If only computers were human, right? Think about the way you think about the internet. Take social media, for instance. Human projection is a large part of the reason for its dominance in Twenty-first Century world culture. Whether others actually reflect long on our posts or tweets, we believe each character typed matters because we post and tweet. Our ideas are out there. And that’s important. But computers are not human. Each character typed into our post or tweet only matters in so much as it instructs the machine to turn off (0) or to turn on (1). The computer reduces that life-altering post we read or yet another official tweet that makes the news to nothing more than a series of ones and zeros. Come to think of it, life might be way less volatile and complex were we computers.
Some folks are search engine super heroes. One that comes to mind is Kotton Grammer with SEO Miami. Like some comic book character with the superpower to understand search engine algorithms and use them to maximize the exposure of his content and that of his clients, Kotton is highly skilled in the art of Search Engine Optimization (SEO). That simply means that he has a good feel for the way search engines work. People like Kotton understand the mechanical nature of the amazing feats computers perform every second. In other words, he knows a computer is not human and that it simply responds to a series of on and off commands (ones and zeros). Yet the key to making SEO content is to not forget about the human researcher feeding the algorithm its information. Successful SEO writing must hold the two in balance. On one side of the scale is the inner workings of search engines. The other side of the scale is understanding what’s best for the human trying to drive other human researchers toward their content.
As you can imagine, good SEO writing is priceless to large corporations, smaller companies, and to any person with a website or blog. But, as with anything in life with the potential to earn revenue, humans will try to manipulate the non-human machine to work in his or her favor. Whether or not that’s a good or bad thing is irrelevant. Machines, algorithms, software, search engines, etc. do not waste energy on right and wrong. They are merely tools. The humans creating the algorithms, however, have recognized the vulnerability of such tools to fall victim to manipulation. Good SEO writing these days, thanks to the complexity of algorithms, must be done in the midst of good content writing. These algorithms can detect by the combination of characters whether or not the website or blog is gibberish, clickbait, or other techniques. Chapter four of MOZ’s The Basics of Search Engine Design and Development says, “In the early days, search engines relied on keyword usage as a prime relevancy signal, regardless of how the keywords were actually used. Today, although search engines still can’t read and comprehend text as well as a human, the use of machine learning has allowed them to get closer to this ideal.”
So if your goal is to climb in the order of importance not just in your own mind but in the mind of search engines, then good Search Engine Optimization for your online content is a must. Learn it on your own. Or seek out good SEO writers to drive traffic towards your content.