My Local Business Online

Jan Kearney - Your Local Business Online Marketing Consultant - call me 07847 554418

Jan Kearney – My Local Business Online

Helping you get your business found online by LOCAL people

  • Home
  • Problems I Solve
    • I need a website that works
    • I need more online visibility for my local business
    • I want to start video marketing
    • My WordPress site baffles me
  • Why I Do It
    • Privacy
  • Toolbox
  • Contact Me
You are here: Home / Google / Writing Web Content Tips – Who Is Your Master Online?

Writing Web Content Tips – Who Is Your Master Online?

April 6, 2012 by Jan Kearney

Are you writing web content exclusively for Googlebot?

Are you writing web content exclusively for Googlebot?

When you are writing web content, which camp do you fall into?

  • Those who write for readers?
  • Those who write for Googlebot?

Most small business owners I speak with fall into the first camp.  They write what they know without thinking too much about Googlebot.

You know what, that’s great!

If you are writing for the web, whether its webpages, articles or blog posts – I don’t want to beat the “write for readers” out of you.  Writing in your own voice creates a connection.    Without thinking, you’ll use words and phrases that just fit together and give deeper meaning to the topic.

The thing is, GoogleBot isn’t human.  It doesn’t understand the nuances of language – although it is getting more advanced these days.

SEO copywriters, people who write web content for a living, know that GoogleBot needs triggers and focus points to know what a webpage, article or blog post is actually about. 

Many SEO copywriters can often fall firmly into camp two – writing web content exclusively for GoogleBot.  That leaves their writing flat and sometimes so hard to read, real people simply don’t bother.  We’ve all seen examples of keyword stuffed web copy and I have ranted more than once about it too!

Writing web content is a balancing act.

writing web content is a balancing act

Writing for the web is a balancing act.

You are writing for two masters

  • Your readers
  • GoogleBot

Your readers are always the priority. 

GoogleBot isn’t going to pick up the phone and book an appointment.  It won’t pop into your shop and it certainly doesn’t have a wallet.  GoogleBot won’t share your content or recommend you to its friends.

I can see SEO copywriters sobbing into their keyboard or yelling, “You’re wrong!” at the screen.  Sorry guys, GoogleBot is firmly at number two!

That’s not to say you should ignore GoogleBot.  You do need to be found online and your web copy can help with that.  It’s known as on-page optimisation, which also includes keywords and phrases used behind the scenes of the page you actually see and read online.

Tips for writing web content

Each page, blog post or article should have one main focus keyword.  Write your article/post then edit to include your focus keyword or phrase where it feels right and reads naturally. 

When you write about something you know, you will use language associated with the topic without thinking too deeply about it.  Writing your first draft naturally, without counting keywords or phrases helps to stop your content feeling flat and makes it more reader friendly. 

GoogleBot takes into account the related words and phrases you use too.  A tip if you are writing about a topic you are not completely familiar with is make a list of related words and phrases to include in your copy.

Include your focus keyword/phrase

  • in the title
  • in the page/post URL
  • naturally throughout the article – at least once close to the beginning, preferably the first sentence or in the first paragraph. 

Don’t force it and don’t go crazy with it.  There is no optimum number of times to include a word or phrase.  Read what you have written, if it sounds stilted you’ve gone too far!

Other indicators to let GoogleBot know what you are writing about are:

  • using the keyword as the image alt text
  • using the keyword in bold or italics
  • using the keyword in your headings and sub-headings (h1, h2, h3 etc.)

Writing web content needn’t be so technical.  In my next post, I’ll share some tools that make remembering these guidelines much easier.

Out of interest, when you are publishing content on the Internet, who is your master?

Balancing act image Copyright (c) 123RF Stock Photos

Writing Web Content Tips – Who Is Your Master Online? by Jan Kearney
Your Local Search Road Map
Download your FREE report and worksheet now

local search roadmapGrab your guide to local search and learn:

  • What elements are important on your website
  • How to set up your Google My Business Local Page
  • How Google Plus can help you zoom past your competitors
  • Two things you should not neglect if you want to rank in the local search pack
  • How to power past your competitors and dominate your area

Simply add your name and best email address in the box below and I'll whizz your report and worksheet straight over to you.

