Balancing SEO and Readability – An Editor’s Perspective
Balancing SEO and readability is a delicate task for any content creator. While SEO helps your content rank higher in search engine results, over-optimising can result in awkward phrasing and disrupt the flow of your writing. However, prioritising readability alone may lead to content that isn’t discoverable by search engines, limiting its potential reach.
Your task as an editor is to find the sweet spot where SEO and readability coexist. By carefully weaving keywords into your content, structuring it with clear subheadings, and keeping a smooth flow, you can create content that ranks well and is a pleasure to read.
Table of Contents
Why SEO and Readability Must Coexist
Quality online content must appease the Search Engine gods and appeal to the readers. The only way to achieve this feat is to ensure the content is optimised for Search Engine Results Pages (SERPs) whilst remaining enjoyable and easy to read.
If you want your content to be seen, you need to improve its visibility. This is done through SEO. If you don’t optimise, the likelihood of ranking on Google is very low. However, ranking on Google is pointless if your content lacks readability. You need readability to ensure engagement from your readers – this engagement can result in conversions.
Google uses 5 different factors to rank content: meaning, relevance, quality, usability, and context. It’s important to familiarise yourself with these and to keep up to date with any changes that Google implements to their algorithm.
Common Pitfalls of Over-Optimising for SEO
When you’re first learning SEO, it can be easy to over-optimise and forget about readability. Let’s discuss some of the main over-optimisation errors that happen in online content and how to avoid them.
Keyword Stuffing
One thing that many writers and editors can struggle with is overusing the target keywords. This is commonly known as keyword stuffing, and can result in the content sounding unnatural or forced. While it’s important that the main keywords are used frequently in the text, you should do your best to make the text sound natural. If you’re forcing a keyword into a sentence or paragraph, you’re probably keyword stuffing.
Example
Writing for Algorithms Instead of People
Writing to ensure good performance on the SERP can sometimes distract the writer or editor from the fact that they’re actually writing to help people understand a topic. It should always be your priority to appeal to the real human readers more than, or at least equally to, the search engines. Unless you’re writing for a very specific niche that requires highly technical language, it’s best to keep things as simple as possible so the majority of readers can understand your text.
When proofing your work, keep an eye out for any jargon or phrases that feel awkward. You can almost always rephrase something to be more accessible – if you’re using a technical term that’s useful to know in the industry, give a definition that educates your readers rather than overwhelms them.
Example
You’re writing a post about organic cat treats. You might come across a sentence like:
Organic cat treats, rich in macronutrients such as amino acids and essential fatty acids, provide an optimal nutritional profile for felines.
While this sentence may be technically accurate and SEO-friendly, it could alienate readers unfamiliar with terms like “macronutrients” and “essential fatty acids”.
A more reader-friendly version could be:
Organic cat treats are packed with natural proteins and healthy fats that support your cat’s overall well-being.
This version still communicates the benefits of organic treats but in simpler, more relatable terms that everyone can understand.
Forgetting Readability Factors
Content flow, subheadings, and transition sentences all make text much more pleasant to read. If you neglect these factors, the piece can feel disjointed and robotic. You’ll lose your readers after a few sentences.
It can be useful to edit for readability first and then optimise the post during a second edit. You’ll likely find there isn’t much that needs to be done for SEO after the first pass. The main keywords were in the back of your mind already and you would’ve incorporated them naturally.
Example
Consider this section about the benefits of organic cat treats:
Organic cat treats are made from natural ingredients. They are free from preservatives, chemicals, and artificial flavours. These treats contain protein-rich ingredients that promote healthy growth. Many cat owners prefer them for their pets. It is important to ensure your cat is not allergic to any of the ingredients.
While this passage is informative, it feels abrupt and lacks smooth transitions between ideas. It’s also missing engaging subheadings to guide the reader.
A revised version that improves readability could look like this:
Why Choose Organic Cat Treats?
