If Only Your Content Had Always Focused on Humans
Businesses and marketers scrambling to figure out search and AI visibility are experiencing a long-overdue reality check.
Imagine how much better shape they’d be in if they had spent the last 10-15 years developing content for real people instead of chasing search algorithms.
The good news is that most fundamental SEO work will help you get found and cited by AI. It’s not like you have to build from the ground up.
The bad news is that original, human-centered content that search engines and AI platforms crave – content that speaks directly to the wants, needs, aspirations, and priorities of real people – has been neglected for years.
From Keywords to Prompts, But What About People?
Businesses and marketing consultants that focused too much on the algorithm du jour are now following AI “best practices” from the latest AI-generated article.
Those that relied on cheap, human content mills to churn out keyword-focused content have moved to even cheaper AI tools to churn out prompt-focused content.
In both scenarios, they’ve tried to spend as little money as possible to game the system (which actually pisses off the machines).
And they’re still missing the bigger human picture.
Imagine if they prioritized demonstrating value, expertise, and empathy while talking about topics that matter to real humans.
Evergreen content from 10 years ago that answered a specific client question? It still has value today and could be easily freshened up.
Keyword-stuffed content from 10 years ago written in response to an algorithm change? That expiration date has long passed.
The Holy Grail for Search and AI
The search and AI gods have always been on a never-ending quest to understand human intent. That’s the holy grail for Google, ChatGPT, Claude, etc.
Deliver the perfect response to human queries. Every single time.
And that’s why you’ll never go wrong writing for humans first and everything else second.
The technical side of SEO-GEO-AEO is important. I would never suggest ignoring it.
But relevance, authority, authenticity, and trustworthiness are more important than speed, volume, keywords, and prompts.
Like I’ve been saying for 15 years, what’s the point of getting found if your content doesn’t connect with your audience and move them closer to conversion?
The Path Forward
Get the mechanics and structural stuff right. But make it a priority to develop unmistakably human content that’s completely your own.
Focus on solving actual problems, answering actual questions, and providing meaningful insights about issues your ideal client cares about.
Don't sell them. Show how you can help them. Sales will follow.
Show your ideal client that you can relate. Share content that makes them say, “They get me.”
Show who you are and what you stand for with real-world stories that capture your voice, perspective, and lived experience.
And never ever compromise quality in the name of expediency.
Human and AI Alignment
The gap between what humans want and what machines want has never been smaller. The path forward I just laid out is what search and AI want.
Prioritize content that delivers value and creates moments of human connection.
It’s always been the right big-picture approach. And it’ll serve you well right now.
