If you’re still obsessing over SEO at the expense of your readers, you’re doing it wrong. Sure, getting ranked on Google is great, but you know what’s better? Creating content that actually connects with people — the ones you’re trying to help, inspire, and mobilize.
SEO is a tool, not the end goal. For mission-driven businesses, focusing too much on search algorithms and too little on actual human beings is a fast track to mediocrity. Sigh.
Ready to flip the script? Let’s dive in.
why writing for humans matters more than SEO
Humans buy from humans, not bots.
Here’s the deal: Your audience isn’t a bunch of algorithms — they’re real, live, breathing humans. I know you know that, but it does bear repeating. And people don’t buy, donate, or sign up because you’ve stuffed your blog with keywords. They do those things because they feel connected to your mission, your voice, and the value you offer. If your content is too SEO-driven, you’ll lose the heart of your message. SEO might bring them to the door, but human-centered content invites them in and makes them stay.
Google’s smarter than you think.
You’re not fooling anyone — least of all Google. Search engines have evolved. They’re not just looking at how many times you mention “sustainable business practices” or “ethical supply chain.” They’re analyzing the quality, relevance, and authenticity of your content. When you write for humans, Google notices. For mission-driven businesses, this means balancing keywords with readability, storytelling, and engagement.
You build a loyal community, not just traffic.
Traffic is great, but traffic without connection is useless. Mission-driven businesses don’t just need eyeballs — they need passionate supporters who get behind their cause. When you write for your audience, not the algorithm, you build a loyal community that’s ready to take action.
start writing for humans (and still rank on google)
1. Know your audience, not just your keywords.
Don’t start by researching keywords — start by understanding your audience. Who are they? What are their challenges, desires, and values? How does your mission solve a problem for them? When you deeply understand your audience, you’ll naturally weave in the keywords that matter to them.
2. Storytelling first, keywords second.
Storytelling connects. Whether you’re fighting climate change, empowering marginalized communities, or pushing for systemic justice, your audience connects through the stories you tell, not the keywords you sprinkle. Keywords can and should support your story — but they should never hijack it. Start with a powerful narrative, and only then optimize for SEO.
3. Write like you talk.
Cut the jargon, and lose the robotic tone. Write like a human being who’s speaking to other human beings. This doesn’t mean dumbing things down; it means keeping it real and relatable. Your audience doesn’t want a lecture, they want a conversation. They want to become familiar with your voice. If you wouldn’t say it out loud, don’t say it in writing. And, conversely, if you would say it out loud, say it in writing. Say the damn curse word if you must. This builds trust and rapport, which is essential for any mission-driven business.
4. Focus on value, not clickbait.
Don’t bait your audience with click-worthy headlines that underdeliver. Instead, focus on real value — practical advice, powerful insights, and genuine support for your audience. This builds credibility and keeps people coming back. Clickbait might win the short game, but value wins the long game.
5. Optimize after you write.
I’ve hinted at this already: Write your content first, and then optimize it for SEO. Once you’ve crafted a compelling, human-centered piece, go back and see where you can naturally fit in keywords, optimize meta descriptions, and tweak headlines for searchability. You don’t have to sacrifice one for the other. But always — always — put your reader first.
but wait, should you stir the pot?
While we’re talking about writing for humans, let’s not forget about one of the most effective ways to really connect with them: by challenging them. Don’t be afraid to take a stance, even if it’s controversial. If there’s a common practice in your industry that you disagree with, call it out. Your audience will respect your boldness.
Controversy isn’t about being inflammatory for the sake of it — it’s about being honest and willing to challenge the status quo. For mission-driven businesses, this is a golden opportunity. If you’re fighting for change, you’ll naturally butt heads with the “way things have always been done.” Use that to your advantage.
“Both And”
Writing for humans and SEO aren’t mutually exclusive. You can — and should — do both. But remember, your content’s ultimate goal isn’t to impress Google. It’s to engage, inspire, and activate real people to join your mission. So, stop writing just for SEO. Start writing for the hearts and minds of the humans who matter most to your cause.
Ready to start writing content that resonates?