Organic cat treats are made from high-quality, natural ingredients, without any preservatives, chemicals, or artificial flavours. Packed with protein, these treats promote healthy growth and development. Many cat owners prefer organic options because they’re not only better for their pets’ health but also free from harmful additives. However, it’s important to ensure your cat isn’t allergic to any specific ingredients before introducing the treats into their diet.
In this revision, subheadings provide structure, and the transition between points is smoother, making the content easier to read and more engaging.
Common Mistakes in Prioritising Readability Over SEO
Now, let’s look at this from the other side: concentrating more on readability than SEO. Remember, a strong focus on readability can inadvertently damage your chances of ranking well on the SERPs. Avoid these common mistakes:
No Keyword Strategy
A keyword strategy is essential for any SEO-driven post. Without one, you’ll likely miss the search intent and not get the desired ranking results.
A keyword strategy also makes sure that your post can be found by searchers. If you don’t hit the relevant keywords, then the algorithm won’t understand what your post is about and won’t show it to your desired audience.
Example
This paragraph contains relevant information but doesn’t hit the relevant keywords (“cat treats” or “organic cat treats”).
Cats love treats, and there are many options available to suit different preferences. Some treats are crunchy, while others are soft and chewy. Many pet owners look for treats made with natural ingredients to support their cat’s health. It is important to choose a product that is both nutritious and enjoyable for your feline friend. Whether used for training, rewarding good behaviour, or simply as a snack, treats can be a great way to bond with your pet. Always check the ingredients to ensure you are giving your cat a high-quality option.
Vague Headings
If you want Google’s algorithm to like your content, each heading must be relevant and informative. Vague headings that don’t clearly relate to the content will work against you when it comes to SEO, as a big part of optimising posts is ensuring scanability for the search engines and readers.
Example
A section titled “Best Organic Cat Treats for a Healthy and Happy Cat” would be better than “Choosing the Right Option for Your Feline Friend”.
Poor Structure
Endless walls of text are reserved for academic research papers and have little to no place in search-optimised online content.
Ways to improve structure include using H2 and H3 headings and bullet points, and adding a meta title and meta description. Relevant images with alt text are also a great addition to online content.
Example
Editing Strategies for Balancing SEO and Readability
Editing for SEO and readability requires a careful approach involving strategic keyword placement, well-structured headings, and clear, concise writing. Elements like internal linking, meta descriptions, and alt text also play a role.
The following strategies help editors strike the right balance, making content informative and SEO-friendly.
1. Natural Keyword Integration
Possibly, the most important strategy for balancing SEO and readability is integrating your keywords naturally. You want the reader to be unaware that you were even targeting a specific keyword, while still having it there so that Google can identify it.
The best way to do this is to include keywords in the title, the first 100 words of the article, and the subheadings. Also, use keyword variations and synonyms so you’re not repeating the same phrase over and over.
Example of naturally integrated keywords:
Organic cat treats offer a natural and nutritious alternative to conventional pet snacks. These healthy treats for cats are made with high-quality, organic ingredients, free from artificial additives and fillers.
Many natural treats contain real meat, wholesome vegetables, and essential nutrients to support overall feline health. By choosing organic treats, cat owners can promote better digestion, a shinier coat, and sustained energy levels while ensuring their furry friends enjoy a delicious and wholesome reward.
2. SEO-Friendly Headings
Creating SEO-friendly headings helps search engines and readers understand your content. You can balance search engine visibility and reader engagement by:
- Incorporate relevant keywords naturally: Integrate primary and secondary keywords into your headings without compromising readability. For example, instead of “Best Treats for Cats,” use “Best Organic Cat Treats for a Healthy Diet”.
- Use header tags to structure content: Employ header tags (H1, H2, H3) to organise your content hierarchically. The H1 tag should represent the main topic, while the H2 and H3 tags denote subtopics and supporting points. For example:
- H1: The Benefits of Organic Cat Treats
- H2: Why Organic Ingredients Matter
- H3: Key Nutrients in Organic Cat Treats
- Keep headings concise and informative: Aim for clear and succinct headings that convey the essence of each section. Concise headings allow readers to quickly grasp the content’s main points.
