SEO Writing & Grammar To Boost Your Business

by | Oct 28, 2022 | Business, Content Marketing, writing

Using proper grammar may not be the first thing on your mind when creating a content marketing strategy, but it matters more than you might think. Whether it’s article writing, website content, or social media content, the words you use can make your business look professional – or not.

Sometimes, the process of writing for the web feels overwhelming, especially if you know you have to take into account all the rules from your high school English class. Website copywriting is worth doing right, however, because it’s a powerful tool. It can ensure customers see you as the real deal, but it can also ensure your website is doing what it should – getting your company some attention on the search engine results page – the SERPs. However, you’re busy with the work of your business. You shouldn’t have to manage all the words for it, too.

While appropriate grammar is important for your business to help with search engine optimization, it’s simply important for your business in general. Even if SEO isn’t your primary goal, if a potential customer sees that you can’t handle the details of your website, they may assume that about your overall business.

What Google Says About Grammar and SEO Writing

While it’s a technical fact that grammar doesn’t affect SEO (Google’s bots don’t pay attention to “it’s” vs. “its), it does matter to your SEO campaign. Basically, it’s about communication. If you aren’t communicating the message you want, then you aren’t going to get the returns you’re looking for.

Your ambition for crafting website content is to communicate what your business is and how best to market it. Writing for your website should be simple, but the process can be tricky. That’s mostly because writing isn’t the same as speaking. It takes practice to use words on a page to implement a marketing strategy, target the right audience, and get the attention of search engines. Add grammar and proper punctuation to the mix, and most people are out of their element.

You may not think too much about the difference between “then” and “than” in your website content, but if a computer algorithm can pick it up, know that it can be one of those small things that could give your competition an edge when it comes to search engine optimization.

Google, notoriously secretive about its algorithms, has never divulged whether grammar is one of the over 200 ranking factors. In fact, when asked, Google’s John Mueller says he doesn’t believe grammar affects a website’s ranking. That word, “believe,” is telling, however. It may not be one of the exact ranking factors, but poor grammar could affect SEO organically. For instance, visitors lose faith in a site because the content writing looks poorly crafted, so it has a higher bounce rate and lower traffic – which means a lower ranking.

Why Grammar Might Matter Anyway

It seems obvious that quality copywriting must play a part in most search engines ranking algorithms. Just look and see what shows up in the SERPs regardless of what you google. It’s rare to find shoddy writing or broken English when you are perusing the top results. Consider, too, Google’s 2011 Panda update. That was when the search engine giant disclosed 22 questions to determine how well your site would rank. At the top of the list is this: “Does this article have spelling, stylistic, or factual errors?” The question itself gives away the fact that those issues matter.

And that was in 2011, which is closer to a 100 years ago than a decade in tech terms.
Unlike Google, Bing makes no secret that grammar is a ranking factor. Duane Forrester of Bing explains it like this:

“If you struggle to get past typos, why would an engine show a page of content with errors higher in the rankings when other pages of error-free content exist to serve the searcher? Like it or not, we’re judged by the quality of the results we show. So we are constantly watching the quality of the content we see.”

Basically, Forrester is suggesting that quality content is an indicator of your website’s quality – and they are judging it accordingly. My guess? It’s a factor in all search engines’ rankings.

Treat Your Tools With Care

Many businesses try to use artificial intelligence to craft content, and that’s like using tools from the Lego set. It looks okay, but when it comes to usefulness, there’s not a lot there.

Whatever your industry, you should treat your website content as a tool. It could be like the dull ax that’s sitting in your garage right now; it’s there, but it’s useless. Or, it could be an ax honed to a degree that gives it a serious edge and, therefore, has use.

In addition to having proper grammar and correct spelling, which, thankfully, computers offer a lot of help with, businesses must consider the writing elements that can further boost their presence.

Tips to Improve Your SEO Writing and Grammar

Precision is important. Here are a few things more that can affect your ranking:

  • Passive voice. If a search engine cannot decipher your subject because it’s written in the passive voice (like that clause), it can hurt your website’s ranking.
  • Readability. If your content reads either too low or too high on readability scales, it can hurt your ranking. Aim for about a middle school level for the widest audience.
  • Long Sentences and paragraphs. Crawlers don’t do well untangling long or complicated sentences. Even if you believe your sentences are clear, a search engine’s algorithm might not agree. Google’s bots also like smaller paragraphs. Aim for about 150 or so per paragraph and no more than 300 words under each subheading.

And that’s often when content writing goes from fun to overwhelming. Grammar matters not just by being correct but by being the right kind of correct. When you’re ready to take that step, a writing team may be your answer.

Better Content Matters Can Help

Whether your website content needs a professional edit, evergreen content, or weekly blogs to boost your traffic, our writers can help. Our team includes writers with experience in a variety of industries. We can ensure your content is not only grammatically correct but also the right kind of writing to get your business noticed. Contact our team today.

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Christie Moll