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.
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 creatives like Christian Brecht and why do we find scriptwriters more and more often behind the desk of these companies? Does that go with SEO? The answer was surprising and promptly followed in the form of a column on the mystery of SEO under the watchful eyes of the Google giant.
Are not we all a bit of Google?
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 doing here? In the early days of my SEO existence, I would have written sentences like "Here are kitchens cheap" instead of "Here are cheap kitchens" just because the main keyword "kitchens cheap" should have been built in exactly this way. Times when the style of online editors adapted to the underdeveloped capabilities of Googlebots at that time. Times when a Jan Böhmermann would have made a satirical music video about such language impairments.
Those days are over. The future is now! The Googlebots, Google's own web crawlers, have become smarter. These intellectual spiders, small robot spiders with horn-rimmed glasses, rigorously punish senseless masses of text and keyword stuffing and banish internet bugs to the furthest corners 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 him added value. The classic SEO text, this malformed hybrid of “content” and “selling things” is dead. Brave 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 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 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 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 deliberately write the word "misspellings" because of maybe funny and therefore good content? Do crawlers understand fun? Can Googlebot's irony? Or is it not the case that this little gag catapults me backwards in the Google ranking? That I am disappearing into the digital sewer system because of a small mistake that wasn't even one?
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, fingers and keyboard at the same time. I no longer adhere to minimum numbers like “200-300 words”. If 150 damn good words are enough, then they'll be enough. If the content requires 5.000 words, I'll write them. If I have a disjointed NOSCE TE IMPSUM! (Recognize yourself!) Want to incorporate into my texts, then I do it. I recognize myself. I recognize that guidelines of any nature will always limit true creativity. That tendrils are an aimless goal. That content cannot be "good" beyond a certain extent if people tell you beforehand what it should look like "good".
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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German edition: ISBN 9783965960367
English version: ISBN 9783965960374 (Translation notice)
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