Copywriter: Blog writing with SEO keywords and Google search terms in mind

Writing for a search engine is still writing for people who read

If you’re told to write for a search engine, please always remember that you write for people.

The received wisdom among SEO types, Search Engine Optimisation bods, is that a good content strategy takes keywords into account. Your blog has a niche, and there will be keywords around that niche. An SEO professional might encourage me to write with niche keywords.

My blog is about reading and writing, because I believe the two complement each other. To write well, it helps to read more. Reading is improved by writing also. I used to tutor and I know this to be true from my own experiences. Keywords around these topics will naturally appear in my copy.

Keyword density

Badly written content features keywords stuffed into copy in an unnatural way in an effort to dupe the search engine algorithm. While a higher density of your keywords will be detected by search engines, too many mean your copy won’t be user friendly i.e. it’s a turn off for readers and they’ll bounce off your page giving you a high bounce rate, something Google considers while ranking your content.

Always write for people, not search engines

Search engines have their own way of cataloging the content on your site or blog- algorithms. Readers have their own criteria too. People do read blogs and if your copy reads like it’s written for a machine, you’re treating your reader like AI.

Respect your readers, give them relevant copy based on:

  • the search terms they typed into Google
  • answering the query 
  • featuring keywords in the copy
  • content being a fair reflection of H1, H2 

Keyword synonyms for blog ideas

Building a niche blog, you’re going to have multiple pages with similar keywords. Researching keyword synonyms can spark all kinds of fresh ideas for writers. There are tools to help you do this – Google AdWords, for example. If you use a PC, highlight a word then Shift F7 opens a thesaurus with synonyms and antonyms (the opposite) categorised into different meanings, and this can spark ideas.

Proofread your copy

Then check through your content.Does it inform or entertain? If it does, your readers might stick it out to the final paragraph, just like the search engine. Here’s where you can sneak in the punchline.

The punchline is: Write for people! First and foremost, nevermind search engines. It’s people who make purchase decisions, and people you need to impress. As long as you stick to the topic, relevant to your niche, the keywords will naturally appear.

The search engine will respond to how your readers respond, and whether they stick around depends on how entertaining or informative you are.

Just like in real life!

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From tiny acorns mighty oaks grow.

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