Before, we optimized for keywords. Now we optimize around them.
Google used to reward exact matches. Today, it rewards how well your content matches the psychology behind those words — not just the term itself.
Two landing pages for a PLG SaaS product:
Page A: Optimized with high-volume SEO keywords
Page B: Written using user intent via ChatGPT prompts (no keyword targeting)
Same audience. Same channel. Same week.
Results?
- Avg. time on page: +38% when content aligns with intent
- Scroll depth: 60%+ completion on intent-first pieces
- Demo conversions: 3x higher when mapped to “mental funnel” vs keyword volume
- LLM retrievals: Increasing via Perplexity & ChatGPT citations (early stage, but real)
So yes, behavior-first content drives numbers. Just not the vanity ones.