Baking in SEO from the start

Search Engine Optimization (SEO) is the practice of writing content that aligns with search engine algorithms. The trick to it: Don’t write for search engines. Write for your users!

Text by Carl Debeer


Image: © da-kuk/

In 2019, BrightEdge reported that 68% of all trackable website traffic comes from organic and paid searches. Organic search alone, which is all the unpaid links on a Search Engine Results Page (SERP), makes up 53% of all traffic. If most of our customers come from a search engine, we cannot afford to write content that performs poorly in the results.

Why should I care about SEO?

Writing for SEO will not challenge your existing style guides. We are no longer stuffing websites with keywords hidden at the bottom of the page. SEO is now a mature, organized process for ensuring your content appears in the appropriate queries.

While the primary focus of SEO is getting content to rank higher in the SERP, it also means appearing in the correct searches. Acronyms, synonyms, legacy product names, rebrandings, mergers & acquisitions, and other speed bumps can trip up your customers and result in ...