SEO: Targeting the People and Not the Search Engines

SEO

Search engine optimization (SEO) is of paramount importance for websites nowadays. It is difficult to find any website that has no interest in engaging in SEO operations. The advantages and benefits that a good SEO campaign can deliver are too many to mention.

SEO

The fierce competition for dominance over the internet drives websites to take full advantage of everything at their disposal. SEO operations are at the forefront of every online marketer’s mind. They know full well just how important it can be to a website’s continued survival.

Planning and executing SEO operations can be difficult given all the technical brouhaha that people ought to think about. Sometimes, pulling them off successfully can seem like trying to jump off of a suspension bridge and diving into a shot glass.

All things considered, there are a few things that people seem to forget about creating good content for websites. People forget that the content that they are creating is for people, not the search engines.

What is high quality content?

At the very core of every SEO campaign is the process of creating high quality content. There is no argument to be found that creating high quality content is the primary focus of SEO operations.

The production of high quality content depends upon the discretion of those making it. Discretion is a funny little thing. Like an empty hole in the middle of a donut, discretion is surrounded by a belt of restriction more commonly known as standards. The question therefore is this, by whose standards should the content be made?

The question that people should be asking themselves however is for whom the high quality content should be made for. SEO operations mainly consider the search engines as an audience.

See, the whole reason why SEO operations exist is because of how search engines operate. Search engines use certain algorithms and programs, known as web crawlers or spiders, in order to come up with a list of results relevant to the needs of the search engine’s user. To that end, the contents of a website are tailor made for the search engine to increase the chances that search engine programs will find them.

Being found by web crawlers mean that a website will get on the search engine results page (SERP). The higher the relevance of a website the higher its rank, the higher the rank the more likely it will draw attention and earn visitors. Typically, this is how the online industry understands high quality content.

The issue with this is that this kind of high quality content is based on the standards of a machine or a written program and not the actual intended audience. To put it simply, the SEO industry usually cares more about the technical side of their content that the human side. Content is now being made for the purpose of satisfying the standards of a machine or computer program.

High quality content for people

If a website really wants to stand out from the rest of the crowd and be recognized as something unique, creative, or fun then they ought to start thinking about their audience more and the search engines less.

When creating content it is always best to think about the target audience. Thinking too much about the search engine’s standards when creating content usually results in dry, bland, or mundane writing. These are the sort of content that people tend to avoid.

Sure, perhaps a website did catch the attention of the visitor because they were able to land a spot on the SERP, but did the visitor come back? Retention is another important aspect of a website’s survival. It is not enough that people visit a website; they also need to retain their audience in order for them to truly thrive. SEO operations really need to start thinking about how they can do more to prioritize the people more and machines less.

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