Writing content that focuses on what your actual human readers need makes it easier for them to find you and gives them something that helps to answer their questions. SEO might rely on an algorithm with a layer of AI, but the words themselves need to focus on the people who’ll read them. Here’s how you can start writing in a human-focused way.
Answer real questions
Keywords can be useful, especially if you serve a particular geographical area. Targeting keywords that mention your profession and location can be incredibly useful, but there’s more to it than that. If there are loads of businesses like yours in your town, or you can work with people anywhere, answering real questions helps you stand out. The question a potential new customer types into Google or asks their AI might be the exact one you’ve answered in a blog post or your FAQs (or both).
Answering the questions that people have asked you reduces the guesswork and lets you share your knowledge and expertise.
Share your experiences
In a competition between generic guidance and real experience, experience wins. Share the mistakes, the wins, the client stories or your take on a subject that might go against the received wisdom. Sharing your stories lets people get to know the person behind the business and understand how you work and why.
If you’re starting out, you might not have many real results to share, but you can let people see behind the scenes.
Build a library
One post lets you share your opinion or explain a process. A library of interconnected posts that relate back to the same topic in different ways gives your content real depth. Imagine someone visits your website for the first time because they’ve found something interesting. They might read one post and think “that was great, but now I have more questions.” If you’ve answered some of their other questions or have other insights to share on the same subject, they’re more likely to hang around, read more and maybe even sign up to get your emails. They’re also much more likely to see you as an expert. If there isn’t anything more, that won’t happen.
Google works in a similar way. If there’s lots of useful content on a particular subject, the algorithm is more likely to see you as an authority and send visitors your way.
Keep your voice consistent
I know it’s depressing that a non-human search engine or AI platform is making decisions about who gets to see your content, or that AI might actually be writing for a lot of people. The good news is that all of this makes showing your personality more important. Your writing voice helps you stand out and makes it easier for an AI summary to quote you.
Your turn of phrase and occasional rule-breaking grammar (yes, even me) is hard to replicate and lets people recognise your writing when they see it. It also lets writers like me get to know you and write for you, because I can hear your voice in my head when I write.
Structure your posts
Structuring your posts with an introduction, an ending and clear subheadings helps people make sense of what they’re reading and find the answer to their question easily. Skimmability (I may have made that word up) is great for humans who are short on time, but it also works for the algorithm. AI platforms skim content too, extracting the phrases they’re looking for.
Ready for a chat?
If you want to create human, trustworthy content that helps your customers find you online, I can help with that. My content writing packages give you monthly content that’s built around you and your business. We set up regular chats, and I take the rest off your plate. Alternatively, if you want to find different takes on the same topic, my content clarity sessions help you brainstorm and find new angles.
When you work with me, I’ll get to know you and your business, and write content that showcases your best self, helping you connect with your ideal customers and talk about what matters most to them.
You can email me to arrange a chat or book a Zoom call to find out more.
Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
