Search Engine Optimisation and Inclusive Writing
In a previous article, we discussed how SEO copywriting balances the needs of your website visitors with the demands of search engine algorithms. The goal is to create content that enhances your site’s natural ranking.
But what if your company embraces inclusive writing as a key part of its communication? Take, for example, my client N’être Coaching, where inclusion is a vital element of their brand message.
Together, we’ve crafted an inclusive writing style that ensures every reader feels acknowledged while still meeting the criteria of search engines.
Let’s delve into how this approach works!
How to reconcile SEO and inclusive writing?
Use inclusive writing in body copy only
If your goal is to ensure that all your readers feel included in your blog posts, web pages, and other content, inclusive writing can be an excellent choice.
However, it’s important to remember that search engine algorithms do not (yet!) recognise inclusive language elements.
Therefore, it’s best to avoid using inclusive language in crucial SEO tags such as:
- Meta descriptions
- Titles
- Subheadings (H1, H2, etc.)
These tags play a vital role in your SEO rankings, and missteps here could lead to penalties. Similarly, steer clear of inclusive writing in your URLs, particularly the use of midpoints, as they can cause errors. Lastly, avoid using this style in alt tags (alternative text for images), which are specifically intended for the visually impaired.
The Midpoint in Inclusive Writing
Inclusive writing in French offers several methods, including parentheses, slashes, dashes, underscores, and the midpoint.
However, it’s crucial to note that Google interprets both the midpoint and dash as spaces.
If you’re targeting the French market, understanding these nuances is key to adapting your content effectively.
For example, if your main keyword is “citoyen-ne,” only “citoyen” will be recognised and indexed by search engines.
Need help crafting inclusive content for your website in either French or English? Let’s discuss your goals and target audience today!
Neologisms and SEO: A Cautionary Tale
Neologisms and SEO don’t always go hand in hand! The primary goal of SEO is to align your content with what your readers are searching for.
At wizAcom, we focus on matching your content to the questions and terms your target audience is using.
What do we mean by “new words”? Let’s consider a French example: “author,” “auteur / auteure,” and “autrice” are recognised terms in French.
However, if you use the neologism “auteurice,” search engines may not recognise it and might suggest corrections. This can lead to less relevant search results compared to the more widely used term “auteur.” When optimising for search engines, sticking to established terminology helps ensure your content is easily found and relevant to your audience.
Tips for good SEO and inclusive writing
If you want to be more inclusive in your digital content WHILE maintaining a naturally thought-out content strategy for search engines, here are a few tips we share with you:
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Favors neutral terms: with a more generic, all-encompassing vocabulary, you get around the problem of inclusivity.
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Double the terms: but be careful not to make your words too heavy. This involves writing the masculine term AND its feminine equivalent side by side to avoid the pitfall of inclusive writing (tip for French content mainly).
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Double the article without doubling the terms: tip ++ to avoid heaviness. This involves writing the masculine article AND the feminine article of a term. (also more appropriate for German or French content).
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Opt for alphabetical order when enumerating
Writing for your target audience improves your SEO
This paragraph may seem to contradict an earlier one, but that’s perfectly fine.
If your target audience has embraced inclusive writing, even in their online searches, you can carve out a niche by incorporating distinctive terms into your content.
In this way, the new words — or neologisms mentioned earlier — can actually enhance your search engine performance.
Before diving into this innovative content strategy, it’s crucial to understand your audience, their reading habits, and the most frequently searched keywords. A comprehensive semantic analysis is key.
