Our digital times are all about “optimisation” – of everything from all-pervasive processes through to people and machines. Words themselves even get crushed by optimisation. A prime example is SEO. A whole host of agencies and experts make use of Search Engine-Optimised content. The resulting copy often sounds stilted and impersonal or can even be stylistically and grammatically wrong. Search engines have no problems with this, but readers certainly do. In the worst case they will remain one-time readers or visitors to a site or blog. It is unlikely they will ever return.
Which is why I write for people and not for search engines. Each text should always be written as an individual piece. Whatever the dictates of digitalisation.
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