Search engine optimization (SEO) is the go-to business strategy for companies to attract people using sites like Google. Ranking number one on search engines is a competitive advantage, but can it happen without twisting both words and marketing strategy?
“I don’t read the script. The script reads me.”
(a movie character played by Robert Downey, Jr.)
The first person to read this essay will be a machine. The machine will impudently, implacably, and insistently insert itself between you, human reader, and me, human writer.
Human writers who want to reach human readers need a strategy. That strategy must use a special language to pander to the machine. It is called SEO: search engine optimization. It is a dreadful language. It relies on keywords, i.e., words for which humans might search the Internet. It requires that I make heavy use of key phrases — I repeat, heavy use of key phrases — so that my essay appears particularly relevant, in the machine’s icy judgment, to those who are searching for those key phrases.
The more I please the machine with my heavy use of key phrases, the better my odds of reaching humans like you who want to know about heavy use of key phrases. On the other hand, the process of pleasing the machine with heavy use of key phrases makes my essay less attractive to you, due to its heavy use of key phrases. In other words, the way I help you find me might make you unhappy that you did.Read More →