This is a question that has been plaguing writers and content creators for a while. With the advent of SEO and SMO practices (Search Engine Optimisation and Social Media Optimisation, to me and you), there has been a huge shift in content creation parameters, online.
While traditional content was created mainly on the basis of the ebb and flow of those creative juices, SEO writing requires a person to stick to very specific guidelines so that the end result is met: engagement driven results thanks to traffic and increased rankability. Sounds lofty? Well, wait till you hear the rest of it.
With keywords and how frequently they must be inserted within the text, we have also now been asked to fashion it in a way that proximity is maintained between keywords – God forbid, Google’s new analytics recognise your ploy to sell more and better, and folly the same instantly! Creativity? When was the last time you got to exercise that funny bone?
Plus, absolute words (always, everyone, never, ever) must be kept at bay. Now, this one I partly agree with. It does give some sort of validation to marketing copy by taking the feelings and sentiments of the end user into consideration. Imagine reading an article that says, “all women like to shop.” I would tear my hair out at that one!
Now, with SEO, we have seen two sides of evolving copy and content. One that is plain and simple keyword centric and wraps itself around better rankability in Google Searches. The other (usually employed by bigger brands), aims at creating politically correct marketing communication that also caters to the rankability. So, market share + rankability, anyone? Yes, please!
So take a page from the SEO laden copy floating around and be classy about it: create compelling copy that lures and lets people think they are making their own buying decisions. This is one of the hallmarks of online shopping, apparently in today’s retail oriented times – rather than letting people know that their decisions have been influenced by keyword operated genius at the other end. Otherwise known as freelance writers!