Are You Writing for Humans or Search Engines?

When building law firm websites, the content on the website is crucial. It not only informs potential clients about your services but also plays a significant role in your search engine rankings. However, there’s a common dilemma: should you be writing law firm content for humans or for search engines? This article will explore the differences and provide guidance on how to craft content that appeals to both.

Writing for Search Engines

When content is written primarily for search engines, the main focus is on keywords and search engine optimization (SEO) tactics. Here’s what this might look like:

Example: Writing for Search Engines

In this example, the phrase “personal injury lawyer in New York” is repeated excessively, yet there are several attorney websites that employ this strategy. This approach is known as keyword stuffing and was once a common tactic to game the system. However, search engines like Google have evolved and can now detect such manipulative practices. Here are some characteristics of content written primarily for search engines:

1. Keyword Stuffing: Overuse of keywords in an attempt to rank higher in search results.
2. Generic Content: Content lacks depth and fails to address the reader’s needs or questions.
3. Poor Readability: Sentences are awkward or forced, making the content difficult to read and understand.

Writing for Humans

On the other hand, writing for humans focuses on providing value to the reader. It’s about addressing their needs, answering their questions, and offering insightful information in a clear and engaging manner. Here’s how this might look:

Example: Writing for Humans

This example is clear, engaging, and addresses the reader’s needs without overloading on keywords. Characteristics of content written for humans include:

1. Engaging and Valuable: Provides useful information that helps the reader understand their situation and options.
2. Natural Use of Keywords: Keywords are used naturally within the context of the content.
3. Readability: Content is easy to read and flows naturally, making it more likely that visitors will stay on your site and absorb the information.

Why Writing for Humans is Better for SEO

While it might seem counterintuitive, writing for humans can actually improve your SEO. Here’s why:

1. User Engagement: High-quality content that engages readers can lead to longer time spent on your site, lower bounce rates, and more shares on social media—all positive signals to search engines.
2. Authority and Trust: Providing valuable information builds your authority and trustworthiness, leading to more backlinks from other websites.
3. SEO Best Practices: Search engines favor websites that provide a good user experience. This includes clear, valuable content, fast load times, and mobile-friendly design.

How to Write for Humans (and still rank well in search)

1. Focus on Your Audience: Understand who your audience is and what they need. Tailor your content to address their specific questions and concerns.
2. Use Keywords Naturally: Incorporate relevant keywords, but do so in a way that flows naturally within the content.
3. Provide Value: Offer actionable insights, practical advice, and thorough explanations. Make sure your content answers the reader’s questions and provides clear next steps.
4. Engaging Format: Use headings, subheadings, bullet points, and images to break up the text and make it more readable. Engaging formats keep readers interested and encourage them to spend more time on your site.
5. Tell a Story: Whenever possible, use storytelling to make your content more relatable and memorable. For example, include case studies or client testimonials to illustrate your points.
6. Call to Action: End your content with a clear call to action, encouraging readers to contact you, schedule a consultation, or learn more about your services.

Balancing the needs of search engines and human readers is essential for effective content development. By focusing on creating valuable, engaging content that addresses the needs of your audience, you can improve your SEO and connect more effectively with potential clients. Remember, the ultimate goal is to provide a positive user experience that builds trust and encourages action.

For more tips on crafting compelling content and improving your law firm’s online presence, contact Potenture Media Group for a free 30 minute consultation.