Hey there!

Nick Bennett
here. Welcome to another edition of the People-first GTM Newsletter.

I’m thrilled to share this newsletter edition with you, centered around a topic that’s becoming more critical every day—SEO. Last week, we hosted an incredible webinar with SEO expert Nigel Stevens, and if you didn’t catch it, trust me, you need to check out the recording here. Nigel shared some absolute gems on the future of SEO, and today, we’re going to dive deeper into what was discussed.

As always, the goal is to come in strong with a clear point of view, educate, and share stories that help you build people-first SEO strategies that stand the test of time. This isn’t just about ranking on Google; it’s about creating real value for your audience and future-proofing your go-to-market strategy.

The Evolution of SEO and Why it Matters

Let’s take a step back for a moment. SEO has evolved massively since the early days of search engines, and Nigel did a fantastic job of walking us through this transformation. SEO has come a long way from the era of simple keyword stuffing to today’s more sophisticated, AI-driven algorithms. The days of tricking “dumb robots” with keyword manipulation are long gone. Now, it’s all about credibility, experience, and, most importantly, attention.

Here’s a screenshot from Nigel’s presentation showing how SEO has shifted over time:

When I look back at my early career in B2B tech marketing, SEO was much simpler. At that time, I worked at smaller startups where just getting a few blogs to rank could move the needle significantly. But as the internet got more crowded, things changed. Suddenly, it wasn’t enough to rank for keywords; you had to hold your audience’s attention.

This shift in SEO is why a people-first approach is so important today. It’s not about gaming the system; it’s about building real connections and offering value at every touchpoint. This is the heart of TACK’s People-First GTM model.

What is People-First SEO?

People-first SEO is about creating content that speaks to your audience’s needs, not just the search engines. At TACK, we’ve built our entire strategy around this principle. People-first SEO isn’t just a tactic; it’s a core part of how we help businesses create, capture, and convert demand.

When I co-founded TACK, our goal was simple: build a business that puts people at the center of every interaction. Too many businesses were focused on driving clicks and traffic without considering the quality of those interactions. But here’s the truth—people don’t want to be sold to. They want to be understood.

Incorporating that mindset into SEO is crucial. Instead of focusing on keywords, think about storytelling. Share the stories that resonate with your audience. Share their struggles and triumphs, and show them how you can help solve their problems. When you do that, SEO becomes a byproduct of genuinely connecting with your audience.

The Transition to SEO 3.0: What’s Next?

Nigel talked at length about what he calls “SEO 3.0,” the next era of search optimization. We’re entering a world where search engines are optimized not just for smart robots but for credibility, experience, and attention. It’s no longer enough to be technically optimized; you need to be genuinely engaging.

In the future, the top-ranking pages won’t just be the ones that check all the SEO boxes; they’ll be the ones that hold attention and build trust. As Nigel mentioned, search engines like Google are shifting their focus from keywords to understanding the intent and behavior behind those searches. Like Google’s new AI Overview, AI is leading the charge and is a game-changer.

Here’s a tip: start thinking of your SEO strategy not just as a way to drive traffic but as a way to build long-term value. Engage with your audience, create meaningful experiences, and use SEO to amplify your efforts. That’s how you future-proof your strategy.

Why SEO and People-First GTM Work Hand-in-Hand

One of the things I’ve learned over the years is that the best strategies—whether they’re for SEO or go-to-market—are built around people. When I first started my career, I didn’t fully understand this. I thought success was about driving traffic, clicks, and conversions. But over time, I realized that real success comes from building relationships. That’s when I shifted to people-first marketing, and it transformed how I approached everything.

At TACK, we’ve taken that philosophy and built it into our entire go-to-market strategy. People-first GTM is designed to create, capture, and convert demand through relationships, storytelling, and partnerships. SEO is a critical part of this strategy. Instead of chasing clicks, we focus on creating content that resonates with people and builds trust.

