As I look at and write content for websites, blogs, and other platforms, it seems like authenticity can often be what's missing when I look at companies across the US and the world. When you can plug a bunch of terms and instructions into ChatGPT and it can shoot out a blog post for you in a fraction of the time it would take for you to write it yourself, it really is tempting isn't it? However, ultimately your website’s content is a reflection of your business and your brand. Is your brand cut-and-paste? While it’s important to make sure it’s optimized for search engines, it’s equally important to make sure your content speaks to real live humans looking for real live products, services, and information.
Authenticity is Everything.
In today’s digital world, consumers are looking for more than just product descriptions - While a decade ago companies starting trying to get by with a superficial image of a product or service with the best price on the internet, now companies are realizing that they can't always compete on price, and that consumers are looking for genuine connections with the brand and it's values that they support. Someone who is looking at websites all day can spot an AI written blog or website from 100 miles away, and the result?
A solid ICK factor.
But, what small businesses are realizing and what we are noticing with clients is that by focusing on creating valuable, honest, and actually useful content, you can build trust with your visitors and increase your chances of converting them into customers.
According to
Moz, while SEO is essential for visibility, the true magic happens when your content genuinely answers the questions your audience is asking. If your content provides value and speaks directly to their needs, it’s much more likely to engage them and keep them coming back. Authentic content helps you build relationships, and people trust brands they feel they know.
Speak to People, Not Just Search Engines
Now, let’s talk about how focusing on authenticity can help your SEO efforts. The key is to strike a balance - yes, SEO is still important for ranking in Google, but your website’s content should always prioritize your audience first. You don’t want to fall into the trap of stuffing keywords in places they don’t belong just for the sake of optimization. Instead, focus on creating helpful, engaging content that naturally incorporates keywords and provides the information your customers are searching for. While AI can help with this, it is so important to have human review and heavy editing in your process so that it truly is the voice of your business.
HubSpot’s Content Marketing Blog agrees - businesses who focus on creating content for the audience rather than just the search engines see higher engagement rates and a better return on investment. This isn’t just good for building relationships with your audience - it’s good for SEO, too! When you speak directly to your visitors' needs and pain points, potential customers hang out on your website longer and search engines notice - Ultimately this improves SEO because search engines will prioritize content that answers user queries effectively.
How to Make Sure Your Content is Authentic
So, how can you create content that’s both authentic and optimized for SEO? Here are a few simple steps:
- Know Your Audience
Take the time to understand who your ideal customers are. What challenges do they face? What questions do they need answered? Create content that speaks directly to them and offers free info. Build trust. By doing this, you’ll naturally integrate keywords they are likely searching for - without forcing them in awkwardly. - Tell the Story of your Business and Brand
Don’t be afraid to show the human side of your business. Whether you’re a solo mompreneur or a larger company, your story and why you are in business in the first place is what sets you apart. Share your journey and values with your audience. This will create a connection with your potential customers that no keyword strategy can do alone. - Use Natural Language
When you write your website content, imagine you’re talking to a friend. Keep the tone conversational and approachable. Avoid jargon or overly technical language that may turn potential customers away. Simple, clear language will not only resonate with people but also benefit your search rankings. - Answer Real Questions
Focus on answering questions that your customers are actually asking. This can be done through blog posts, FAQ sections, or how-to guides. When you answer real problems, it makes your content more valuable to both users and search engines. - Update Your Content Regularly
Authentic content is ongoing. Keep your website fresh by adding new blog posts, updating outdated information, or refining your product descriptions. Google loves updated content, and so do your visitors.
How can we help:
If we just seriously confused you please,
just send us a message
- We are always happy to chat over a virtual cup of coffee and help you with your website strategy or answer the questions you've been dying to get answers to. We totally get it - There needs to be a balance between SEO and authenticity, and we always try to find that happy medium for our clients. Making things function in the best way to help the Google Gods along in the background of your website always helps too, so we can help you optimize your content to have the best chance to helping your business along no matter what it is that you're writing. Other designers may have different opinions but we are pretty firm believes in doing things the write way. And when you speak to your customer, provide actual value, and answer actual questions, the rankings and conversions will follow.
Want More Tips?
If you're looking for more helpful website updates, be sure to check out our
12 Days of Website Updates for 2025 blog post for our favorite simple steps that you can do yourself to improve your website. Or, honestly just
schedule a coffee chat with us and we will pour our hearts into the conversation to help you along your way with your website! Until then, speak from your heart first! <3
