Writing for search engines vs. writing for humans. What’s the difference?
How online search engines locate your web site
How do search engines and humans connect on line? After all, there are millions of web sites out there and Google and the other search engines have to match up the most relevant answer to any search in just a few seconds.
They do it by using search robots to scan cached sites at incredible speeds and rank the sites that are likely to give the searcher the most relevant answers according to their content.
SEO (Search Engine Optimisation) helps the robots to find the cues they are looking for, that’s why it is so important.
Every search starts with the search words the user types into the search bar. The search robots then aim for the best matches between the user’s search terms and available sites. That’s why having the right key search words on your website is vitally important.
Using the keywords properly is also important. You can’t just scatter the keywords through the site at random. These word clues must be strategically positioned and skilfully integrated in a way that is reader friendly, relevant, fresh and easy to read. This is the skill of the SEO copywriter.
Why good content delivers better search results
Google is all about giving their human users a better search experience, so keyword matching alone is not enough to earn a top ranking. Google search bots quickly weed out bad and boring sites by checking that the site is easy to navigate and that the content is up to date and relevant and not repetitious or unreadable. This is done by analysing the quality of your text. Search engine search bots do not search pictures, site videos, flash animation or slide shows with embedded text when they rank a page for content. This is why the first requirement of a good website is good copywriting – fresh and persuasive on line content that interest and informs the visitor.