Businesses that want to appear in the search engine ranking pages for competitive search words, have 3 audiences that they should be writing for.
1. Your reader: This one is always the most important and includes the peronas you identify as being part of your target market. Your content should always be well written and of interest to your readers.
2. Search Engines: If you hope to be found on the search engine results pages, you need to write content related to the products or services you want to be found for, and you need to include keywords – period. However, this does not mean that you need to stuff the keywords into the content, or that your content should sound unnatural. These articles should still be well written and of interest to your target readers.
3. The Linkeratti: This is a phrase that I first learned from Brian Dean at Backlinko, one that he attributed to Rand Fishkin of Moz – it refers to the people (often times, influencers) in your industry that link out to others.
Backlinks (links pointing at your website from another website) are still the currency of authority in the eyes of the search engines – they are hugely important to ranking well in competitive industries and for competitive search terms.
Google’s “story” is that if we write good content, others will find it and link to it, and our “good content” will rise to the top of the search engines. This is a nice story, one that can work for influencers or brands, but doesn’t work very well for small business blogs. Most have us have either experienced, or observed, the small business blogger regularly producing good content but gaining no or little traction.
The problem is, that outside of the technology or marketing industies, very few people practice linking out to content authored by other writers. Those few that do are the “linkeratti” for that industry. It is important that you not only create content that is “link worthy”, but that it gets in front of the right people – the linkeratti.
All of your articles should be well written and of interest to your readers, but not all articles will be targeted for SEO or the linkeratti. However, it is important to understand that those audiences are out there and should be addressed at least occasionally. How often will depend on your industry, goals, writing, and networking abilities.
Have you been reaching your 3 audiences? As always, your comments and questions are welcomed and appreciated.
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