In the ever-evolving world of search engine optimization (SEO), content remains king. But how do you ensure that your content not only ranks well but also serves its intended purpose? In a recent discussion, Google’s John Mueller and Martin Splitt shared valuable insights on how to approach content creation for SEO, focusing on audience needs, realistic expectations, and the importance of relevance over optimization alone.
Writing for the Audience, Not Just for Search Engines
One of the most important takeaways from the conversation was the emphasis on writing with the audience in mind. While many SEO professionals focus heavily on keyword placement and technical optimization, both Mueller and Splitt stressed that understanding user intent is far more critical.
Martin Splitt admitted that even experienced writers can fall into the trap of writing for themselves rather than their audience. He recalled an experience where a technical writer helped him realize that his documentation failed to answer fundamental questions before diving into details. This highlights the importance of clarity, structure, and purpose in content creation.
“Writing is easy to do, but difficult to do well,” Splitt said. His experience underscores the value of collaboration and peer review when crafting content. Having someone else read through your material can uncover blind spots and improve overall quality—especially when it comes to meeting the real needs of readers.
Letting User Behavior Guide Your Topics
When it comes to deciding what to write about, Mueller suggested looking no further than your own audience. Whether you run an online store or a local business, asking your customers simple questions can provide invaluable insight into the language they use and the queries they perform.
Mueller recommended questions like:
- How did you find me?
- What were you looking for?
- Where were you searching?
These types of inquiries help identify the actual search terms people are using to discover your business. This kind of real-world data is often more reliable than generic keyword tools because it reflects genuine user behavior and intent.
Instead of chasing high-volume keywords blindly, Mueller encouraged SEOs to think about how relevant those keywords are to their business and whether they realistically have a chance to rank for them.
Setting Realistic Expectations for Keyword Targeting
Another key point made by Mueller was the need to set realistic expectations when choosing which keywords to target. He noted that while some phrases may seem appealing due to their high search volume, competing for those terms may be unrealistic for smaller or niche websites.
For example, trying to rank #1 for “bookstore” globally is likely unattainable for most businesses. However, targeting long-tail variations like “bookstores in Zurich” or “local bookstores near me” can be much more effective—and achievable.
Mueller advised SEOs to look at current search results for their targeted keywords and ask themselves honestly if their pages could compete in that space. This self-assessment helps avoid wasting time on overly ambitious targets and instead focus on opportunities where growth is possible.
Optimization vs. Performance: What Really Matters?
Perhaps one of the most surprising yet insightful comments came when Mueller downplayed the importance of strict SEO optimization. He pointed out that if a site is already performing well—driving traffic, generating leads, or increasing sales—it might not need extensive optimization changes.
He explained, “It doesn’t matter if a site is perfectly optimized if it’s already achieving its goals.” This perspective challenges the common obsession with checking every SEO box, reminding marketers that performance should always be the ultimate benchmark.
That said, this doesn’t mean SEO best practices should be ignored entirely. Rather, it suggests that SEO should serve as a tool to support business objectives—not an end goal in itself.
Conclusion: A Balanced Approach to SEO Content
The conversation between John Mueller and Martin Splitt offers a refreshing reminder that SEO isn’t just about algorithms and keyword density—it’s about people. Creating content that speaks directly to your audience’s needs, backed by real user insights and grounded expectations, is the foundation of successful SEO.
Key takeaways include:
- Write for your audience first , not just for search engines.
- Use customer feedback to guide your content strategy and keyword research.
- Set realistic SEO goals based on your site’s size, industry, and competition.
- Focus on performance, not perfection—optimize where it makes a difference.
As AI and automation continue to reshape the SEO landscape, these human-centered strategies remain timeless. Whether you're running a small blog or managing enterprise-level content marketing, aligning your efforts with real user needs will always lead to better results.
If you’re interested in learning more about modern SEO strategies, consider registering for The New SEO Playbook: How AI Is Reshaping Search & Content , a webinar that dives deeper into adapting your content for today’s digital environment.
By following the guidance from Google’s own experts, you’ll be better equipped to create content that not only ranks—but resonates.
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