April 9th, 2010 by Susie

The provision of regular content for search engine optimization purposes is not as straightforward as it might initially appear. Users of the net can be as demanding as readers of other material and they are particularly prone to getting bored. Hence varying the content which is offered up to them is of paramount importance. However, excessive variety of subject matter or tone can put users off by disconcerting them. Thus a careful ‘variety balance’ must be maintained to retain user interest without having an alienating influence.

Not many people really like the same sandwiches every day. It is often pleasant to alternate between favourite fillings and it can be great to experiment with something completely different once in a while. Arguably, content provision is not so different from sandwich production in that variety is essential to prevent users from becoming apathetic and going elsewhere – and generally speaking, what is good for users is good for SEO too.

However, it is an obvious fact of life that lots of people do like their routines. For example, many of us love work and it is not always for the pay or the perks. Users can like revisiting the same site if it has something to offer them on a consistent basis. They may put up with an article which does not interest them quite as much as the last one did, if they are confident normal service will soon be resumed. Different users in a target audience have slightly diverse tastes, so it is only possible to cater for their wants by fusing consistency with variation.

Consistency and variation are difficult targets to hit simultaneously. The answer is to have boundaries within which all the SEO content is situated. These boundaries should apply to both topic and tone. For example, writing about SEO should probably not include major digressions into spheres like the finer points of gardening – but sandwiches is fine. Nor should the content be written in the ornate prose style of a grand nineteenth century novelist. Within these outer limits, there should be a narrower zone which includes what is typically written. It is allowed to stray into topics or styles which are not commonly employed, for the sake of stimulating interest, provoking thought and encouraging comment.

Every content writer will have their own techniques that can help them sustain the balance between variety and consistency. Instinctively they may perceive when it is required to compose an article or blog on the quirkier side of the tracks. Quirkiness can be difficult to pull off and can become profoundly irritating if overdone. A successful strategy may be to focus on the clear provision of information, break it up with the occasional list, throw in the odd unusual reflective piece and then return to the more routine efforts. There is no formula to assist with this, otherwise everyone would be utilising it.

When it comes to reconciling variety with consistency, reading over the previous articles in a series can help establish if a suitable blend is being sustained. The opinions of others should be sought and feedback actively encouraged with comments sections. These comments can be of use in bringing new ideas to the desk and interactivity is a great marketing tool and way of connecting with your customers.

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