Creativity under Google's rule?
Christian Brecht is a screenwriter. What distinguishes him is his editorial skills, which he presents parallel to the screenplay, just as an author. In times of Google's rule, the creativity of screenplay authors often does not meet the requirements for a successful ranking. Or? I was curious and met with Christian. It is not uncommon for writers of different disciplines to be able to write their own editorial texts and produce high-quality texts.
How exactly is that, I wanted to know from him and asked him to give me an opinion on the modern texts, taking into account the SEO guidelines. How do editors and publishers react to creatives like Christian Brecht and why do we screenwriters more and more often find themselves behind the desktop of this one? Company on? Does it fit with SEO? The answer was surprising and promptly followed in the form of a column about the mystery SEO under the watchful eye of the Google giant.
Are not we all a bit of Google?
7: 30 clock. Jefferson Airplanes "White Rabbit" sounds from the smartphone and should guide me gently into the day. But he does not anymore, since I have set the song as a wake-up sound and must hear it every morning. I should try the hard version: "Wake Up" by Rage Against The Machine. Machine. Good cue.
Without any ado or coffee, I drive up my gateway to the digital universe. My electronic flame sword. Infidels succinctly call it a laptop or notebook. My editor-in-chief Mr. Schmidt demands an SEO text on "cheap kitchens" up to 11 clock ("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.
Nice "new" SEO world
I lean 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 doing here anyway? In the beginning of my SEO existence, I would now have phrases like "There are cheap kitchens here" instead of "Cheap kitchens here" just because the main keyword "kitchens cheap" should have been built in exactly this way. Times when the line of online editors adapted to the then underdeveloped capabilities of the Googlebots. Times when a Jan Böhmermann would have made a satirical music video about such speech impediments.
Those days are over. The future is now! The Googlebots, Google's in-house web crawler, have become smarter. These intellectual spiders, little robot spiders with horn-rimmed glasses, rigorously punish useless masses of text and keyword stuffing and banish Internet vermin into the backs of the Google spider web. It's about good content now. A "good" SEO text? Simply a good text that captivates the user and offers added value. The classic SEO text, this malformed hybrid of "content" and "selling things" is dead. Nice new SEO world.
Deep in the rabbit
But something is wrong. Irritates me. The thought comes slowly, but tremendously. Cold beads on my forehead. My heartbeat like drumfire. Suddenly it falls from my eyes like scales: Everything is a lie.
As I stare apathetically at the desktop, all the parallels become obvious. The name of my boss, Schmidt. Like Smith-Agent Smith. The blue pill on the weekend in the club. Sundar Pichai, Google CEO. Or should I rather say "the architect"? The googlebots like watchmen, crawling through the net and under the skin, with long metallic tentacles. White Rabbit, the 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 disturbing: when I am in the matrix and has just been aroused, what am I doing now? How do I free myself? I think of the blogger rebel Moritz Pheuser, who is notorious for not sticking to SEO guidelines and still ranks. Is that possible? Or is he already part of the conspiracy? But moment: MORITZ PHEUSER. MORPHEUS! This is no accident. I must find him, penetrate more deeply into the rabbit-house. And I realize: I'm Neo! Ok, I do not look like Keanu Reeves and can not be a kung-fu. But otherwise in any case. This means revolution. Finally the red pill. Freedom! I need to penetrate the Zion of this digital world.
... can be just as unnecessary as other requirements. I found Moritz Pheuser. Or rather, he found me. He instructs me in the art of anti-SEO. I question the always new commandments of the Google god in his ivory tower from ones and zeros, which become more accurate, but not better, with time. Better for whom or what at all? Better for Google itself. Better for what Google defines as good text. For Google's idea of what the reader is good for. But not necessarily better for the reader. The vine has become self-purpose, to the Holy Cow, which is hollow in.
What is the best headline?
What if the best possible headline does not 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 write an article about spelling and write the word "spelling mistake" on purpose "spelling mistakes" because that might be funny and therefore good content? Do crawlers get fun? Can Googlebots be ironic? Or is not it that this little gag catapults me back in the Google ranking? That I disappear in the digital sewer due to a small mistake that was not even one?
Morpheus-Moritz explains the latest confusion tactics of machine rule: WDF * IDF. The formula! At WDF I spontaneously think of "What Da Fuck". However, it's 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 green letters raining. The text for words anymore. Even if formulas like these work, if they tend to rank: Good texts based on mathematical formulas? Have not the machines The Dead Poets Club ever seen or understood?
I train lyric kung-fu. I release my mind, my fingers and the keyboard with me. I no longer stick to minimum numbers like "200 - 300 words". If 150's damned good words are enough, they're enough. If the content requires 5.000 words, then I write them. If I'm a disconnected NOSCE TE IMPSUM! (Know yourself!) Wants to build in my lyrics, then I do it. I recognize myself. I recognize that prescriptions of any nature will always limit true creativity. Tendrils is an aimless target. That content can not be "good" beyond a certain extent, if people tell you in advance how that "good" should look.
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 searching for clarity and understanding. I have to decouple myself. Turn me off the Google Matrix to master them. I start my text about cheap kitchens. I'm not doing a keyword analysis. I just write intuitively so that I would like to read something about cheap kitchens. No, I'm not NEO. I'm SEO.
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