SEO – or search engine optimization – has shaped online copywriting for years. Many have spent countless hours researching keywords to rank their websites higher in search engines. In an effort to include as many keywords as possible, some authors wrote quirky copy that provided no added value for visitors. While their success proved them right, and they were often rewarded with good rankings, traffic alone doesn't make a website successful. Ultimately, it's a human, not a machine, who reads the copy and makes a purchasing decision.
The decline of keyword-based SEO
However, in recent years, a fundamental shift has occurred that has transformed writing for SEO. Here are some reasons why.
The evolution of search engine algorithms: Search engines have evolved steadily over the years. The algorithms of Google and others are much more intelligent today than they used to be. They can better understand the context of a text and more accurately assess the relevance of content for users. This means that search engine algorithms are now able to look beyond mere keyword density and recognize the actual value of a text.
Abandoning Keyword Stuffing: Keyword stuffing, or the excessive use of keywords, has historically resulted in poorly written, unnatural, and user-unfriendly content. This has led search engines to focus more on the quality of content and less on the sheer number of keywords used.
The introduction of RankBrain and other AI-based systems: With the introduction of RankBrain, an AI-based system from Google that optimizes search results, the way search engines evaluate content has further changed. RankBrain is designed to provide users with the most relevant and useful results by considering factors such as context, quality, and usability of the content. This has led to a further decline in the importance of keyword density.
The rise of user-centric content
In the age of artificial intelligence and increasingly sophisticated search engine algorithms, creating user-centric content is crucial to a website's success. User-centric content focuses on adding value to readers by offering them useful information, relevant advice, and an enjoyable reading experience. Rather than focusing exclusively on keywords, user-centric content is about meeting the needs and expectations of the target audience.
Improved user experience (UX): Creating user-centric content helps improve the user experience (UX) by enabling website visitors to quickly and easily find the information they need. A good UX can encourage users to stay on a page longer, which in turn can increase conversion rates.
Greater relevance to the target audience: By focusing on the needs of your target audience, you can create content that is more relevant and useful to readers. This can help increase a website's credibility and authority, ultimately leading to better rankings in search results.
Long-term success: User-centric content is more sustainable in the long run because it's created based on genuine value and relevance to the target audience. This means it will continue to thrive as search engine algorithms evolve and change.
How to create user-centric content
If you want to create user-centric content to strengthen your online presence and achieve better search engine results, consider the following tips:
Understand your audience: Take the time to analyze your audience and find out what they're truly interested in and what they expect from your content. You can do this by conducting surveys, using social media analytics, or simply gathering feedback from your existing customers.
Create useful and informative content: Ensure your content provides useful information, advice, or solutions to your target audience's problems. Make sure your content is well-researched and well-founded to increase your website's credibility and authority.
Use engaging formats: Use engaging formats like lists, charts, videos, or infographics to make your content more engaging and digestible for users. A varied presentation can help retain readers' attention longer and improve the user experience.
Pay attention to readability and structure: Organize your content in a logical and easy-to-understand structure by using headings, subheadings, and bullet points. Make sure your text is easy to read by using short paragraphs, simple language, and a clear font. Good text structure can help make your content more engaging for readers and encourage them to stay on your website.
Optimize for mobile devices: As more and more people access the internet via their smartphones and tablets, it's important that your content is optimized for mobile devices. Ensure your website is responsive and your content is easy to read on small screens. This not only improves the user experience but can also help your website rank higher in mobile search results.
Use keywords strategically: While SEO writing is dead, that doesn't mean you should completely ignore keywords. Continue using them, but do so strategically and naturally. Make sure your keywords blend organically into the text and don't compromise the quality of your content.
Encourage interaction: Encourage your readers to engage with your content by allowing comments, questions, and opinions. Interactive elements like polls, quizzes, or discussion forums can help enhance the user experience and make your content even more engaging for readers.
Conclusion
SEO copywriting may be dead, but that doesn't mean you should abandon your efforts to rank higher in search engines. Instead, focus on creating user-centric content that provides real value to your readers. By understanding your target audience, providing useful information, and paying attention to the readability and structure of your content, you can strengthen your online presence and achieve long-term success.
The future belongs to those who adapt to the changes of the digital age and are able to create high-quality content that is both relevant to search engines and their target audience. Use this opportunity to rethink your strategy and focus on user-centric content that meets the needs of modern internet users.
