Do you consider this a strange question? It is not really, if you understand how the internet works.
When writing content, it is vital that you communicate with ‘people’ rather than ‘search engines’.
Over the last decade or so, Google has steadily been improving the way they respond to and, in turn, value well-written, natural content
We have come a long way from heavily-keyworded content, that did not make any sense whatsoever. These articles were written, in many cases, to accommodate the requests of the search engines.
We can still spot content that has been written “for SEO purposes” but they are sometimes uninspiring.
Grammatically, they may be well written, and contain the relevant keywords and phrases that will attract the search engines. But from a customer’s perspective, they are as dull as dishwater.
Who cares? you may ask. Well as website owners, we all should…
How Valuable is Engaging Content?
Next to unique & relevant content, Google also measures your website’s ‘popularity’.
We recently spoke to a business that was paying an agency for over 20 articles each month, to be published on their website.
On the face of it, this is partly what the search engines wanted to see. But when we looked at how many of these articles were actually being viewed and shared, the results were very disappointing.
From a count of say 50 articles, only half a dozen of them had actually been shared on social media and none of them more than twice.
When you realise that one of Google’s methods of measuring the popularity or ‘value’ of a website is in the number of times others share their content, this is a content strategy that is having a negative influence on their rankings.
Again, the content was informatively written, and served its SEO purpose but, frankly, it was dull.
So, if you are going to get your content written by others, ensure that they aim it at humans and not just at the internet spiders.