Should Brands Stop Writing for Search Engines Altogether?

-- MarkGriffin - 07 February 2025

SEO used to be the king of content strategy. Back in the day, brands would churn out keyword-packed articles that nobody actually wanted to read—but hey, it got clicks, and that was the whole point. Fast forward to today, and things have changed. Google's algorithms have evolved, AI is reshaping the way we search, and audiences expect content that’s actually, you know, helpful.

So, should brands throw SEO out the window and just write for humans?

The short answer: absolutely not. But how you approach SEO needs to evolve.

Why Writing for Search Engines Became a Problem

Let’s face it—we’ve all read (or skimmed) those soulless blog posts crammed with awkward keyword phrases like “best coffee mug to buy UK 2025.” They existed solely to game search engines, and it worked for a while. But Google caught on. Their updates, from Hummingbird to BERT and now E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness), have all pushed content toward being genuinely useful.

Simply put, Google doesn’t just want to know that your page matches a search query—it wants to know that your page answers the question better than anyone else.

Why Human-Centred Content Wins

Search engines have gotten smarter, but audiences have gotten savvier too. They’re no longer fooled by clickbait or willing to slog through fluff to find what they need. They want fast, accurate answers—or engaging stories that keep them reading.

Writing purely for search engines often means sacrificing quality. And in a world where user engagement metrics (like time on page and bounce rates) affect your rankings, creating poor content is a fast track to SEO failure.

But here’s the twist: writing for humans also happens to be great for search engines. When your content genuinely helps or entertains readers, they spend more time on your site, share your pages, and build trust with your brand—all things Google loves.

Why SEO Still Matters (Yes, Even in 2025)

Here’s the thing—search engines are still the internet’s gatekeepers. Ignoring SEO is like setting up a coffee shop in the middle of a forest and wondering why nobody’s queuing up for your flat whites.

You don’t need to write for search engines, but you do need to make sure your content is discoverable. That’s where modern SEO comes in.

Here’s what that looks like in practice:

• Smart Keyword Use: Forget keyword stuffing. Use keywords naturally in places where they make sense, like headers, meta descriptions, and image alt text.
• Answering Questions: Think beyond basic keywords and target the questions your audience is actually asking. Tools like Google’s “People Also Ask” can guide you here.
• Well-Structured Content: Search engines and humans both love scannable content. Use headers, bullet points, and short paragraphs to make your content easy to read.
• Meta Tags & Titles: They still matter. Optimise them, but don’t write clickbait nonsense.
• User Experience: Faster loading times, mobile-friendly design, and intuitive navigation all contribute to better SEO.

The Social Media Trap

Some brands think they can ditch SEO entirely because social media is where it’s at. And sure, going viral on TikTok or Instagram can drive massive traffic—for about five minutes.

But search traffic is dependable. A well-optimised blog post can keep bringing in visitors months or even years after it’s published. Social is great for buzz, but search is what keeps the lights on.

AI Summaries: A Threat or an Opportunity?

One reason some brands are questioning the value of SEO is the rise of AI-generated search summaries. If Google or Bing is just going to provide users with an instant answer, why bother creating content at all?

Here’s the thing—AI can summarise information, but it can’t replace expert insights, storytelling, or unique perspectives. People will always crave deeper content when they’re making decisions or looking for inspiration. The brands that win will be the ones creating content worth clicking through to.

How to Future-Proof Your Content Strategy

So, what’s the way forward? Here’s how brands can strike the right balance between writing for humans and staying search-friendly:

• Focus on Value: Create content that genuinely helps your audience. Answer questions, solve problems, and share unique insights.
• Invest in Thought Leadership: AI can regurgitate facts, but it can’t provide fresh perspectives. Position your brand as an authority by sharing expert opinions and case studies.
• Optimise for Search Without Compromising Quality: Use SEO best practices, but don’t let them dictate your entire approach. Write naturally and thoughtfully.
• Update Your Content Regularly: Keep your content fresh and relevant. Search engines love it, and so do readers.
• Leverage Multimedia: Video, podcasts, and interactive elements can boost engagement and improve your search rankings.

The Bottom Line

Should brands stop writing for search engines altogether? No—but they should stop writing only for search engines. Write for humans first. Create content that’s engaging, helpful, and worth reading. Then sprinkle in smart SEO tactics to make sure your audience can find it.

That’s the sweet spot where great content lives—and where brands win.