This is how SEO and People-first GTM work hand-in-hand:

• Create Demand: Build meaningful content that educates and engages your audience. Focus on their needs, not just on what the search engines want.

• Capture Demand: Leverage SEO to bring people into your funnel, but ensure the content they find solves a problem or adds value to their journey.

• Convert Demand: Once you’ve captured their attention, build deeper connections through people-first interactions and nurture long-term relationships.

How AI is Changing SEO—and What You Need to Know

Nigel also touched on the role of AI in SEO, which I’ve been thinking about a lot lately. AI is already shaping the way search engines rank content, and it will only become more influential. For example, with AI features like Google’s AI Overview, search engines will increasingly serve content based on how well it satisfies the user’s intent, not just keywords.

Here’s where AI fits into your people-first strategy: use it as a tool to enhance your content, not replace it. AI can help you understand your audience better, analyze data more effectively, and optimize your content for search. But at the end of the day, the content must come from a place of genuine human connection.

We’re in the business of building relationships, and no algorithm can replicate that value.

Building a Future-Proof SEO Strategy

Nigel shared some brilliant tips for building an SEO strategy that will last. Here are a few of my favorite takeaways:

1. Optimize for Attention, Not Just Rankings
   It’s no longer enough to rank on Google. How do you keep someone engaged once you’ve got someone on your page? Focus on user experience, design, and the quality of your content. The goal is to build trust and keep your audience coming back.

2. AI Will Play a Bigger Role—But Don’t Rely on It Alone
   AI is great for data analysis and optimization, but don’t let it take over your strategy. Your audience still craves human connection. Use AI as a tool to support your efforts, not as a replacement for creativity and storytelling.

3. Build Trust with Your Audience
   SEO isn’t just about driving traffic. It’s about building relationships and trust with your audience. The best way to do that is by consistently offering real value in every piece of content you create.

4. Tell a Story
   People respond to stories. Google’s algorithms are increasingly rewarding engaging content that provides a meaningful experience. The more you can tell a compelling story, the better your content will perform in the long run.

5. Join the Conversation
   Don’t just create content and hope it ranks. Be active in the conversations happening around your industry. Whether that’s on social media, in forums, or through our Slack community, staying involved will help you stay ahead of the curve. Join us on Slack to connect with other marketers who are embracing people-first SEO.

SEO in Action: What You Can Do Right Now

So, how can you start applying people-first SEO principles today? Here are a few steps you can take:

1. Audit Your Content
   Take a close look at your existing content. Is it designed to engage and educate your audience, or is it just there to check off SEO boxes? Make sure every piece of content is created to provide real value.

2. Focus on Engagement
   Don’t just focus on driving traffic. Once people land on your site, what happens next? Focus on creating an intuitive, easy-to-navigate experience that encourages them to stick around.

3. Leverage AI Where It Makes Sense
   AI tools can be incredibly useful for analyzing data and optimizing content. But don’t rely on them for everything. The best content comes from human connection and understanding.

4. Get Involved in Your Community
   SEO isn’t just about what happens on your website. It’s about building relationships with your audience. Join the conversations that are happening around your industry. Whether that’s on social media or through our Slack community, being part of the conversation will keep you top of mind.

5. Create with Intent
   Every piece of content should serve a purpose. Whether it’s educating your audience, solving a problem, or inspiring action, make sure every piece of content is intentional.

Join the People-First Movement

At TACK, we believe in the power of relationships. That’s why we’ve built our entire go-to-market strategy around people-first principles. If you want to learn more about how we’re helping companies like yours create, capture, and convert demand,
join our Slack community;
join our
membership community for marketers,
which is packed with education and resources to grow your career. Or subscribe to our GTM News Desk podcast.

Let’s continue to grow together—not just by ranking on Google but by building strong, meaningful connections.

Until next time,
Nick

P.S. Check out Nigel’s full presentation for more insights on building a future-proof SEO strategy.