How to write for humans AND algorithms [with checklist 📝]

May 7

Let’s talk about one of the biggest headaches in the world of content right now: writing for humans and algorithms.

You’ve probably heard it a million times: “Write for your audience, not for Google.” But then, just as you’re feeling smug about your gorgeously human, story-driven blog post, your SEO plugin screams at you: “Keyword density too low! No meta description! Where are your H2s?!”

And suddenly, you’re spiralling into a black hole of search engine rules, wondering if you can actually do both, keep the bots happy and write something real that your audience actually wants to read.

Good news: you can. And honestly, you have to.

Because here’s the thing, writing for search engines without considering your human reader is pointless. But ignoring SEO altogether? That’s a recipe for invisibility.

So, how do you find the sweet spot? How do you create content that shows up and stands out? Let’s break it down.

Humans first- always.

Let’s get this straight: algorithms don’t buy from you, people do.

Behind every click, scroll, or search query is a real human being with thoughts, feelings, frustrations, and desires. They’re not here to admire your keyword placement or marvel at your meta tags. They’re here because they’re looking for something: an answer, a solution, a spark of inspiration. Maybe they’re stuck. Maybe they’re curious. Maybe they just need to feel like someone gets them.

What they absolutely don’t need? A piece of content that reads like it was auto-generated, stuffed with keywords and stripped of any actual personality.

Here’s the truth: no amount of SEO can save content that doesn’t connect. You could rank #1 on Google, but if your audience lands on your page and feels nothing? They’re gone. Click. Back. Next.

And this isn’t just about being "relatable." This is about value.

Value in the form of clarity: cutting through noise and giving people straight answers.
Value in the form of relevance: speaking directly to what matters to them, in a way that feels human.
Value in the form of trust: showing that you understand them, respect their time, and want to help, not just sell.

So, rule number one: write something worth reading. SEO is just the map that helps people find you. The content? That’s what makes them stay.

Great writing speaks to the brain and the gut. It’s clear, confident, and above all, it’s real. Because when your words feel like they’re coming from one human to another, that’s when they actually land, and that’s when your content does what it’s meant to do.

What algorithms actually want

Here’s where we shift gears. Yes, search engines are powered by algorithms, but those algorithms are getting smarter. Google’s updates over the past few years have all pointed to one big theme: they want to reward content that’s genuinely useful.

That means:

Content that answers real questions
Clear, well-structured writing
Pages that are easy to navigate
Sites that offer a good user experience

In other words, Google wants the same thing your audience does: quality.

Of course, there are still some technical boxes to tick (we’ll get to those), but the old-school tactic of jamming keywords into every other sentence? That’s dead.

The balancing act: Human + algorithm

So, how do you actually write for both?

Here’s a step-by-step approach to creating content that hits both marks:

1. Start with the human need

Before you even think about SEO, get clear on who you’re writing for and why.

What’s the main question or problem they have?
What do they need to know?
How can you make their life easier, better, or more interesting?

Your content should be designed around this. SEO comes second.

2. Do smart keyword research

Now it’s time to find out what your audience is actually searching for.

Use tools like Google’s Keyword Planner, Ubersuggest, or AnswerThePublic.
Look for keywords that are relevant, specific, and aligned with your content.
Pay attention to long-tail keywords; these are the more conversational, specific phrases people actually type into Google.

But here’s the trick: don’t let keywords dictate your content. Use them as a guide, not a straitjacket.

3. Write first, optimise second

Let the first draft flow. Write naturally, focusing on clarity, tone, and delivering value. Then, edit with SEO in mind:

Include your primary keyword in the headline—if it fits.
Use it naturally in the intro (first 100 words) and in 1-2 subheadings.
Let it appear where it makes sense, but never force it.

Search engines are smart: they can detect relevance without keyword stuffing. Aim for seamless integration, not over-saturation.

4. Structure like a pro

Humans skim. Algorithms scan.

Make both happy with a clear, readable structure:

Use headings (H1, H2, H3) to break up sections
Keep paragraphs short and punchy
Use bullet points or numbered lists for clarity
Highlight key phrases or sentences (bold or italics, but don’t overdo it)

The easier it is to read, the longer people stay, and that’s a ranking factor too.

5. Don’t snooze on meta data

Meta titles and descriptions aren’t just for bots; they’re the first thing people see in search results.

Meta title: Make it clear, include your keyword, and keep it under 60 characters.
Meta description: This is your chance to hook someone. Give them a reason to click, and keep it under 155 characters.

6. Internal links are your friend

Linking to other pages on your site helps guide your reader and shows search engines how your content connects.

Make sure your anchor text is descriptive, "Read this guide on eco-friendly packaging," not "Click here."
Think about the user journey. What might they want next?

7. Page speed + mobile matter

Even perfect copy won’t help if your site is slow or unreadable on mobile.

Optimise images.
Use responsive design.
Test your site speed. Fast sites rank better and keep people around longer.

8. Keep it fresh

Freshness signals relevance.

Update high-performing posts regularly.
Add new stats, insights, or examples.
Retire outdated sections.

Both people and algorithms favour content that feels alive, not static.

📝Borrow my checklist:

Here’s a super-easy yet powerful checklist to make sure your content hits both human readers and search engines just right. Save it. Use it. Love it.

1️⃣ Does it answer a real question or fulfil a need?

Have you identified the user intent (informational, transactional, navigational)?
Are you providing unique insights, solutions, or value, not just rehashing what’s already out there?

2️⃣ Is it easy, enjoyable, and engaging to read?

Is your tone conversational, authentic, and appropriate for your audience?
Are sentences and paragraphs short and punchy?
Did you use varied sentence structure and a touch of personality?

3️⃣ Are keywords used naturally, not forced or stuffed?

Do primary keywords appear in the title, intro, and subheadings organically?
Have you sprinkled in related terms and synonyms for context?
Did you avoid keyword stuffing (aim for flow, not density)?

4️⃣ Is the structure clear, skimmable, and well-organised?

Are you using H1, H2, and H3 tags correctly to create a hierarchy?
Did you break up text with bullet points, bolding, and visuals where helpful?
Does it pass the “scroll test”, i.e can someone get the gist by scanning?

5️⃣ Do the meta title + description entice clicks?

Is your meta title compelling, accurate, and under 60 characters?
Does your meta description clearly state what’s in it for the reader, in under 160 characters?
Did you include a subtle CTA or value hook in both?

6️⃣ Is it mobile-friendly, fast, and technically sound?

Does it load quickly on both desktop and mobile (under 3 seconds)?
Is it free of annoying pop-ups or layout shifts?
Is your font size and line spacing easy to read on smaller screens?

💡 And, some Bonus tips:

Internal links: Did you guide readers to related, valuable content on your site?
External links: Are you citing trustworthy sources to back up key points?
Visuals: Did you use relevant images, charts, or videos with alt text?
Call-to-action: What’s the next step for the reader? (Comment, share, buy, etc.)

If you’ve got all that? You’re golden.

So basically, it’s not either/or

The whole "humans vs. algorithms" debate misses the point. The best SEO is content that’s written for people and optimised for search.

It’s not about gaming the system. It’s about making sure your amazing content actually gets seen.

Algorithms are tools, not enemies. When you understand how they work and focus on creating value-first content, you don’t have to choose between ranking and resonating.

Kate Higham