SEO is King, But Generic SEO? A Content Graveyard

SEO is king, but generic SEO? That’s a graveyard full of content no one’s clicking on. When I meet with new clients, I can practically clock the ghost of 12 past content writers in their eyes. There’s that glazed “please just fix it” stare, the energy of someone who's been burned by a thousand SEO experts and still has the blog drafts to prove it.

If this is you, your heart’s in the write place (see what I did there?). But the method? The mechanic? The cookie-cutter content mill you’ve been cranking through? That’s the real issue.

Let me walk you through how I combine SEO and the magic of human originality, plus incredibly obvious audience targeting, to win the content game—without adding more corporate jargon to the already inundated internet.

Why SEO Alone Isn’t the King You Think It Is

Let’s say your client is Dick’s Sporting Goods, and they want a soccer-season blog to pull more traffic.

You fire up Google Trends, Google Keyword Planner, maybe even ask ChatGPT, and you land on:

“10 Best Soccer Cleats for Every Player in 2025 (From Beginner to Pro).”

It’s giving… safe. Predictable. Googleable. So you whip up the intro:

“Finding the right soccer cleats can make or break your game—whether you're just learning how to dribble or you're training for your next big tournament, we've got you covered.”

Cool. Clean. And already out there about 41.5 million times. Yep—over 41 million search hits exist for that exact article formula. That intro? That title? It’s been written, posted, SEO-optimized, and stuffed into digital purgatory.

When Everyone’s Following the Same Rules, Nobody Stands Out

Here’s the not-so-secret truth: the SEO tactics we’re all using are the tactics everyone’s using. That means every blogger, ghostwriter, intern, and AI bot is churning out the same content with the same formula, tone, and keywords.

And that’s how you get content that’s perfectly optimized… for invisibility.

According to Ahrefs, a whopping 90.63% of content gets zero traffic from Google. You read that right—zero. Nada. It’s a content wasteland out here. And too many folks are out here playing it safe, aiming for broad reach but missing any real connection.

Want to Win? You’ve Got to Take a Risk

Listen—risk in writing isn’t some chaotic “throw stuff at the wall” move. It’s creating your own lane. Think HOV lane with a sunroof and sunglasses on, not crawling on the 405 in a Prius.

Risk = originality + strategy. It means pulling in uncommon trending keywords, targeting unexpected demographics, and adding a voice that actually makes people pause mid-scroll.

Let’s remix our cleat blog example, shall we?

Instead of This: 10 Best Soccer Cleats for Every Player in 2025

“Finding the right soccer cleats can make or break your game—whether you're just learning how to dribble or you're training for your next big tournament, we've got you covered.”

Try This: The Best Soccer Cleats for Your Instagram-Worthy Aesthetic

“If you’re out there bending it like Beckham (or just trying not to trip over your own feet), one thing is non-negotiable: your cleats need to match your vibe. Not just your uniform. Not just your team. You."

Why This Slaps (and Ranks):

 1.) Less Competition = Easier to Rank

Popular keywords like “soccer cleats” are drowning in a sea of sameness. But something like “Instagram aesthetic soccer cleats”? That’s wide open. Less traffic doesn’t mean less value—it means less noise. Your blog now stands a real shot at page one on Google without needing to outbid Nike.

 2.) You Attract More Specific Readers

Someone searching “best cleats for Gen Z athletes” or “cute cleats for turf practice” knows exactly what they want. These aren’t casual browsers—they’re decision-makers. High intent. High engagement. High conversion. It’s niche gold.

 3.) You Catch Trending Traffic Before It Blows Up

Say a soccer-themed IG trend starts gaining traction—maybe a viral post about “Cleats & Fits of the Week.” Your blog is already aligned with that aesthetic, ready to soak up the clicks while everyone else is still figuring out how to spell “Gen Z.”

4.) Google Loves Specificity

Here’s the kicker: Google loves when content answers super-specific questions. Even low-volume queries. If your blog perfectly matches a long-tail keyword or trending combo, Google sees that and says, “Ah, yes. This is the good stuff.” Your trust score rises. Your rankings follow.

 5.) Make Your Own Lane

When your content feels fresh, fun, and personal, people actually remember it. They come back. They share it. They trust it.

So, Why Is Generic SEO a Graveyard?

SEO is important, but generic SEO? That’s like planting seeds in a plot of dirt that everyone’s already grown crops in. It’s overdone, it’s underperforming, and it’s a content graveyard.

You'll blend into the background if you keep cranking out the same content as everyone else. But when you take some risks, you become the content people remember.

So sure, keep using SEO—but don’t let SEO use you. Mix in bold angles, unexpected keywords, and your own damn voice. That’s how you beat the algorithm and the competition.

Let the others keep writing on autopilot. You? You’re out here building highways.

Why This Matters for Businesses: Traffic, Engagement, and ROI

To tighten this up for B2B, consider how these tactics can directly benefit your business—whether you're a retailer like Dick's Sporting Goods, a marketing agency, or any company aiming to improve content performance.

Traffic: By targeting specific long-tail keywords, you reduce competition and improve your chances of ranking on page one, driving more organic traffic.

Customer Engagement: When your content speaks directly to a niche audience, like Gen Z athletes who like xyz, you're engaging with readers who are actively searching for what you’re offering, increasing the likelihood of deeper engagement and conversions.

ROI: More targeted traffic and better engagement ultimately lead to higher conversions. When your content reflects your audience's specific needs and interests, you're not just attracting clicks—you’re attracting the right customers, which drives measurable business outcomes.

So, yes—SEO is important, but don’t just chase generic keywords for the sake of it. Create content that’s both SEO-optimized and uniquely yours. That’s the sweet spot for business growth.