Do you crave to put in writing what you need – with out worrying about key phrase analysis, Google, or positions?
I get it. There are occasions when following the Google guidelines and optimizing content material feels…boring.
Certain, you realize following search engine optimization writing greatest practices is vital. Nonetheless, you want you could possibly break away and write what’s in your thoughts – not what Semrush (or one other key phrase analysis device) tells you is a well-liked key phrase search.
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Granted, having a set search engine optimization content material technique in place is essential – you possibly can’t submit no matter you need willy-nilly and nonetheless count on to place in your money-making key phrases.
It doesn’t fairly work that manner.
However, there are occasions you possibly can throw search engine optimization out the window and write what you (or your shopper) need.
Right here’s when it’s okay.
While you’re penning a private story
Some authors – even on a enterprise weblog – write private transformation tales designed to inspire, present the creator’s “why,” and showcase the particular person behind the model.
Typically, these tales are uncooked, clear, and highly effective.
As an illustration, I wrote this submit about climbing out of my consolation zone and the way bouldering in the Grand Canyon helped me notice I used to be able to a lot extra.
Or, this post, which I wrote to remind readers they ARE an actual author – even when they’re new to the sport, haven’t gotten paid a lot, or don’t have an enormous Instagram following.
May I’ve added keyphrases to the posts? Certain. Wanting again, I see some alternatives so as to add a keyphrase like [how do I know when I’ve made it as a writer].
However, for the time being, writing an optimized submit wasn’t the purpose – it was sharing my story and motivating my readers. I could play with the submit sometime to see what I can do, however I’m fairly pleased with its un-optimized standing.
When an issue professional is writing the content material
In an ideal world, subject material specialists would observe search engine optimization type guides, analysis key phrases, and write fastidiously structured (but authoritative) articles designed to place effectively.
Yeah, it doesn’t work like that.
Many instances, particularly in extremely technical firms, SMEs write what they write – and so they aren’t interested by studying search engine optimization writing greatest practices.
As search engine optimization content material writers, this will drive us a little bit nuts as a result of (1) we would like ALL content material to be optimized, and (2) we’re afraid readers gained’t be capable to discover these extremely helpful (however unoptimized posts.)
However right here’s the factor…
Typically, SME content material is so extremely technical that it virtually doesn’t want optimization (aside from a very good Title and a few subheadlines.) That’s as a result of the subject is so particular that it might simply be positioned for long-tail search phrases – one thing solely the goal reader would kind into Google.
Is it very best? No. Is it workable? Oh sure.
In actual fact, an SME from an organization I labored with sketched a diagram on a Starbucks serviette, took a photograph, and wrote a weblog submit explaining the serviette diagram. The article wasn’t optimized or fancy-looking. Heck, the featured picture was a serviette! But it surely was nonetheless one of many firm’s most trafficked weblog posts.
While you’re sharing information in a enjoyable manner.
Not each submit must be buttoned down and severe – even on a B2B website.
As an illustration, I wrote this post years in the past showcasing 14 search engine optimization writing ideas – in Haiku.
Was the article a blast to put in writing? Sure. Does it share worthwhile search engine optimization ideas? Additionally sure. It even has backlinks (which wasn’t the purpose, but it surely’s enjoyable to see folks citing the submit and creating their very own Haiku.)
Prepared to put in writing non-optimized content material? Be sure to do this stuff first…
- Have an search engine optimization writing technique in place. Though this looks as if a fundamental tip I already talked about on this article, many website house owners will STILL write no matter they need, considering, “Google will determine it out.” Nope. That’s not the case. Sure, you possibly can break the search engine optimization writing guidelines – however you’ve acquired to know these guidelines to interrupt them.
- Preserve your non-optimized content material reader centered. You would write concerning the upcoming election and why you’re rooting for a selected candidate. But when your weblog is about holistic pet care – and also you’re ranting in opposition to a political celebration or stance – you might lose readership. Earlier than you publish one-off content material, ask the way it suits along with your overarching content material theme. If it’s too far on the market, you might wish to save that content material for an additional platform.
- Observe how the content material does in Google and social. It’s possible you’ll create a submit that goes gangbusters on LinkedIn and drives leads…however will get zero Google positions. Or, you might discover that the submit written by the SME is driving sudden long-tail site visitors and will get cited on completely different blogs. Driving scads of Google site visitors month-to-month is only one success metric – but it surely’s definitely not the one one. While you broaden your definition of content material success, you might discover your content material is doing higher than you thought.
(And should you’re a freelancer or work in-house, serving to your shopper navigate their search engine optimization technique and optimizing what you CAN optimize is an especially worthwhile ability set. Particularly for these purchasers who complain that search engine optimization writing steals their creativity and so they desire to put in writing what they need.)
So sure, be happy to shake it up – after you have got a set technique in place. That ensures you keep (or construct) the positions that drive worthwhile website site visitors – whereas nonetheless having the liberty to have enjoyable with some content material.
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