{"id":3148,"date":"2016-01-05T19:39:12","date_gmt":"2016-01-05T19:39:12","guid":{"rendered":"https:\/\/www.flow20.com\/?p=3148"},"modified":"2025-03-03T09:59:52","modified_gmt":"2025-03-03T09:59:52","slug":"how-to-write-web-content-for-human-visitors-and-search-engines","status":"publish","type":"post","link":"https:\/\/www.flow20.com\/blog\/how-to-write-web-content-for-human-visitors-and-search-engines\/","title":{"rendered":"How to Write Web Content for Human Visitors and Search Engines"},"content":{"rendered":"
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The idea of blogging is relatively straightforward; short articles which express particular opinions posted regularly, and available for the perusal of any online user who takes an interest in the subject matter.\u00a0 But, since search engines need some sort of written content in order to create a list of results for every search query, blogs have been elevated in the world of digital marketing and are seen to possess an unrivalled power.<\/p>\n

The dark history of blogging seems characterised, albeit somewhat unjustly, by the underhand techniques known as \u2018Black Hat SEO<\/a>\u2019.\u00a0 This term refers to various techniques which were considered to be outside the terms of service stipulated by search engines.\u00a0 Black Hat techniques included practices such as deceptive redirects, hidden links and text, keyword stuffing, flagging competitors, and numerous other immoral processes.\u00a0 Written content falling under this category would use any possible course of action, no matter how devious, in order to rise in the search engine rankings.<\/p>\n

The reasoning behind Black Hat SEO<\/a> was that ranking was everything.\u00a0 Creators believed that if their website hit the top spot in the search rankings, people would be convinced of the business\u2019s legitimacy, no matter how clumsy and inelegant the content seemed.\u00a0 Fortunately, this practice has been ended by two fairly recent developments:<\/p>\n

1. Search engines can spot Black Hat techniques from a mile off<\/strong>
\n2. Web users are no longer easily duped<\/strong><\/p>\n

These two factors have resulted in somewhat of a renaissance regarding web writing.\u00a0 Blogging is now not only about pleasing search engine crawlers<\/a>, but also about pleasing readers.<\/p>\n

\"Laptop<\/a><\/p>\n

What Does Web Writing Entail?<\/h2>\n

The new approach to web writing requires copywriters to please two distinct audiences.\u00a0 On the one hand, the content still needs to please the search engines and their new algorithms for judging quality content, and on the other hand the content needs to please the users who decide to read it.\u00a0 Essentially, the content should appear high in the rankings in order to be discovered by readers, and should be good enough to turn those readers into customers.\u00a0 This requires a delicate balance, but these two objectives are not exactly polar opposites.\u00a0 In fact, search engines tend to have many of the same tastes as human readers.<\/p>\n

Human readers want substance.\u00a0 If they stumble onto a blog on account of an interesting title, but find it to be nothing more than a poorly constructed search engine lure, chances are good that they\u2019ll back-peddle as quickly as possible.\u00a0 However, if the blog offers fresh insight into a particular topic, and the reader stands to benefit from spending time reading it, he or she might be persuaded to take the time to ingest its content.<\/p>\n

Many search engines are aware of the factors which contribute to a good blog, and reward such blogs with rankings.\u00a0 However, there are certain on-page optimisation techniques which are still required to get a blog to rank well in the search engine results pages.\u00a0 In an effort to outperform their competitors, many web writers load their content with popular search terms.\u00a0 However, because some of these search terms are strangely worded, fitting them into a blog can become extremely difficult and can result in a blog that pleases search engines (at least for a while) but alienates human readers.<\/p>\n

Appealing only to the search engines is a bit like having a beautifully branded shop which contains no products.\u00a0 Customers will be enticed to step in the door, but then will be immediately disappointed.\u00a0 Web content must rank highly in order to gain the attention of readers, but it must then deliver on its promise.\u00a0 Remember, web content must accomplish the following:<\/p>\n

1. Attract Readers:<\/strong> This can be done through various search engine optimisation techniques.<\/p>\n

2. Retain the Readers:<\/strong> This is far more difficult.\u00a0 As the Black Hat techniques have proved, it is relatively easy to get people to click on a link.\u00a0 However, in order to maintain a low bounce rate<\/a> (which refers to people clicking back from a page shortly after landing on it), the page must compel readers to stay on it and read its content.\u00a0 This can only be achieved with quality, insightful content.<\/p>\n

