SEO Content Writing: How to Write Content That Ranks

SEO Content

How To Write SEO-Friendly Content

Writing SEO-friendly content involves optimising your content to improve its visibility and ranking in search engine results. Here are some essential tips to help you create SEO-friendly content:

Keyword Research

Conduct keyword research to identify relevant keywords and phrases that your target audience is searching for. Use keyword research tools to find popular and appropriate keywords with a good search volume and reasonable competition.

Use Keywords Strategically

Incorporate your target keywords naturally throughout your content, including in the title, headings, subheadings, and within the body of the text. However, avoid keyword stuffing, as it can harm your rankings. Use variations and synonyms of your keywords to make the content more readable and diverse.

High-Quality and Engaging Content

Focus on creating high-quality, informative, and engaging content that provides value to your audience. Search engines prioritise content that is unique, well-written, and offers comprehensive information. Ensure that your content meets the needs of the users and provides them with the answers they are looking for.

Optimise Title Tags and Meta Descriptions

Write compelling and keyword-rich title tags and meta descriptions that accurately describe your content. These elements appear in search engine results and can significantly impact click-through rates. Keep them concise, relevant, and enticing.

Proper Heading Tags

Structure your content using proper heading tags (H1, H2, H3, etc.). Headings make your content more readable and organised for users and provide search engines with an understanding of your content’s hierarchy and key topics. Incorporate keywords in headings where appropriate.

Internal and External Links

Incorporate relevant internal links within your content to help search engines discover and navigate your website. Additionally, include authoritative external links to credible sources that provide further information or support your content. This helps search engines establish the relevance and credibility of your content.

Optimise Images

Use descriptive filenames and alt tags for your images, incorporating relevant keywords where appropriate. Optimised images can contribute to better rankings in image search results and improve overall page optimisation.

Mobile-Friendly and Fast Loading

Ensure your website and content are mobile-friendly and optimised for quick loading. Mobile responsiveness and fast loading speeds are important ranking factors, as search engines prioritise user experience.

Improve Readability

Make your content easy to read and understand by using clear and concise language, short paragraphs, bullet points, and subheadings. Utilise white space and formatting techniques to enhance readability.

Monitor and Update Content

Regularly monitor the performance of your content using analytics tools. Update and optimise your content periodically based on user feedback, changes in search trends, and new information to ensure it remains relevant and valuable.

Remember that while optimising your content for search engines is important, it should always be done with the user in mind. Focus on creating high-quality, relevant, and engaging content that meets the needs of your audience. By incorporating these SEO-friendly practices into your writing, you can improve your content’s visibility and increase its chances of ranking well in search engine results.

How to Choose The Right Keywords

Choosing the right keywords is crucial for optimising your content and improving its visibility in search engine results. Here are some steps to help you choose the right keywords:

Understand Your Target Audience

Start by gaining a clear understanding of your target audience. Identify their demographics, interests, and search behaviour. This will help you align your keyword choices with their needs and preferences.

Brainstorm Relevant Topics

Make a list of topics that are relevant to your business, products, or services. Think about the main categories or themes that your content revolves around.

Conduct Keyword Research

Use keyword research tools such as Google Keyword Planner, SEMrush, Moz Keyword Explorer, or Ahrefs to identify potential keywords. Enter your topic ideas into these tools and analyse the search volume, competition, and related keywords.

Consider Search Intent

Pay attention to the search intent behind the keywords. Are users looking for information, products, services, or specific actions? Understanding search intent will help you choose keywords that align with the purpose of your content and match what users are searching for.

Analyse Competition

Evaluate the competition for your chosen keywords. Highly competitive keywords may be challenging to rank for, especially if you are starting out. Look for a balance between search volume and competition, and consider targeting long-tail keywords (more specific, longer phrases) that have lower competition but are still relevant to your content.

Long-Tail Keywords

Long-tail keywords are more specific and often have less competition. They target a niche audience and tend to convert better. Consider incorporating long-tail keywords into your strategy to capture more targeted traffic.

Use Keyword Tools

Take advantage of keyword tools to find variations and related keywords. Look for related terms and phrases that can be included in your content to expand its reach and relevance.

Analyse Your Website and Competitors

Assess the keywords that are already driving traffic to your website through google analytics tools. Additionally, analyse the keywords used by your competitors to identify potential gaps or opportunities in your keyword strategy.

Balance Relevance and Search Volume

keywords that are highly relevant to your content and align with your target audience’s search behaviour. While high search volume is desirable, it’s essential to ensure the keywords are still relevant to your specific content and goals.

Refine and Test

Continuously refine and optimise your keyword strategy based on the performance and analytics data of your content. Monitor keyword rankings, organic traffic, and user engagement to identify opportunities for improvement.

Remember, choosing the right keywords is a combination of art and science. It requires a deep understanding of your target audience, diligent research, and ongoing analysis. By selecting relevant and targeted keywords, you can optimise your content for search engines and increase your chances of attracting the right audience to your website.

How to Structure Your Content

Structuring your content effectively is important for readability, user experience, and search engine optimisation. Here are some tips on how to structure your content:

Start with an Engaging Introduction

Begin your content with a compelling introduction that captures the reader’s attention. Clearly state the purpose or main idea of the content and provide a preview of what the reader can expect.

Use Clear Headings and Subheadings

Break your content into sections using clear and descriptive headings and subheadings. This helps readers navigate through your content and easily find the information they’re looking for. It also assists search engines in understanding the structure and hierarchy of your content.

