Every day, Google processes over 8.5 billion searches. That are more than 100,000 searches per second, with thousands potentially leading to a purchase.
It’s no surprise that 60% of marketers rank SEO as their top inbound marketing priority.
However, generating organic traffic is difficult. Google’s index contains hundreds of billions of web pages that compete for the top spots on search result pages. Not to mention that when writing for search engines, Choosing the Best Audience for Your SEO Content: Humans vs. Robots is crucial.
Let’s compare these audiences to see who you should be writing for.
Who should I write for when creating SEO content?
To make a sale, you need humans, but you can’t get humans without the help of bots. However, a digital marketing company understands the importance of both. The question is, which one is first on your list of priorities? Let’s start by defining each of these audiences.
Writing for people
Human readers are more likely to make a purchase and become a customer. Humans require product details and pricing when purchasing decisions, but this information is frequently insufficient.
Empathy, storytelling, and emotional reasoning are required if you want to create content that resonates with a human audience. According to research, storytelling, in particular, causes the brain to release oxytocin, a hormone associated with positive emotions such as happiness and trust.
Writing for robots
The robots, in this case, are search engine crawlers or spiders. Web crawlers, unlike humans, cannot purchase a product from you, no matter how good your marketing is.
However, bots impact your position in Google’s search engine results pages (SERPs), affecting whether or not human readers see your content.
Search engine spiders respond to indexing technical SEO optimizations. In other words, you want to use keywords and heading structure to help bots understand the context of your content.
What is the best way to write SEO content for humans and robots?
Writing SEO-optimized content appealing to crawlers and humans is all about striking a balance. You must understand which elements have the most significant impact on each target audience and include them without detracting from the experience for the other group.
Here are some recommendations for improving your SEO content strategy and driving more organic traffic.
Word choice is most important for human readers, but there are some considerations for search engine bots.
You want to keep your content concise for bots and make it easier for Google to read and establish context. To accomplish this, eliminate fluff terms, favor strong words over adjectives, and avoid long, multisyllabic words.
Choosing words for humans necessitates a little more finesse. Avoid using language that insults your reader’s intelligence, such as “clearly.”
Second, use specific terms rather than broad ones. For example, “50% of respondents” is more precise than “many respondents.”
Finally, use inclusive terminology. Words like “humankind” and “they” encompass a more significant number of people than “mankind” and “she.”
People use Google to find answers, not to read theoretical explanations. Lowering the reading level of your content provides humans with a more pleasant user experience.
Reading level has no direct impact on SEO rank. However, it can affect page experience metrics such as dwell time and bounce rate, which impact SEO.
Structure of the content
Humans and bots are both affected by your content structure. Your post should be easier to read if you use headings and subheadings. The reader should be able to understand what your post is and find the information they need if you include a table of contents at the top.
Furthermore, your section titles are opportunities to catch your reader’s attention. So descriptiveness isn’t enough; you need a hook. “10 Ways to Improve Your Time Management,” for example, is more personable and specific than “Time Management Tips.” an excellent digital marketing agency is constantly conscious of the exemplary structure of the content.