There are at least 2 orientations when it comes to content writing on website - writing for humans and writing for SEO. Crafting content that serves dual purposes is a critical skill. Writing that appeals to human readers while also adhering to search engine optimization (SEO) principles is essential for gaining visibility and driving engagement. Though they may seem at odds, writing for humans and writing for SEO can complement each other when approached strategically.

Writing for Humans

This orientation follows standard rules of writing. It can be indictive or deductive, it can be descriptive, narrative, persuasive, etc., it can be academic or for fun. In its essence, content writing for human requires writing to be systematic and structured.

Writing for humans focuses on engaging the reader. The goal is to create content that informs, entertains, or solves a problem. Human-centric writing prioritizes clarity, relatability, and value over technical optimizations.

Key Features of Writing for Humans:

1. Natural Language: Content is written in a conversational tone that avoids overly complex or technical terms.
2. Emotional Resonance: By understanding the audience's pain points, desires, and goals, human-focused writing connects on an emotional level.
3. Clear Structure: Easy-to-read formatting, with short paragraphs, bullet points, and subheadings, ensures readers can scan content quickly.
4. Actionable Insights: Provides readers with information or steps they can apply immediately to improve their situation or solve their problems.
5. Engagement-Driven: Encourages interaction, whether through comments, shares, or calls to action.

Writing for SEO

Web content writing for SEO (search engine optimization) sometimes does not require the writing to be written in structured and systematic way. The focus is on how to be on the first list on Google search. SEO writing is about optimizing content for search engines to improve rankings and attract organic traffic. This involves using specific keywords, metadata, and formatting techniques to align with algorithms while still appealing to readers.

Key Features of Writing for SEO:

1. Keyword Research and Usage: Identifying high-performing keywords relevant to the audience and integrating them naturally.
2. Metadata Optimization: Creating compelling meta titles and descriptions that summarize the page content and entice clicks.
3. Structured Content: Incorporating headings (H1, H2, H3), alt text for images, and proper URL structures to improve readability and searchability.
4. Backlinking: Linking to reputable external sites and related internal content to boost credibility and SEO ranking.
5. Content-Length and Depth: Long-form, in-depth articles tend to perform better in search results, as they cover topics comprehensively.

Example of Writing for SEO:

For the same travel blog, an SEO-optimized introduction might look like this:

"Planning a tropical vacation? Discover the best destinations for 2024, complete with tips on budget-friendly travel, must-visit spots, and packing essentials."

This version includes keywords like “tropical vacation,” “best destinations,” and “budget-friendly travel” while maintaining a clear and engaging tone.

Primary Objective:

• Writing for Humans: Focuses on delivering value, solving problems, or entertaining the audience.
• Writing for SEO: Aims to attract search engine traffic and rank high on search results pages.

Language and Style:

• Writing for Humans: Conversational, engaging, and emotionally resonant.
• Writing for SEO: Incorporates keywords and formatting while ensuring readability.

Structure:

• Writing for Humans: Flexible, depending on the narrative.
• Writing for SEO: Rigid, with headings, keywords, and technical elements prioritized.

Balance Writing for Humans and SEO

Creating content that satisfies both human readers and search engines is achievable with a strategic approach. Here are actionable tips to help you achieve this balance:

1. Understand Your Audience

Start with research. Who are your readers? What are their interests, challenges, and goals? Use tools like Google Analytics, surveys, and social media insights to gather data.

2. Conduct Keyword Research

Identify keywords that align with your audience’s search queries. Tools like Ahrefs, SEMrush, and Google Keyword Planner can help you find high-volume, low-competition terms.

3. Write Valuable Content First

Focus on crafting content that resonates with readers. Answer their questions, address their pain points, or entertain them. Once the content is complete, integrate SEO elements like keywords, meta descriptions, and alt text.

4. Use Headers and Subheadings

Organize your content using clear headings (H1 for the main title, H2 for sections, H3 for sub-sections). Headers improve readability for humans and help search engines understand the content structure.

5. Optimize for Readability

Use short sentences, simple language, and a friendly tone. Break up large blocks of text with bullet points, numbered lists, or visuals to enhance the user experience.

6. Include Internal and External Links

Linking to relevant internal pages keeps users on your site longer and boosts your SEO. External links to authoritative sources enhance credibility.

7. Craft Engaging Meta Descriptions

A compelling meta description entices users to click on your link in search results. Include the primary keyword and a short, engaging summary of the content.

8. Focus on Page Speed and Mobile Optimization

Slow-loading pages and non-mobile-friendly designs hurt both user experience and SEO rankings. Use tools like Google PageSpeed Insights to ensure your content performs well.

Measuring Success

The following are the success measurement for each orientation.

Human-Centric Metrics

• Engagement: Comments, shares, and time spent on page.
• Satisfaction: Positive feedback, reduced bounce rates.

SEO Metrics

• Organic Traffic: Number of visitors arriving from search engines.
• Rankings: Position of your content for targeted keywords.
• CTR: Click-through rate from search engine results pages.

Common Mistakes to Avoid

1. Keyword Stuffing: Overusing keywords disrupts readability and may lead to penalties from search engines.
2. Ignoring Readability: Over-optimizing for SEO at the expense of engaging, clear content alienates readers.
3. Neglecting Updates: Outdated content may lose relevance and ranking. Regularly update your articles to stay competitive.