Guess what? Real people buy your products and services. Algorithms do not.
I’ll hold for the gasps. Shocking, I know.
Listen, while algorithms may chomp away at bits and bots on your website, they are not going to pick up the phone and call for a consult. Algorithms are not going to subscribe to your newsletter for more info. Algorithms are not going to walk through your door and say yes to your services.
Does this mean algorithms don’t matter? No, algorithms matter immensely, but they may not matter in the ways you think they do.
A Short History of Algorithmic Writing
At some point in the evolution of digital marketing, a shift happened. Brands stopped asking, “Does this make sense to my audience?” and started asking, “Will this perform with the algorithm?”
It sounds subtle, but it changes everything.
Because when you start marketing to algorithms instead of people, your content might get seen, but it won’t necessarily be understood, trusted or remembered.
And that’s a problem.
Algorithms Don’t Buy from You. People Do.
Search engines, AI tools, social platforms and recommendation systems are part and parcel of our digital marketing world, but they’re not your customer. They don’t hire you, recommend you or become loyal to your brand. People do.
Algorithms are simply the distribution layer. They decide who sees your content, not whether that content convinces anyone to take action.
When brands optimize only for visibility on search engines, they often forget the second half of the equation: connection. Marketing has always been, and will always be, about connection (and human connection at that).
Algorithms Change. Human Behavior Doesn’t (As Much)
And here’s another curveball: algorithms are constantly changing. Trying to keep up is like a hamster running on that wheel – it’s a lot of fast movement, minimal progress. If your entire strategy is built around pleasing the algorithm, you’re essentially building on moving sand.
Human behavior, on the other hand, is far more stable. People are relatively predictable in that they want:
- Clear answers
- Helpful information
- Trustworthy guidance
- Content that respects their time
Those needs don’t shift nearly as quickly as platform rules do.
Human-First Content Still Ranks (and Often Ranks Better)
There’s a common misconception that writing for people and writing for SEO are at odds. In reality, modern search and social algorithms are increasingly designed to reward human behavior.
That means human-first content isn’t just nicer to read, it performs better.
Modern SEO favors content that:
- Answers real questions clearly
- Keeps people engaged on the page
- Uses clean structure and easy readability
- Offers depth and usefulness, not just keyword placement
Because at the end of the day, algorithms are watching how humans respond. If someone clicks your content and immediately leaves – that’s a signal. If they stay, scroll, engage and return, that’s a stronger one.
So, while it can feel like you’re writing for two audiences, the reality is simpler. When you write for people first, you’re usually aligning with what algorithms are trying to measure anyway.
So…Who Are You Actually Writing For?
The brands that win long-term aren’t trying to outsmart the algorithm. Instead, they’re consistently communicating in a way their audience understands, trusts and responds to.
Algorithms may get you visibility. But people are what turn that visibility into business. If you want marketing that speaks to people (and still performs with algorithms), let’s talk.
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Kristin Abele is the co-founder and Creative Partner of TFG Marketing + Design, a boutique full-service marketing and design agency she co-founded in 2011. She specializes in content strategy, creative direction, brand voice, and omnichannel digital marketing strategy for founder-led, relationship-driven businesses, where she helps them grow through marketing that is strategic, human, and built to last.
