Copywriters and SEO specialists often need to place themselves in the minds of users to try and understand the context and intent behind certain keywords or phrases.
Algorithms can change on a whim, and whilst this can be a bit frustrating – it actually makes SEO invigorating. Think of it like this:
SEO is a really intense guessing game. Mixed with tried and true tactics, of course.
There are no rules here. Writing is personal. It can be factual, creative, impulsive, direct, spontaneous, thought-out, rhyming or written without reason. You don’t have to follow a specific pattern.
I’m not saying that you should change your brand voice on every platform – but perhaps consider changing your tone. If you have an older audience full of decision-makers on platforms like Facebook or LinkedIn, speak to them in a way that would resonate rather than the way you might speak to a younger audience that resides primarily on platforms like Instagram or Twitter.
Those small businesses that used to love the idea of search engine optimisation are now slowly pulling away. Business owners and shops are leaning more toward growing their social media presence than optimising their websites – and honestly, I’m not surprised in the slightest.