SEO for People First, Algorithms Second

July, 2025 |  SEO content strategy · product marketing · human-centered SEO · search intent · content optimization · SEO writing framework

Write content that ranks by putting human intent at the center of your search strategy.

If you're in product marketing today, you're not just competing for market share—you're competing for attention. With a crowded digital landscape and evolving search algorithms, one thing remains constant: people are searching because they need something. When SEO becomes more about keyword stuffing than understanding real human intent, your product—and your audience—loses.

This post breaks down a people-first approach to SEO, tailored for product marketers who want to drive visibility and conversions. Whether you're managing a product launch or building long-term brand presence, this guide will help you center real user needs in your search strategy.

1. Start with Search Intent, Not Keywords

Before diving into tools like Ahrefs or SEMrush, start with this question:

“What does my audience want when they type this into Google?”

There are four basic types of search intent:

  • Informational (e.g. “What is carbon accounting?”)

  • Navigational (e.g. “Novata ESG platform”)

  • Transactional (e.g. “best CRM for small startups”)

  • Comparative (e.g. “Notion vs Airtable for product teams”)

🎯 Product marketing tip: If you're launching a product, think about what stage your customer is in. Are they learning about the problem? Evaluating options? Ready to buy? Map each piece of content to the right intent.

2. Use Your Product Positioning as an SEO Filter

Don’t just write what everyone is writing. Write what only you can say.

Your product positioning already includes:

  • Your unique value prop

  • Key differentiators

  • The problem you solve

Use these as filters to prioritize SEO topics. For example, if your product helps early-stage founders create better pitch decks, don’t just optimize for “pitch deck tips”—optimize for “investor-ready pitch decks for pre-seed founders.”

💡 That’s how you carve out a space you can own in search results.

3. Match Format to Human Behavior

SEO content isn’t one-size-fits-all. Match your content format to the expected user behavior.

Search Intent

Best Format?

Informational

Blog post, explainer video

Navigational

Landing page, about page

Transactional

Product comparison, case studies

Comparative

Feature matrix, teardown article

✍️ For example, if a user is searching “how to create a go-to-market checklist,” they probably want a skimmable, action-driven post—not a 2,000-word essay. Use headers, bullet points, and downloadable resources to meet that expectation.

4. Optimize for Humans First, Crawlers Second

Good SEO writing doesn’t feel like SEO writing. Here’s a simple rule I use:

If it sounds weird when you read it aloud, it probably sounds weird to your audience too.

Here’s how to optimize for humans:

  • Use natural language and active voice

  • Address your reader directly (“you”)

  • Prioritize clarity over jargon

  • Write headlines that spark curiosity, not keyword density

And here’s how to keep crawlers happy without sacrificing flow:

  • Place keywords in meta titles, headers (H1, H2), and URLs

  • Add internal links to other relevant pages on your site

  • Use descriptive alt text for images

  • Make sure your site loads quickly and is mobile-friendly

5. Follow a 5C Methodology to Ensure SEO Optimization

A people-first strategy doesn’t mean ignoring the technical side of SEO. In fact, the best product marketers apply a simple methodology to consistently create content that both ranks and resonates.

Here’s a framework I use in my writing workflow. And I call it 5C:

✏️ SEO Writing Methodology: The 5C Process

  1. Collect
    Use tools like Ahrefs, SEMrush, or Keywords Everywhere to gather:

    • Keyword volume and difficulty

    • Long-tail variations

    • Competitor headlines

  2. Clarify
    Ask:

    • What’s the core search intent?

    • Which stage of the buyer journey is this?

    • How can this topic tie to my product or value prop?

  3. Create
    While writing:

    • Use 1–2 primary keywords naturally in the first 100 words

    • Structure with H1, H2, and H3s for scannability

    • Include internal links to relevant product pages or other blog posts

  4. Check
    Use Surfer SEO, Clearscope, or even ChatGPT to:

    • Compare with SEO scoring

    • Identify underused keywords or headings

    • Evaluate readability and flow

  5. Convert
    End each piece with a clear call to action:

    • Download a checklist

    • Try a free demo

    • Book a strategy call

✅ Bonus Tip: Always preview your title and meta description using Google SERP Snippet Tools to ensure it fits and entices clicks.

6. Measure What Matters: Beyond Rankings

Traffic is a vanity metric if it doesn’t lead to qualified leads, product signups, or demo requests.

Track metrics that align with your product marketing goals:

  • Engagement (time on page, scroll depth)

  • Conversion rate (downloads, sign-ups)

  • Bounce rate (are people sticking around?)

  • Click-through rate (CTR) from search results (are your titles and meta descriptions compelling?)

🧠 Think like a product marketer: What is the desired action for this page? How will you measure success?

7. Case Example: My SEO Writing Philosophy in Action

When I helped write the blog post “Story-Driven Decks: Techniques That Drive Real Action and Impact,” I didn’t start with SEO tools. I started with the human. I asked:

  • What do sustainability founders and investors want to learn?

  • What questions are they searching for?

  • What insights can I uniquely offer?

Then, I shaped the structure around common search queries like:

  • “How to make an impact investing pitch deck”

  • “Storytelling for early-stage fundraising”

  • “Investor pitch deck examples with social impact”

The result? A clear, useful, human-first post—SEO-optimized, but not SEO-driven.

Final Thought 💬

Search is still one of the most powerful ways to connect with your audience—but only when it’s grounded in human insight. SEO is not just a technical checklist. It’s a discovery strategy.

So before you plug in your keywords or open ChatGPT, take a step back. Ask:
What is my audience actually looking for—and how can I be the most helpful answer?

That’s SEO for people first, algorithms second.