The first rule of high quality prose composition is tailoring your message to your audience. Tailoring your message results in a different composition for each audience. Ideally, you’d tailor your message for each individual for maximum impact. From the search engine perspective, if you could so tailor your message, your tailored message would be at the top of the search results for that individual’s query on that topic. But, of course, we don’t live in an ideal world where we have a billion skilled writers composing for each of a billion individuals and advanced artificial intelligence search engines able to pair the ideal composition with its targeted individual.
At the other, low quality extreme, is the million monkeys approach to composition: Write one article to a general audience and then have a computer substitute what it thinks might be a synonym for each word in random combinations. This is the “article spinner” approach to covering all the bases. Of course, most of what results is garbage that search engines rightly suppress from their results. This is just as well since a person hitting one of these compositions is likely to see it as garbage and leave the site immediately with a negative customer experience.
There are some companies that try to employ a lot of article writers, which is expensive. Other companies try to employ more artificially intelligent synonym generators which only partially alleviates the garbage.
GenPress takes a golden-mean approach:
A writer composes one general article and, rather than having the computer attempt to generate sensible synonymous phrases, GenPress assists the writer in applying human intelligence to the problem.
GenPress does this by providing a simple-to-use, intuitive composition spreadsheet for the writer to use in creating carefully chosen phrases as alternatives. Its like having a word processor for synonymous compositions. GenPress is more labor intensive than are artificially intelligent synonym generators but the results are higher quality. This requires more skill on the part of the writer, but it requires fewer writers to generate large amounts of content reaching a wider number of audiences.
Furthermore, by generating content in this way, unexpected “long-tail” key phrases — key phrases that are not being pursued by competing sites — capture new audiences. This is market research, the results of which can feed back into the writer’s judicious use of GenPress to generate compositions targeting those, and related, audiences.