3. Promote Further Action:<\/strong> This is the ultimate goal of web content; the conversion of interested users into outright customers.\u00a0 This may be the hardest task of the three, but it is possible through writing that speaks to humans as well as search engines.<\/p>\n

So, in order to accomplish this ultimate goal, and please both readers and search engines alike in the process, web writing needs to find a comfortable middle-ground.\u00a0 But, before we explore the factors necessary to find this middle-ground, let us dismiss the notion that keywords are the be-all-and-end-all of effective web writing.<\/p>\n

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What Not to Do: Common Blogging Pitfalls Regarding Keywords<\/h2>\n

\"Man<\/a>Keywords are extremely useful in improving search engine rankings, as these can be created to match the terms which users input into search engines.\u00a0 However, they can be detrimental to rankings if used improperly.\u00a0 Web writers should thus avoid the following pitfalls:<\/p>\n

 <\/p>\n

 <\/p>\n

1. Keyword Stuffing:<\/strong> A fairly common misconception made by web writers is that more is better.\u00a0 They believe that more keywords in a blog or article which match a user\u2019s search query, the better chance the blog stands of ranking highly for that search term.\u00a0 However, many search engine algorithms identify this practice as \u2018keyword stuffing<\/a>\u2019, and do not react favourably to it.\u00a0 While the practice may work for a while, if it is identified as being keyword-heavy it may well be demoted down the ranks by search engine algorithms.<\/p>\n

2. Contrived Keywords:<\/strong> Popular search terms can be easily accessed by web writers.\u00a0 And, when added to their blogs, articles, or website copywriting, these terms can boost organic (unpaid) rankings.\u00a0 However, because users know how search engines work, many of the most popular search terms involve only the words necessary for the search.\u00a0 For example, if a user wanted to find companies which offer SEO services in London, he or she might enter \u2018SEO services London\u2019.\u00a0 This keyword is good for the search engines, but makes the writing awkward.\u00a0 However, it is important to note that, since 2014, Google is no longer concerned with creating exact matches with AdWords<\/a>.\u00a0 While it hasn\u2019t been explicitly stated, it is fair to assume that the same goes for organic search.\u00a0 Thus, the more sentence-friendly \u2018SEO services in London\u2019 would theoretically garner the same results.<\/p>\n

So, with a couple of \u2018bad practices\u2019 identified and discarded, what is the best way of going about writing a blog or article for humans that pleases the search engine bots, too?\u00a0 The following are some tips for on-page SEO that will ensure a neat and tidy article that still possesses the right contents for effective search engine results page rankings:<\/p>\n

How to Write Content That Pleases Humans and Search Engines Alike<\/h2>\n

1. Choose One Topic and Build on It<\/strong>
\nWhether the writing is for a blog, online article, or a web page, it is important to decide on a single \"hand<\/a>topic and flesh that out with one or two keywords.\u00a0 Covering a multitude of topics simply to condense a great deal of keywords into a single piece of writing will not impress either the search engines or the piece\u2019s readers.\u00a0 It is far more practical to choose a topic and select a small amount of keywords which can easily be worked into the text without raising any eyebrows.<\/p>\n

The days of keyword stuffing being able to garner effective results have long since passed, but keywords themselves are still important for rankings.\u00a0 It is thus important to include pertinent keywords in important elements of the text, such as the title, headings, and sub-headings.<\/p>\n

2. Choose Keywords That Work<\/strong>
\nIt is very important to write content that readers will believe was written expressly for them.\u00a0 The inclusion of difficult phrases for the sake of exact match rankings is both detrimental to readership and not necessary for rankings.\u00a0 It is much better to use the terms identified by search engines\u2019 keyword tools as guidelines; terms which can be adapted to fit into coherent sentences but still generate search rankings.<\/p>\n

Furthermore, the inclusion of deliberate spelling mistakes should be completely disregarded.\u00a0 It is true that many of the most popular user inputs do exhibit various spelling mistakes.\u00a0 In the days of exact match the inclusion of these misspelled terms could perhaps be understood, although not condoned, but with the top search engines automatically correcting spelling errors, this is now absolutely unnecessary.<\/p>\n

