If you’re like me, every day you hear the term SEO thrown around the online marketing space. But have you ever wondered if SEO keyword writing is even that relevant to our current marketplace? Years ago SEO writers would stuff pages of content with as many keywords as possible, but now that Google’s algorithms have gotten increasingly complex, the best SEO content you can create is simply well-written content that users find relevant. Of course keywords are important as people utilize them to search online but it’s outdated to base the entire article or post content around them exclusively.
When you come across well crafted online marketing copy that makes you stop and engage, you simply are not seduced by the SEO keywords. While you might have typed the SEO keywords into Google, they alone are not what make you stay on the site or buy the product. Then why do you stay? Because a copywriter used words to tap into something deeply human within you. Something that SEO analytics will never be able to do.
Copywriters Focus On People’s Emotions. SEO Writers on Keywords.
No matter how much SEO research and analysis you do, you cannot capture someone’s emotions with a keyword. Although people are assuredly searching the internet with these keywords, dull SEO content can at best position itself properly in the marketplace. If that product listing optimization content lacks an emotion-inducing headline and body copy that fails to engage the prospect, your SEO post has failed to produce the results you desire.
Compelling content speaks directly from the writer to the reader. It draws the viewer in. A great copywriter aims to communicate the meaning behind the keywords rather than rely on them as a crutch. The copywriter uses the keywords as a tool to pry himself into the mind of the internet searcher and discover the motives and desires that drive the search in the first place. The copywriter asks, “why did they use those keywords?”
If the desire behind the keywords it never addressed, your prospect will find a competitor that recognizes the untapped need better than you. No matter how well you position a post with keywords, unless it has targeted the emotional drive behind the initial search in the first place, the content will die and be forgotten.
Contagious Copy Goes Viral
How often do you share boring, search-engine-optimized content with your friends? Unless the content resonates and inspires a reaction within you, you probably won’t share it online. You share the content that makes you feel inspired, angry, or interested – the content you “get” and that “gets” you.
Of course great content includes searchable keywords, but search results make up only a portion of the content we consume. Often we read content that came recommended from friends in an email or an eye-catching piece from our Twitter feed. Since an abundance of content exists for us to consume on the web, we have more options than we can handle. Therefore, as viewers we must be picky.
So how do we determine what to read? We want the stuff that has value, that lifts us up, that makes us feel, and the stuff we relate to. Text book material is perfect for a user manual or other no-frills-needed documents, but when it comes to content we consume to engage our minds, to entertain, or to creatively learn from, we crave relatable writing that connects to us emotionally.
People Buy Because They Feel
Because we are overloaded with options, our buying tastes have become ultra refined. We live in a market defined by niches that did not exist just years ago, and unlike generations past, we don’t necessarily want the same thing as our neighbor. We have become micro-categorized and quantified. Our haziest desire can now be satisfied instantaneously and shipped to us within two days and for free.
Since we have the option to get the product that satisfies our most specific need, we will only buy that which “feels” right to us. Feeling, to us, comes down to many things including the colors on the web page, the logo design, and perhaps most discretely and unbeknownst to even the most astute observer, among the organization of the words we read.
No matter how well you match SEO keywords to the perfect product that fits the niche market, that piece of marketing will always lose to the piece designed to inspire emotional attachment, so long as it elicits the wanted effect.
While SEO keywords are a vital part of any piece of web copy, to write an article, blog post, or services page using those keywords as your only guidepost is flawed. Researching and writing an article around a specific keyword phrase is only as effective as the emotionality it evokes from the reader. In an age where the options are greater than the time available to compare them, prospects turn from viewers to subscribers and finally into buyers only if the copywriter establishes an emotional connection through the planned direction of language.