How do you write creative and engaging SEO content? It’s a balancing act.


That’s the question, isn’t it? With artificial intelligence and automation growing more integrated into our daily lives, it becomes rather hard to discern what is robotic and what is not. (Well – for SEO writing, that is. We hope you can still tell your smart fridge apart from your family members.) By that same token, the question of whether to write for algorithms or write for users is something that comes up very often. The answer is not so clean-cut, though. It’s both. We, as writers and content creators, must write for both humans and algorithms. But we must do so tactfully so that each one doesn’t catch on and get, well, jealous.

So here’s how (more or less.)

1. Write for humans.

Speaking for ourselves at Ranksharks, we are humans. Perhaps there are other marketing agencies out there churning out content by robots, but we really hope not. Rest assured, our blogs and web content are 100% human-produced. As such, we write for humans. Users are human; clients are human; customers are human. It’s important, above all, to cater to this. In fact, as algorithms become more intelligent by the day, they contain features that detect if a web page is clearly written only for SEO (and they’ll penalize you for that.)

2. Use smart keywords.

Do your keyword research and do it well. Using multiple versions of the business name as the only keywords? Probably not the best move. Using only the highest ranking keywords? Probably also not the best move. There’s a sweet spot, and it’s only getting sweeter. In fact, new Google algorithms can, more or less, predict user intent. This means: optimize your keywords for what your customers are searching and what they want to accomplish. Do this and you’re on your way.

3. Never forget user intent.

Along those same lines, write content that users want to see. Solve their problems. Enlighten them. Entice them. Always remember that your content should stay authentic to your business and to the keyword that you are optimizing for. Try any tricks and, we assure you, Google will know.

4. Organize!

Let’s face it – attention spans are only getting shorter. Our guess? You may have not read anything up until this point and only skimmed the headers. And that’s okay. Because organization, when done well, can still get a point across. And if it’s done really well? They may just read the paragraphs also.

5. Back up what you’re saying.

Facts, links, statistics, graphs, figures – do the things. Say the things. (Cover your a**.) People love to see proof. And with the current world trying their best to ward off what is now known as “fake news,” users are even more on their guards. So find the facts, and use them wisely.

6. Paint a picture.

Leave the block-text boredom to the textbooks. Websites need images. Users want images. Give the people what they want! Enrich your blogs, social posts, and web content with appropriate and relative pictures. However, don’t forget the alt descriptions so these images can be understood by search engines.

And at the end of the day, be yourself (or your best self that aligns with the brand you write for!) There’s a content overload in today’s society, but algorithms and humans alike can recognize the good versus the bad. So stay ahead of the game, be authentic, and write SEO content like the human you (probably) are.

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