Let’s be real. Artificial intelligence (AI) is everywhere right now. AI-powered tools are writing blogs, drafting emails, outlining videos, and even generating entire websites. And for most of us, it’s tempting to hand over the keyboard and let AI content bots like ChatGPT take it from here. It’s fast, efficient, and can churn out pages of search engine optimization (SEO)-friendly content in seconds.  

But here’s the truth no one wants to hear: If content doesn’t have substance, it won’t rank, and more importantly, it won’t resonate – no matter who, or what, writes it. You can use the best AI tools, the smartest prompts, and check every SEO box, but if your AI-generated content lacks depth, originality, or real insight, the opportunity to boost SEO ranking and engage people is lost.  

This is why so many articles you find online sound the same, because they’re written by AI tools with little to no human touch. Without real substance or personal insight, your content just blends in with the noise.  

While I have you here, my goal is to equip you with some guiding principles that will help you earn the visibility you want and supercharge your content strategy.  

Improve your SEO rankings with substance   

If you’re looking for in-depth technical tips on SEO, such as keyword research, backlink-building, tracking key metrics, and other SEO tools and methods to build your skill set, I suggest trying a free SEO course from industry experts.  

In this blog, however, we’re going to focus on the how-to side of a good SEO strategy and SEO best practices. We’ll discuss ways to organize your content, add personal insights in meaningful ways, and share why these principles help your content perform better in search engine rankings.   

💡 Pro Tip for business owners   

People who find your business through online search queries are way more likely to become customers than those who see an ad or a flyer. In fact, SEO leads convert about 8x better than traditional marketing. This is why showing up in Google searches and AI suggestions with meaningful content really matters.   

“Substance” in content is an SEO boost – but what is it?   

Substance is what makes your content yours.  

It’s…   

• Your past experiences that shaped how you see the topic you’re writing about 

• Your insights into how something works in the real world  

• Your emotions, opinions, and the “aha!” moments that come from doing, not just Googling  

• The small, specific, human truths that give your content actual value  

In short, substance is the stuff that AI can’t fabricate. You are the differentiator.   

When your writing is rooted in a desire to serve, guide, or genuinely help the reader, your content begins to carry weight. That’s what makes it memorable. That’s what makes it rank.   

💡 Pro Tip: T.H.I.N.K. before you hit publish  

Just like good conversations, good content starts with intention. Before you publish, ask yourself these questions:   

T – Is it Trustworthy? Does it build credibility with facts, clarity, and honesty?  

H – Is it Helpful? Does it genuinely solve a problem or meet a need?  

I – Is it Individual? Are you sharing something original, or just echoing what’s already out there?  

N – Is it Nuanced? Are you acknowledging complexity, or oversimplifying to fill space?  

K – Does it show Knowledge? Are your experiences and expertise clearly reflected?   

If your content passes the T.H.I.N.K. test, you’re not just writing for SEO; you’re writing with purpose. And that’s what truly resonates.   

💡 Pro Tip: Use AI as your co-pilot – not your voice   

AI is an incredible tool to assist in your content creation workflow, but it’s just that – a tool. It uses sophisticated automation and natural language models to help you organize your thoughts, outline faster, and clean up grammar.  

But the real magic in high-quality content? That comes from you.   

Think of AI as your co-pilot. It’s there to make the process smoother so your story, your voice, and your experience can shine. Always remember that your lived perspective is your biggest edge in a world where everyone is using the same tools to write about similar topics.  

Here’s how to use AI to amplify, not replace, your substance:   

• Outline with intention: Prompt AI to create outlines that highlight your unique experience or success stories. This sets the stage for content rooted in your expertise.   

• Brainstorm meaningful Q&As: Use AI to surface real-world FAQs – questions your audience may have; then answer them with personal insights only you can provide.   

• Spot authority gaps: Have AI review your draft to flag where a quick anecdote, stat, or case study could build more trust and credibility.   

• Weave in experience: Struggling to recall stories? Ask AI for relevant prompts to help nudge your memory. Then, use it to shape those stories so they connect clearly to your unique message.   

• Refine for impact: Once you’ve written a raw moment, let AI help fine-tune your emotion, clarify the lesson, or rephrase it in a way that resonates.   

Used thoughtfully, AI can help you bring more of you to the page. That’s the kind of content search engines reward, and that people remember.   

💡 Pro SEO Tip: Want to be found faster? Give the quick answer. 

You’ve nailed the depth and insight principles for writing substantive content. Now, don’t forget the fast-forward version.   

Search engines (and voice assistants) love straight-to-the-point answers. Think of those little answer boxes on Google, or the AI overviews at the top of the page, or the way people ask, “Hey Siri, what’s the best way to…?” (My wife has fully committed to asking Google on her Pixel in this way.) Search engines aren’t looking for your whole story…yet.   

So, somewhere near the top of your content (or right after a key question), drop a clear, no-fluff answer. One sentence. Or a quick list of bullet points. Something that’s skimmable and satisfying.   

That way, AI gets what it needs, your target audience gets hooked, and your substance gets seen.   

Why substance matters for SEO   

Google’s latest updates send a clear message: Real-world experience, original insight, and genuine usefulness are what truly get rewarded in content creation.   

• Experience: Have you lived what you’re writing about?  

• Originality: Are you offering a fresh perspective, not just rehashing what’s already out there?  

• Trust: Does your content feel authentic and grounded in truth?   

If you write only to rank, it will show. But when you write to serve, to share what you know and help someone move forward, ranking becomes a natural outcome.   

While substance leads the way, smart structure supports it. When your content is driven by a clear purpose, every element plays a role. Here are ways to accentuate your purpose:   

• Add links — both internal and external. Links don’t just fulfill technical requirements; they guide readers to deeper understanding and trustworthy sources that reinforce your message.   

• Add visuals — images, graphics, videos. Visual components enrich, clarify, and amplify your key points, making your purpose more vivid and memorable.   

There’s no need to trick the system. Just be genuine, helpful, and purposeful. When your content truly serves your audience, SEO simply gives it the boost in ranking you need for greater reach.   

The good news?   

You don’t need to be the best writer on the internet. You just need to be the most real.   

Start with:   

• What you’ve personally seen, done, or learned

• What people get wrong about your topic 

• How it feels to face the problem you’re trying to solve   

When your message is built to serve (not just to sell), you earn trust. And trust is the foundation of both connection and conversion. Be a Go-Giver in your writing: Focus on giving value first, and the results will naturally follow.  

Great content creation isn’t about pushing; it’s about pulling your target audience in by genuinely helping them find value in what you write.  

Final words of advice  

What ranks today may fade tomorrow – but substance keeps content rooted in the long run.  

Creating and publishing meaningful content is like planting a seed. You water it with honesty, insight, and intention. You may not see overnight results, but with patience, it grows roots. It builds trust. And in time, it rises above the noise, bearing the fruits of visibility, connection, impact, and sustained traffic.   

You don’t need another blog or website just optimized with title tags, meta descriptions, keywords, and other technical SEO tricks. You need content with substance. Content with heart. Content that gives – and keeps giving.   

People, and search engines, aren’t looking for perfection. They’re looking for something real. And like anything real, it takes time. Keep showing up with value. The algorithms will catch up. More importantly, so will the right people.   

Find top-ranking talent for your marketing team 

If you’re looking for experienced digital marketing and SEO talent to give your content marketing and overall marketing strategy a boost, reach out to our expert recruiters today. Goodwin Recruiting is repeatedly recognized as a Forbes Best Recruitment Company and we would love to become a trusted partner in your hiring and marketing success.