Hello {{First name | there}},
Not long ago, SEO was all about keywords.
How many, where to place them, and how often to repeat them.
But here’s what’s changed:
Search engines — and now AI tools — no longer look for the “right words.”
They look for relevance, intent, and authentic answers.
And the best way to deliver that?
Stop writing for search engines and start talking to people.
Catch Up on Past Mini-Courses
If you’re new here or want to revisit earlier lessons, here’s what we’ve covered:
Build a 3-Month Content Queue - turn real customer questions into 3 months of content.
Analytics Made Simple - track what actually matters.
Local SEO That Works - earn visibility and reviews step-by-step.
Build a Website That Works - keep your site fast, secure, and updated.
Real-World Story
At OptSus, we’ve seen SEO evolve through every era.
In the early 2000s, we used keyword density formulas to find the “perfect ratio.”
Then came latent semantic indexing (LSI), keyword clustering, TF-IDF weighting, exact-match domains, and long-tail keyword mapping.
Those strategies worked for a while — until they didn’t.
Because every time the algorithms got smarter, they favored what readers actually wanted all along: clear, helpful, human answers.
Today, we build SEO around conversations — not keywords.
We help clients share customer success stories using the hero’s journey as a storytelling framework.
These stories describe real problems customers faced, how the business helped, and the transformation that followed.
When someone searches Google or asks an AI assistant for help, they’re describing the same kind of problem.
That story on your website gives context — teaching both humans and machines what you do, who you help, and why it matters.
It’s also fantastic social content.
People scrolling their feeds aren’t looking for lists of keywords — they’re looking for stories that feel real, relatable, and useful.
And we track it all: which stories get shared, which pages attract visitors from AI tools, and which articles drive conversions.
We then create more of what works — combining storytelling with data-driven improvement.
Why It Matters
SEO used to be about what people typed.
Now it’s about what they mean.
LLMs and search engines interpret language like conversations.
If your content sounds robotic, it gets ignored.
If it sounds human and helpful, it gets amplified.
By focusing on client success stories and common questions, you naturally use the words your next customers will type or say when they look for help.
You stop guessing what Google wants and start writing what your customers actually need.
Common Mistakes
Writing content for algorithms instead of people.
Treating keywords as a checklist instead of a conversation starter.
Ignoring client success stories because “we already know them.”
Publishing answers without showing how they apply in real life.
Using AI tools to generate content without adding human insight.
This Week’s Action (Checklist)
Ask your sales or support team: “What problems do our customers keep bringing up?”
Pick one real success story that shows how you helped solve that problem.
Write a 600–1,000 word blog post telling that story in three parts — the problem, the solution, and the result.
Use your customer’s language. If they said “my site won’t show up on Google,” that’s your headline.
Share that story on social media with a short post linking back to your blog.
Why OptSus recommends this:
Because storytelling builds connection.
Real conversations create better SEO, better engagement, and better business.
It’s the most sustainable and effective way to communicate what you do.
How It Fits Into the Bigger Picture
Once you start writing conversationally, you’ll have stories and FAQs that teach both search engines and AI what your business is really about.
Next week, we’ll take that a step further and show how to structure your content so these systems can interpret it more precisely.
Key Takeaway
Search engines are learning to talk — so your content should sound like a conversation.
Want more support while you’re doing this?
Join the free SEO Social Club — a monthly meetup to see what’s working in SEO right now.
Explore Marketing ROI Essentials if you’re ready for deeper strategy.
Or join the premium OptSus Marketing Community for ongoing feedback and advice.
Talk soon,
Frank
P.S.
Hit reply and tell me what question or story you want to write next — I’ll send you one idea to make it more engaging and searchable, free of charge.
🛠 Free Tools to Help You Grow Smarter
Want to revisit something you missed? Get direct help? Here's what’s available right now:
📬 Catch up on past issues: Grow with OptSus Archive
🎯 SEO Social Club – Next session: 🕛 First Tuesday each month at 12 PM ET
🛠 Need help with your site? Schedule a free WordPress Help Desk call
🎓 All upcoming events and past replays: OptSus Events
All free. All built to help you grow - without wasting time or money.