Write Engaging Content For People Not Search Engines

How do you make your content useful to people? By creating engaging content.

Think about how many times you have quickly skipped a post because there was nothing enticing about it. Websites are constantly producing fresh content and it is constantly growing and being put out on the internet for others to view daily. To give you a number, there were 3,457,376 blog posts written today. With such a large number of posts out there, if your content is not engaging, then you will see it having a difficult time cutting through the noise and gaining traffic.

The most important aspect of picking keywords for creating engaging content is the search user intent.

There are two important keyword classifications: informational and commercial keywords. Before you can write engaging content that tackles a specific issue, you have to comprehend what the reader wants. Greg Meyers advises that you pay attention to keyword classification. As such, it means for you to be able to determine whether search users are looking with the intention to purchase an item/service or not.

Informational Keywords: Used to find information about a particular topic, service, or individual.

Informational keywords are primarily used for a “how to” format that is free to a user.

Think back to the last time you typed a sentence starting with “how to” on a search engine. It could be anywhere from, “How to make lasagna” to “How to learn engaging content.” Why did you do this? To put it in the simplest terms, because there was an intention or purpose to find quick and free articles, videos, etc.

In order to know what to write for people, you have to know what the keywords you are using represents and whether or not search users intend on buying a product or not.

As an SEO copywriter, you can write useful content around informational keywords, but don’t expect to convert readers into customers, because most of them don’t want to buy. Instead, use informational keywords in your content to nurture an audience. Use this in order to engage them and build your brand.

Commercial keywords: Commercial keywords show an ‘intent’ to buy.

Unlike information keywords, commercial keywords are used with a sense of “desperation” from a search user. In other words, there is a mentality of “let’s take some action!” The keywords that are used are informing searches that the user has an intent of purchasing a product or signing up for the email list. This is important because if an individual signs themselves up with an email, they have a higher chance of being converted to a customer.

Commercial keywords usually contain certain prefixes and suffixes, like reviews, buy, order, review, compare, free shipping, fast, order now, etc.

When you write content around commercial keywords, the ultimate goal is to provide useful information on how to use the product, its benefits and features and how to install it, if that’s required.

Should you target keywords? Yes! When optimizing your blog posts for keywords, you should not think about using the keywords as much as possible. Rather, use keywords strategically. Overusing keywords hurts your SEO because search engines consider this keyword stuffing, or including keywords just to make the algorithm happy. Doing so may help you in the short term to get people to your website, but it will hurt you in the long-term because they are more likely to not stick around.

Long-tail keywords are often questions based and keep your post focused on the particular needs and goals of your audience. Visitors searching specific long-tail keywords are more likely to read the whole post and seek even more information from you. This reduces your bounce rate, increasing your time on page, and in general keeps visitors on your website longer. In summary, long-tail keywords are much more likely to convert, get short term results ie. more engaging.

How else can you make your content engaging?

Get to the point.

Take a moment and think about how many articles you go through on a daily basis. Now, think about how many of those you actually click on and how many of those you read. Every day there are new posts being created, which means that there is constantly new content being posted and shared. To put it plain and simple, there is constant competition for user engagement.

Tie this back to the 2 types of keywords, information is people with time. Commercial is people, get to the point.

Write for human visitors first, search robots second

Storytelling: As an SEO copywriter, storytelling can set you apart, because human beings love good stories. If you can weave your brand story into your blog post, article or video, you will attract more attention.


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Angelica Haro-Astorga

About Angelica Haro-Astorga

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