Content Marketer: Write for Search Engines, NOT People

Ana Hoffman
Ana HoffmanFounder of TrafficGenerationCafe.com - visit me to discover how to get BIG website traffic for small marketing budgets
WRITEforSEARCH
ENGINES
READERSNOT
Whaaaaat?
LET ME REPHRASE IT…
When you write for
the SEARCH ENGINE
When you write for
the SEARCH ENGINE
you write for
the READER…
…BETTER
HERE’S WHY…
If you were to give a search
engine a basic reading
comprehension test…
it would FAIL it.
That’s right, a search engine
CAN’T READ
IT SCANS AND ANALYZES.
it SCANS&
ANALYZES
…LOOKING FOR
WORDS THAT STAND OUT
(KEY)WORDS
you know…
a bit like this…
Cartoonist Gary Larson
😂
That's how a
search engine
'UNDERSTANDS'
what a page
is about.
YOU KNOW WHO
ELSE DOES THAT?
your READER!!!
SURPRISED?
You thought your reader
devours every word you write?
WHY?…
Gives your content her
COMPLETE attention?
Wouldn’t that be nice…
😂
78% of your readers
scan any new page
they come across…
FACT
… and those who
do take time to read
are only reading
less than 30% of it.
* Jacob Nielsen’s usability study
So you see…
SO YOU SEE…
both your
READERconsume your
content in a
very similar
way…
…and the
SEARCH ENGINE
consume your content
in a very similar way…
…by SCANNING it…
looking for
WORDS that STAND OUT
…by SCANNING it…
quickly looking for
WORDS that STAND OUT
KEY WORDS
Keywords MATTER to
SEARCH ENGINES…
because keywords
MATTER to PEOPLE.
And for that
simple reason...
keywords should
MATTER to YOU,
dear content creator.
Betty searches for
‘how to fry an egg’
EXAMPLE
…and finds your content!
Betty scans the page
to make sure it’s really
about frying an egg.
BETTY DOESN'T SEE
‘HOW TO FRY AN EGG’
ON YOUR PAGE!
oh, my, my...
WHAT WILL BETTY DO?
Bounce back and search again
for a page that’s peppered
with her keywords
‘how to fry an egg’?
Or…YOU could help
Betty find the answer on
YOUR page by adding…
KEY WORDS
REPEAT
KEYWORDS
REPEATEDLY
KEY WORDS
KEY
WORDSKEY
WORDS
KEY
WORDS
Add
‘how to fry an egg’
to the…
• title
• headings
• body
…and help
Betty not end
up with egg
on her face.
So you see, search engines and
content creators want the same thing…
HAPPY
READER
And by writing
for search engines, you
create MUCH BETTER content
for PEOPLE.
You know what else is
MUCH BETTER?
MUCH BETTER content
that drives
MUCH MORE traffic!
I am Ana Hoffman.
Come see me at
CONTENT 

BOOMERANG
…and discover how to
multiply your reach & traffic
WITHOUT multiplying EFFORTS
CONTENT BOOMERANG
recontent to multiply your traffic & sales
CONTENT BOOMERANG
recontent to multiply your traffic & sales
click on the title
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Content Marketer: Write for Search Engines, NOT People