Pop quiz. What’s the difference between a keyword and the right word?

As writers, we’re constantly bashed about the head with the idea that one must create remarkable content, and then worry about SEO.  But as marketers we’re told that unless we’re creating content with keywords in mind, we shouldn’t expect to be found by customers any time soon.

So there are two overlapping theories here, each one demanding the bulk of our attention.

Okay, you’re thinking, so you do both. You create remarkable content, and then you optimize it. No problem.

Well, see, there is a problem. And it has to do with style.

If you’re worth your salt as a writer, you know the particular words and phrases that move your audience. They’re the textual equivalent of big puppy dog eyes: they make a reader care. You use these phrases like bullets in a hunting rifle, waiting to fire them until the precise moment that they are most likely to turn a casual reader into a hot lead.

But are those word-bullets — your killer motivating phrases — the same as keywords?  Not unless your targets also happen to be searching for those phrases.

So after you’ve taken the time to stylistically optimize your post for the right words, you still have to make sure you’re including keywords to increase your post’s visibility.

But what if optimizing a post for SEO detracts from the impact of your stylistic decisions? Wouldn’t it make sense to dump SEO before you dump style? After all, you’ve spent hours agonizing over diction and syntax (and if you haven’t, according to Jonathan Morrow, your content probably sucks). Why ruin all of that by jamming it full of keywords?

Then again, no one will consume the fruits of your wordly labor unless they can find it. And these days, ranking on Page 2 just doesn’t cut it. Remarkable content is good and all, but how much of that remarkable-ness are you willing to sacrifice to get that all-important Page 1 ranking?

This question exposes a bit of a black-and-white fallacy. After all, there are plenty of blog posts that rank highly and are tremendously well written. I recognize that this is not necessarily a challenge that copywriters face every day. But let’s assume you had to make the choice. What would you choose?

If you have ever had to make the choice between style and SEO, tell us which way you went – and why – in the comments section below.

Photo credit: Calamity Meg

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