We have all come across Internet pages that have been created undoubtedly to attract better search engine ranking. Although it is possible for such content to rank high on search results, it can have negative implications. This article discusses how writing content purely for search engines can be damaging to your website in the long run.

The value of content has increased manifold in recent years. Content is one of the most powerful assets for a website today and the driving forces behind the success of many websites and blogs.

Although content written purely to attract search engines can rank high on search engines, search engine algorithms have become much better at identifying and penalising such content. They offer little value for readers and it is important to understand its shortcomings. Although some optimisation is necessary for search engines, the main emphasis should be on potential readers. In the long run it is much better to focus on writing content with customers in mind rather than emphasising on search engines.

Good SEO copywriting is not about stuffing your content with keywords but applying SEO principles only where necessary. It is about balancing keyword usage with creative writing skills in order to create content that is appealing and valuable to the reader; whilst being easy to search and locate.

Search engine algorithms are designed to emulate users. As such by focusing your writing on your customers you will also meet the needs of search engines. And you should be able to reach similar result. It is thus important to write in Natural Language and not loose sight of your main goal, writing content that reader will find useful.

Writing for customers and not search engines requires a complete shift in thinking. Let’s take a close look at some of the widely used copywriting techniques for SEO. It is a widely used SEO technique to use your keywords in the Title and description Meta tags. Instead of doing this because it is used by Search engines, you can think of this from the reader’s perspective. A simple search on Google will reveal that a page is described on search results using the Title and Description Meta tags. It thus makes sense to use your Description and Title Meta tags to correctly describe your page content as this is what users will see before deciding to visit your web page. By using the correct description, your content will appear more meaningful to the user and any resulting traffic will be of a much higher quality.

The author K.Singh is a London based Internet Consultant & Web Development Consultant with over 10 years of experience working with established multi national businesses. He is currently Director of London based Company providing  SME’s with  Web Design, Internet Marketing and Joomla Development.

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