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The two aren't mutually exclusive.</span> <span itemprop="copyrightHolder" class="lead-asset-copyright"> <span class="lead-asset-copyright-label">Credit:</span> Peshkova </span> </figcaption> </figure> </div> </div> </div> </div> </header> <meta itemprop="datePublished" content="2019-04-10T12:56+0100"/> <footer class="article-author"> <div class="article-author__primary"> <div class="article-author__meta"> <div class="byline "> </div> <span class="article-date component "> <span class="component-content"> <time itemprop="datePublished" datetime="2019-04-10T12:56+0100" class="article-date-published">10 April 2019 • 12:56pm</time> </span> </span> </div> <button class="follow-button" data-js="follow-button" hidden> <span class="follow-button__text" data-js="follow-button-text" data-options="{ "text": { "follow": "Follow", "close": "Close" } }">Follow</span> <svg class="follow-button__icon nav-direction-down-icon" xmlns="http://www.w3.org/2000/svg" width="32px" height="32px" viewbox="0 0 1792 1792"> <g> <polygon points="896,896 56,448 0,504 896,1400 1792,504 1736,448"/> </g> </svg> </button> </div> <aside class="follow-list " data-test="follow-list" data-js="follow-list" hidden> <div class="error error--follow" hidden> <div class="error__message" data-error-message="Sorry, that didn't work quite as expected. Please try again."></div> </div> <section class="follow-list__section follow-list__section--topics"> <h3 class="follow-list__heading">Follow the topics within this article</h3> <ul class="follow-list__list"> <li class="follow-list__item"> <a href="/web/20190411033331/https://www.telegraph.co.uk/google/" class="follow-list__link" data-js="follow-tag" data-options="{ "type": "topics", "id": "topics:organisations/google", "label": "Google" }"> <svg class="follow-list__icon" xmlns="http://www.w3.org/2000/svg" viewbox="0 0 16 16"> <path d="M9,9v3H7V9H4V7H7V4H9V7h3V9Z"/> <path d="M15,1V15H1V1H15m1-1H0V16H16V0Z"/> </svg> <span class="follow-list__text" data-js="follow-text">Google</span> </a> </li> </ul> </section> </aside> </footer> <article itemprop="articleBody" data-insert-mobile-adslot> <div class="articleBodyText section"> <div class="article-body-text component "> <div class="component-content"> </div> </div> </div> <div class="inlineContent version-1 section"> <div class="inline-content component version-1"> <div class="component-content"> <div class="htmlEmbed section"><div class="html-embed component "> <div class="component-content"> <h2>When thinking about a search-led content strategy, it can be tricky to write beautiful, user-friendly content – but this doesn’t have to be the case.</h2> </div> </div> </div> <p><span class="m_first-letter m_first-letter--flagged">T</span>here has been some debate recently, in various corners of the internet, about whether ‘writing content for search engine optimisation (SEO)’ detracts from its potential. How do we reconcile the need to drive traffic with the desire to write good content?</p> <p>The first thing to address is what constitutes ‘good’ content. As far as Google is concerned – and SEOs must pay attention to this – the main factor has to be whether it serves the <a href="https://web.archive.org/web/20190411033331/https://www.telegraph.co.uk/branded-content/marketing-guides/what-is-search-intent/" target="_blank">searcher’s purpose</a>. If they do not find what they are looking for and bounce from the site, it is clearly not matching with their intent – and, for that searcher at least, this is not ‘good’ content. To say nothing of the fact that this is likely (despite Google’s denial) to impact a site’s ranking in Google’s search engine results pages (SERPs).</p> <h3>What makes ‘good’ content in Google’s eyes</h3> <p>The clearest indication of what Google wants from content producers came when it publicly released its <a href="https://web.archive.org/web/20190411033331/https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf" target="_blank" rel="nofollow">Search Quality Evaluator Guidelines</a> in 2015. These lay out in clear fashion, what it considers to make ‘good’ content. Top of the list is purpose, as we anticipated, and it is highly relevant to us, particularly in the current climate of doubt, intrigue and fake news. The next guidelines relate to expertise, authoritativeness and trustworthiness; all things that a publisher such as The Telegraph can demonstrate in spades and use to our advantage to better serve our readers.</p> <p>Google’s next clearest instruction for content suggests it includes ‘information about who is responsible for the main content’, which is a tech-y way of saying: who wrote it matters. For us, this can be translated into the influence of our key journalists, individuals that have a high profile or are experts in their area. Again, something we have bucket loads of, and are constantly improving on.