{"id":8139,"date":"2022-06-15T12:10:28","date_gmt":"2022-06-15T09:10:28","guid":{"rendered":"https:\/\/www.evenzia.com\/?p=8139"},"modified":"2022-06-15T12:10:29","modified_gmt":"2022-06-15T09:10:29","slug":"humans-vs-robots-picking-the-best-audience-for-your-seo-content","status":"publish","type":"post","link":"https:\/\/www.evenzia.com\/fr\/humans-vs-robots-picking-the-best-audience-for-your-seo-content\/","title":{"rendered":"Humans vs. Robots: Picking the Best Audience for Your SEO Content"},"content":{"rendered":"\n

Google processes more than 8.5 billion searches<\/a> every day. That\u2019s more than 100,000 searches per second, thousands of which could lead a user to a purchase.<\/p>\n\n\n\n

It\u2019s no wonder, then, that 60% of marketers list SEO as their number one inbound marketing priority<\/a>.<\/p>\n\n\n\n

But generating organic traffic comes with challenges. Google has hundreds of billions of webpages in its index<\/a>, competing for the top spots on search result pages. Not to mention, when you\u2019re writing for search engines, you technically have two audiences: bots and humans.<\/p>\n\n\n\n

Let\u2019s look at how these audiences compare and see who you should be writing for.<\/p>\n\n\n\n

Writing content for SEO: who to write for<\/h2>\n\n\n\n
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Bots and humans are the chicken and the egg of search engine optimization. You need humans to make a sale, but you can\u2019t get the humans without the help of bots.<\/p>\n\n\n\n

The question is, which one comes first on your priority list? To answer that, let\u2019s define each of these audiences.<\/p>\n\n\n\n

Writing for humans<\/h3>\n\n\n\n

Human readers are the ones that can eventually make a purchase and become a customer. When making purchase decisions, humans need product details and pricing, but that type of information usually isn\u2019t enough.<\/p>\n\n\n\n

If you want to create content that resonates with a human audience, your content needs empathy, storytelling<\/a>, and emotional reasoning. Studies show that storytelling, in particular, releases oxytocin<\/a> in the brain, a hormone associated with positive feelings such as happiness and trust.<\/p>\n\n\n\n

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Storytelling also helps you structure your writing in a way that\u2019s easy for human readers to follow and understand. Ultimately, when you write for people, you want to have a clear message that connects with humans.<\/p>\n\n\n\n

Writing for robots<\/h3>\n\n\n\n

In this case, the robots we refer to are search engine crawlers or spiders. Unlike humans, web crawlers can\u2019t buy a product from you, no matter how great your marketing.<\/p>\n\n\n\n

But bots influence your position on Google\u2019s search engine results pages (SERPs), which impacts whether or not human readers will see your content.<\/p>\n\n\n\n

Search engine spiders respond to optimizations around indexing technical SEO<\/a>. In other words, you want to use your keywords and heading structure to make it easier for bots to figure out the context of your content.<\/p>\n\n\n\n

How to pick your audience<\/h2>\n\n\n\n

An analysis done by FirstPageSage<\/a> found that the top-ranking article on Google\u2019s SERPs receives an average CTR of 39.6%. And by the time you get to the 5th position, the average CTR drops to 5.1%.<\/p>\n\n\n\n

If your goal is organic traffic, you need the help of search bots to get more human eyes on your content. But you never want to sacrifice your human audience. After all, they\u2019re the only ones who can become your customers.<\/p>\n\n\n\n

So, the answer to our question of which audience to choose is: Both<\/strong>.<\/p>\n\n\n\n

This sounds like a bit of a cop-out, but the good news is they\u2019re not mutually exclusive.<\/p>\n\n\n\n

Google has continued to update its search algorithm<\/a> to better process natural language and measure performance metrics<\/a> that affect the user experience. These updates have made it easier to create an SEO content marketing strategy that works for both audiences.<\/p>\n\n\n\n

How to write SEO content for humans and robots<\/h2>\n\n\n\n

Writing SEO-optimized content that works for crawlers and people is all about balance. You need to understand which elements impact each target audience the most and include them without ruining the experience for the other group.<\/p>\n\n\n\n

Here are some steps to improve your SEO content strategy and drive more organic traffic.<\/p>\n\n\n\n

Word choice<\/h3>\n\n\n\n

Word choice matters most for your human readers, but there are some aspects that apply to search engine bots.<\/p>\n\n\n\n

For bots, you want to stay concise and make your content easier for Google to read and establish context. To do so, remove fluff terms, choose strong words over adjectives, and avoid long, multisyllabic words.<\/p>\n\n\n\n

Here are some examples of how you can tailor the word choice for Google bots.<\/p>\n\n\n\n