Letting Go of SEO and Writing for Engagement

For years, search engine optimisation (SEO) was a key consideration in my approach to blogging. Like many people, I optimised WordPress with metadata, lightweight themes, and SEO plugins.

But as I transition from self-hosted WordPress to hosted Ghost, I find myself questioning how much SEO really matters to me now.

An article by Carolyn Shelby in Search Engine Journal last month highlights the reality of WordPress and SEO today. It busts some long-standing misconceptions, reinforcing a few points that resonate with me, especially as I finalise my move to a new platform.

WordPress & SEO: The Myths That Persist

Shelby’s article does a great job of dismantling some of the most persistent myths about WordPress SEO. Here are a few that stood out:

WordPress is not inherently SEO-friendly. While it provides a solid foundation, proper optimisation still requires manual adjustments, from configuring permalinks to refining metadata and structuring content effectively.
SEO plugins don’t guarantee rankings. Tools like Yoast and Rank Math can help with optimisation, but they don’t replace a strategic approach to content and keyword research.
Website speed and performance are critical. Slow-loading sites are penalised by search engines, and bloated themes or excessive plugins can negatively impact rankings.
Content length is less important than content quality. Word count doesn’t determine ranking – useful, well-structured, and authoritative content does.
Backlinks are valuable but not a silver bullet. A strong SEO foundation requires more than just accumulating links; technical SEO and user experience play a significant role.

Why SEO No Longer Dictates My Blogging Approach

This reaffirms a truth I’ve already come to accept: SEO isn’t my primary concern anymore. I started blogging over 20 years ago when search rankings started to gain significance and importance when Google emerged as the dominant search engine thanks to its PageRank algorithm.

But in recent years, my blogging focus shifted towards writing for engagement rather than for search engines – and in the past year or so, even writing purely for pleasure and fun rather than for any algorithmic attention.

There are a few reasons behind this:

I Value a Simpler Publishing Process. Moving to Ghost aligns with my preference for a clean, distraction-free writing experience. I’m no longer interested in fine-tuning every post for SEO – Ghost encourages a more writer-first approach.
Rebuilding, Not Relying on Search. Moving to Ghost means starting fresh with a new domain while my existing WordPress blog remains an archive. This transition means I won’t rely on search rankings to maintain visibility. Instead, I’ll focus on rebuilding connections directly through social media, a more engaging newsletter, and intentional outreach and community-driven engagement.
SEO is Rapidly Changing. With AI-driven search results becoming more dominant, traditional SEO tactics are evolving. Google, ChatGPT, Perplexity AI, and other AI-driven platforms are surfacing direct answers, reducing the need for users to click through to websites.
Authentic Engagement Matters More. Whether through podcasting, social media discussions, or direct audience interaction, I prioritise meaningful engagement over traffic volume. If my content resonates, it will find its way to the right people – regardless of where it ranks on Google.

The Road Ahead: Writing for People, Not Algorithms

This isn’t to say that I’m abandoning all SEO considerations. I’ll still ensure my site is fast, accessible, and well-structured, and Ghost has some essential SEO features out of the box. But I’m no longer making SEO the driving force behind my content strategy.

Instead, my move to Ghost is about writing with clarity, consistency, and purpose – not obsessing over green lights in an SEO plugin. Trading search rankings for a more fulfilling writing experience is a decision I stand by.

My new blog on Ghost is coming soon: subscribe to the free newsletter to get the news when it does.

What’s your approach to SEO today? Do rankings still matter to you, or are you also shifting focus?

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