If you’re a content writer, who are you writing for?
If you answered the reader. You get the jackpot.
But, even if you think you’re writing for the reader, in the back of your mind you know you need to please the search engines also.
So, which is it?
Should you be writing for the reader of the search engines?
You’ve got to write for both, because if the search engines can’t quickly find, understand, and index your content they won’t be able to use it in their search results. This means the reader won’t get a chance to see your article.
Okay, this does create a bit of a dilemma, right?
Well, not really.
You can write powerful content that’s helpful to your reader while being search engine friendly. It’s a simple matter of using basic SEO techniques.
I’m guessing most of you reading this article know about keywords. And, you know they’re an important element that allows the search engines to find and index your content. It’s keywords that online searchers use for their search queries.
So, while your reader is your number one concern, appeasing Google comes in a super-close second.
But, Google doesn’t like you using the same keywords throughout your content. If you do this, Google will assume you’re doing it for ranking. This doesn’t work anymore. In fact, you could get a ‘slap on the hand’ for unethical SEO practices.
Instead, the smart SEO writer uses LSI (Latent Semantic Indexing) keywords.
Yep, another marketing acronym.
LSI keywords are simply synonyms for keywords. They can also be other words or phrases that are closely related to your ‘original’ keyword.
Suppose your keyword is “video?”
There are a number of topics that may fall under that keyword, such as:
- Create video from PowerPoint
- Create video games
- Create YouTube video
- Create a video slideshow
- Create an animated video
Create a Powtoon video
- Create video software
It’s the LSI keywords in your article that will allow Google to scan your content and understand what it’s about. This in turn allows Google to index the content and use it as the results of a relevant search query, as long as Google believes your content is quality.
An example of this strategy in action is my article:
Shaun the Sheep and Marketing with Animation
Shaun the Sheep is an animated kids’ movie with no words. I used it as the basis for an article on animation and marketing. While the title might have been a bit confusing for search engines (is it about the movie or about marketing), the article itself has lots of LSI and other terminology that is search engine friendly.
Next time you’re writing a blog post or web copy, think of the LSI keywords you can use. And, more importantly, make sure your content is easy to read, understandable, and helpful for your audience.
For more on LSI keywords, check out:
16 Actionable SEO Copywriting Secrets to Drive More Traffic
MORE ON CONTENT MARKETING
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