When you started your web page or blog, did you ever think it would entail learning a new language? No? Well, welcome to the world of Search Engine Optimisation (SEO) aka Clickbait.
One thing is certain. If you want someone to read your web page or blog, you need to wrap your head around SEO, an evolving language determined by Google’s algorithms.
As a WordPress user, Yoast is my guide. It is a marvellous plugin. Great support, lots of lessons on offer but what a lot we have to learn. For me, though, it raises a slew of questions.
By way of background, let me oh-so-briefly introduce a few theories about the relationship between language and meaning. My approach may be ambiguous but, as always I write about my struggle to understand.
Language and Meaning
At university, theories about the relationship between language and meaning fascinated me. As an anthropologist, I explored different approaches for trying to understand the social and cultural worlds about which I read. The following three philosophers had an impact on me.
In his work, The Savage Mind (1962) French structuralist, Claude Levi-Strauss undertook an extensive study of the world’s myths to argue that meaning derived from binary oppositions. His work allowed him to posit the then-groundbreaking idea that human minds (traditional and modern) are all the same. Although personal computers did not come to prominence until about 1975, we might contextualise his1960s and 1970s thinking in the emerging binary world of computerisation.
Later in the 20thcentury, another French philosopher, Jacques Derrida, shifted away from trying to understand how words pointed to the world as symbols as many structuralists, including Levi-Strauss, did. He moved away from trying to establish meaning internal to an utterance as though language was a thing in itself. Derrida invited us to examine what is said or written as situated in contexts of power. He and fellow deconstructionists thus began to question and unravel the notion of absolute truth.
My favourite is the Russian philosopher, Mikhail Mikhailovich Bakhtin. Born in 1895, Bakhtin died in 1975 and his work came to prominence in the 1980s partly in company with the deconstructionist changes Derrida and his cohort wrought in social, cultural and literary theory. He, too, saw language not as signs pointing to the world but as an active constituent of the world.
As he says in his essay, ‘Discourse in the Novel’ (see The Dialogical Imagination) Bakhtin argued that ‘Form and content in discourse are one, once we understand that verbal discourse is a social phenomenon.’ In other words, we should not abstract language as discourse from action in context. Each utterance, be it spoken or in textual form must be understood as socially situated. Part of his legacy is the notion of Heteroglossia, meaning ”multilanguedness’.
In Bakhtin’s terms, heteroglossia is a condition of social life. It means that each profession, class, culture, station, technical or creative endeavour has a unique language. We all think and speak within our particular social, cultural, professional or philosophical framework.
Here’s the clincher
If we accept that Bakhtin is right, writing for SEO requires us to learn a new language, one that skims off the top, regularises, routinises and makes the online world predictably bland.
With its promise of success, writing for SEO seduces us into new ways of creating stripped back meaning. Taking the Derrida-deconstructionist position, SEO places us under the control of Google’s algorithms. Google, then, is in a position of power over what we say and how we say it online. If we stick to subtle or difficulty ideas to entertain audiences within our own hetreraglossic world, we be accused of using jargon and fade into oblivion.
Can you imagine Levi-Strauss, Derrida, Bakhtin and all the other philosophers and thinkers we study at university constructing themselves for SEO? Yet, this is the world we live in, so we might as well give in. Don’t you think?
Help is mostly free
Fortunately, there are web pages like Learn Google Analytics, dedicated to helping you and you can download The Ultimate Google Analytics Glossary — 2019 Edition. I notice this not yet called a dictionary which would presuppose a new language, but it won’t be long because we are witnessing one emerge. Not code. A new language in our already heteraglossic world.
We all know that code entered our lives when computing started, but now we can develop our web pages at the ‘front end’ where what you see is what you get. Still, we need this new SEO language with its keywords, focus keywords, tags, categories and other identifiers. How would we navigate the immeasurable internet otherwise?
Yoast offers free keyword research training. The email offer says, ‘Enjoy optimising for the right keywords’.
What to do?
Does the SEO effort to find readers, to find an audience, re-shape not only the way we use language but our minds? Does it lead to shallow thinking? Worse still, does it lead to mindless conformity?
I struggle to reduce complex sentences and ideas to key phrases, short or long-tailed. It is undoubtedly an art unto itself as articulated in a recent WIX Content piece ‘Why SEO Is a Writer’s Best Friend‘. Here are the tips they offer – with my slick tongue-in-cheek critique in italics beside each.
Give your audience what they want — invite agreement, not consideration
Keep it simple, keep it direct — don’t stretch people
Be fresh, and refresh! — no eternal wisdom required
In his course promo on Facebook, author and leadership consultant Mel H Abraham says seductively that people have had enough of how-to videos and posts. He urges us to get real:
Think of the teachers you had growing up. Who were your favourites? Those who delivered the best information or those who were funny, the storytellers, the ones who truly cared about you?
Your content and message have to part of you, have to be an extension of who you are.
You need to show your audience that you connect with them and you align with their emotions, values, and identities. If you can’t connect with someone, no one is going to listen to you, let alone buy from you.
He may have a point, but can we avoid the imperatives of writing for SEO on our web pages?
There is hope
We can just let our web page point to us. The ad, after all, is not necessarily the full product.
Yes, SEO is creating a new sharp, short, shallow but uniform language. If you doubt, check out this, where Yoast describes how to write for SEO. In brief it says (with my meta comment beside in italics) —
Focus on your audience — not on the idea you are developing or creating
Write clear paragraphs — duh!
Write short sentences — keep it simple stupid
Limit difficult words — dumb it down to limit exploration and deeper thinking
Use transition words — in case nobody understands anything
Mix it up!— not vocab, just instead of ‘and’ or ‘too’, say ‘also’ or ‘moreover’
When it comes to power, you might compare the imperatives of this list to my being told by my supervisor at university that I should learn to ‘write like a man’. That’s the power of writing ‘for’ an audience’ rather than expressing what you mean or want to say from deep within yourself. It’s also worth noting that words have power in relation to status, position and authority and who has more than the Internet?
Still, we must live in the world as it is with the crazy, overwhelming universe of the internet. The worldwide web points to things we could never otherwise have discovered. It is a marvel, and it is OK for it to have its own language, one we can use to navigate it with confidence. We simply need to avoid seeing it as the thing to which it points, as any language does; the real world.
In an Adelaide Festival Writers Week interview in 2019, Man Booker Prizewinning author, Ben Okri, reminded us of the importance of depth in communication. He says, ‘when we lose our deeper reading, we become easier to manipulate’. He was of course, talking about his latest novel, The Freedom Artist which Publishers, Harper Collins, promote ‘an impassioned plea for justice and a penetrating examination of how freedom is threatened in a post-truth society.’ Be mindful of that.
But, Give Yoast a Go.
I love Yoast. I get a lot from it and they offer plenty of freebies like this downloadable guide, WordPress SEO: the definitive guide for those who use WordPress.
A paid course with Yoast costs only $149 (probably US) or $199 with feedback.





