In the past, SEO (search engine optimisation) was about writing content optimised for search engines. But with the rise of artificial intelligence and natural language processing, Google is now much better at understanding the intent of search queries. This means you can no longer get away with simply stuffing keywords into your content and writing in a way you know Google’s algorithms understand.
Instead, it would help if you focused on HEO, which is Human Engagement Optimisation. This means creating engaging, informative content that connects with your target audience on an emotional level.
Why HEO is more important than SEO
There are a few reasons why HEO is more important than SEO:
- Google is getting better at understanding the intent of search queries. Google is now much better at understanding what people are looking for when searching for something. This means that if you create content relevant to the user’s intent, it will likely rank higher in the search results.
- People are more likely to share content that they connect with emotionally. When people find content that they connect with on an emotional level, they will more likely share it with their friends and colleagues. This can drive traffic to your website and improve your brand awareness.
- HEO can help you to build trust and credibility with your audience. When you create content that is honest, transparent, and informative, it shows that you are an expert in your field. This can build trust and credibility with your audience, leading to more sales and conversions.
How to Improve Your HEO
Here are a few tips for improving your HEO:
- Tell stories. People are likely to connect with content that tells a story. Instead of just writing dry, academic articles, tell stories that will engage your audience.
- Be honest and transparent. People appreciate businesses that are honest and transparent. So feel free to share your company’s story, even if it isn’t perfect.
- Answer the questions your audience is asking. Consider what questions your target audience will be most likely to look for answers to, and then create content that answers those questions. This will show that you are an expert in your field and provide value to your audience.
- Be consistent. The best way to improve your HEO is to create content regularly. When you post valuable content often, you will build an interested following and keep your audience engaged.
Connect with your customers
HEO is more important than SEO. By creating engaging, informative content that connects with your potential and existing customers on an emotional level, you can improve your search engine ranking, drive traffic to your website, and build trust with your audience.
Here are some additional tips for improving your HEO:
- Use keywords throughout your content, but do just what makes sense.
- Write for humans, not robots.
- Use images, graphics, and video clips to make your content visually appealing on the page.
- Promote your content across all the social channels where you have a presence.
- Track your results and make adjustments as needed.
Following these tips can improve your HEO and get more people to see your content.
Need help making your content more engaging?
I can support you with every aspect of your content. Drop me a line on ml@mettelacey.com. Let’s meet up and have a conversation about your needs.
