Stop Writing Content for Google to Boost Online Sales

Keith Koons

Keith Koons

Marketing Associate at Next Day Flyers
Keith is a work-from-home online marketing specialist and owner of the writer help-site BeAWriter.org. He lives in Spartanburg, SC with his wife and two beautiful children.
Keith Koons

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Keith Koons
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writing for Google
Even though most of us have heard the expression, “Content is King,” very few domain owners seem to take that advice to heart.  Instead, they’ll spend thousands each month on Google AdWords campaigns, post hundreds of backlinks in local directories to stir in unique traffic, and spend about five minutes on polishing their actual website content.  That strategy is about as helpful as buying a brand new iPhone 5 without a battery; you can’t expect actual results unless you have all the tools in place to make your application work.

For example, one of my clients contacted me the other day in a panic and said that she had to have copy for a targeted B2B campaign over to her printer at Next Day Flyers in the next 35 minutes.  I edited through the content real fast but when I checked the outbound link for the campaign’s landing page, it talked about how great their products/services were with no actual way to make a purchase.  We’re talking about a $4,500 campaign budget here, mind you, and the consumer was left to navigate the website on his own in hopes that a sale would be made.

So before throwing away your advertising dollars, it makes perfect sense to first check your website content to make sure it’s optimized for your site’s visitors.  At first, that may seem to go directly against the grain from what every online guru on the planet has ever said about website conversions…but Google actually likes you more when you go out of your way to ignore SEO.

Customer Engagement Trumps Optimized Website Content Anyday

focus on customer engagement

While the various Google algorithms have always been closely guarded secrets, we don’t need to know the actual formula to know that the search engine giants prefer unique, frequently updated content across our websites.  Likewise, the days of keyword stuffing are far in the rearview mirror so if you’re trying to write content to appease Google, you’re wasting your time.

Instead, 100%

of your website copy should be optimized to give your visitors a superior experience.  Not only does Google measure your website’s success based on numerous on-site metrics (number of pages visited, time on-site, etc.), but the entire point behind a business website is to convert readers into buyers.  Why on Earth would you do anything to jeopardize that?  If your only goal is to write content for Google, then you’re likely going to end up losing out with customers and search engines alike.

Less Content for Google is Almost Always More

Likewise, it is important to remember that if someone is typing your product or service into a search engine, there is almost a 90% chance that they’re already a motivated buyer.  So many websites lose out on sales because they put forth so much effort on overselling an item that the consumer has already planned to purchase in the first place.  Just give your customers a solid description and let the product speak for itself.

If that doesn’t make complete sense to you, then let’s look at it from a different perspective.  Two of the world’s largest online marketplaces, Amazon.com and eBay, have absolutely no SEO content to be found on their product pages.  Their descriptions are generally sparse as well, because these powerhouse companies know that Google will feature them anyway due to their amount of site traffic, customer comments, and the number of page views generated from recommending similar products.  While you may not have anywhere near the PageRank of these business moguls, it doesn’t mean that you can’t learn from them just the same.

Stop Writing Content for Google

stop writing for google

Ever since the launch of the very first search engines back in the early 1990’s, the goal has always been to allow the website with the best overall user experience to rank atop the charts.  While content is definitely still king in terms of long-term growth, it is essential to remember that there is no substitute for a happy customer.  If you keep your visitors coming back time and time again because of great products, superior customer service and/or unbeatable prices, that’s more important in the eyes of Google than 50 SEO articles and 100 backlinks.

In short; don’t stress over the latest search algorithm definitions because you were never supposed to be writing content for Google in the first place.

 

Comments

  1. Tony Nguyen says:

    A great post which I find myself totally agree with the point that great content for the customers to keep them coming back is far more important than writing content just to rank high on google. Thanks for sharing.

