{"id":70224,"date":"2015-07-29T14:41:08","date_gmt":"2015-07-29T14:41:08","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/your-audience-v-google-who-are-you-writing-for\/"},"modified":"2025-03-07T15:44:59","modified_gmt":"2025-03-07T15:44:59","slug":"your-audience-v-google-who-are-you-writing-for","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/your-audience-v-google-who-are-you-writing-for\/","title":{"rendered":"Your audience v. Google: who are you writing for?"},"content":{"rendered":"

Billions of searches happen every day on its platform, and with over 65% share of the search market, Google demands your attention. But with every update to the Google algorithm taking it in a direction to a more human frame of mind, should we rethink our priorities when it comes to search optimisation?
\nWait, what is SEO?<\/strong>
\nSearch Engine Optimisation, or SEO, is the practice of improving the position that your website appears in the \u2018organic\u2019 results from search engine giants like Google, and is one of the most important aspects of online marketing strategy. To give you an idea of just how important \u2013 let\u2019s talk about rankings. The number one ranking page in Google gets 33% of search traffic, and a number one ranking on that page will guarantee you the lion\u2019s share of visitor clicks. That\u2019s a lot of traffic to your website, and traffic equals views, followers and sales.  This is why businesses big and small, old and new, are all scrambling to optimise their search rankings.
\nThe dirty battle for rankings<\/strong>
\nWith palpable and measurable benefits to web marketing, you can see why companies will do pretty much anything to serve the colossal search beasts, even giving in to sneaky tactics in an attempt to cheat their way to the top. Typical dodgy behaviour involves keyword stuffing \u2013 the repetitive use of keywords so that they unnaturally appear word after word\u2026after word. Word! Other trickery includes doorway pages – text that matches the page\u2019s background colour so that the human eye can\u2019t catch it, but search engines can still index it, and keywords intentionally used incorrectly or even misspelled just to rank in other searches. Hidden text, meta-tag and content stuffing, mediocre and useless content \u2013 it\u2019s all bad, and even if it works temporarily, it won\u2019t work for long.
\nThe Google robot is smarter than you think<\/strong>
\nThe perpetual evolution to Google\u2019s method for delivering search results has shown us that the robots (Google\u2019s algorithms) are getting smarter at figuring out the intent and context of our queries and what we\u2019re writing and marketing. Google is starting to listen, think and act like a human with a goal in order to provide you with more relevant results. Things like instant answers and knowledge graphs, personalisation and history, ranking signals and Google Now are proof that Google is one step ahead of you. Spammers and scammers known to harbour malware or use misleading methods will be devalued and, in some cases, even penalised.
\nThe Google robots are evolving to become your complete human audience. The greatest SEO strategies are multifaceted and complex, and while you may feel like you\u2019re writing for and fighting for both armies, it\u2019s important to remember that Google\u2019s goal is to serve your audience. And to do that, they need to be your audience.
\nLoyal audiences first, SEO second<\/strong>
\nInstead of focusing on how to think like Google by becoming an algorithm hawk probing into every change for the latest trick, concentrate instead on giving your customers what they want: interesting, compelling, authentic content shared through various social networks. This is the failsafe way to create loyal audiences. And with loyal audiences, the approach to SEO is easy, because once you\u2019ve earned them you can use their amplification to help you perform better in search.
\nProducing unexceptional or pointless content isn\u2019t enough for Google, so if you\u2019re finding it challenging to put out great material on a regular basis, talk to someone who can produce unique and memorable content for you. Like us! The statistics show that investment in such a partnership will return to you in the form of new customers. And as long as you\u2019re focusing on quality content instead of quantity and giving your audiences what they want, you\u2019ll inadvertently be giving Google what it wants. Robots are human these days after all!
\n <\/p>\n","protected":false},"excerpt":{"rendered":"

Billions of searches happen every day on its platform, and with over 65% share of the search market, Google demands your attention. But with every update to the Google algorithm taking it in a direction to a more human frame of mind, should we rethink our priorities when it comes to search optimisation? Wait, what […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,448,310],"tags":[],"class_list":["post-70224","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-digital-copywriting-us","category-seo-copywriting-us"],"acf":[],"yoast_head":"\nYour Audience vs. Google: Who Are You Writing For? - Stratton Craig<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/your-audience-v-google-who-are-you-writing-for\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Your Audience vs. Google: Who Are You Writing For? - Stratton Craig\" \/>\n<meta property=\"og:description\" content=\"Billions of searches happen every day on its platform, and with over 65% share of the search market, Google demands your attention. 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