Writing Effective SEO Content for the Whole Brain

Whole Brain Writing

For the past few weeks we've been on a journey, exploring ways to write effective optimized content that appeals to users while giving them the valuable information they need to make informed decisions about products and services. We discussed how the two hemispheres of the human brain are responsible for interpreting different kinds of information. The right side of the brain is responsible for creativity, intuitive thinking and emotion. It is responsible for analyzing the information we take in, helping us decide what is important and what is trivial. The left side of the brain is the logical side, giving us the ability to reason and think sequentially. Ideally, we all want to function as "whole brained" individuals, but for most of us, one side of our brain is more influential than the other.

When we write content for Web sites, it has to contain elements that appeal to both sides of the brain. These elements must combine seamlessly to entice the whole brain, as well as certain elements in both sides of the brain. You're never conscious of which side of your brain is carrying out what function, and content should perform in the exact same manner. When users read your site's content, they're not reading with only one side of their brain - they're reading with their whole brain. That's why it's important to make sure you appeal to both sides of the brain while writing for the whole brain.

Here are the two most important things to remember when writing content for the whole brain:

  • Don't Spam

    Stuffing your content full of keywords turns your copy to gibberish and instantly kills your site's credibility. The left side of the brain is the one that will spot the scams, but you don't have to be a brain surgeon to figure out when you're being taken for a ride. It's always best to sprinkle your keywords judiciously throughout your copy, rather than stuffing in as many as possible.

  • Don't Assault Your Visitors with Too Many Images

    Images are important, especially when you're asking users to buy your products without first seeing them in person. Providing high quality images of multiple sizes and views allows visitors to trust what you are selling. Assaulting them with too many Flash images will trigger distrust in the left brain. Short videos are attention-grabbers. One or two minute clips that showcase a product or service will whet the appetite and prompt users to buy or seek out more information. Users will be able to visualize themselves with your merchandise.

  • Balance Both Sides to Entice the Whole Brain

    Admittedly finding the proper balance is a tough task. Just remember: you're designing your Web site with your customers in mind, not yourself. You already believe in what you have to offer; now you have to get others to believe in your message as well. Pay attention to your analytics and consider all feedback you get from visitors. And always remember: the whole brain is the sum of its parts.

Your Toronto SEO consultant can help you navigate through both sides of the brain to please the whole. Our services include optimized content writing that combines the most important elements to achieve optimum results.

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