It’s a conundrum that comes up time and again when writing web content: How do you satisfy your readers and the search engines? While we want our web pages to rank well in engines like Google and Bing, the reality is that the human audience needs to remain the #1 focus. That said, the content we put out there must pass the relevancy test and sound natural … it shouldn’t be solely dictated by the list of keywords we’re optimizing for as this can often result in copy that sounds forced, repetitive or difficult to follow. Plus, the search engines are getting much smarter. In the indexing process, they can tell if copy is written to be user-centric or if it’s simply loaded with keywords in an attempt to out-rank other sites. A good approach is to write for your users first and then consider how you can enhance that copy for the engines.