If I, as a content writer, were asked to choose the most essential thing for Search Engine Optimization it would be KEYWORDS. These are the words which a visitor types- in in his search box, these are the words which search spiders index and these are the words which help a web site get the desired ranking for a search result. Having been in the field of content writing for quite some time now, I can fairly understand the merits and demerits of SEO-based content writing. Though it is one of the most looked for job in writing, I have seen many youngsters joining the profession in the hope of doing something creative and ending up frustrated in a month or two. They seem to be disappointed with the idea that none of their creative writing skills come into play while writing- you just need to be grammatically correct and you need to incorporate the keywords wherever you can. Forget funky headlines, forget catchy captions. Your search spiders do not appreciate them at all.
Content writing for SEO or for Digital Marketing involves several peculiar challenges of its own. A person while searching has no idea about the catchy headline you would have given to an article. He searches for the precise word for which he is seeking information and consequently might never find your beautifully crafted article. Simultaneously your search engine algorithm also looks for keywords in your article and if it is unable to find any relevant or substantial number of keywords, your article ranks much lower or does not rank at all. But does this mean SEO-based content writing is simply a Cut-Copy-Paste job with no scope of creativity? Well I would say NO. Is it then a challenging job- YES!
The challenge lies in creatively using your keywords. Your print medium gives you the option of choosing your words from almost the entire English Dictionary, your Digital medium limits your word choice to a large extent. You only have your keywords to play around with. Herein lies the challenge and herein lies your creative skill. Your heading should not only incorporate your keywords but also should be written well in order to get the click from the human visitor.
Coming to the main body of the article; search engines value keywords to a large extent. Ranking is greatly influenced by Keyword Proximity, Density, Frequency and Prominence. How do you then be creative in style while being relevant to search engines?
Can you weave a story around your keywords? Can you hold on to your visitor’s attention throughout the article? Can you successfully lure him to socially bookmark your article or share your article on social sites? If yes, then you are creative, in fact more creative than your print counterparts given the limitation of words you constantly have to deal with. If no, then maybe you seriously need to rethink your career choice.
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