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Are We Writing for Robots?

An advertisement for a pneumatic vacuum cleane...

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Many people, even those in the industry, are not aware that search engine algorithms change on a weekly or monthly basis.

Let’s face it: we’re all trying to find ways to game the search system. We naturally want people to find us and our products via search.

But by churning out blog posts loaded with keywords, are we just spinning our wheels?

We are if we’re ignoring one important fact: we write content for customers (you know, flesh-and-blood people), not search robots.

If you’ve ever seen any of the Dyson vacuum cleaner commercials, you should recognize that their methodology is simple: the inventor/CEO talks about the product in plain language, and demonstrates the product’s usefulness. Their vacuums are described in ways that emphasize their differences, and plays up the fact that they were created as a means of solving old problems with new ideas.

Are their sweepers more expensive? Maybe. Do they know you already own a perfectly good vacuum? Most assuredly. But their pitch is aimed at you, the person, and the complaints you have about the status quo of keeping your carpets clean.

Organic search and links operate on a similar principle. By ONLY loading your content with keywords, your site becomes optimized for robots who have no idea why your product is better. They only know that your site—and all the others selling similar products—is relevant to certain keywords.

By providing real-world examples of the utility of your products and services, and keeping in mind that it’s humans who buy them, you not only draw in more customers but optimize your site for organic search almost as a by-product.

So differentiate yourself: write for people, not for robots.

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