So, you’ve got a website. Great start. Now you’re thinking about boosting your SEO and maybe even optimising for AI visibility too (yeah, AIO is a thing now – AI Optimisation). You figure you need content to climb the ranks, right?
But let me stop you there. One of the biggest myths in the SEO world is that longer content automatically ranks better. That’s just not true. Google even busted that myth in one of their “SEO Mythbusting” episodes.
What they do say is this: every piece of content you put online should bring “unique value to the web overall.”
That’s the goal here. So let’s talk about how to write content for real people, not robots.
How Do You Write for People?
Start by Understanding the Intent
When someone types something into a search bar, you’ve got to play detective. What are they really looking for?
Take this example: someone searches for “software developer Australia.” Are they trying to hire a developer? Or are they looking for a developer job themselves?
You have to figure out which one makes sense for your business. One of the easiest ways to do that? Look at the pages already ranking for that query. Google has already done the work of surfacing what people are engaging with, clicking on, and spending time reading. That gives you a pretty solid hint about what kind of intent is behind the search. Misreading that intent? That’s how you lose the reader right away.
Don’t Try to Cram Everything In
There’s this idea floating around that longer content performs better on Google. Let me be blunt: nobody’s reading your novel-length blog post.
Even Google’s John Mueller has said, “There is no universally ideal content length. Focus on bringing unique value to the web overall, which doesn’t mean just adding more words.”
So instead of padding your article with fluff, do this: figure out exactly what your reader wants, and give them that. Add extra details only if they truly help.
If you’re writing about AI tools, don’t start with the history of AI from the 1950s. Get to the point.
Use “People Also Ask” Questions
Here’s a golden tip: instead of obsessing over keywords and search volume, go check out real questions people are asking.
Start with the “People Also Ask” (PPA) section on Google. It’s a goldmine.
You can use tools like:
Both offer free versions. Or for a totally free option, install the Ahrefs SEO Toolbar on Chrome. No subscription needed. Log in, and boom, you can extract PPA questions right from the search results.
Search for this:
- Install
- Log in (no need to pay)
- Your PPA list is ready to roll
Don’t Just Drop a Link – Explain It
I still see sites that drop internal links into their articles without any explanation. Just a hyperlink on a keyword, like, “Here you go, figure it out.”
That’s confusing. Readers are left wondering, “Why should I click this? What’s it even about?”
If you have a related post, take a second to explain it. Something like: “Want to dive deeper into this topic? I wrote a full guide on it here.” That small addition makes a big difference.
Be Clear About What You Want
Let’s be honest. Every piece of content you publish probably has a goal. You want the reader to do something—click, register, check out a product, or at least read another page.
So say that. But say it at the right time. Not every article needs a big bold “Contact us now!” slapped at the end.
Think about it. You don’t want your blog post to feel like a supermarket aisle with “BUY ME” signs everywhere.
Set your CTA based on what the content is actually meant to do. If it’s informational, invite them to read more. If it’s promotional, guide them to your offer.
Oh, and speaking of convincing customers to take action? I’ve got another article all about that.
Catch you there.
And hey, if you want someone like me to write for your site—well, don’t talk to me directly. I’ve got a manager who handles that kind of stuff. Tell him what you need. He’s good at listening. You can schedule a meeting with him on this link.
