SEO - or Search engine optimisation - has characterised online copywriting for years. Many have spent countless hours researching keywords in order to rank their websites higher in search engines. In order to include as many keywords as possible, sometimes adventurous texts were written that provided no added value for visitors. Success proved them right and they were often rewarded with good rankings, but Traffic alone does not make a website successful. In the end, it's a person, not a machine, who reads the text and has to make a purchase decision.
The decline of keyword-based SEO
In recent years, however, there has been a fundamental shift that has changed writing for SEO. Here are some reasons why this is the case.
The further development of search engine algorithms: Search engines have constantly evolved over the years. The algorithms of Google and other search engines are now much more intelligent than they used to be. They can better understand the context of a text and better assess the relevance of content for users. This means that search engine algorithms are now able to look beyond mere keyword density and recognise the actual value of a text.
The move away from Keyword-Stuffing: Keyword stuffing, i.e. the excessive use of keywords, has led to many poorly written, unnatural and user-unfriendly texts in the past. This has prompted search engines to focus more on the quality of the content and less on the sheer number of keywords used.
The introduction of RankBrain and other AI-based systems: The introduction of RankBrain, an AI-based system from Google that optimises search results, has further changed the way search engines rank content. RankBrain is designed to deliver the most relevant and useful results to users by taking into account factors such as the context, quality and usability of the content. As a result, keyword density has been pushed further into the background.
The rise of user-centred content
In the age of artificial intelligence and increasingly intelligent search engine algorithms, creating user-centred content is crucial to the success of a website. User-centred content focuses on providing value to readers by giving them useful information, relevant advice and an enjoyable reading experience. Instead of focusing solely on keywords, user-centred content is about meeting the needs and expectations of the target audience.
Improved user experience (UX): Creating user-centred content helps to improve the user experience (UX) by enabling visitors to a website to find the information they want quickly and easily. A good UX can lead to users staying on a page longer, which in turn can increase conversion rates.
Greater relevance for the target group: By focussing on the needs of the target audience, you can create content that is more relevant and useful to readers. This can help to increase the credibility and authority of a website and ultimately achieve better rankings in search results.
Long-term success: User-centred content is more sustainable in the long term as it is created based on real value and relevance to the target audience. This means that they will also endure in the future as search engine algorithms evolve and change.
How to create user-centred content
If you want to create user-centred content to boost your online presence and achieve better results in search engines, you should consider the following tips:
Understand your target group: Take the time to analyse your target group and find out what really interests them and what they expect from your content. You can conduct surveys, use social media analyses or simply gather feedback from your existing customers.
Create useful and informative content: Make sure your content provides useful information, advice or solutions to your target audience's problems. Make sure your content is well researched and substantiated to increase the credibility and authority of your website.
Use appealing formats: Use engaging formats such as lists, graphics, videos or infographics to make your content more interesting and easier to digest for users. A varied presentation can help keep readers' attention for longer and improve the user experience.
Pay attention to readability and structure: Organise your content in a logical and easy-to-understand structure by using headings, subheadings and bullet points. Make sure your text is easy to read by using short paragraphs, simple language and a clear font. A good text structure can help make your content more appealing to readers and encourage them to stay on your website.
Optimise for mobile devices: With more and more people using the internet on their smartphones and tablets, it's important that your content is optimised for mobile devices. Make sure your website is responsive and your content is easy to read on small screens. This not only improves the user experience, but can also help your website perform better in mobile search results.
Use keywords strategically: Although writing for SEO is dead, that doesn't mean you should completely ignore keywords. Keep using them, but in a strategic and natural way. Make sure your keywords fit organically into the text and don't come at the expense of the quality of your content.
Encourage interaction: Encourage your readers to engage with your content by allowing comments, questions and opinions. Interactive elements such as polls, quizzes or discussion forums can help to improve the user experience and make your content even more appealing to readers.
Conclusion
Copywriting for SEO may be dead, but that doesn't mean you should abandon your efforts to improve your search engine rankings. Instead, you should focus on creating user-centred content that provides real value to your readers. By understanding your target audience, providing useful information and paying attention to the readability and structure of your content, you can strengthen your online presence and achieve long-term success.
The future belongs to those who adapt to the changes in the digital age and are able to create content that is of high quality for both search engines and their target audience. Use this opportunity to rethink your strategy and focus on user-centred content that meets the needs of modern internet users.