Let’s write for Humans, not search engines!

Search engines have changed the way we write. Our language is turning algorithm-focused.

Welcome to 2021. Never in the history of human literature has so much written content been produced and never has so much writing been ignored.

The day the first algorithm ranked search results, SEO was born

and prose became content.


SEO fanatics are churning out content for volumes’ sake – it puts Leo Tolstoy to shame.
Steered by pleonasms, tautologies and transition words … their favourite tools. More words mean more money.
Someone found out that ‘how to’ gets you traffic – browse the net today – it’ll tell you How To Exist.

Web Crawlers are good at counting words, even at spotting unique content, but they have not learnt to recognise quality, yet. You try to keep up with Penguins, Hummingbirds, Possums, Hawks, animals in all shapes and sizes that are making the rounds on SEO-logy sites, and you are always one step behind the next algorithm.
If you focus your writing too much on Bing or Google, there is a danger that you forget the reader.
The mental attitude of a content writer should be: I don’t tweak my writing for Google, let Google tweak their algorithm for my writing.

Writing medical content

Of course, it can’t be a bad thing to know what’s behind the algorithms of search engines; when I make these comments about SEO, it isn’t that I ignore them, it’s more the cynical old doc inside me who is quick at highlighting the exaggeration.
I am aware of basic SEO rules, and yes, content is king. But the reader must not become secondary, especially when dealing with medical content aimed at patients. We have the same patient duty in the virtual sphere that we pledge with our Hippocratic oath in the real world.
And if my SEO-bot tells me: “Your text of 251 words is slightly below the recommended minimum of 300 words – add a bit more copy”, I have two short words for him, which I shall not publish in this article.

SEO guidelines 
Writing for Patients