The world of Web Content on demand has changed the way we communicate. Some would say it's a positive change, while others lament the downfall of language as we know it. From content farms to commercial websites, the search engine rules the web content universe.

Maybe because I create web content as a ghostwriter in addition to penning articles on subjects I choose, I'm both fascinated and repelled by the way writing for the Net has altered communication. The supply-and-demand factor that once mostly affected retail now guides the way we write.

Whether we're devising web content for clients' websites or writing articles, writers working online are generally guided by the public's demand for certain kinds of information. From how-to articles to "about us" pages, keyword choices and placement are our gods -- especially if we write for money.

So what does that say about those of us who come up with all that web content? It all depends on your perspective. One of my professors said -- and I'm paraphrasing here -- that if we're not communicating with our audience, we may as well not bother writing.

That might sound like a given, but it really isn't. I grew up writing short stories, journal entries, and essays for fun. I never showed them to anyone, because for me, that wasn't the point. I just enjoyed the activity of writing, and tried out different formats to give my brain a workout.

The concept of providing web content for any purposes other than the pleasure of having strung certain words together in my own style -- well, that and money -- would have probably struck me as odd.

And that might strike you as odd. But the joy of seeing words take on a life of their own had nothing to do with usefulness, and everything to do with creativity. When web content is your livelihood, that all goes out the window. Communicating with the other humans is key, leaving you with less control over your creation.

Of course, communication is a wonderful thing, and there's almost as little room for self-indulgent writing in print as there is in the land of web content. Print publications must offer something useful and interesting, or no one will buy them. But while topic selection and tone are important in print, the almighty keyword that lords over web content isn't so crucial.

Some argue that keywords come naturally in a well-written article, but sometimes the demands of web content creation can hamper a writer's intentions. Because a certain number of people typed a phrase into a search engine in a seemingly logical way, the web content creator must use these words to convey the original meaning, and incorporate them in a way that makes sense.

So, the person doing the searching not only gives retailers a clue about their shopping habits via unfiltered Googling; he or she also shapes the online universe by revealing their innermost desires.

From Christmas shopping to asking an embarrassing health question, the searcher has unwittingly determined, at least partially, the web content that will be available for his or her next search.

Some content farms cull these searches to come up with automated batches of titles for their freelance writers. Others offer the results as suggested topics that just might bring in a lot of page views, i.e. money.

"Real" journalists and writers upset at the demise of the newspaper and the rise of user-provided web content find this change of events appalling. Say what they will, it's actually a good thing for consumers.

Digital journalism is all about providing what people want. Unlike focus groups and surveys, though, our searches offer up our true desires. From researching a major purchase to drunken late-night queries, search engines provide the fodder for the web content people really want to see.

This might be frustrating when we can't write an article exactly the way we want because of SEO considerations. It is the way web content creation works, though, and coming up with something good based on some oddly-arranged words can be an exercise in creativity itself.

And when all else fails, you can just churn out the web content people want, then have fun writing a blog or poetry just for you.