  2. yeah this is a nice post people always wright for google me to so next time gonna be do something different for people . people have to think about this,.
    pram singh recently posted..Best Photo Editing Software AndroidMy Profile


  3. Twitter:
    Absolutely, To get successful in Google, just write for your readers and make them happy….
    Ansh Gupta recently posted..Giveaway: 6 Premium Developer Themes From Themify Worth $354My Profile

  4. Mitch_Akl says:

    I don’t necessarily agree with Keith for a couple of reasons,
    first of all optimizing for the search engines, will attract new visitors from the search engines, which there’s a good chance it will drive sales.
    secondly for your customers to find you in the first place you have to be noticed by google in the first place, writing SEO articles will get you noticed by google immediately, rather waiting ages to be indexed by mistake.
    Although the advice is good, but i believe the key lies in the balance, don’t worry too much about writing content for google, but at least do the minimum.
    I believe the reason why this strategy works for the examples above, ebay , amazon etc.. is because these sites are already optimized and ranked high, that they are crawled daily and they don’t need to worry about the content writing anymore, but until then you have to fight for some spotlight.

    • The reason I disagree with you is that “SEO” is a marketing term that’s supposed to explain to us how the search engines value our websites. Google, on the other hand, has said from the early 1990′s to build a site with great content, frequent updates, and lots of happy visitors. The goal is not to do one or the other…it’s to do both.

      Think of it this way; if there’s a keyphrase for your website that you can’t build a solid article around, Google will continue to evolve to keep that page from ranking well. Why bother posting any content that will only become a hindrance to your overall rankings in the future? Always write to entertain or to educate your readers, don’t get caught up in the whole “SEO concept” of what others think will make your website better. We all know what Google ultimately wants…why not just provide it from the very start?

      I appreciate your comment though!
      Keith Koons recently posted..Different Types of Profitable WebsitesMy Profile

  5. it is a fact that the world of inbound marketing strategy andsocial media marketing is changing much more rapidly than many other areas. If your company doesn’t have brand-new data or tons of news alerts on a daily basis, don’t despair. You can still bump up your preparation time by identifying your buyer personas, determining what content has already been written on your target topic and delivering something that’s genuinely fresh.


  6. Twitter:
    hats true people here still thing that writing positive for Google will get them rotless and unlimited traffic . their ranking will be deployed rather !
    harshi recently posted..Install Android USB Drivers on Windows 7 | How ToMy Profile


  7. Twitter:
    Hi Keith,

    I agree with you when you advice people not to write content just for the sake of search engines and Google. Human beings are more important.

    Outbound marketing
    Outbound marketing techniques are far from being obsolete. They are still powerful and will be around for a long time. Ads won’t disappear, banners won’t disappear etc. But if you don’t know how to use these techniques, don’t do it. It’s a waste of time and MONEY.

    User experience
    Yes! This is the word. It’s a new and powerful trend and it’s increasing each day. Being more visual, more social, more warm and friendly, helping people providing quality content this is the way. However, we must take into account that this is very difficult. You need a lot of resources, highly trained people, sophisticated content creation tools, distribution channels, advanced tracking system, data integration and a lot of other things that are very difficult to get when you are just a small business.

    Who do you write for?
    The whole discourse seems addressed to firms but the majority of clients are small businesses. Not optimizing for Google? Out of the question? Not using keywords? Out of the question. Google searches your site and the spiders are looking for keywords and optimized content. If they find no keywords they will have a hard time to properly describe and index your content and you will lose.

    Conclusion
    Create quality content written for human beings? Yes!
    Forget about keywords, search engines and optimization? NO!

    Have a nice day
    Silviu recently posted..Blog Commenting Results. Case Study 1My Profile

    • You’re 100% correct on all counts. Maybe I should have articulated it a little better in my article but keywords should not be something that has to be focused on because GREAT CONTENT that’s relevant to your site will already hit every SEO requirement out there.

      If a website is about “Rocky Road Ice Cream”, for example, then solid, people optimized articles will talk about how to make it, where it was invented, who sells the best brands, etc. Your “keywords” will be all over that text whether you’re trying to stuff it in there or not…that’s all I meant by not focusing on keywords. Google wants to see your readers happy, clicking on additional links, and visiting often; that’s the biggest part of SEO in this day and age.
      Keith Koons recently posted..What the Upcoming Google Panda Update Means to WritersMy Profile


  8. Twitter:
    Keith, thanks for this great write up. Content still remains king as far as online business is concerned. But instead of creating engaging content, a lot of site owners are busy chasing after SEO and backlinks because they are interested in getting immediate results without having to work hard.