- Align headings with search intent: Understanding whether users seek information, solutions, or products allows you to tailor headings accordingly, increasing relevance and engagement. For example, a heading like “Where to Buy the Best Organic Cat Treats” caters to users looking for product options, while “How to Make Homemade Organic Cat Treats” appeals to DIY pet owners.
3. Short Paragraphs and Sentence Structure
Shorter paragraphs are king when it comes to readability and SEO. The ideal length is 3-4 lines. Plus, paragraphs should be interspersed with bulleted lists and bolded text to highlight important points and create visual interest.
Sentences themselves should also vary in length. If they’re all similar, the piece can sound robotic. Sentences that are too long can make the reader lose interest, so it’s best to keep to 1-2 lines per sentence.
Compare these two examples:
✖ Organic cat treats are a great option because they contain natural ingredients, no artificial preservatives, and high-quality proteins that are beneficial for your cat’s health, but you should also check for allergens and make sure your cat enjoys the taste.
✔ Organic cat treats offer natural ingredients and high-quality proteins. They avoid artificial preservatives, making them a healthier choice. However, always check for allergens and ensure your cat enjoys the taste.
By breaking up long sentences and paragraphs, content becomes easier to digest on both fronts.
4. Internal Linking for SEO and User Experience
Adding links to pre-existing blogs on your site helps readers learn more about a topic and encourages them to explore your website. This reduces your bounce rate and (fingers crossed) increases your conversions.
For SEO, internal linking allows search engines to crawl and index your website better. They give indications of your site’s hierarchy and allow search engines to map out your site with ease. For example, linking multiple articles to a “Best Organic Cat Treats” page can highlight it as a valuable resource, improving its ranking potential.
Here are some internal linking examples:
In-text:
Choosing the best organic cat treats involves understanding ingredients, nutritional benefits, and your cat’s preferences. But what if you also want to explore homemade organic cat treat recipes or the benefits of grain-free diets for cats?
Textual CTAs:
- Want to make your own treats? Check out our guide on How to Make Homemade Organic Cat Treats.
- Curious about grain-free diets? Read more in Are Grain-Free Diets Good for Cats?
- Not sure which treats to buy? Explore our list of Top Organic Cat Treats for a Healthier Pet.
5. Meta Descriptions and Alt Text
Thoughtful meta descriptions and alt text can improve click-through rates, enhance accessibility, and provide context. These tips can help you nail both:
Meta Descriptions
- Conciseness and relevance: Keep meta descriptions between 150 and 160 characters. They should succinctly summarise the page content and include relevant keywords naturally.
- Uniqueness: Create distinct meta descriptions for each page to accurately reflect their content. Avoid duplication.
- Engagement: Write descriptions that align with user search intent, encouraging clicks by clearly stating the value of the content.
Example: For a page about homemade organic cat treats recipes, a suitable meta description could be: “Discover easy recipes for homemade organic cat treats that your feline friend will love, using simple, healthy ingredients.”
Alt Text for Images
Each aspect of your post can contribute towards SEO, including images. This, along with its accessibility benefit, is why it’s important to always add descriptive alt-text for your images.
- Descriptive and keyword-rich: Provide clear descriptions of images, incorporating relevant keywords to improve SEO and accessibility.
- Contextual relevance: Ensure alt text aligns with the surrounding content, offering context for users who rely on screen readers.
Example: For an image showcasing a cat enjoying a homemade organic treat, alt text like “Cat savouring a homemade organic salmon treat” is descriptive and SEO-friendly.
Tools and Resources for Editors
Editing for SEO and readability requires the right tools to refine content structure, improve clarity, and enhance search rankings.
