Whenever you write a blog post or an article, you’re writing for two audiences: a human and a machine.
The human is your primary focus. They’re the ones who read, skim, judge, and (hopefully) find something useful. They build trust in your brand. They might become a customer. That’s the goal.
But before they even see your content, a robot decides whether to show it to them.
People must think your content is good; it’s equally vital that search engines think so, too.
That’s where the tension kicks in, because writers and SEO experts can often pull in different directions.
An SEO strategist might say: What’s the point if nobody reads it?
A writer might say: What’s the point if someone reads it and thinks it’s rubbish?
Both are right. Because there’s always going to be a balancing act between saying something interesting…and saying it in a way search engines will notice.
Writers can feel hamstrung by the need to ‘feed the machine’, stuffing clean sentences with clunky search terms. SEO experts feel ignored when their careful research is tossed aside in favour of lyrical but search-unfriendly prose.
It’s a familiar tension. Writers want to sound human. SEO folks want to be found. And the assumption (sometimes explicit, sometimes not) is that one is more important than the other.
That’s nonsense. The best content usually lives somewhere in the middle, friendly to humans and robots alike. But finding that happy medium means embracing a creative tension and learning how to use it.
Great writing earns attention, builds trust, and reflects your brand. It helps someone feel like they’ve landed in the right place, like you get them, like you understand their situation. It’s how you communicate your identity and your expertise and your perspective. That matters, especially when every other search result they click on sounds exactly the same.
But, to paraphrase the idiom about trees falling in the woods: does a well-written blog post have value if there’s nobody there to read it?
SEO isn’t just about keywords; it’s about knowing what people are actually searching for, and how to frame content so it gets discovered.
A good SEO strategist thinks about page titles, metadata, headers, formatting, and user intent. They make sure the piece has a fighting chance in the first place. Done well, SEO sharpens content and makes sure that useful, insightful work doesn’t just sit there looking pretty.
That’s not just an elevator pitch written by our SEO guy, David. It’s true on a very real level.
Take headings, for example. In the newspaper days, a sub-editor would take a journalist’s working headline and turn it into something short, sharp, and punchy for the front page.
These days, the SEO strategist does a similar job, just with the help of search data.
The goal is still the same: help people find what matters, fast.
Let SEO run the whole show, and you get content that’s technically sound but emotionally flat.
Let writing dominate, and you risk pouring resources into something that no one ever sees.
When one side wins completely, the content usually loses.
So, how do you use that tension to win?
First, you need a strategy. We’ve talked about this before, but we’ll say it again: you need one. Talk to us if you want some help starting.
From there, a smart content process usually starts with two questions:
Once you’ve answered that, it’s time to brief your writer.
Don’t stop at the topic. Share your strategy. Give them the keywords. Show them what success looks like and why. Let them know what structure you want. This is where an SEO strategist adds real value. They help shape a brief that’s clear, focused, and measurable.
It takes more work up front. But it saves time (and rewrites) later.
Then let your writer do what they do best. Some start with a story or opinion and add keywords later. Some start with the SEO brief and build around it. Both approaches can work if the strategy is sound.
Set check-in points. Look at each draft with two lenses:
Then refine. Then analyse. Then do better next time.
One of the advantages of working with an agency like Insight Online is that we’re not operating in silos.
SEO strategists, writers, paid search experts, analysts: we’re all on the same team. We build briefs together. We challenge each other’s thinking. We don’t just deliver content; we pressure-test it, measure it, and refine it.
That’s hard to do when you’re managing it all yourself or outsourcing each bit to a different freelancer.
When your team can move between the technical and the creative without friction, you don’t have to choose between structure and substance. You get both, working together.
If your content process sometimes feels a little messy because your writers and SEO strategists are asking different questions, that’s not a red flag. That’s a sign of healthy tension, because that tension is where the most effective digital marketing campaigns begin.
Strong digital marketing leadership is not about having all the answers, but about creating space for better conversations. In building systems that encourage collaboration, asking not just how content performs, but what kind of value it creates over time.
If that’s the kind of support your marketing team needs, or if you’re just trying to figure out where content fits in your next quarter, we’re always up for a conversation.
Q1: How can I balance the creative vision of a writer with the technical requirements of SEO?
A: The sweet spot lies in collaboration and a clear process. Start by defining your strategy: identify what people are already searching for and pinpoint the unique insight your brand brings. Then, have your SEO strategist compile a brief, complete with target keywords, desired structure, headers, metadata guidance, and success metrics, and share it with your writer. Encourage check-in points during drafting to evaluate:
Refine each draft through these two perspectives, analyse performance once published, and iterate. This upfront effort saves rewrites later and produces content that resonates with readers while ranking well.
Q2: Why might partnering with an agency improve the writer–SEO strategist relationship?
A: Even if your team isn’t physically co-located, partnering with an agency creates a virtual “one team” environment where writers, SEO strategists, paid-search experts, and analysts all collaborate closely. Here’s how it works:
This integrated, team-based approach, regardless of physical location, ensures that your content is compelling for humans and optimised for search engines without friction.
With over 15 years of experience in search and online marketing, Kim is the Founder of Insight Online. Kim started Insight as he saw an opportunity to build an agency that focuses on business results and strong working relationships with clients.
As the face of the business, Kim will likely be your first point of contact, chatting with you about your work and what you’d like to get done. The best part of his job is meeting new people, getting to know their businesses, and making a tangible, measurable difference for them.
In his spare time, Kim loves playing disc golf, strumming a little guitar and is an avid bookworm.
His favourite charities are Zeal which supports youth in their development over a number of years and Lifewise, an organisation focussed on getting homeless into homes.