    If you provide the best content and a better product description, customers would always patronise you. Nobody has the time to look for directives on how to use your products from elsewhere; they need to get it from your site.
    Efoghor Joseph Ezie recently posted..3 Great Reasons Why You Must Join Several Facebook GroupsMy Profile


  9. Twitter:
    I guess the main key here is to write an evergreen content for the benefits of your target audience and optimize that content to be found easily by search engines and to show it in SERPs for particular search queries. =) I did like the post btw. ;)
    Sef recently posted..Website Analysis: Keys for Better RankingMy Profile


  10. Twitter:
    This doesn’t apply if you’re doing it for a blog though IMO
    Leslie Edwards recently posted..Tips On How To Make Electronic MusicMy Profile

  11. Leon Bailey says:

    You definitely make some great points. The thing about people and their writing when it comes to SEO is they are too focused on keywords instead of writing naturally and then adjusting certain words to fit their keywords. Google isn’t stupid! Very good read!


  12. Twitter:
    Thanks for Tremendous share Keith, I really enjoyed to read this post.
    James lee recently posted..Google Glass: It’s About To Change The Way We ThinkMy Profile


  13. Twitter:
    We should never care about Google, Google will love you if you write for your readers not for Google, I have never used any technique to impress Google, I always use natural techniques of link building, it take some time but results are always good.
    Thanks for the post!
    Nishant Srivastava recently posted..Best Top 5 Low Cost Tablets in IndiaMy Profile


  14. Twitter:
    I don’t understand your statement, “So before throwing away your advertising dollars, it makes perfect sense to first check your website content to make sure it’s optimized for your site’s visitors. At first, that may seem to go directly against the grain from what every online guru on the planet has ever said about website conversions…but Google actually likes you more when you go out of your way to ignore SEO.” What exactly are online marketing gurus telling people that are contrary to optimizing a site for visitors?
    Kirby Hopper recently posted..Run From SEO Companies Offering Guaranteed Ranking?My Profile

  15. Hey Kirby-

    “Online Marketing Gurus” see great content as only a minor piece of the puzzle when it comes to SEO but to Google, great content is the entire puzzle (since it determines all your site’s visit metrics). All I meant by that statement is that if you focus on giving your readers quality stuff that they’ll enjoy, everything else will fall into place.

    Thanks for commenting!


  16. Twitter:
    Excellent post joining advertising network you should put all the necessary things needed and a good conventional article to achieve your goals
    Collins recently posted..5 possible reasons why your adsense earnings is poorMy Profile

  17. Duncan Edwards says:

    This is something I must remember. We have a shop website (at trabasack.com) as the central hub and different blogs for different users a a sales funnel into it.

    A good balance would be to have some landing pages of info but to keep the product details short and focussed?


  18. Twitter:
    I have never used any technique to impress Google but how some domain owners actually hurt themselves by focusing on content for Google instead of customer

  19. Hey Keith,
    Nice post and I learned lots of good things from this post. Yes, we have to write for our reader not for Google. Thanks for sharing this post.
    Sudipto recently posted..Best Android Phone Under 10000My Profile

  20. My industry is so boring that it seems impossible to write a post about something interesting enough for anyone to want to read. So I have mostly been compelled to write to make Google happy rather than potential clients.

  21. Great post. I completely agree that we need to stop writing FOR Google and continue writing for our customers. Though that seems to make sense, I am constantly facing those who would rather try to sell my business through SEO solely and disregard what is actually on my site.

    Thank you for the post.
    Robert Koenig recently posted..Fatal Accident in Pico RiveraMy Profile


  22. Twitter:
    Well this is something that Google itself says so many time to bloggers, and internet marketers. Sometime we need to write for search engine, but not always. We don’t have to compromise our quality and trust of our community over Google Rankings.
    Hamza Sheikh recently posted..Untethered iOS 7 Jailbreak for iPhone & iPad Devices In WorkMy Profile


  23. Twitter:
    I think the better approach is to have great content, spend money on products and services like adwords and surround yourself with a great network of real on-line people.

    DocLou
    Louis Sanchez recently posted..Microsoft is More Than a Technology CompanyMy Profile


  24. Twitter:
    Top post Keith, enjoyed reading that.

    I can see what you’re saying is to embrace being human again.

