For almost 20 years, ranking factors, algorithm updates, and technical checklists have shaped SEO. But in 2026, the question isn’t just, “How does Google read this page?”. The better question is, “Does this page really help the person who typed the query?”.
For years, that change has been speeding up, but it’s now impossible to ignore because of new search experiences, like Google’s AI-powered answer formats (you can read more about Google’s new AI mode and what it means for Australians). Businesses need to rethink what “optimisation” really means as new features like Google’s AI mode change how information is presented and summarised.
Because you’re already behind if you’re still only optimising for Google.
Why Old-Fashioned SEO Ideas are No Longer Useful
In the past, SEO was all about signals like keywords, backlinks, metadata, and crawlability – these things are still important, but they aren’t the most important thing anymore. Google is getting better at figuring out:
- if the content really answers the question
- if users find the page interesting and useful
- if the brand shows real-world knowledge
- if the information seems reliable, current, and human
In other words, the algorithm is increasingly designed to reward pages that people actually like. If your content sounds like a technical exercise instead of something made for real people trying to solve real problems, then the old checklist-style approach to SEO can work against you.
The Growth of Search Behaviour That Starts with Intent
If a page doesn’t pass the intent test, it won’t do well… even if it’s at the top of the list. People today want:
- Answers that come faster
- Context that is more relevant
- Clarity without jargon
- Practical advice instead of keyword stuffing
- Experiences that feel conversational and easy to understand
This behaviour shift is exactly why Google is investing in smarter search models. AI-generated summaries, contextual answers, and predictive query paths all push brands toward content that is written for humans, not algorithms. Users leave when they can’t find what they need… and Google pays more attention to those engagement signals than to any perfectly placed keyword.
Where SEO Still Goes Wrong
A lot of businesses hurt their own SEO efforts without realising it by focusing on the wrong things.
Focussing on keywords instead of problems
A person searching, “why is my conversion rate dropping” doesn’t want a 1000-word lecture defining conversion rates. They want explanations, insights, and solutions.
Writing for robots
This looks like:
- Over-explaining simple concepts
- Filling pages with generic advice
- Repeating phrases because an SEO tool suggested it
These don’t help the reader – so they don’t help you.
Ignoring emotion and context
Search isn’t just functional. People look things up because they are:
- confused
- frustrated
- comparing options
- ready to act
If your content doesn’t match the mindset behind the search, it feels cold and disconnected.
Putting the Person First (and Google Will Follow)
This is what a human-centred SEO strategy looks like in practice:
- Put clarity ahead of complexity: Helpful content makes decisions easier and respects the reader’s time.
- Build depth, not just surface-level relevance: Brands that demonstrate subject-matter depth (not just page-level relevance) earn stronger trust signals.
- Answer real questions directly: Google recognises when users find the exact solution they came for.
- Use a natural, conversational tone: AI-driven search favours content that sounds human, trustworthy, and based on experience.
- Offer more than just paragraphs: Provide calls to action, related resources, and next steps. The journey shouldn’t end at the final sentence.
Here’s Why AI-Driven Search Makes Human-Centred SEO More Important
The rise of AI-assisted search means Google is better at detecting whether your content truly solves a problem. When AI features summarise results, they typically prioritise:
- Clear explanations
- Authoritative insights
- Structured, easy-to-skim answers
- Content that directly matches the query
This environment favours pages written for humans. But content written for Google often fails to appear in these summaries at all. This is why AI search experiences matter in Australia: not as a threat, but as a wake-up call. Search is becoming more human-friendly, not less.
So… are you making your site better for Google, or for the person who is searching?
The brands winning in modern SEO understand that Google is just the bridge – the user is the destination. The real measure of success is whether your content genuinely makes someone’s life easier.
It’s not about trying to please the algorithm.
It’s about being useful.
If you shift your strategy to focus on the person behind the search – their goals, frustrations, emotions, and desired outcomes – every SEO metric you care about will naturally improve. Not because you tricked Google, but because you helped someone.
