Creating Content for Humans Over Bots and Algorithms
They say, change is the only constant in life. Who was "they?" A quick Google search will tell you that it was Heraclitus, the Greek philosopher.
We turn to Google for most questions we don’t have answers for, relying on its algorithm for the most accurate result. For marketers, mastering Google’s algorithm is more than just a difficult task; it involves a great degree of research, intelligent optimization and understanding your audience inside and out. It can feel like a relief when the algorithm begins to work in your favour, sending a steady stream of users to your site.
But Heraclitus isn’t wrong. Google is constantly tweaking and changing its algorithm to be smarter, faster and more accurate. This can be frustrating and confusing to marketers who are just trying to keep up. How can you make sure you’re up to speed and being successful with your content strategy?
According to SEO expert, A.J. Ghergich, if we’re chasing Google, we’ve got it all wrong. Ghergich, the CTO of Brado, argues that marketers are more likely to succeed if their strategy targets humans, not bots. "The brain is still smarter than the computer," he says. Ghergich also brings up the infamous Watson vs. Human computer chess tournament and other instances where we compare our learning capacity to robots, describing them as inaccurate measures. "Quote about computers being updated."1
Comparing Apples to A.I.
For marketers, going after human insights will always yield benefits. In fact, Google’s algorithm is consistently being tweaked to best mimic the search practices of actual human beings searching behind their devices. According to marketing expert, Jayson DeMers, market research can help you succeed where data and analytics fall short. He explains, that "whether you're coming up with a keyword strategy or choosing a topic for a long form piece of writing... you need to know what your audience is actually interested in."2 Knowing their habits, perspective and problems will help you present the best solution with your brand.
Here’s a quick reminder of some basic tips that add value to any digital marketing strategy:
- Be conversational: Write like you’re speaking or searching. Search engines optimize content that’s simple, conversational and to the point.
- Know your audience: Do your research and learn about their issues, problems and concerns.
- Use keywords: Properly target and label your content for top SEO placements.
- Format: Use tables, short paragraphs and bullets to make your content palatable and keep your readers engaged.
The computer may be the extension of the brain, but the brain isn’t going anywhere. While Google and its algorithm may be the most important tool to game SEO, it’s important to remember that we create content for people, not bots. With this reminder, the north star is clear: write for your audience and you’ll never be off course.
So, even as Google rolled out its January 2020 Core Update, creating content for humans is still a key requirement, and not just for Google, for the real, human, audience too!
Writing new content and keeping up with SEO can be challenging even for the most savvy marketers. At MintCopy, we have a team of trained writers and SEO experts who can help with your content marketing. We use proven best practices to elevate your marketing strategy and help you achieve success for your business online.