    People want to do business with others they know, like and tust, not visiting a site that is heavy selling and overboard on key words.

    Like what you stand for…booooom
    Mark recently posted..Why The Apprentice 2013 Represents A World That Is No More.My Profile


  25. Twitter:
    As Google updates, the word “Content is King” is very right for your website. I think it is very important to add some useful knowledge for the visitors. Do you think so?
    Amily Jones recently posted..TOP 5 Slideshow Flash Makers for youMy Profile

  26. writing the content for Google is not a great idea, the major concern should be to provide the rich content to the users.. then only one can get success in this field.
    BTW nice article


  27. Twitter:
    What is an online guru afterall? A guy who made a lot of money online?

    Does he has a strategy or he has luck? A strategy that is proven to work or a strategy that is supposed to work? Ohh wait… ambiguous response

    Best regards from I. C. Daniel
    I. C. Daniel recently posted..ClaasXerion 3800VCMy Profile


  28. Twitter:
    Thanks for this information’s. You had quoted something very useful for every bloggers. Writing for readers that is great one! There are many who writes for the search engines ,they wont go so far if they continue writing for search engines.
    Nithin Upendran recently posted..Top 5 Google Adsense Alternatives – Sites Like Google AdsenseMy Profile


  29. Twitter:
    As I am struggling to get my bounce rate down I seem to be finding more being written about making the customer happy or happier and writing content is along those same lines. I understand more and more about making the customer happy and Google will reward that. I feel that adding content is important but how it is written and for whom is obviously more important as well.


  30. Twitter:
    Quality content is always a key feature for the blog when it is optimized in ordered way.Your content should be user friendly by which more users prefer your blog.
    champ recently posted..New Sony playstation 4 | Specification | Price | Release DateMy Profile


  31. Twitter:
    I believe on Keith’s post, there are large number of seo agency and seo expert’s writing content for google and not for readers!
    I hope all the writers should be aware from this guidelines.
    Chetan recently posted..Detox & Digestion with DigesteaMy Profile


  32. Twitter:
    I agree with you but social media is also a great way of marketing and to boost ranking its important to build link that’s are Google friendly.We may increase sales online by social media marketing and its not a big deal to continue.Now a days there is a lots of social media site to communicate people around the world that’s the way for online sales increasing also a big reason to have a virtual dollar also available for payment instantly.
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  33. Twitter:
    I love the word “content is king”, definitely if one writing his/her blog contents for search engine he/she will only have one time visitor and not returning visitor and this will definitely drain such blog dignity in the presence of the visitors
    Adesanmi Adedotun recently posted..6 traffic source for new blogMy Profile


  34. Twitter:
    Yea bro you had told the right thing ,i knew many bloggers writing for search engines,what will they gain if they rigth for search engines ?Always write to make more readers that will do ! Thanks for sharing this post bro!
    Nithin Upendran recently posted..Amazon Mechanical Turk – ReviewMy Profile

  35. Although writing can be a very lucrative activity, we must always remember that writing is actually intended for us to share our insights with other people. Thank you for the post.
    Ria Dancel recently posted..Portulano Resort – AnilaoMy Profile


  36. Twitter:
    yap. Just write naturally. Then, you will see something different.
    titan recently posted..Apa itu MyKad Smart Shopper?My Profile


  37. Twitter:
    I think we just make some quality content with targeted keyword without stuffing or some black hat methods. If we write about what people need, people will come to us through Google. So, we don’t have to write to Google, isn’t it?
    Uphy recently posted..Cara Mengirim Lagu Lewat FacebookMy Profile


  38. Twitter:
    One other thing I have noticed is the search algorithm for Google compared to others such as bing and yahoo are way too different. And with algorithms changing so often, the focus always has to be on good content and customer engagement.
    chang recently posted..Earthlink Webmail LoginMy Profile


  39. Twitter:
    Yes, this is what I think always. WE bloggers and online marketer are like we working for Google. WE do optimization for our blogs only for Google ranking and we give them best information for the search queries and Google doesn’t even care our hard work for it.

    WE should stop all these and write contents for our readers and not for Google.
    Shathyan recently posted..Instant Search and User Friendly Experience On SERPMy Profile

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