Optimizing Content for Search Engines
There are various aspects to search engine optimization(SEO. Optimizing content with the right keywords is one of the most important ones. However, in their enthusiasm to write, writers tend to overlook certain aspects of writing, and their content may be unable to achieve its objective.
The objective of any form of content is to engage the audience. It becomes easier for the content that ranks higher in search engines. Therefore, the content created must take care of both these aspects. While it should convey the information intended to its audience, it should also be well-optimized with the right keywords.
Many writers make the mistake of altering the keyword so that it is grammatically correct or it makes sense. Although it enhances the quality of the content, it may not rank high on search engines. For instance, the word “my” in the keyword “sell my home” might pose difficulties for a writer. Consequently, he might be tempted to change it to “sell a home.”
Although this subtle change may fit in well with the flow of the content, it fails its intent.
The purpose of a keyword like “sell my home” is to answer the user who wants to sell a home and wants to know how to do it.
Changing the keyword to “sell a home” lowers the ranking of the content on Search Engines. Because when the user asks the question, “how do I sell my home?” Google displays those blogs and articles on its first page that contain the keyword “sell my home” instead of “sell a home.” And, the content fails to serve its purpose.
Therefore, the content should be optimized using the keyword ‘as is’ as far as possible. However, keywords could be modified in such cases where they make absolutely no grammatical sense.
Another common mistake that writers make is the improper usage of keywords. Sometimes writers do not use the keywords a sufficient number of times in the content that impacts its ranking. On the other hand, the keywords are likely to be used excessively. This type of content could get penalized by Google for stuffing of keywords. Google is alert to keywords stuffing and does not take very kindly to content in which keywords are not aligned to the flow of the content and seem to be an extra addition to it.
SEO writing is a specialized field where the writer focuses on creating quality content that is well-optimized so that it delights its audience!