This blog post is published by Markus Engel, Communication Consultants
You´ve heard of SEO? Of course, you have. Search engine optimization has been around for a while. Optimizing your website, to increase its online visibility in a web search engine’s unpaid results, has had an effect on the way we are creating online content today. Keyword stuffing, meta tags and WDF*IDF bring a technical side to writing a story. In the good old offline times editors had learned and internalized an essential writing principle: mind your reader. Does that still apply in times of SEO? Discoverabilityen the reader is not necessarily a human being but a search engine’s crawler? The clear answer is: YES! Does that mean that a search engine optimized text is unattractive, difficult to read and comes just as a boring collection of keywords? Our clear answer is: NO! Search engines evolved from being mainly syntax or keyword based to recognizing meaning and context of text-based content for a semantic search. Taking all the context information into account, search engines are creating a better user experience since they deliver relevant search results. At the end of the day, Google and other search engines would rather wish that readers experience well-written content while searching for input. So, that’s where we come back to what was essential in the past offline-days and what is still or even more important today: mind your reader!