Talking to clients about SEO can be a tricky topic. SEO has become a bad word and many companies feel burned by SEO companies. Feelings of not getting what they wanted… results. But what should be expected? How is SEO, or what I often call, “writing for robots” correctly discussed with a client. It’s our desire to help them know and understand the value of it and show where and how it can be built into the content of their website design.
Let’s look at this through a couple cheesy 🧀 conversations and think this out.
You: Hi there. How are you today? I’m really excited to discuss a strategy to boost your blog’s visibility and engagement.
Client: Sounds great! What do you have in mind?
You: Well, let’s talk about optimizing your content. You see, search engines are like robots scanning through websites to understand and categorize content. So, we want to make sure we’re writing for these robots as well as for your human readers.
Client: Wait, what do you mean by ‘writing for robots‘?
You: Well, it’s just another way of saying optimizing your website. It’s the process of making sure your website is set up in a way that makes it easy for search engines like Google to understand and rank your content. That means things like using keywords strategically, optimizing images and videos and linking between different pages on your site.
Client: Interesting. How do we do that and make sure we’re writing for robots?
You: A great way to start is planning your content effectively. We want to create content that not only resonates with your audience, but also aligns with what search engines are looking for. This involves understanding your target keywords and topics that have good search volume and relevance to your audience.
Client: That makes sense. What else can we do?
You: Website optimization is crucial. We need to ensure your website is structured in a way that makes it easy for both local users, national users and search engines to navigate. This includes things like improving site speed, mobile responsiveness, and organizing your content logically.
Client: Got it. Anything specific with the content itself?
You: Absolutely. Beyond just the text, we want to optimize every aspect of your content. This means optimizing images with descriptive alt text and file names, and crafting compelling meta descriptions that entice users to click through from search engine results.
Client: I see. And what about linking?
You: Internal linking is a powerful strategy. It not only helps users navigate your site, but also helps search engines discover and index your content more effectively. By strategically interlinking your blog posts, we can improve the overall authority and visibility of your website.
Client: This all sounds really important. But why haven’t we done this before?
You: Well, sometimes these strategies get a bad rap because of less-than-ideal experiences with SEO companies. But think of it as writing for robots – it’s about making sure your content is easily understood and appreciated by search engines, ultimately helping more people discover and engage with your blog.
Client: That actually makes a lot of sense. How do we get started?
You: Great! I’ll put together a comprehensive plan to implement these strategies and optimize your content for both robots and humans alike.
Part 2
What are the main topics to discuss with a client that has mentioned the word SEO?
Here’s how to weave in key SEO strategies into a website design conversation without mentioning the dreaded “S” word:
You (Content Strategist):
“Hello! I’m thrilled to discuss our content strategy moving forward. Today, we’ll delve into the fascinating realm of ‘Writing for Robots.’ It’s all about optimizing our content to ensure it reaches the right audience and performs exceptionally well. Let’s break it down.”
- Content Planning: Crafting Purposeful Narratives: “First off, let’s talk about content planning. Our goal here is to create purposeful narratives that resonate with our human readers. We want to tell stories that evoke emotions, build trust, and keep our audience engaged. Think of it as painting a vivid picture for our readers—a canvas that not only informs but also captivates.”
Benefits:- Engagement: Engaging content keeps visitors on our site longer, reducing bounce rates.
- Brand Authority: Well-planned content establishes us as an authority in our niche.
- User Satisfaction: Satisfied readers are more likely to return and share our content.
- Website Optimizations: The Art of Balancing Human and Bot Needs: “Now, let’s dive into website optimizations. Imagine our site as a bustling marketplace. We want it to be welcoming for both humans and search engine bots. Here’s how we strike that balance.”
Benefits:- User Experience (UX): Optimized sites load faster, have clear navigation, and provide a seamless experience.
- Search Rankings: Bots love well-structured sites—they crawl efficiently and reward us with better rankings.
- Conversion Rates: A user-friendly site encourages conversions—whether it’s signing up for newsletters or making purchases.
- Internal Link Building: Connecting the Dots: “Now, let’s discuss internal link building. Think of it as creating a web of interconnected paths within our content. These links guide readers to related articles, enhancing their journey.”
Benefits:- SEO Juice: Internal links distribute SEO value across our site, boosting rankings.
- User Exploration: Readers discover more relevant content, increasing their time on site.
- Reduced Bounce Rate: Well-placed internal links keep visitors engaged.
- Image and Meta Optimization: Dressing Up for Success: “Our images and meta elements deserve some attention too. When we optimize them, we’re essentially dressing up our content for success.”
Benefits:- Image SEO: Optimized images load faster, improve UX, and contribute to better rankings.
- Meta Tags: Well-crafted meta titles and descriptions entice clicks from search results.
- First Impressions: A visually appealing snippet encourages users to explore further.
- The Power of ‘Writing for Robots’: “So, why all this effort? Because ‘Writing for Robots’ isn’t just about algorithms—it’s about reaching real people. When we nail our SEO strategies, we’re ensuring that our content gets seen by the right audience. It’s like having a friendly robot guide who directs visitors to our doorstep.”
Benefits:- Visibility: Appearing on search engine results pages (SERPs) means more eyes on our content.
- Organic Traffic: High rankings lead to organic traffic, which can convert into loyal readers or customers.
- Long-Term Impact: Solid SEO practices pay off over time, creating a sustainable content ecosystem.
Client:
“Wow, this ‘Writing for Robots’ approach sounds intriguing! Let’s dive in and make our content shine. Thank you for demystifying SEO without the baggage!”
Remember, by framing it as “Writing for Robots,” we’re making SEO approachable and positive.
Happy content crafting!
