Is it the Job of the Website or the Writer to Optimize Content?

The best answer to this question is that it ideally should be both the website and the writer who make the most of the content posted. The website is ultimately responsible for what is posted on their site so obviously they have a stake in the content as well as optimization. The writer, on the other hand, has not had this concern in the past, but with new SEO tools the writer can choose to aid in the optimization of content, which in turn can be beneficial.

Who is NOT Responsible for Optimizing Content

First it is important to note who is not responsible for content optimization. As I am sure you have read web designers are claiming it is not their responsibility and this would be correct. Web designers are there to create the feel and the flow for the website through design. They are hired to concentrate on this task and not on optimization for a reason. They know what their role is and in order to fulfill it they cannot deviate from their task.

In a day and age when everyone is trying to dodge the bullet of responsibility it is easy for things that should be relatively simple to simply fall through the cracks. It’s not that people are any worse in our current time; it’s that we are busy. Information, programs, and technology is flying almost at the speed of light. All this new information has not had the time to settle into easily defined roles because it is continually changing at high speeds.

Steps and Responsibilities for Optimizing Content

So if we try to look at who should fulfill what roles we should first examine the company that owns the website. Should the total responsibility not fall to them simply because the website, its content, and their ratings belong to or are owned by the website itself? After all ownership ultimately makes them responsible for all material on their site, as well as optimization of that material. If they want to be high in search ratings they need to make that happen one way or another, right? This role is even more exact when we consider assigning the task of SEO to specialized teams within the company.

Although the answer is yes, it is ultimately the company’s responsibility, there are some very important reasons why a writer would want to make sure they aid in the process of boosting SEO for the websites they post to. It boils down to very simple principles.

1. You scratch my back I’ll scratch yours.

If the writer is trying to earn back links to their own sites it is easy for them to use SEO tools such as SEO Yoast and others to not only create those back links but to also boost SEO for the sites they are posting to. Of course the writer is writing and posting in order to drive readers back to their site, but if you are able to help the site you are posting to in the process you should definitely take the time to do that. This not only makes you as a writer more credible it helps the site, who if you are lucky, will pick up on it and return the favor.

2. The more you give the more you get.

A wise man once said - you can’t out give the universe. Let’s say you begin to really try to boost SEO for the sites you post to and they don’t pick up on it. Continue any way. If you continue to write in this fashion eventually it will be recognized and can only boost your name as a writer. Writing with the highest integrity in mind, thriving to help others in the process are universal laws that if followed are promised to bring great returns.

3. Slow down and repeat numbers 1 and 2.

Finally step 3 is simply remembering to make use of the tools that are available and taking the time to use them. It’s so easy to be in a hurry as we discussed above, and to skip what you know is right because it easier to brush it off and say – well it is the company’s responsibility. Don’t fall prey to the slippery slope of excuses, because once you do before you know it you will forget integrity all together in your rush to simply get things done quickly.

So to recap, the best answer to this question is both the website and the writer should make the most of the content posted. The writer helping the website SEO even though it may not appear to be his job truly is what is ideal for both the website as well as the writer.

Photo Credit: rickischultz.wordpress.com

Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from algorithm updates. She writes for HigherVisibility, a nationally recognized SEO firm that offers national and local SEO service to a wide range of companies across the country.