People Don’t Read Copy; Only Googlebot Has Time

If you’re a marketer working online, you know that consumers are distracted and have an ever diminishing attention span. When we’re teaching companies how to market online we have to keep reminding them to reduce the amount of copy to bullet points, headlines and scannable text. Consumers simply don’t read body copy anymore.

On the other hand, those doing SEO will repeatedly hear that you need good copy in your pages so Googlebot knows what the page is talking about.

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So there lies the paradox: Googlebot is the only entity that can be bothered to read your carefully crafted copy, and even it does it solely to work out whether your page is relevant for a searcher who has a vanishingly small attention span.

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