SEO writing is the art of creating content that will appeal to both readers and search engines. It’s about crafting value-rich content that meets search queries while following optimization principles to ensure better visibility on search engines like Google.
In this guide, we will walk you through the necessary steps for creating SEO-optimized content that will engage your audience and meet Google’s ranking criteria.
Identify a High-Value Keyword
The foundation of SEO writing starts with choosing the right keyword. If nobody is searching for your chosen topic, even the best content won’t drive organic traffic.
How to Start:
- Use a keyword research tool such as Keywords Explorer or Google’s Keyword Planner.
- Type in a broad topic related to your niche, then go into the Matching Terms report.
- Pay attention to the keywords that have a decent search volume and relevance to your audience.
Imagine running an online store that sells tea; targeting phrases like “best tea for relaxation” can get you smoothly exposing your products while trying to answer the user’s question.
Understand Search Intent
Search intent simply tells the purpose behind a query. Google loves to rank the results matching the intent. This calls for aligning content with intent.
Steps towards Matching Intent:
- Analyze the SERP: Use your target keyword in the search and observe the results ranking on top.
- Specify the Format: Check if it is a listicle, guide, or product review.
For instance, a search for “how to save money” shows listicles as the dominant format. So, your content should also be a comprehensive list of money-saving tips to compete.
Cover What Users Want:
Analyze the subtopics and characteristics of top-ranking pages for any common keywords that they rank for which you don’t using tools such as Content Gap Analysis.
For instance, if “affiliate marketing” is a keyword, then the possible subtopics might look somewhat like this:
- What is affiliate marketing?
- Strategies for affiliate marketing
- Effective examples of affiliate marketing campaigns.
Make Your Content Unique
Google favors content that provides original insights or perspectives. To stand out, avoid simply regurgitating existing content.
How to Add Value:
- Conduct Expert Interviews: Gather insights from professionals in your niche.
- Share Personal Experiences: Unique stories or case studies can set your content apart.
- Utilize Unique Data: Conduct studies, commission a poll, or even perform an experiment that provides new, unique data.
- Go Deep in Research: Draw upon books, first-hand sources, and academic articles.
- Show Opinion: Counter widely-accepted ideas with solidly supported opinions.
Originality isn’t always easy, but as SEO expert Cyrus Shepard points out, “Your willingness to do something difficult gives you an edge.”
Format Your Content
A structural outline is vital in organizing your thoughts and ensuring the logical flow of your paper. Benefits of an Outline:
- Prevents writer’s block.
- Keeps content in line with search intent.
- Streamlines the writing process.
You can use AI tools like ChatGPT to generate a draft outline. For example, prompt it to create an outline for “link building strategies,” including sections like “What is link building?” and “Common mistakes to avoid.”
Draft Your Content
When drafting, focus on getting your ideas on paper without worrying about perfection.
Tips for Productivity:
- Use distraction-free tools like Google Docs.
- Block social media using tools like BlockSite.
- Employ a Pomodoro timer to maintain focus.
After writing the draft, go back to your content and make sure it addresses the search intent, includes your primary keyword naturally, and offers a unique perspective.
Edit and Polish
Editing is where great content gets even better.
Steps to Refine Your Content:
- Gather Feedback: Share the draft with colleagues or friends and ask for their valuable insights.
- Editing for Clarity: Make sure your points are concise and easy to follow.
- Optimize Readability: Use tools like Hemingway or Grammarly to enhance grammar and simplify complicated sentences.
- Add Visuals: Include charts, infographics, or images to help illustrate a point.
At Ahrefs, all content goes through a peer review before being published.
Write an Enticing Title and Meta Description
Your title and meta description are the first things your content says to searchers.
How to Write a Good Title:
- Keep it under 70 characters to avoid truncation.
- Match the search intent and include the primary keyword. Keep it clickable, but avoid clickbait. For example, instead of “SEO Writing Tips,” try “10 SEO Writing Strategies to Skyrocket Your Rankings.”
How to Write a Meta Description:
- Keep it under 160 characters.
- Highlight your content’s value proposition.
- Use action-oriented language to encourage clicks.
Optimize with Internal Links
Internal links are important for Google to understand your site’s structure and boost page authority.
Finding Internal Link Opportunities:
- Use tools like Ahrefs’ Internal Link Opportunities Report to find relevant pages to link from.
- Add links to related articles and pages on your site to help both readers and search engines.
For example, if your new post is about “on-page SEO,” link to an older post about “technical SEO” for context and added value.
Final Thoughts
SEO writing is about creating comprehensive, engaging, and optimized content that serves both user needs and search engine requirements. By following these best practices, you’ll not only improve your rankings but also establish your authority in your niche.
Remember, great SEO writing isn’t just about keywords—it’s about creating content that genuinely helps and engages your audience.