</p> <div class="articleBodyImage section"> <div class="article-body-image component " itemscope itemtype="https://schema.org/ImageObject" data-frz-ancestor> <div class="component-content"> <figure> <span class="article-body-image-image-container"> <div class="lazy-image article-body-image-image " style="padding-top:62.55%;" data-js="LazyImage" data-class="lazy-image__img" data-src="/web/20190411033331oe_/https://www.telegraph.co.uk/content/dam/spark/Images/writing-for-google-body-image.jpg?imwidth=480" data-srcset="/content/dam/spark/Images/writing-for-google-body-image.jpg?imwidth=480 480w,/content/dam/spark/Images/writing-for-google-body-image.jpg?imwidth=960 960w,/content/dam/spark/Images/writing-for-google-body-image.jpg?imwidth=580 580w,/content/dam/spark/Images/writing-for-google-body-image.jpg?imwidth=1160 1160w,/content/dam/spark/Images/writing-for-google-body-image.jpg?imwidth=620 620w,/content/dam/spark/Images/writing-for-google-body-image.jpg?imwidth=1240 1240w" data-sizes="100vw,(min-width: 480px) 480px,(min-width: 730px) 580px,(min-width: 1008px) 620px" data-alt="Woman writing on a laptop"> <noscript> <img class="responsive lazy-image__img article-body-image-image" src="/web/20190411033331im_/https://www.telegraph.co.uk/content/dam/spark/Images/writing-for-google-body-image.jpg?imwidth=480" alt="Woman writing on a laptop"> </noscript> </div> </span> <figcaption> <span itemprop="caption" class="article-body-image-caption">Google may set out clear guidelines for what it thinks is 'good' content, but are they compatible with human interests or just designed for robots?</span> <span itemprop="copyrightHolder" class="article-body-image-copyright"> <span class="article-body-image-copyright-label">Credit:</span> bartekszewczyk.com/Westend61 </span> </figcaption> </figure> </div> </div> </div> <p>Combining these elements of purpose, trustworthiness and picking the right author while also ensuring content is engaging is, needless to say, not easy. But there is, as far as Google is concerned, a simple way to think about it: are we writing content that answers the searcher’s query, and if not what can we do to match up with that?</p> <h3>What can’t Google’s bots understand and does it matter?</h3> <p>While we know what makes ‘good’ content that <a href="https://web.archive.org/web/20190411033331/https://www.telegraph.co.uk/branded-content/marketing-guides/how-does-google-work/" target="_blank">Google’s bots</a> can understand and that serves the user’s intent, is this actually something that people would enjoy reading?</p> <p>Enjoyment is subjective and although machine learning, neural networks and artificial intelligence are sometimes staggeringly good at mimicking human behaviour, what they cannot do with any level of sophistication is understand human emotion and subjectivity.</p> <p>Fundamentally, it should be possible for a good writer to combine the need to target search terms and the desire to write high quality content. While there may be instances where one has to be disregarded in favour of the other, quality content should speak for itself and Google is getting closer and closer to not really need any of the less subtle SEO-led pointers to recognise quality when it crawls it. Does that mean that there is a space where human enjoyment is incompatible with what Google defines as ‘good’ content? Yes, but there is a good case to say that the space is getting smaller and smaller.</p> <p>As SEOs, this begs the question then: what does the future hold for us? Will Google get to the point where we are redundant? It seems a long way off, and with the ever-changing shape of search, unlikely, but, as SEO god Rand Fishkin discussed in his keynote speech at BrightonSEO 2018, <a href="https://web.archive.org/web/20190411033331/https://www.deepcrawl.com/blog/events/brightonseo-september-2018-keynote-recap-rand-fishkin/" target="_blank" rel="nofollow">the deal has changed</a> and realistically we cannot expect Google to make things easier for us. So, stay on top of industry best practices, ensure your content is top notch and keep an eye out for what’s new...</p> <div class="htmlEmbed section"><div class="html-embed component "> <div class="component-content"> <aside id="811aa8b1-1569-4f53-945b-3f06165c9da2" data-data-uri="https://particle-api.eip.telegraph.co.uk/particles/811aa8b1-1569-4f53-945b-3f06165c9da2" data-html-uri="https://cf-particle-html.eip.telegraph.co.uk/811aa8b1-1569-4f53-945b-3f06165c9da2.html" class="tmg-particle breakout-box" data-reg-required="false" data-reg-redirect="" data-sub-required="false" data-sub-redirect="" data-widget-type="breakout-box" data-widget-title="Tips for writing user and SEO friendly content" data-widget-size="responsive" data-widget-static="false" data-expandable="true" data-embeddable="true"><a title="Tips for writing user and SEO friendly content" 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