To get the most out of search engine optimization (SEO) it’s important to use relevant keywords on a website, but one SEO expert says that doesn’t mean the writing has to lack creativity.
Writing for the TopRank Online Marketing Blog, Mike Yanke says that copywriters who are working to optimize sites often become too focused on search engine optimization and lose their creative writing personality.
According to Yanke, just because someone is writing for a web crawler doesn’t mean they can’t also write for a human.
"Being a copywriter means adapting your voice to become the voice of your target audience, whether that means writing like an accountant, a technology provider, or even a business analyst," writes Yanke. "When writing content for SEO, you add the additional layer of complexity of expanding your audience to include the search engine ‘bots."
Yanke suggests writers should come up with ways to get around the idea of just writing for robots like including a keyword in the title tag or using the same keyword multiple times in a webpage.
Creating original content for websites can be greatly beneficial for search engine optimization (SEO). At the SMXWest conference earlier this year, SEO expert Bruce Clay said using original content like press releases can boost traffic to a website and said getting content in Google News is "worth its weight in gold."