Writers’ block isn’t just a challenge for serious novelists and career newspaper journalists. This common problem (the simple inability to sit down and get quality words onto the page) inevitably impacts every content creator, marketing expert, and business owner at some point. It’s a frustrating, discouraging place to be trapped, and when left unaddressed, it can negatively impact your operation’s SEO.
SEO (search engine optimization) is no longer a matter of simply stuffing a page with the right mathematical density of keywords. With today’s smarter search engine algorithms, SEO is all about creating high-quality, original content that speaks to your intended audience and provides them with valuable information or resources. In other words, it’s about good writing.
SEO is also not a “set it and forget it” proposition. You cannot just upload 100 great blog posts on the day you launch your website and then forget about it for a year. If you want your brand to feel fresh and relevant, then your web presence needs to be a living, breathing thing. So, if writers’ block keeps you from generating fresh, relevant material, your search engine rankings and audience engagement will suffer in turn.
Consider these four major ways writers’ block can damage your SEO (and our tips on how to overcome them).
1. Inconsistent Posting Hurts Rankings
As we just touched on, one of the biggest SEO mistakes a business can make is failing to publish new (and good) content consistently. Google and other search tech companies tend to reward “fresh” websites that do not merely have great content but also post such content on a regular basis. When writers’ block slows you down, the ensuing long gaps between blog posts, social media shoutouts, and marketing campaigns can harm engagement.
How to Fix It:
- Create a content calendar–and stick to it!
- Create large batches of evergreen posts when you are feeling inspired, and save them to upload during your next creative dry spell.
- Reimagine your existing content. The occasional re-post is fine, but take it a step further by reformatting your highest-performing content (translating the content in your top-performing video into an infographic or blog post, for example).
2. Uninspired Content Equals High Bounce Rates
When writers’ block strikes, many a dedicated website owner or content creator has tried to force their way through it. While a noble effort, this usually results in rushed, low-quality content that doesn’t hit the way it needs to. Whether you’re trying to write a cute video skit or a highly technical how-to article, your audience can tell when content feels forced or pointless, and they are unlikely to see it through to the bitter end.
Modern search engines try to place a high priority on user experience. If a large percentage of the users who land on your page quickly get bored with your content and click back to Google, that’s going to harm your SEO in more than just the obvious, direct way of losing that individual customer. As your bounce rate increases, search engines begin to see your website as unhelpful and may become less likely to serve any of your content–even the good content–to web searchers.
How to Fix It:
- Allow yourself short and frequent “mental reset” breaks. Sticking to a content schedule doesn’t mean torturing yourself by being chained to your desk when the ideas aren’t flowing. Take a quick walk, chat with a nearby coworker, or fix a healthy snack, then try again.
- Try free-writing exercises to rekindle your creative spark. When all else fails, simply start putting words–any words–on the page. Or try a more structured free-writing exercise, like writing a love poem about the nearest object on your desk. Before long, a random word or phrase might just ignite your next great idea.
- Collaborate with others. Even team members who aren’t usually involved in writing or marketing might be sitting on great ideas for content. Draw upon all available resources.
3. Unoriginal Content Muddies Your Branding
When you are struggling with a bad case of writers’ block, it can be very tempting to over-rely on existing content for “inspiration.” Even worse, you might decide to ask a generative AI to write your content, risking serious factual inaccuracies in addition to cookie-cutter content that fails to stand out because it reads like every other piece of lackluster AI content on the internet.
Even if the source content is amazing, simply recycling someone else’s work (whether you do it by hand or with ChatGPT’s help) isn’t going to cut it in today’s competitive SEO landscape. Furthermore, you can run the risk of forgetting to check the date stamp and end up re-wording somebody else’s nicely written but completely outdated ideas.
How to Fix It:
- Write from your own experiences and passions. There is nothing more uniquely and authentically you than your own experiences, thoughts, and dreams; use that energy to connect with your audience.
- Always use multiple sources when researching a new idea. Seeking out different perspectives is crucial when trying to avoid the misstep of merely re-hashing a single excellent source article.
- Think like a reader. Take a step back from your role as a creator and try to put yourself in your audience’s mindset. What do they need or want from you and your brand? Answer that question, then write about the answer, drawing from both the best possible sources and your own unique perspective.
4. Don’t Forget About Keywords Completely
While the SEO landscape is no longer all about finding the magic keyword ratio, keywords still play an important role in SEO strategies. Keyword research will probably always play a role in SEO, but when you are fighting writers’ block, it can be easy to overlook the nuts and bolts of strategic optimization. Even the most interesting and inspired post isn’t going to drive traffic if it hasn’t been optimized for its intended audience to find it.
How to Fix It:
- Technology is your friend. There are all sorts of keyword research and tracking platforms out there that can help you in this area, from those built into Google to niche third-party apps geared toward specific sectors.
- Write first; optimize later. If you’re feeling creative, don’t get bogged down in the details of keyword research. Keep letting the words flow and work in more thoughtful keyword usage later during the editing phase.
- Get professional help. When writers’ block and keyword research woes combine to produce a wall of frustration that you just can’t break through, there’s no harm in enlisting help from a professional writer. Better Content Matters has professional, human writers and editors standing by to help you with your next content strategy, whether you need assistance polishing your latest press release or designing a multi-year blog campaign.
Better Content Matters – A Powerful, Cost-Effective Weapon Against Writers’ Block
If you are experiencing writers’ block, there’s no shame in getting help from a professional so that you don’t risk getting behind on your content creation schedule. Reach out to the team at Better Content Matters for access to a world-class roster of writers and editors representing a variety of backgrounds and specialties.
Further Reading:
https://bettercontentmatters.com/3-underrated-writing-tips-you-might-have-overlooked/
https://bettercontentmatters.com/the-pen-as-a-pathway-writing-to-alleviate-your-anxiety/
https://bettercontentmatters.com/when-is-it-time-for-a-break/
