The AP Stylebook is the self-proclaimed Bible for news and strategic communications writers. The people who study the good grammar book the most can earn a disciple-like status in the office. Colleagues seek the experts out for erudite advice, and the experts enlighten the less fortunate with wisdom about hyphens and composition titles. They preach against the evil of italics and work to convert the many who insist on still capitalizing job titles. I’m not transcendent yet with my AP Style knowledge, but you can list me as a devout believer.
However, while writing more and more online content recently, I’m beginning to question my faith a bit. There are numerous discrepancies between AP Style and what’s required for good Search Engine Optimization (SEO). In our digital age, obsessed with search results, should AP Style let SEO dictate some of its standards?
I still think AP Style should be the foundation, but I argue that SEO should occasionally trump AP Style to help people find online content (at least when developing copy for “Web sites”). We should write according to how people will search for our information. For example, most people (not the AP Style word nerds) don’t type “e-mail” or “Web site.” People don’t search for information about a state and type “Ariz.” instead of “Arizona” (although, I think you could argue many people use the postal abbreviation the most). Google Trends has “healthcare” and “health care” about equal, but it’s another example of at least needing to research what will resonate with people.
Should AP Style adjust for SEO, or is it best to keep AP Style’s well-thought-out principles separate from language modernization?
That is helpful information thanks. Any one heard of a reliable search engine optimization firm that won’t do a sub-standard job? I have got sooo much work to do and no where near enough time. Time to get a company involved.
Fantastic article !