How To Create Content that Puts People First and Search Engines Second
My philosophy about small business aligns with many entrepreneurs: people are the foundation of any successful company - no matter the size. They buy products and services, provide feedback, act as brand ambassadors, and more.
This is the fundamental reason small businesses should prioritize writing content that puts people first and search engines second. First of all, it demonstrates authenticity and establishes trust. By focusing on creating content that genuinely helps and engages people, small businesses can build trust and credibility with their audience. This authenticity can lead to long-term relationships and customer loyalty.
Secondly, playing the long game is vital. Search engine algorithms are constantly evolving to prioritize quality content that provides value to users. Conversely, content written primarily to manipulate search rankings may not be sustainable in the long run. Focusing on people-first content ensures that the business is aligned with the direction search engines are heading.
Thirdly, doing so provides a better user experience. People-first content is more likely to provide a good user experience, which is a key ranking factor for search engines. If a business's content is helpful, easy to read, and engaging, users are more likely to stay on the page longer and interact with it, which can improve its search engine rankings.
Then, there’s the matter of differentiation. Small businesses often have to compete with larger, more established brands. By focusing on people-first content, small businesses can differentiate themselves by offering unique, valuable insights that larger competitors might overlook.
Also, creating content that puts people first and search engines second is more cost-effective. Creating high-quality, people-first content can be more cost-effective than trying to manipulate search rankings through technical SEO tactics. By focusing on creating content that people want to read and share, small businesses can build organic reach and visibility. Keep in mind that appeasing algorithms is fleeting, but building connections with real people through valuable content fosters loyalty and trust.
However, content that genuinely helps users see your expertise builds brand authority, which ultimately leads to sustainable growth. What’s more, people-centric content is more engaging and shareable, leading to organic reach beyond search results.
How To Create Content that Puts People First and Search Engines Second
To write content that puts people first and search engines second, consider the following best practices:
Focus on your audience. Understand your target audience and their needs. Create content that provides value, answers their questions, and helps them achieve their goals. Craft content that directly addresses your audience's challenges and offers valuable solutions by solving their pain points.
Prioritize quality. Write well-researched, accurate, and engaging content. Use clear language, proper grammar, and a logical structure. Make sure your content is easy to read and understand.
Be original. Create unique content that offers a fresh perspective or new information. Avoid copying or paraphrasing content from other sources. Let your brand's personality shine through your content. When applicable, cite sources, provide data to support claims, and be transparent about your expertise.
Use keywords naturally. While it's important to include relevant keywords in your content, don't stuff keywords unnaturally. Use them naturally throughout your content, including in headings, subheadings, and the body text.
Provide a great user experience. Ensure your content is easy to read and navigate. Use a clear font, sufficient white space, and a layout that's easy on the eyes. Make sure your website loads quickly and is mobile-friendly. For instance, use headings, subheadings, bullet points, and images to improve readability and user experience.
Optimize for search engines. While putting people first is the priority, it's still essential to optimize your content for search engines. This includes using descriptive and keyword-rich titles, meta descriptions, and URLs. Use header tags (H1, H2, H3, etc.) to structure your content and make it easier for search engines to understand.
Promote your content. Share your content on social media, in newsletters, and through other channels to reach a wider audience. Encourage readers to share your content with others.
And remember, you should write like you're talking to a friend. Conversational language is often more engaging than overly formal writing. So, feel free to tell stories because doing so allows people to connect. You can also use storytelling to illustrate your points and make your content more memorable. Furthermore, don't be afraid to be creative. It’s worthwhile to experiment with different content formats like videos, infographics, or podcasts to cater to various learning styles.
