After writing SEO content for several years, it has come to my attention that many freelance writers are unaware of the two basic types of blog readers.
The vast majority of blog articles, probably close to 98%, are written to achieve better website rankings. Google is smart enough to know this by now. There are incentives for writing for both of these types of readers simultaneously. I introduce you to the “Lizard” and the “Librarian.”
What Are the Reader Types?
The Lizard is a reader who responds to visual stimuli on the page. Mainly images, graphics, white space, and videos. To keep the lizard engaged you need to use the following techniques:
- Short sentences
- Adequate spacing between paragraphs
- Titillation (not only sexual images but provocation is useful too)
On the other hand, engaging the librarian has long term benefits that the lizard never really achieves. The truth of the matter is, the lizard brings in the traffic much easier, while the librarian is more likely to actually READ your content.
Create SEO Content for the Lizard
- Images that are engaging but suitable for the target audience.
- Titles which speak to the reader’s emotions are important
- Layouts which are both mobile-friendly and informative
Create SEO Content for the Librarian
- Do not exaggerate claims
- Use easily sourceable data
- Create new data points and show your work clearly
After many years of optimizing website content in various niches, it is fairly obvious that google takes its lead from user behavior within the chrome browser. Some layouts are more conducive to higher quality user experiences, while some content formats such as question and answer using short sentences with relevant data points, brings in users in other niches.
Some examples of niches that work for each type of reader.
|The Lizard||The Librarian|
|Ecommerce sites||Sport Fan sites|
|Fashion Blogs||Tech Review Sites|
|Lead Gen sites||Medical Advice|
The million-dollar question: How does Google crawl your site? As a librarian or a lizard?
Write for the librarian and present the layout for the lizard
This one-two punch of engaging both types of readers will ensure you create content that ranks well and ages well (evergreen content).
There are certain standards of quality no matter who you are targeting. If you are optimizing a business website in a time of the shut in economy about delivery services, you cannot outsource product reviews. As the owner of a website, you need to be the authority on the topic. If you are not able to write clearly on your chosen niche, make certain there is someone available who can represent your voice authentically. If not, neither the lizard nor the librarian will be able to accept your content.
Path to Failure in SEO Content
There is a clear path to failure in SEO, create useless content. Appeasing the reader is a sure-fire way to make the Google bot pay attention.
Depending on your niche, you’ll need more or less of each type of writing. For EAT type niches, you’ll need more Librarian content. However, if you are writing meme worthy-content, focusing more on the lizard’s needs would be preferred.
Being a writer for SEO content can sometimes feel robotic and pointless if you are a true writer, but there is a need for this type and it should not be ignored.