There is a lot written about Search Engine Optimisation and Content Marketing so what is it all about?
Who is this or any other blog post really for?
And as for inserting keywords into sentences. I have always said web engagement is only true web engagement when the web engagement is web engaging. Actually I am not sure if Google does gags so I may get penalised for that one.
Anxious Times – the ‘B’ word
Anyway, when the dreaded Friday came around – my self imposed Blog day – I was really busy with a client. The blog never happened. Or the following week.
I stopped looking at Google Analytics.
Moreover, when I had a spare few hours I couldn’t think of anything that users would like that fits the ‘25 things’ you need to do for great Google optimisation. As days became weeks became a month, it was a constant concern; a dark cloud over the bright hope of my new business. I wanted to share something but Google wouldn’t like it.
And then I stopped worrying.
Two clients in the same week asked me about SEO. In trying to answer it and searching for the latest infographic I suddenly realised it shouldn’t be like this. It doesn’t really matter to them whether their SEO word arrangement is compliant.
While technically all good web designers should now be giving you sites that have permalinks, great content layout guidelines such as ‘chunking’ and tools for checking the essentials, from their point of view good customer content is great for search engines.
Worrying about SEO stops the flow of potentially great content to customers because the mind set is if it is not SEO savvy it won’t get ‘picked up’ and as there is so many other things to do it doesn’t therefore get written.
The thing is, Google isn’t interested in what we say. Google is only interested in their customers being interested in what we say. And when you stop thinking about what Google wants, content starts to flow. Why? Because most of us have a fairly good idea what our customers might quite like to know and we are not experts in Google algorithms. And when you just write for who we know albeit in a structured way that follows some Best Practice guidelines, people will find it useful and because of this (and also because of what the users do with your positive prose) Google wants to give your useful content to their customers.
So what should you be doing?
- Don’t worry about what Google wants. Think about what your customers will find useful.
- Write it as you mean it – don’t worry about not having 7 keywords per paragraph or the first word is not a keyword. Google has grown up.
- There are hundreds of Best Practice layouts you should have a look at. We have one on our site (http://oxfordshirewebservices.com/sme-social-media-engagement/the-principles-of-great-web-content/ ) but there are millions of them out there.
- Be useful to your potential audience. Don’t just say something because you have a deadline, that’s all wrong.
- Be yourself. There are professional blog writers who are fantastic. They however won’t be good at describing what you know and have probably never talked to your customers.
- Content links – have useful links to other sites and get others to link to you. BUT do it because it is useful not because it is a link. And by the way don’t worry about the balance of inbound versus outbound links. Just worry about having links that add value for your customer. Don’t link to a massively popular site about pet food if you sell car parts.
So who am I writing this for?
Anyone who wants to read it (and finds it useful) which is probably just me. But at least I have no more dark blogging clouds.
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Jargon you may come across:
Google Panda and Penguin – Google’s algorithm updates aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines,
Spamdexing : deliberate manipulation of search engine indexing,
Content Marketing: creation and sharing of content in order to attract, acquire and engage customers.[/box]