SEO Writing: Putting People First

In this day and age, content writing or copywriting without bearing SEO, or search engine optimisation, in mind is like putting together an elaborate play and forgetting to sell the tickets. Without SEO the audience will be sparse. At least online. But I’ve noticed that the interest of the reader starts to wither when SEO becomes the primary focus of the content development process.

But… keywords are king!

In a way, yes, they are. A headline with keywords, or a cleverly crafted string of keywords (that scores precious backlinks), might generate traffic to one’s website and draw your reader in. And granted, according to Forbes, only 59% of readers read beyond the headline. So, the power of attention-grabbing search engine optimized headlines is undeniable. However, writing primarily with SEO and not the end-user in mind can sometimes lead to some very baffling content that stops the reader in their tracks. Particularly in the development sector. Let me explain why.

Off the bat, let me repeat that these observations are for the development sector – for organisations working on goals like empowering people, protecting the planet and other similar missions.

Audiences differ

After working in the sector for over a decade and performing many surveys and analyses on the content consumption in the sector, I’ve learned two key things about the sector’s readers/audience.

Firstly, the intention with which a person will click on your headline is very different from the motivation behind them clicking on a headline saying, for e.g. ‘three places on everyone’s bucket list’. Their motivation is often a genuine desire to learn or make a change for the betterment of themselves or others.

Secondly, people who would click on your headline are often keen to engage (positively) in some way or another. Whether it is to re-tweet the article, donate, or leave a comment. If the content is hollow and mechanical, they may not return. No matter how many riveting keywords the next headline might have.

Click and stay

Of course, there are a few who merely respond to the clickbait in the headline. But, in my experience, a majority of the people who do click on content pertaining to topics like protecting human rights or the environment are genuinely interested in knowing more. With the growing urgency surrounding climate change, this number is increasing – fast.

I find it vital to keep these readers/end-users engaged with accurate and informative content – it doesn’t just stop at the keywords. I use all the tools at my disposal even SEO to draw them in, and keep them interested, so organisations like yours can share their whole story. Because what’s the point of selling the tickets to a play when no-one stays to watch the whole show?

—-

“Readers are not sheep and not every pen tempts them”

–  Lectures on Literature by Vladimir Nabokov

Storytelling to Ease Eco-Anxiety and Inspire Action

A couple of months ago the Guardian, Britain’s leading newspaper, announced that they would be changing the language around climate change. Instead of referring to the crisis as ‘climate change’ or ‘global warming’. They would be referring to it as a crisis, emergency or global heating. Which more accurately describes the plight of the planet.

For years it has been organisations in the development sector that have tried to sound the alarm that a crisis is upon us. And now, almost decades later, as people are listening, has the role of the non-profit sector changed?

What should we be saying now that the leading newspapers and international organisations agree that ‘yes we are indeed in the midst of a crisis’?

I’d venture, that non-profit and development organisations now need to pave the road to recovery. It is a tall ask. Yes.

The fight against eco-anxiety

But, it is one the sector has been preparing for. Most organisations have archives and archives of solutions for reforestation, cleaning up the oceans, reducing greenhouse gases, renewable energy and more. I know, because I’ve spent hours wading through them.

Now, it’s extremely vital to dig into these archives and share your lessons learned. The type of content that you share now is crucial. Shocking the audience into dealing with the problem without providing solutions that can empower people just increases already high levels of eco-anxiety and causes people, you’d like to get on board, to shut down.

Harbingers of hope

So, let’s share solutions, solutions and more solutions. Let’s share impact stories of small ventures that have worked wonders in places that were forgotten, dry and arid wastelands. Let’s share stories of how fishing initiatives actually helped saved depleted mangroves. Or how an agriculture project generated jobs and income.

Through your website, articles and social media your non-profit can share its know-how and become a harbinger of hope in a time when it’s sorely needed.

——–

Though nothing can bring back the hour
Of splendor in the grass, of glory in the flower;
We will grieve not, rather find
Strength in what remains behind;
In the primal sympathy
Which having been must ever be…”


– Ode on Intimations of Immortality from Recollections of Early Childhood by William Wordsworth