Why You Still Need SEO in Your Content

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In a previous post, I shared some tips on how to write great marketing content. One of the points I touched on was SEO (Search Engine Optimisation) and keywords in your content. Being a big subject in its own right, here's a separate post purely about SEO.

Why SEO still matters in your content … and now GEO too

If you want people to find your web content, blogs and other online content, then you still need SEO in your content. And with AI being increasingly used, GEO (Generative Engine Optimisation) also helps AI programmes, like ChatGPT, to find your content.

When SEO and GEO are done well, search engines (and your target audience!) will find you more easily. Better still, Google’s automatically generated summary at the top of search results should then be accurate, helping to grow trust in your business.

And while algorithms shift constantly, the aim hasn’t changed—if your content is clear, relevant, and genuinely useful, you’re on the right track.

I don’t claim to be an SEO guru, but I am an expert copywriter and understand the importance of keywords. I’ve noticed that people often overthink SEO. It’s not a dark art. Yes, Google keeps changing the rules, but if you focus on writing for people first in your content, you’re on the right track.

So, let’s get down to the nitty-gritty. It’s not hard, I promise!

Step 1: Build your keyword List

Keywords are still the starting point. They tell search engines (and readers) what your content is about. You could ask an SEO agency to do keyword searches for you if budget allows. Otherwise, a practical DIY approach works:

• Brainstorm with your team: What terms do customers actually use when they talk about your product or service?

• Use Google itself: Type in your main topic and check the ‘related searches’ at the bottom of the results page. Each click can spark new keyword ideas

• Try SEO tools: Free and paid platforms like Semrush, Ahrefs, SurferSEO, Moz Pro, Majestic, and others, alongside the ever-useful Google Search Console and Analytics

Step 2: Use keywords naturally

Once you’ve got your list, don’t fall into the trap of stuffing them everywhere. Overusing keywords makes your writing clunky, and Google will notice. Instead:

• Pick the most relevant keywords

• Mix it up—use variations of the phrase rather than repeating the same word

• Always write for people first, search engines second

Think of keywords as seasoning in cooking: enough to add flavour, not so much that it spoils the dish.

What’s new in SEO

During 2025, Google sharpened its focus on quality. Here are the latest shifts:

• Helpful content wins: Google rewards content that’s written to answer real questions, not to ‘game’ search engines

• Experience matters: The newest version of E-E-A-T (Experience, Expertise, Authoritativeness, Trust) means Google wants proof you know what you’re talking about—hands-on experience, expert insight, or evidence. This HubSpot article will tell you more about E-E-A-T

• User experience counts: Page speed, mobile-friendliness, and general ease of use all affect rankings. If your site is slow or clunky, visitors (and Google) move on

• AI is changing search results: With Google’s Search Generative Experience (SGE), more people are seeing AI-generated summaries in results. That means your content needs clear headings, FAQs, and concise answers so AI can use you as a trusted source

• Spam won’t cut it: Low-quality or AI-generated filler is being penalised harder than ever. Google’s ‘SpamBrain’ is regularly improved to spot new types of spam

The main takeaway, as I’ve said many times before, is that Google wants content written for humans.

The recipe for SEO success is simple:

• Write for your audience first

• Back it up with relevant keywords, used sparingly and naturally

• Share your real experience and expertise

• Make sure your website runs smoothly

Do those things consistently, and you’ll be working with Google’s algorithms instead of chasing them.

No time or headspace to keep up with all of this? Then delegate! Hit the button and let’s arrange a coffee and a chat about how I can help.

I need help with SEO-friendly, enjoyable content