Content Marketing or what SEO, Google & the Matrix have in common: A white rabbit

Im Internet the contentMarketing: Headlines for Googleability, texts with bullet points, tables and conclusion. What should an SEO-ready text look like? And is that still creative at all?

Creativity under Google's rule?

Christian Brecht is a screenwriter. What also distinguishes him are his editorial skills, which he shows parallel to the screenplay, simply as an author. In times of Google rule, the creativity of screenwriters often do not conform to the requirements for a successful ranking. Or? I was curious and met up with Christian. It is not uncommon for authors from different areas to let off steam editorially and produce high-quality texts.

I wanted to know exactly how this works and asked him to give me an opinion on modern copywriting, taking into account the SEO guidelines. How do editors and publishers react to creative people like Christian Brecht and why do we meet scriptwriters more and more often behind the desk Companys at? Does this fit with SEO? The answer was surprising and promptly followed in the form of a column on the SEO mystery among the vigilant Eyes of the Google giant.

Are not we all a bit of Google?

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7:30 a.m. Jefferson Airplanes “White Rabbit” sounds from the smartphone and is supposed to guide me gently into the day. But he hasn't been doing it since I set the song as an alarm and have to hear it every morning. I should try the hard version: “Wake Up” by Rage Against The Machine. Machine. Good cue.

Without further ado or coffee, I pull up my gate to the digital universe. My electronic flaming sword. Unbelievers refer to it succinctly as laptop or distressebook. My editor-in-chief, Mr. Schmidt, demands an SEO text on the subject of “cheap kitchens” by 11 am (“point eleven hundred”, as he likes to say). The text should

• informative and entertain the reader.
• Unique Content.
• Best to include a table.
• High-gloss kitchen pictures.
• And, of course, points of interest.

Mr. Schmidt loves his points. I think he breeds small spots in his garden. That the text should link to the landing page of the co-operation partner - in this case a mysterious kitchen manufacturers' association - goes without saying. Above all, the text of a: And thus no creepers are meant.

Brave “new” SEO world

I sit back and stare out the window. The cheap kitchens are far away. How did I get here? Who am I, and if so, how many? What am I even doing here? In the early days of my SEO existence, I would have written sentences like "Here are cheap kitchens" instead of "Here are cheap kitchens", just because the main keyword "kitchens cheap" should have been included in exactly this way. Times in which the style of Onlineeditors adapted to the then underdeveloped capabilities of Googlebots. Times when a Jan Böhmermann would have shot a satirical music video about such speech disabilities.

Those days are over. The Future is now! Googlebots, Google's in-house web crawlers, have gotten smarter. These intellectual spiders, little robotic spiders with horn-rimmed glasses, rigorously punish senseless masses of text and keyword stuffing and ban Internet bugs to the furthest corners of Google's spider web. It's all about good content now. A “good” SEO text? Simply a good text that captivates the user and offers him added value. The classic SEO text, that malformed hybrid of “content” and “things merchandise”, is dead. Brave new SEO Welt.

Deep in the rabbit

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But something is wrong. Irritates me. The thought comes slowly but powerfully. Cold beads of sweat on my forehead. My heartbeat like barrage. Suddenly the scales fall from my eyes: everything is one lie.

As I stare apathetically at the desktop, all of the parallels become apparent. The name of my boss, Schmidt. Like Smith - Agent Smith. The blue pill at the weekend in the club. Sundar Pichai, Google CEO. Or should I say “the architect”? The Googlebots like guards, crawling through the net and under the skin, with long metallic tentacles. White Rabbit. Alice in the rabbit hole. The world behind the world. I recognize the shocking truth: I am a slave to my own texts. I'm trapped in the Google Matrix.

Caught in the Matrix?

The next thought is no less troubling: if I am in the Matrix and have just been awakened, what do I do now? How do I free myself? I remember the blogger rebel Moritz Pheuser, who is notorious for not adhering to SEO guidelines and still ranking. Is the? Or is he already part of the conspiracy? But wait a minute: MORitz PHEUSer. MORPHEUS! It's not a coincidence. I have to find him, go deeper down the rabbit hole. And me will clear: I'm Neo! OK, I don't look like Keanu Reeves and I don't know kung fu. But otherwise definitely. That means Revolution. Finally the red pill. Freedom! I have to penetrate into the Zion of this digital world.

...can be just as superfluous as other specifications. I found Moritz Pheuser. Or rather: He found me. He introduces me to the Art of anti-SEO. I question the ever-evolving commandments of the Google god in his ivory tower of ones and zeros, which become more accurate but not better over time. Better for who or what anyway? Better for Google itself. Better for what Google defines as good text. For Google's idea of ​​what the reader thinks is good. But not necessarily better for the reader. The tendrils have become an end in themselves, a sacred cow that is hollow on the inside.

What is the best headline?

What if the best possible headline doesn't contain the main keyword? What if a sentence is nested and contains more than just core information, if only for a change? What if I have one Article write about spelling and write the word “spelling mistake” intentionally “spelling mistake” because it might be funny and therefore good content? Understand crawlers Fun? Can Googlebots irony? Or is it not the case that this little gag catapults me down in the Google ranking? That I'm going down the digital sewer because of a little mistake that wasn't even a mistake?

Morpheus-Moritz explains me the latest confusion tactics of machine rule: WDF * IDF. The formula! At WDF I spontaneously think of “What Da Fuck”. However, it is about determining the keyword density. To logarithms. The relative weighting of a word within a document and its ability to explain the content of the document.

Green letter rain

I only see a rain of green letters. No longer the text for the words. Even if formulas like this work if they rank: good texts based on mathematical formulas? Have the machines never seen “The Club of the Dead Poets” or did they not understand him?

I practice lyrical kung fu. I free my mind, my fingers and the keyboard at the same time. I no longer stick to minimum numbers like “200-300 words”. If 150 damn good words are enough, then they are enough. If the content requires 5.000 words, then I'll write it. If I have a disjointed NOSCE TE IMPSUM! (Know yourself!) Want to incorporate into my lyrics, then I'll do it. I know myself. I recognize that guidelines of any nature will always limit true creativity. That tendrils an aimless one Objective is. That content cannot be “good” beyond a certain level if people tell you beforehand how it should look like “good”.

No conclusion

7: 44 Clock. An SEO text needs a conclusion. But here there is no conclusion, because it is also no SEO text. This is nothing more so right. Just a spark of hope that will fuel the fire of the text revolution.

I free my mind, always in search of clarity and common sense. I need to decouple. Turn away from the Google Matrix to master it. I start my text about cheap kitchens. I don't do keyword analysis. I simply write intuitively in such a way that I would like to read something about cheap kitchens myself. No, I'm not NEO. I am SEO

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