Companies understand they must think and act like publishers…but they make a big mistake prioritizing the robots.

“Robots”, you say?

Yes: the search bots that crawl websites. These robots inform the search engines. In turn, these sites make search result recommendations for a global audience — making or breaking your website. Google recently caused an upheaval because they adjusted their algorithm (again — this version called “Farmer/Panda”).

Spinning robots allowed (by flikr, flickr)

Fantastic! One reason for this change is to punish the junk publishers who “spin” — hiring writers to take an article about apples and replace “apple” with “pear” (to fit whatever their topic or keywords may be)…This results in the seo-driven garbage that frustrates search engines and humans alike.

Your Web Content

Thankfully, there are just two (2) key concepts to remember when it comes to increasing the search effectiveness of your web content:

1) Write something original and gosh-darn-it, make it compelling. SEO-knowledge is helpful. So is a familiarity with basic web writing practices. Avoid cheap content.

2) Publish regularly. Search engines like regular updates. So do people! Realize that every online customer touch point and sale derives from quality content first.

Simply: write quality content for an audience of people and publish that content regularly.

In other words:

Don’t Write for the Robots