Part 1: Stop Chasing Keywords. Start Building Conversations

Navigating growth in today’s digital world means more than chasing quick wins—it’s about building systems that last. In this 4-part series, I’ll share actionable strategies to create a sustainable content ecosystem that fuels your long-term success.

The rules of content marketing have changed.

There was a time when keyword density and exact-match search terms ruled the SEO world. But today, audiences—and search engines—demand more. In the era of E-E-A-T (Expertise, Experience, Authority, Trust), businesses must focus on creating authentic, conversation-driven content that connects with real human needs.

If your content strategy still revolves around stuffing keywords into every paragraph, you’re wasting time and missing opportunities to build meaningful relationships.

Here’s why this shift matters and, more importantly, how you can adapt your strategy starting today.

The Problem: Keyword Stuffing No Longer Works

Search engines like Google are evolving to prioritize content that answers questions meaningfully, not just technically. Tools like ChatGPT are shaping how people search, with users now asking conversational, context-rich questions instead of typing isolated keywords.

For example:

• Old search: "best shoes running women"
• New search: "What are the best running shoes for women with knee pain?"

If your content isn’t aligned with this conversational approach, it risks being ignored by both search engines and your audience.

The Fix: Shift to Core Topics and Meaningful Conversations

Tip 1: Focus on Core Topics Over Keywords

Rather than obsessing over keyword rankings, center your content around big, meaningful topics that reflect your brand’s expertise and your audience’s pain points.

How to do it:

1. List 3-5 major questions your audience asks. What problem do they need solved? What are they curious about in your field? What information will help them take action?
2. Turn those questions into pillar topics. These are the foundations of your content strategy.

For example:

• Audience Question: "How can I grow my business without paid ads?"
• Core Topic: "The Ultimate Guide to Organic Marketing Strategies for Small Businesses."

Nonprofit Example: Let’s say your nonprofit supports environmental conservation and you’re trying to reach individuals interested in reducing their carbon footprint.

• Audience Question: “How can I lower my carbon footprint in everyday life?”
• Core Topic: “The Ultimate Guide to Reducing Your Carbon Footprint: Simple Steps for Everyday Impact.”

From this core topic, you can build content around subtopics like:

1. “10 Low-Cost Ways to Reduce Carbon Emissions at Home”
2. “The Carbon Footprint of Common Household Items: What You Need to Know”
3. “How Joining a Local Conservation Group Can Multiply Your Impact”

By addressing the bigger question with actionable, user-focused content, your nonprofit positions itself as a helpful, trusted authority. Plus, these resources can attract potential donors or volunteers who align with your mission.

Tip 2: Write Like You’re Having a Conversation

Your content doesn’t need to sound like a research paper. Today’s searchers respond to content that feels human, approachable, and conversational.

How to do it:

• Go to that conversations that you actually have with your prospects. Are there common threads there?
• Use natural language that matches how people speak.
• Write in short, clear sentences.
• Answer questions directly, as if you’re talking to a friend.

Clear Action: Start Reworking Your Content Today

Find one existing blog post or webpage that feels overly technical or stuffed with keywords.

Reframe it by:

1. Rewriting the headline to reflect a specific audience question.
2. Revising the content to focus on answering that question in depth.
3. Removing jargon and excessive keywords, prioritizing clarity and relatability instead.

Building Trust and Visibility

By shifting from keywords to conversations, you’ll create content that:

? Resonates with real people.

? Performs better in search engines.

? Establishes your brand as a trusted authority.

Don't worry about chasing algorithms. Connecting with your audience in ways that matter is already aligned with what most algorithms are about anyway.

Are you ready to build content that works harder for you in a systemized and efficient way? Let me know in the comments, or send me a DM to start a conversation.

Stay tuned for Part 2, where we’ll explore the secret to evergreen content: the Pillar Page strategy.