Don't worry, I hate spam too (probably more than you!)  I'll never trade, share, sell, exchange your email address or any other jiggery pokery.

Related Posts

  • Ranking in Google? Are You Sure?

    This is a quick video in response to a comment Alan Miles made over on…

  • SEO copywriting - scribe seo analysis
    SEO Copywriting - Great Tools To Help You Write For The Web

    Despite what many Social Media people tell us, search isn’t dead.  Search is the biggest…

  • Get to the top of Google? Searching for Answer on Internet
    What Is The Best Way To Get To The Top Of Google?

    It's easy to get to the top of Google search rankings... Honest, it is. Anyone…

Filed Under: Google Tagged With: keywords, on-page optimisation, search engine rankings, SEO, web copy, writing for the web

About Jan Kearney

I believe that every business, no matter how small or how local can use the power of the web to gain more customers. I offer no bull coaching and mentoring so small business owners can strategically put the web to work for their business. I've been called a "compass" and a "navigator" and probably a few more names that aren't suitable for a profile!
Connect with me on Google+, Facebook, Pinterest

Comments

  1. Valerie Cuell says

    April 6, 2012 at 5:17 pm

    Interesting post, Jan.

    I prefer to write for my readers but bearing in mind Googlebot.
    Some posts are much easier than others to this with, and sometimes I think I’m not too successful at it!

    • Jan Kearney says

      April 7, 2012 at 10:15 am

      I agree with you Valerie, I do the same 🙂
      Think about it though, the blogs you always go back to read don’t focus on Googlebot. Some don’t think about it at all and rely on their following 🙂 It takes a long while to build up a community like that though.
      I use a combination of the two, and the traffic comes from a combination of sources. In fact this is the first blog I have done where search doesn’t provide 80% of the visitors!

  2. Laura says

    July 7, 2012 at 11:33 am

    Jan:
    thanks for the great explainations of SEO in a nutshell. Getting the keywords placed will boost your analytics. I try to balance the googlebot and readers needs. I find if I keep the readers needs in mind and the googlebots requirements in my head I have a pretty balanced blog post.
    !Laura

    • Jan Kearney says

      July 7, 2012 at 4:42 pm

      Hi Laura – I’ve read your articles on your site and they do flow well with a nod to the big G too – that’s how it should be isn’t it 🙂

Trackbacks

  1. Are you content with your Content? Copywriting for your business | Kingfisher Marketing says:
    April 7, 2012 at 3:43 pm

    […] as getting known locally, which after all is more important than being No 1 on Google.  Jan from  My Local Business Online and I have exactly the same way of thinking about this mysterious practice, in that packing your […]

Meet Jan Kearney

I believe that every business, no matter how small or how local can use the power of the web to gain more customers. I offer no bull coaching and mentoring so small business owners can strategically put the web to work for their business. I've been called a "compass" and a "navigator" and probably a few more names that aren't suitable for a profile!
Connect with me on Google+, Facebook, Pinterest or Discover More About My Local Business Online…

Also On The Blog…

7 Useful image optimisation tips for search and social media

7 Useful Image Optimisation Tips For Search And Social Media

A web page without an image is almost naked, missing something, a finishing touch. Basic image optimisation can transform your web pages, product … [Read More...]

50 Fabulously free stock photo sites to bling up your blog

50 Fabulously Free Stock Photo Sites To Bling Your Blog

Not all of us have photographic talent. Creating your own photo images for your website, social updates, blog or presentations is HARD.  When the … [Read More...]

Is your business website Google-worthy in 2016?

Is Your Business Website Google-Worthy In 2016?

Creating your own local business website is never an easy task, especially when the guidelines change regularly. As always online, the only thing you … [Read More...]

Jan Kearney
and My Local Business Online
Helps small business owners get to grips with the web and get found online.
2 Stanley Villas, Greenway Road, Runcorn, Cheshire
Phone: 07847 554418

You need to know

This website uses cookies. By continuing using the site, you are agreeing to the use of cookies. Info on the cookies used can be found in my privacy policy.

Jan Kearney is a participant in the Amazon EU Associates Programme, an affiliate advertising programme designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.co.uk.

More Info

  • Contact Me
  • About
  • Privacy

Copyright © 2021 · Epik on Genesis Framework · WordPress · Log in