Search engine queries begin with a desire to make a connection. Whether that connection is tied to information, advice, or other people, businesses need to acknowledge the person behind the query.
Writing for search engines is no longer enough to rank number one for keywords and keyword phrases. A search engine-focused approach could be working against you. As algorithms become more advanced, they prioritize content that meets the needs of real people. Content created for humans, not robots, builds connections, fosters trust, and drives long-term success.
Why People Matter More Than Search Engines
Valuable, human-focused copywriting drives engagement and ultimately converts. Too often, businesses focus on writing for algorithms rather than the people behind the screens. Content should be created for humans first, with search engines as a secondary consideration.
Business owners and marketers who prioritize human value create a better experience for their audience. Content written for people is more engaging and easier to connect with than content stuffed with repetitive keywords. Use your own words to answer industry questions and solve problems that affect your audience.
Customer-focused content offers value that resonates with readers while building trust and authority.
The Evolution of Search Engine Algorithms
Search engines, like Google, have evolved over the years with core updates. Algorithms that once relied heavily on keywords now prioritize user experience and content quality. The introduction of AI-powered tools and machine learning allows search engines to understand context, tone, and even emotions behind words.
Advancements have changed how search engines evaluate content. Strategies that once worked, such as keyword-heavy and robotic writing, have lost effectiveness. Today, search engines want content that aligns with user and search intent. Place your focus on how people engage with your material rather than solely optimizing it for a set of technical criteria. Write for the people who read your content, not just the bots that crawl it.
Search Engines Meet the Needs of Humans, Not the Other Way Around
One of the biggest misconceptions about search engine optimization (SEO) is that optimization is only for search engines.
Search engines work for the people that use them. The technology behind search algorithms focuses on creating an experience that benefits the user. The more you can align your content with people’s wants and needs, the more likely you will succeed in search rankings.
A human-centric approach does not, however, undermine the importance of keyword research. Keyword research provides insights into the words and phrases people use to find your products or services. Research gives a starting point for important information to include within the content. Use search intent to integrate keyword and keyword phrases seamlessly into the content to serve the story. Use them naturally within the text, ensuring the narrative remains fluid and the message is clear and compelling.
When you write for people, your content will likely be shared, linked to, or engaged with. High engagement is a key indicator that your content is valuable, relevant, and informative.
The Proof is in the Metrics
Search engines use key metrics to determine the quality and relevance of your content. Engaged readers spend more time on your website when they find answers to questions or relevant information.
The longer people spend on your site, the more likely search engines will recognize its value and prioritize your content. Other valuable analytics to monitor include pages per session and click-through rates (CTR). Higher engagement leads to better search engine rankings. When your content aligns with the intent behind a search query and provides relevant information, it stands a far better chance of being recognized and ranked.
What Does Human-Centered Content Look Like?
Writing for people means understanding and addressing your audience’s needs, questions, and interests. Craft content that resonates on a personal level to answer the “what,” “why,” and “how” in ways that broaden readers’ knowledge or make their lives better.
Here are a few strategies we use at Vervocity to create human-centered content:
Empathy
Put yourself in the shoes of your audience! Understand their pain points, challenges, and aspirations to craft content that speaks directly and personally to them.
Natural Language
Write as you speak (while keeping it professional or in your brand’s tone of voice). Visitors spend more time on sites with content that reads like natural conversation.
Jargon Avoidance
Write with clarity and purpose. Industry jargon and overly technical language can alienate readers. Simple, informative, and actionable explanations keep audiences engaged.
Answers to Real Questions
Think about the frequently asked questions in your industry. What do people want to know? Craft content to answer these questions thoughtfully.
Storytelling
A good story connects and captivates. Whether a brand narrative or a customer success story, storytelling can drive emotional engagement and brand loyalty.
Value and Relevance
Content should offer accessible and actionable solutions or insights. Provide information readers trust and can apply in their daily lives or business decisions.
Engagement
Aim to start conversations. Invite your audience’s feedback, questions, and interactions to turn passive readers into active participants.
Quality over Quantity
Focus on quality instead of pushing out content to keep up with a publishing schedule. Research and thoughtfully write content.
User Intent
People have a goal in mind when they type a query into a search engine. Understand and meet this goal as closely as possible with your content.
Authentic Personalization
Content should reflect the brand’s expertise without sounding forced. Personalization does not require excessive storytelling or unnecessary detail. Understand your audience’s needs and deliver concise, valuable insights.
Our Commitment to Value Over Volume and Connection Over Clicks
At Vervocity, we create content that drives meaningful connections. We act as an extension of your team to deliver high-quality content that supports your goals. The person behind the query is looking for a connection, and it’s our job to help them find it.
Let your content reflect what you stand for and what your audience needs. Contact us or call (217) 222-1451 to get started!
