to the way people thing, write, speak and search so if you write for humans, rest assure that Google will pick your content.