SEO Tools
SEO tools help editors research keywords, analyse competitors, and optimise content for search engines while maintaining natural readability. The following tools are widely used for different aspects of SEO:
A comprehensive SEO platform that offers keyword research, site audits, and competitor analysis. It’s particularly effective for identifying high-performing keywords and analysing competitors’ strategies, making it invaluable for developing robust SEO campaigns.
Renowned for its extensive backlink analysis capabilities, Ahrefs also provides keyword research and site auditing features. It’s best suited for understanding backlink profiles and conducting in-depth competitor research, aiding in building authoritative content.
This tool focuses on content optimisation by analysing top-ranking pages and providing data-driven recommendations. It’s ideal for editors aiming to enhance on-page SEO elements, ensuring content aligns with current ranking factors.
An affordable tool that offers keyword suggestions, content ideas, and site audits. It’s particularly useful for beginners or those with limited budgets, providing essential SEO insights without extensive costs.
This tool visualises search queries and questions that users commonly ask, aiding in content ideation. It’s best for understanding user intent and generating topics that resonate with audience interests.
By displaying related questions people search for, AlsoAsked helps in exploring topic connections and understanding search intent. It’s beneficial for uncovering subtopics and structuring content to address comprehensive user queries.
Readability Tools
Readability tools can help you simplify your articles, making it easier for laypersons to read and understand. These tools achieve this by simplifying the language, refining sentence structure, and improving clarity.
This widely used tool checks grammar, spelling, and punctuation errors, and also offers readability insights, suggesting ways to simplify complex sentences and improve your article’s clarity. Grammarly integrates seamlessly with platforms like Microsoft Word and Google Docs, making it convenient for real-time editing.
A comprehensive tool that provides detailed feedback on writing style, grammar, and readability. It generates reports highlighting overused words, sentence length variation, and passive voice usage, and is ideal for writers seeking in-depth analysis to refine their writing style.
Focused on simplifying text, Hemingway Editor highlights lengthy or complex sentences and suggests simpler alternatives. It flags passive voice, adverbs, and unnecessary words, assigning a readability grade (equivalent to school grades) to the content. This tool is best for writers and editors aiming to enhance clarity and conciseness.
This tool assesses text readability using various algorithms like Flesch-Kincaid and Gunning-Fog. It also checks grammar and style, identifying issues such as passive voice and adverbs.
Best of Both Worlds
Some tools provide SEO and readability assistance, ensuring content is optimised for search engines and human readers.
Yoast SEO is a popular WordPress plugin that provides SEO optimisation and readability analysis. It evaluates content for factors such as passive voice usage, transition words, and sentence length, offering suggestions to enhance readability, while also assessing keyword density, meta descriptions, and internal linking, ensuring comprehensive SEO optimisation.
All in One SEO is another comprehensive WordPress plugin that integrates SEO and readability features. It analyses content readability by examining sentence and paragraph length, passive voice usage, and subheading distribution. AIOSEO also offers SEO tools, including XML sitemap generation, schema markup, and social media integration. This dual functionality makes it a valuable asset for editors aiming to optimise content for both readability and search engine performance.
Mastering the Art of Balancing SEO and Readability
Great content strikes a balance between SEO and readability – it’s not a matter of choosing one over the other. Readers crave clarity and value, while search engines reward structure, relevance, and strategic keyword use.
Rather than viewing SEO and readability as opposing forces, think of them as complementary tools in your editorial arsenal. A well-optimised article that reads naturally not only ranks higher but also retains and converts readers. By embracing thoughtful keyword integration, clear structure, and accessible language, you create content that doesn’t just exist in search results but resonates with real people.
As search engines evolve and user expectations shift, the ability to refine and adapt will define a great editor. Mastering this balance isn’t just a skill – it’s a craft.
Blue Leaf Team
The Blue Leaf Editing team has over 15 years of combined editing, publishing, and book industry experience. We’re passionate about content and storytelling, and sharing our knowledge with others.
info@blueleafediting.com