Use Paragraphs and Bulleted Lists

Write concise paragraphs to present your information in a clear and organised manner. Use bullet points or numbered lists when appropriate to break down complex information or highlight key points. This makes your content more scannable and digestible for readers.

Include Relevant Visuals

Incorporate relevant visuals such as images, infographics, or charts to enhance your content. Visuals can help break up text, make complex information easier to understand, and improve the overall visual appeal of your content.

Use Internal and External Links

Incorporate relevant internal links within your content to guide readers to other valuable pages on your website. Additionally, include authoritative external links to reputable sources that support or provide further information. This improves the user experience and helps search engines understand the context and relevance of your content.

Utilise Call-to-Action (CTA)

Include a clear and relevant call-to-action at the end of your content. A CTA encourages readers to take the desired action, such as subscribing to a newsletter, downloading a resource, or contacting your business.

Optimise for Readability

Use clear and concise language, avoiding jargon or overly complex terminology. Break up long sentences or paragraphs, and use formatting elements such as bold or italicized text to highlight important points. Incorporate ample white space to improve readability and make your content more visually appealing.

Include a Conclusion or Summary

End your content with a conclusion or summary that summarises the main points discussed. This helps reinforce key takeaways for the reader and provides a sense of closure to your content.

Consider SEO Best Practices: While structuring your content, keep in mind SEO best practices such as incorporating relevant keywords in headings and throughout the content, using descriptive title tags and meta descriptions, and optimizing images with alt tags and filenames.

Proofread and Edit: Before publishing your content, proofread it thoroughly for grammatical errors, typos, and clarity. Ensure that your content flows smoothly and is easy to understand. Editing improves the overall quality and professionalism of your content.

By following these tips, you can structure your content in a way that enhances readability, improves user experience, and helps search engines understand and rank your content effectively.

How to Optimise Your Content For Search Engines

Below we have some tricks of the trade to help you optimise your content, for search engines to help you become more visible online.

Be Descriptive

Ensure your page titles are accurate and descriptive. It’s recommended to dedicate separate pages to different topics, products, or services, with each page focusing on a specific subject or related items.

Provide Comprehensive Information

Include all the relevant details about what you have to offer. While search engines like Google are intelligent, they rely on the information you provide. Don’t assume they can guess what you haven’t explicitly mentioned.

Stay Current

your content to align with seasons, trends, or new offerings. For example, if you have an ice cream store that also sells hot chocolate, prominently feature your ice cream during the summer months and highlight your hot chocolate (or coffee, sandwiches) during the winter when people are not actively seeking ice cream. If there’s a new trend like kiwi ice cream and you have it in your store, showcase it prominently.

Maintain an up-to-date Website

If your website hasn’t been updated since ages past, it’s time to remove references to outdated events or irrelevant information. Keeping your website fresh and relevant is important for both users and search engines.

Prioritise text-based Content

Avoid placing all your website content or page titles solely within images, videos, or other non-text formats. Google understands and indexes text more effectively. If you use a graphical element for your site name, make sure to include the name as text on the page as well.

Seek online Referral

Aim to have your website mentioned in reputable and relevant online sources. Consider reaching out to local news sites or other appropriate platforms that can provide valuable exposure.

Consider Hiring a Professional:

If you believe your website requires more assistance than you can provide on your own, it may be worthwhile to enlist the help of a professional. They can offer expertise and support to enhance your site’s performance.

By following these guidelines, you can optimise your website for better visibility, user experience, and search engine rankings.

How to Write Engaging Content

If you’re struggling to create engaging and interesting content for your customers, here are 15 tips that can help make your writing more effective:

Utilise Headings and Subheadings

Incorporate headers and subheaders to attract readers’ attention and keep your content organised.

Be Concise

Keep your information short, focused, and to the point to avoid overwhelming readers with excessive details.

Include Graphics

Enhance engagement by using pictures, videos, charts, and graphs to visually convey ideas more effectively than text alone.

Use Lists

Present information in a list format when appropriate as it is easy to follow, skim, and provides immediate insights.

Implement a Call to Action

Include a clear call to action at the end of each piece of content, guiding readers on the desired action and providing relevant tools or links.

Edit Your Work

Ensure the quality of your content by having someone else review it for grammar, punctuation, spelling errors, and suggestions for better sentence structure and creative expression.

Write for Your Audience

Tailor your content to the specific needs and interests of your target audience, addressing their demographics, preferences, and pain points.

Tell a Story

Engage readers by incorporating storytelling elements, sharing anecdotes, business history, or customer interactions that keep them intrigued.

Be Clear

Communicate information in a clear and easily understandable manner, avoiding ambiguity that can confuse or frustrate readers.

Use Reliable Sources

Include interesting and factual sources such as statistics, data, news, or quotes to provide credibility and valuable insights to your readers.

Format Wisely

Present your content in a visually appealing format with proper spacing, titles, headers, suitable fonts, margins, and readable text and background colours.

Use Relevant Keywords

Incorporate keywords throughout your content to improve search engine ranking and ensure relevance to your topic, maintaining consistency with your title and keywords.

Include Internal Links

Enhance engagement and drive traffic to your website by strategically placing internal links that provide additional relevant information to users.

Be Consistent

Maintain consistency in your writing style and content type to establish trust and keep readers returning for new, reliable content. Stick to a consistent posting schedule.


By implementing these tips, you can create SEO-friendly content that captures and maintains your readers’ attention, delivering value and engaging experiences.

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