Why your SEO content needs a human touch.
We've all seen those website articles that read oddly. You search for information about project management software, click what looks like a useful article, and find yourself reading: "Best project management software for managing projects with project teams in your project workplace."
Alright. I might have over-exaggerated that one a little bit to make a point, but you get it. It's not great, is it?
This happens when businesses focus too much on keywords and forget about the people reading their content. I've seen plenty of businesses get so wrapped up in their search rankings that they lose sight of why they're creating content at all.
The way we think about content and search rankings needs to change. Actually, it already has changed, and if you're still packing your articles full of keywords, you're missing out on real opportunities to connect with your audience.
When SEO lost its way.
Back in the early days of SEO (we're talking early 2000s), ranking well on Google was fairly straightforward. You'd choose your keywords and use them repeatedly throughout your content. The more you used them, the better you'd rank.
There was a recipe for success: add keywords to your title, put them in your meta description, repeat them in your headings, and scatter them liberally through your content – some pages would use the same keyword up to 100 times in a single article.
But what was the result? Content that nobody wanted to read.
Why the old way doesn't work anymore.
Google has evolved. Over the years, they've become excellent at identifying content that's written for algorithms rather than people. Their helpful content update in 2022 made their position clear: content written primarily for search engines rather than humans won't perform well.
But it goes deeper than that. In my experience, businesses that have a content strategy focused on audience needs rather than search engines tend to see higher performance in that content. This shows that prioritising your audience isn't just good for readability - it's good for business.
Even if you manage to rank well with keyword-heavy content, your visitors won't stay. They'll leave your site quickly and likely won't return. Research shows that B2B researchers conduct an average of 12 searches before engaging with a specific brand's site, so if your content doesn't provide value, they'll simply move on to the next result.
What modern search engines actually want.
Today's search engines, particularly Google, prioritise content that helps users. Their evaluation process is sophisticated, looking at multiple factors:
User engagement signals.
Time on page: If someone clicks through to your article about enterprise software solutions and immediately returns to search results, it signals that your content isn't meeting their needs.
Page depth: How far do users scroll through your content? The further through your content a reader gets, the more likely they are to return to your site again.
Click patterns: Do readers explore related content? Follow internal links? These actions indicate content value.
Content quality indicators.
Expertise demonstration: Search engines assess whether content shows genuine understanding of the topic. This is particularly important for B2B content where accuracy matters.
Comprehensiveness: According to Backlinko's analysis, the average Google first page result contains 1,890 words. However, it's not just about length - it's about covering topics thoroughly.
Content structure: Well-organised content with clear headings, logical flow, and proper formatting signals quality to both readers and search engines.
Technical considerations.
Page speed: 40% of users abandon sites that take longer than three seconds to load.
Mobile responsiveness: With more than half of web traffic coming from mobile devices, your content needs to work well on all screen sizes.
Creating content people want to read.
The key to effective content is understanding your readers' needs. This goes beyond basic keyword research into real business problem-solving.
Understanding search intent.
Take someone searching for "enterprise resource planning implementation". They likely need information about:
Implementation timeframes and project planning
Common challenges and proven solutions
Required resources and team structure
Change management strategies
Integration with existing systems
Cost considerations and ROI
Risk mitigation approaches
Staff training requirements
Post-implementation support needs
When you address these points naturally in your content, you're not just helping your reader - you're also covering the related terms that search engines associate with your topic. This creates strong SEO value simply through providing comprehensive, useful information.
Content depth vs length.
While longer content often performs better in search results, depth matters more than length. Research shows that 72% of B2B buyers consume at least 3 pieces of content before talking with a salesperson. Each piece needs to provide genuine value.
Consider this approach:
Start with a clear understanding of your reader's knowledge level
Address fundamental concepts briefly for context
Focus most of your content on advanced insights and practical application
Include real-world examples and case studies where possible
Provide actionable next steps
Expert insights integration.
Your content should reflect your expertise. This might include:
Industry-specific challenges you've helped clients overcome
Common misconceptions in your field
Future trends and their business implications
Practical tips from your experience
Relevant case studies and success stories.
Getting the balance right between keywords and readability.
Keywords still matter - but they shouldn't drive your content creation. Here's a better approach:
Begin with your expertise. What questions do potential clients ask in meetings? What common misconceptions do you encounter? What insights can you share from your experience?
After writing your first draft, you can review it for optimisation opportunities. Tools like Clearscope or Semrush can identify relevant terms you might have missed, but use them as suggestions rather than requirements.
Google now understands context better than ever—they can interpret the intent behind searches, not just match keywords.
Measuring content effectiveness.
While rankings matter, other metrics tell you more about your content's performance:
Average time on page: This indicates whether people are reading your content thoroughly.
Bounce rate: Are visitors exploring more of your site, or leaving after one page?
Conversion rate: Are readers taking desired actions like downloading whitepapers, requesting consultations, or signing up for demos?
Google Analytics 4 provides these metrics, helping you understand how your content performs with your target audience.
Practical approaches to better content.
Creating content that works for both humans and search engines isn't complicated:
Write clearly and directly. Technical topics don't need technical language to explain them.
Structure your content logically. Use headers and short paragraphs to guide readers through complex information.
Provide genuine value. Every section should address a specific question or need your readers have.
Include credible sources. Link to authoritative research and resources that support your points and help readers learn more.
Where SEO content is heading.
The distinction between "SEO content" and "valuable content" is disappearing. Search engines continue to improve at understanding user intent and recognising genuinely helpful content.
This shifts our focus as content creators. We can concentrate more on creating genuinely helpful, engaging content and worry less about technical keyword placement. However, it also means we need a deeper understanding of our audience's challenges and needs.
The businesses succeeding at SEO aren't those obsessing over keyword density - they're the ones consistently publishing content that helps their audience solve real business problems.
Remember that your readers are busy professionals looking for solutions. They're the ones who will read your content, share it with colleagues, and potentially become your clients. Focus on helping them, and the search rankings will follow.
Need help creating content that connects with your audience while performing well in search? Let's talk about your content strategy.