In over 16 years of helping brands connect with their ideal customer through SEO, I have seen search undergo countless transformations. In the early days, it was about keyword stuffing and meta tag optimization. Then it was about the rise of content quality and user experience as critical ranking factors. Through all this one thing has remained constant, change. Despite the constant evolution of search, marketers and business owners are still stuck in an outdated mindset. They are optimizing for search engines or even Large Language Models (LLMs) instead of thinking about how to create content that truly engages end users.
If you are still thinking in terms of algorithms, whether that means Google’s search algorithm or the latest LLM update, you are missing half of the equation. The truth is that we shouldn’t be optimizing for search engines or LLMs. We should be optimizing for people. More specifically, content optimized for your ideal customer and their pain points, as well as their “online hangouts.” Showing up on a search engine results page (SERP) or LLM result is just the first step. The real challenge is getting users to engage with your content in a way that drives revenue. This mindset should have shifted over the last 5 years already, but is only more important with the rise of LLMs as a search tool.
The Problem: You’re Focused on Rankings, Not Engagement
Here is the cold, hard truth; rankings no longer matter. Engagement is what matters.
This is a hot take, but it’s a necessary one. Too many businesses are obsessed with being at the top of search results or appearing in LLM results without considering what happens next. Showing up means nothing if users click on your link, take a quick glance, and then bounce away. Engagement metrics like Organic traffic, click-through rates, time on page, and conversion rates are better indicators of success.
So how do you cut through the noise and create content that your audience genuinely wants to engage with? It comes down to three core principles.
1. Understand Your End User
Your content cannot just exist, it needs to connect. Start by asking:
- Where are your ideal customers hanging out online?
- What type of content causes them to engage?
- What questions do they frequently ask?
- What problems are they trying to solve?
Understanding your end user means understanding their needs, preferences, and online behavior. Are they browsing YouTube for video tutorials? Are they scrolling through Instagram for product inspiration? Are they using Reddit to find answers to niche questions? However they are engaging, that is where you need to show up and provide the exact information they are looking for, or the exact content that grabs their attention.
2. Clarify Your Unique Value Proposition (UVP)
A Unique Value Proposition (UVP) is a clear statement that explains what you offer, how it solves your customer’s problem, and why it’s better than the alternatives. If your content looks and feels like everyone else’s, you will blend into the background. Instead, you need to clearly identify your unique value proposition (UVP). What makes you different from your competitors? Why should someone choose your brand over another?
Sidenote: “We deliver world-class customer service” is NOT a UVP! “We bring big city technology with small town values.” YAWN! All of your competitors say the same thing. Your end-users have heard this kind of stuff until they pay no attention to it anymore. What genuinely makes your product/service/company unique?
Once you have a well-developed UVP, it should be at the core of your content strategy. It’s not just about having a better product or service. It’s about presenting that value in a way that resonates with your audience. Whether it’s your brand’s personality, a unique feature, or an exclusive offer, your UVP should be clear, compelling, and ingrained in all of your content in some way.
3. Deliver True Value, Not Just Content
We are past the era of SEO and into the era of true marketing. If you haven’t already changed your mindset, you are currently losing the game.
“Content is king” is so cliche. What does that even really mean? The more you understand your audience and speak directly to them, the better your content will be and the more value you will provide.
True value means creating content that genuinely helps, entertains, or informs your audience. That might be through educational blog posts, how-to videos, interactive tools, or even memes that resonate with your brand’s voice. The format doesn’t matter as much as the impact it has on your audience.
Real-World Example: Patagonia
Patagonia stands out by aligning its marketing with its deeply rooted environmental mission. The brand creates content that resonates with eco-conscious consumers. From long-form storytelling about sustainability efforts to activism-based campaigns that engage customers in real-world causes, their blog, social media, and email content don’t just promote products; they promote values. This strong alignment between purpose and content drives deep engagement and loyalty.
Patagonia’s Unique Value Proposition (UVP) is:
“We’re in business to save our home planet.”
This UVP goes far beyond selling outdoor clothing and gear. It clearly communicates Patagonia’s mission-driven approach that appeals to environmentally conscious consumers. Here’s what makes it effective:
- Purpose-Driven: Their UVP places environmental activism at the core of their brand, not just as a side note.
- Product and Values Alignment: Their products are sustainably made, and their marketing educates and inspires action, aligning business with values.
- Emotional Connection: Customers don’t just buy from Patagonia because of quality gear. They buy into a movement they believe in.
Moving Beyond Rankings to The Attention Economy
If you are still stuck chasing rankings and optimizing for algorithms, it’s past time for a shift. Rankings are a vanity metric if they don’t result in action. When you focus solely on appearing at the top of the search results, you miss out on the bigger picture: user engagement. Getting and keeping your users’ attention is the most important thing you can do! A high rank should only matter if it results in deeper connections with your audience and more attention.
Focus on Value Over Traffic: Start by creating content that directly answers user questions and solves real problems. Think about how your content can help users in a tangible way. This could be through how-to guides, informative videos, case studies, or expert insights that speak directly to their needs. All search algorithms prioritize content that provides real value, not just SEO-optimized keywords.
Optimize for Engagement, Not Just Rankings: Once you’ve captured attention through SEO, the next step is engagement. Make sure your website, blog, landing page, video, etc. encourages interaction. Whether that’s through comments, social sharing, or leading users toward further valuable content. The more time users spend engaging with your content, and the more attention you garner, the better your content will perform in search results. This will result in more traffic, conversions, which will result in better rankings, and so the cycle continues. THIS is how you build authority online!
Leverage Data and Analytics: The key to measuring success is looking beyond traditional ranking metrics. Instead, focus on engagement metrics. Use these insights to continuously refine your content strategy, ensuring that you’re consistently delivering value. Tools like Google Analytics, heatmaps, and social media insights can provide a clear picture of how well you’re doing in this new age of SEO.
Create a Brand That Users Want to Return To: Finally, think long-term. SEO today is not just about getting clicks. It’s about creating a brand that people trust, value, and want to return to. Create an ongoing relationship with your audience through email newsletters, personalized content, and regular interaction on social media. If you’re not focused on building lasting relationships with your audience, your SEO efforts will be short-lived.
Start thinking like a true marketer. Delivering value through every interaction, not just focusing on rankings is critical. If you are not creating value at this point, you are not creating anything at all.
If you want someone to dig deep into your content strategy and how it aligns with today’s search landscape, check me out on LinkedIn. Let’s connect and create something great!
*This article originally appeared on Medium.
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