Google’s Human Side
In a way, it’s almost as if Google itself has become more human.
The search engine has evolved to a point where it needs high quality, natural content that’s relevant to its audience.
Its intelligence is such that it now penalizes anyone who attempts to manipulate the ranking system with keyword stuffed content and dodgy links.
Finally, it is seeing websites the way we do. It demands quality and relevant, interesting copy that adds value to the reader.
Although most people are now catching on to this new paradigm, there are still some shady characters out there that think they can beat the system who are convincing people it’s the right way to write.
In fact, I was working on a web copy project recently for a client who, unbeknown to me, was working with some ‘marketing experts’ to get his business on track. He’d asked me to produce his web copy, which I duly did, focusing on the benefits and reader. After reviewing it and agreeing it, he then sent it to these ‘experts’ who came back saying ‘this is not SEO copywriting, there is no optimisation…’
After explaining once more about SEO copy and offering to send his ‘experts’ some information from Matt Cutts that backed up my work, they went quiet. It’s a shame, but that just goes to show how indoctrinated people are about SEO copywriting.
My advice is to always write your copy for your reader and not the search engines. Google isn’t going to knock on your door, credit card in hand, looking to buy from you.
Your content must be relevant, educate and engage, and then customers will walk through your door because it shows that you ‘get it’.
About the Author: Sally Ormond is an independent copywriter and owner of Briar Copywriting Ltd. For tips on copywriting, marketing and social media, you can also read her words of wisdom on Briar Copywriting's Blog.