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Ever pull up a recipe online and need to scroll through 26+ paragraphs of copy about turning on a stove and boiling water?

The idea behind this longwinded content stems from SEO, or search engine optimization. Just a year or two ago, search engines like Google would prioritize content that delivered searchable words or phrases. You’d search for a word, phrase or question, and Google would give you a list of top results based on how many times that search term appeared on a website.

Marketers and web developers would boost the status of their content by using keywords repeatedly in awkward or hidden ways. For example, a headline and subhead could sound something like this:

“Looking for the best polymers to use in appliance manufacturing? We have the best polymers for appliances, so you get the polymers that work best for appliances.”

You’d then scan the page and come across the phrase “best polymers for appliances” an overwhelming number of times – so much so that the content is unreadable.

Marketers could also hide keywords by placing them as white text on a white background. These phrases would be unseen by webpage users, but they would be prioritized by search engines for having a keyword the most.

In the past, quantity of keywords paid. Now search engines are smarter. Quality matters.

Search Engines Have Evolved

Exact keyword searches used to deliver top-of-page results. Now search engines are more interpretive with language. They use Natural Language Processing (NLP) models to analyze the language and semantics used on a page. They dive into the context of a page’s content. They can more closely interpret language the way people do, so keyword stuffing is no longer rewarded.

This search engine evolution started in August 2022 when Google launched an automated system for ranking content using “helpful, reliable, people-first content.” In 2024, they prioritized this search process. The new system was designed so developers couldn’t manipulate search engine rankings with bogus content. In fact, Google began penalizing pages that were keyword stuffed.

Human-First Content Matters

So, what does it mean to have “human-first content?” It’s content that teaches the user something and answers a question they have. It’s content that adds real value. If your company is an authority on an area, make sure you share that knowledge in ways that keep readers engaged. The best way to make your content better for SEO is to ask yourself these questions:

  • Does the information come from a qualified subject matter expert? Even if the expert is not writing the page, are they helping to outline it and evaluating it for accuracy? Experience matters here, so always have someone with a strong background in a subject review all content.
  • Is the information or source trustworthy? Your About Us page plays a large role in establishing your authority on a subject. Make sure this is optimized to set up your strength in a topic.
  • Is the content error-free? Spelling errors, typos and other red flags can make content untrustworthy by both readers and search engines. Always have a writer or editor review all content before publishing.

AI-Friendly Content Matters Too

AI is transforming the way people research topics online and SEO is evolving with it. Today, GEO – which stands for generative engine optimization – is more important than SEO. When your content is optimized for generative use, it allows Google or AI platforms like ChatGPT to extract information and link to it as part of its top-of-the-page AI summary. The more conversational and structured your information, the more AI platforms like it and use it. Here’s a good example of this in practice: Dennison offers an AI Search Visibility Tool to help you analyze your existing website content for AI comprehension.

This matters more than ever since AI is transforming the way people research online. AI overviews are growing in Google searches. While the majority of people still use Google as their primary search engine, the use of generative AI platforms like ChatGPT for primary or supplemental searches is growing. That’s why Google announced in May 2026 that they would be introducing a “New Era for AI Search.” This more “conversational” model would better support longer search queries. It also places more emphasis on its AI overviews.

Overcome Keyword Stuffing

In addition to Dennison’s AI Search Visibility Tool, our Website Audit Tool helps you dive deeper into your SEO compatibility for today’s NLP based search engines. Give it a try. Then, reach out. We’d love to help you evolve your SEO strategy for today’s market.