Can You Capture Audiences and Search Engines With The Same Content?

Have you found yourself scrolling through a website or blog post that feels stuffed with keywords and lacks any real substance? Eagerness to appeal to the SEO algorithm can lead to long, voiceless articles that lack value for real people. 

More recent trends are seeing a rise in the need to appeal to human readers as a prerequisite for SEO success. In other words, if a user doesn’t understand or find content compelling, a search engine won’t either. Content that suits both users and search engines should be formatted and laid out in a scannable, digestible, and actionable way. As in great storytelling and journalism, content marketers should not bury the lead. Put the most important, newsworthy, or CTA-aligned content first; provide educational content and supporting information toward the end. Site content should convey expertise, authoritativeness, and trustworthiness, qualities that are more likely to be compelling to a user than a web crawler. That said, content that keeps users on a site for more time or engagement sends healthy signals to Google’s algorithm. 

Creating linkable content that references data, research, or relevant industry partners helps ground users (and the algorithm) in your field and your competitive landscape. Wherever possible, include data visualizations to increase the legibility of complex data points and tell a meaningful story that users will understand. 

If your brand deals in content-rich storytelling, partner with ASTRALCOM. We collaborate with brands to create dynamic, powerful SEO and content marketing strategies that lead to long-term success.