3. Capitalise on Heading Tags<\/strong>
\nIt is important that heading tags meet the demands of both readers and search engines.\u00a0 Readers should be enticed to read the article or web page based on the premise of the heading, while search engines should be prompted to display the article or web page based on its relevance to a given search.<\/p>\n

Humans can be satisfied with a proper choice of words, but search engine crawlers often need to be shown where to look.\u00a0 This can be accomplished through the use of heading tags<\/a> in the page\u2019s HTML code, which shows <H1> either side of main headings and <H2> and <H3> either side of sub-headings.<\/p>\n

It is also helpful to use headings which stray from the norm, such as \u2018Hub\u2019 in place of the more generic \u2018Home\u2019.\u00a0 And, importantly, do not use image-based text for main headings, as crawlers can\u2019t read this text and the article will fail to capitalise on the heading tags.<\/p>\n

4. Use Meta Tags<\/strong>
\nMeta tags<\/a> are essentially keywords that are not included in the body of the text, but are still referenced by search engines looking for results to display.\u00a0 These are thus a great way of maintaining free-flowing sentences in blogs, articles, and website copy while still providing the necessary elements for the writing to please the search engine crawlers.<\/p>\n

Blogging sites like WordPress use plug-ins which allow meta tags to be entered at the bottom of each post.\u00a0 These can, of course, be coded into the HTML format, but the plug-ins simply make the process easier.<\/p>\n

5. Optimise Images<\/strong>
\nThe use of images is quite important for blogs or articles, if only for aesthetics.\u00a0 Especially in the case of longer articles, the long blocks of text can appear quite boring or perhaps daunting to some reason.\u00a0 Adding images effectively breaks up the text, making it seem less heavy and more visually appealing.<\/p>\n

But there is no reason that images should not be used for search engine optimisation as well.\u00a0 The text that displays if the image is unable to load is known as alt text, and this can be handy in having the blog rank well.\u00a0 There are numerous methods of image optimisation<\/a>, but an easy one is the simple insertion of relevant keywords into the image alt text.<\/p>\n

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6. Keep URLs Short and Descriptive<\/strong>
\nJust like the text in a page, the page\u2019s URL is crawled by search engine bots looking for relevant results to display.\u00a0 The optimisation of URLs is thus important to the page\u2019s ability to rank.\u00a0 Shorter URLs tend to fair better when being crawled, so it\u2019s good practice to shorten these as much as practically possible.<\/p>\n

Furthermore, URLs are useful for the inclusion of keywords without creating awkward body text.\u00a0 Keywords in the URLs are sure to be crawled, and they can feature search terms that might not fit neatly into any sentences.<\/p>\n

URLs featuring relevant keywords reportedly perform better than cluttered URLs.\u00a0 For example, website.com\/keyword will generate better results that website.com.\/587\/593\/blog\/long-description.<\/p>\n

Conclusion<\/strong>
\nWriting for search engine bots is important since this is the first step in the ultimate goal of any online marketing campaign \u2013 which is customer generation.\u00a0 In order to connect users with a piece of writing, that might make them purchase a product or use a service, it is necessary to have that piece of writing show up in search results.\u00a0 However, this is only half of the goal.\u00a0 Once users click onto a site, it is important to keep them there.\u00a0 Thus, writing neat, eloquent content is equally as important.\u00a0 In order to bring users to a site, keep them there, and convert them into customers, it is necessary to find the exact balance between writing for humans and writing for search engine bots.<\/p>\n

For help with your digital marketing<\/a> campaigns, whether that’s Google Ads<\/a>, Facebook<\/a>, LinkedIn<\/a> or Social Media<\/a>, get in touch with us today. Or, view all our services here<\/a>.<\/p>\n

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The idea of blogging is relatively straightforward; short articles which express particular opinions posted regularly, and available for the perusal of any online user who takes an interest in the subject matter.\u00a0 But, since search engines need some sort of written content in order to create a list of results for every search query, blogs […]<\/p>\n","protected":false},"author":1,"featured_media":3150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[],"yoast_head":"\nHow to Write Web Content for Human Visitors and Search Engines - Online Marketing Blog | Flow20<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.flow20.com\/blog\/how-to-write-web-content-for-human-visitors-and-search-engines\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Write Web Content for Human Visitors and Search Engines - Online Marketing Blog | Flow20\" \/>\n<meta property=\"og:description\" content=\"The idea of blogging is relatively straightforward; 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