This is an article ‘The meaning of inclusive writing in today’s generation of blog audiences’
by Marc Primo Warren
Inclusivity is more than just a buzzword these days. It's a critical aspect of creating content that resonates with a diverse audience and ranks well in search engines. For SEO marketers, exploring the importance of inclusive content in SEO and sharing tips for creating content that is both inclusive and optimized for search helps evolve trends in the marketing space. Doing so helps more demographics appreciate the content they consume from trustworthy sources.
Creating inclusive content has become increasingly important as the world becomes more diverse and interconnected. Not only is it essential for building an audience that reflects the diversity of the world we live in, but it's also a critical aspect of search engine optimization (SEO). Last year's figures show that 33% of today's AI companies are already highly invested in vibrant diversity and inclusion initiatives, considering that 25% of today's workforce identifies as a racial or ethnic minority.
Let's review the importance of inclusive content in SEO and find out how to optimize your search rankings with more inclusive content.
Defining inclusive content
Inclusive content is any marketing material designed to create an appeal to a diverse set of audiences. It is content that doesn't discriminate against any group based on factors such as gender, race, ethnicity, religion, sexual orientation, or age.
As most marketers would notice, social media and search engine channels are primarily aligned with how they view inclusive content based on their respective community guidelines. This is because most inclusive content is designed for everyone, regardless of background or identity, but especially without creating any offensive factor.
Why does inclusive content matter in SEO?
Creating inclusive content isn't just the right thing to do, but it's also essential for SEO. When you create content that appeals to a broad set of demographics, you're pushing materials that can speak and get your messaging across to a diverse audience. In fact, 60% of today's consumers trust brands that create inclusive content in their marketing efforts.
People are more likely to engage with content that speaks to them personally. Creating content that resonates with a diverse audience makes you more likely to attract more visitors for better site traffic and search engine rankings. Aside from this, inclusive content is always intended to be shared, which raises your chances for better social media traction or even word-of-mouth advertising. Both can help your site's visibility and drive traffic to your site.
Perhaps the most important thing you can achieve by being inclusive is building consumer trust. Demonstrating that you genuinely care about your target market and value diversity can help you gain their confidence for an improved loyal following. Once you achieve that trust, other websites can also backlink to your content, which prompts a signal to search engines that your content is valuable, credible, and authoritative. The win here lies in how your backlinks will improve your site's search engine rankings on Google, where 91.9% of consumers shop and 46% of product searches begin.
Now that we've established why inclusive content is essential for SEO let's explore some tips for creating optimized content for search engines.
Research to understand your audience
To create content that resonates with a diverse audience, it's essential to understand who you're talking to first. Conduct research to understand the demographics of your audiences, as well as their interests, preferences, and values.
Create specific buyer personas to make it easier to develop brand messaging and review relevant trends that can appeal to them.
Use inclusive language
Language is a powerful tool, and the words you use in your content can significantly impact how it's perceived. Use inclusive language that is free from bias or stereotypes. Avoid using language that is exclusive or insensitive.
The best way to create general content that most people would find inclusive is to apply audience accessibility. Make sure that everyone can relate to the content you develop regardless of their background, stature, or preferences. This includes using alt tags for images, creating transcripts for videos, and ensuring your site is easy to navigate.
Consider cultural differences
When creating content, it's also important to consider cultural differences, especially if you're planning to branch your business out to international waters. Be aware of the cultural norms and values of your local audiences, and avoid using offensive or inappropriate language or imagery.
One area that requires particular attention is gender stereotyping. Avoiding gender-specific language and imagery can create a more inclusive marketing message that resonates with all potential customers.
Another pitfall to watch out for is slang and idioms that may translate poorly across different cultures. These can create confusion or even offense, so it's essential to be aware of the cultural nuances in your target market.
Adapting images is just as important as revising your words when it comes to visuals. For example, if your product or service is being marketed to a primarily Muslim audience, images of people drinking alcohol may be inappropriate.
If you're selling physical products, it's important to consider how your packaging may be perceived in different cultures. Something as simple as the color or design of your packaging can have a significant impact on whether or not your product is well-received.
Keywords will matter a lot
Keywords always play an essential role in any SEO campaign by helping search engines understand the relevance of your content to a specific topic or theme. For one, they increase the chances of your content appearing on top of search results. They can also help you target your content to specific audiences by using keywords relevant to their interests, such as mental health-related keywords.
Additionally, including synonyms and related terms in your content can make it more accessible to people who speak different languages or use different terminology to describe the same thing.
With the rise of voice search technology, incorporating long-tail keywords and conversational phrases in your content is crucial for optimizing it for voice search.
Consider every consumer that relies on your brand
Inclusive content is no longer just a "nice-to-have" but a necessity in today's digital landscape. By creating inclusive content, you not only make your website more accessible and user-friendly, but you also improve your SEO. It can also help increase your visibility, engagement, and backlinks while aligning with Google's values and other social media channels.
Overall, it's essential to implement a cultural sensitivity framework into your more comprehensive marketing strategy. This framework should involve ongoing research and feedback from customers in different cultures to ensure your marketing messages are inclusive and respectful of cultural differences. Doing so can create a more effective and impactful marketing strategy that resonates with all potential customers.