SEO That Speaks Human: Optimising for Search Without Losing Soul

Let’s be honest, SEO can feel like a creativity killer. As a copywriter, few things make the alarm bells ring louder than a keyword-stuffed brief with no story, no heart, and no reader in mind. But here’s the thing: good SEO writing isn’t about gaming the algorithm. It’s about being findable and worth finding.

Start with People, Not Keywords

Yes, keywords matter. But before you even think about search volume or long-tail phrases, think about the questions your customers are asking.

Ask yourself: “What would I Google if I needed this product or service?”

Write for Skimmers (But Hook the Readers)

Online attention spans are short. Really short. Structuring your content as follows, makes it more digestible:

• Short paragraphs
• Punchy subheadings
• Bullet points
• Visual breaks

But within that, great copy still tells a story, paints a picture, or adds personality. Don’t be afraid to have a voice. SEO writing doesn’t have to sound robotic. If your content sounds like it was generated by a toaster, it’s not adding value.

Use Keywords Like a Local Guide, Not a Tour Bus

We’re not stuffing suitcases here. Keywords should guide the journey, not overload it. Integrate them:

• Naturally in headlines and subheadings
• Once or twice in the opening paragraph
• In meta descriptions and image alt tags
• In URL slugs and page titles

Tip: Synonyms and related terms count. Google’s smarter than ever. Use natural language, not just the exact match.

Answer the Question (Better Than Everyone Else)

Google prioritises content that answers a query completely. That means:

• Clear, direct answers to the search intent
• Explainers, examples, even anecdotes that add depth
• Internal links to relevant content
• A reason to stay on the page (value, value, value)

Add Original Thought (or at Least, Original Voice)

There are a million blogs about the same topics. What makes yours different? Your insight. Your experience. Your angle.

Whether it’s a pop culture reference, a metaphor, a client story, or a conversational tone, find a way to say the same thing, in a way only your brand could.

Fresh Content Signals a Living Brand

Static websites don’t perform well in search over time. Keep your content updated:

• Refresh old blogs with updated facts or stats
• Add internal links to newer articles
• Remove outdated info or dead links

Rank With Relevance, Win with Resonance

SEO is not about tricking Google. It’s about building trust, by consistently showing up with content that answers questions, solves problems, and speaks in a voice that feels like you.

As a creative copywriter, you’re not just crafting content for crawlers. You’re writing for humans. Curious, distracted, information-hungry humans who appreciate clarity, empathy, and maybe a smile along the way.

Do that consistently, and Google will take notice. So will your audience.