Once upon a time, a new client asked us whether a blog was to get people to look at the site or for actual information. Our answer was, “both.” 

We know that there is a lot that goes into getting your content at the top of the SERP and picked up by those AI summaries. Specific keywords and phrases, expertise, authority, trust, and many other parts that are constantly changing and rearranging importance.

Yes. Good content will draw your audience to your site. Answering questions correctly and concisely helps build trust with your audience and the robots that control search engines and LLMs. But in my heart of hearts, I think the best way to turn those eyeballs on your site to conversions is … talking to your audience.

You’re probably thinking, “Of course I talk to my audience, I have a blog after all!” And I’m not saying you’re wrong. I’m just saying that your audience probably will hear you better if you establish that you understand them. 

For example: You’re writing a blog about task paralysis. Your target audience is neurodivergent adults who are trying to find an explanation of this particular struggle. Obviously you’re going to talk about ADHD, what task paralysis looks like in reality, who it affects, and other related symptoms. 

But what someone struggling with task paralysis likely wants to hear is that these things are normal, they’re not broken, and that they can work around it. At least, that’s what I was looking for when I started looking up why I’m incapable of doing the dishes once they start to stack up.

A little empathy helps your story be heard. Tell your readers that they’re doing ok, that what they’re experiencing is normal, or that a lot of people ask that question. 

When you decide to add content to your website, you already know who the audience is—you have a small customer profile in your head of some basic demographic information. Think about why they’re reading your content. Are they scared or anxious? Trying to plan something big? Trying to join a community? Going down a doomscroll rabbit hole?

For a lot of people, myself included, have a hard time listening to someone if the conversation feels robotic. We’re much more likely to trust information if it’s put into context and with some gentle personality.

Think of writing your content a bit like a doctor learning bedside manners. Your rapport with your audience is just as important as what you say and how you say it. You obviously want to give your audience the objective facts and make your blog SEO-friendly, but you also want your audience to feel comfortable and excited to work with you. 

This doesn’t necessarily mean that you need to give your readers a tender hug with every word, but you do need to make sure they are getting human touch. All of the authority and expertise in the world doesn’t matter if your audience feels you’re just spewing information for the sake of it.

In the immortal words of the Disney Pop Princess who has mysteriously never been in the same room as Miley Cyrus: Mix it all together and you know that it’s the best of both worlds.

Listing out information is good. But do it with a little smile and a nod. 

When writing, I find it easiest establishing SEO needs and correct information and laying it all out. From there, I put the pieces together of what the message really is. Whether it’s dispelling myths, pulling the reader out of a doomscroll rabbit hole, or getting them excited about their next chapter, the message is always more than lists and sterile data.

These days, it’s easy to feel like you’re just writing for robots. Trying to get AI snippets to pick up your site or trying to get Google to reward you with a SERP feature requires a lot of work and knowledge. But I don’t think that means we should neglect creativity and goodwill toward your reader.