Reverse Engineering SEO: Creating Content People Actually Want to Read

Let's talk about a fresh way to approach search engine optimization. Traditional SEO often starts with optimizing content you already have. It's about making sure all those keywords and phrases are right where they should be so search engines like Google can understand and show it to the right audience. But if your SEO is only based on what you want people to find, you're missing a huge opportunity to address what people are already searching for.

Think about it this way: instead of throwing out optimized content and hoping it sticks, why not reverse-engineer the process? Find out what’s buzzing in real time, then create content that provides genuine answers. When people Google something, they're often searching for help, a solution, or information. So, let’s take an approach that uses SEO to actually serve people, by crafting content that meets their needs.

The Power of "Service Journalism" in SEO

What does "service journalism" mean in this context? It means making content that serves a purpose for your audience. Instead of focusing on SEO as a tool to drive clicks for clicks' sake, think of it as a way to provide answers, tips, and insights on topics people actively care about.

For example, let’s say you’re running a dog food brand. You could throw "organic dog food" everywhere in your SEO strategy, but that might not be what dog owners are searching for today. So instead of assuming people care about "organic," use tools like Google Trends or Answer the Public to see what specific questions people are typing into search engines. You might find that "dog food recalls" is currently a hot topic. Now you have a perfect opportunity to write an article titled "10 Recent Dog Food Recalls and What to Look For Before Buying," where you actually educate dog owners about pet food safety—something they're actively concerned about.

Finding the Right Questions

Finding trending or high-volume questions is the key to this approach. Here’s a quick process:

1. Use Google Trends – This tool shows you what’s trending in real time, so you can capitalize on popular searches.
2. Look at "People Also Ask" Boxes – Google’s "People Also Ask" section is a goldmine for commonly searched questions related to your topic.
3. Check Out Social Media – TikTok, for instance, shows you popular questions or search terms. Plus, you can dive into the comments sections of trending videos to see what specific questions people have. (Ever notice those endless comments saying “Where did you get this?” or “How do I find X?” These are literal questions people want answered!)

Turning Trends into Relevant Content

Let’s say there’s news about a UPS strike. As an e-commerce brand, you could create an article or social media post like, "How the UPS Strike Could Impact Your Holiday Shopping," and break down what people need to know. Not only does this help your audience navigate a current issue, but it also positions you as a brand that’s aware of timely events.

When you tie your content to something topical, it shows you’re paying attention—and it’s something people are more likely to share. This is why it’s important not to be too focused on a single, rigid SEO strategy. The best SEO is adaptable and reacts to what people genuinely want to know.

Applying This on Social Media

This reactive SEO approach works wonders beyond blog posts. Social media content can be super effective for capturing search trends, too. For instance, if there’s a viral trend in your niche, look through the comments to find any questions people are asking. Then, make a video or carousel post addressing those questions. It could be something as simple as an FAQ series based on what your audience is currently interested in.

Adding Real Value: Authenticity is Key

Here’s the real magic: SEO content works best when it’s valuable. Just filling your post with keywords isn't enough—you need to provide real answers. Think about the question from your reader’s perspective. Why are they searching for this? What are they hoping to learn? When you create content that authentically answers these questions, you build trust. And trust isn’t just a win for SEO—it’s a win for your entire brand.

Wrapping It Up

To sum up: create content that’s built to be found by actively answering the questions people are already asking. You’re not just hoping to rank well; you’re positioning yourself as a trusted source of information. It’s SEO as a form of service, making sure that when people search for those burning questions, they find you, with valuable answers.

This approach—combining solid SEO principles with genuine service—means your content will resonate. It’s not about creating content for the sake of content. It’s about listening, learning, and being ready to answer.