Telling the stories we aren't searching for

I agree that SEO isn’t about conforming to a robotic standard, but it’s also not about speaking to people, it’s about speaking to some sense of the mean average of what people are looking for. The thing is, if we want to succeed — both in reaching people and in drawing them back to our work — we can’t just be producing what the public is looking for, what the public wants to read. We must, we absolutely must tell the stories that the public doesn’t know it is looking for, that the public isn’t looking for, that the public hasn’t even conceptualized the terms for. If we don’t, in very short order we will tell fewer and fewer stories that matter, that impact society and we will lose not only all impact, but all value we are capable of offering the public.