Should You Write Blog Posts for the Humans or the Robots?

Jeff and I have an ongoing debate about whether you should write blog posts for humans or robots.

Recently, we were reviewing one of our members' websites together. Jeff clicked on an article and immediately said:

"This isn't going to rank in search. It's a magazine article. Who wrote this?"

I got a little annoyed. Because... I wrote it! And I thought I had done a pretty darn good job, thank you very much.

The title was interesting. The story flowed well. It was enjoyable to read. It sounded like a real person wrote it.

In other words, it was written for humans.

Jeff's point was that it wasn't written for search. It didn't answer the questions prospects were typing into Google, ChatGPT, Copilot, and other AI search tools. It didn't use the keywords people were looking for. It wasn't structured with short, scannable sections,  direct answers and FAQ.

So who is right?

We are both right.

The mistake is thinking every blog post has to do the same job.

• Some posts are meant to get you found.
  

• Other posts are meant to get you chosen.

  
  

Magazine-style posts build trust.

These are the kinds of articles that help prospects understand who you are, how you think, and what it's like to work with you.

Examples might be:

• The Day We Told a $50 Million Manufacturer Not to Buy Business Central Yet

• What 27 Years in Microsoft Dynamics Taught Our CTO About Being a Partner, Not Just a Vendor

• Why We Sometimes Tell Prospects to Wait Before Starting Their ERP Project
  

Would every one of these be the highest ranking in AI search? Jeff would say no.

But imagine the right prospect is already on your website, trying to decide whether they trust your company.

Those articles can make all the difference because they feel like they know your team, your style and that they can trust you.

Search-optimized (AEO) posts get you discovered.

This type of posts answer the exact questions prospects are asking.

Examples might be:

• Should You Migrate from Dynamics GP to Business Central?

• Dynamics GP vs. Business Central: Which ERP Is Right for Your Business?

• How Long Does a Business Central Implementation Take?

• What Is the Difference Between Business Central Essentials and Premium?
  

These are exactly the kinds of questions AI search engines love to surface because they provide direct, useful answers.

So should you write blog posts for humans or robots?

I don't think it's an either/or decision anymore.

Here's the strategy I have been recommending to our members. We can ask Jeff if he agrees…

Write the original article for your own website in a magazine style. Tell stories. Show your personality. Help prospects understand your philosophy and earn their trust.

Then create a second version of that article in an AEO style and publish it on ERP Software Blog or CRM Software Blog. Focus on the questions people are searching for, the keywords they use, and the structure AI search prefers.

Then include links and calls to action offers to drive those visitors back to your website to keep learning more about you.

The two articles have different jobs. One helps people find you. The other helps them choose you.

Use search-optimized content to get found. Use magazine-style content to get chosen.

I'd love to hear your thoughts.

Are you writing primarily for humans or for the robots?