So:

There’s a war on people and at stake are customers not just visitors. When people chase search engine rankings the first casualty is effective web copy that’s aimed at real human beings. Robots don’t yet do our shopping so why write for them?

Sadly the robots seem to be winning. How many web pages do you see that are bland waffle plastered with repeated, repeated, repeated words in bold? Make you want to read through, let alone buy from or sign-up to it? Of course not, it’s nothing more than spam and who trusts spammers?

Real SEO wouldn’t stand in the way of customers at the expense of visitors and neither should your web copy. You see, not only is usability and legibility important but so is trust and copy that actually sells!

Top 5 ways ‘writing for SEO’ ruins your copy

• The aforementioned plague of bold and spamming your keywords and phrases
• Sterile and mechanical non-style — nothing more than filler for robots
• Trading powerful headlines for ‘<h1> robot fodder’
• Forgetting a call to action — robots never click ‘buy’ do they?
• The shotgun approach with writing aimed at robots, missing every human visitor

Turning the tide in this war against machines means understanding a simple truth – real SEO shouldn’t mean sacrificing the power of words. Of course it can be a bitter pill to swallow and the choice is yours… You take the blue pill and the story ends — you wake in your bed and believe whatever you want to believe. All I am offering is the truth, nothing more.

Real SEO doesn’t mean making sacrifices.

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