Writing SEO Content

Heard you should be writing SEO content, but not sure what that is? Wanting to recieve more organic web traffic from Google? Needing to increase your conversion rates and lower your bounce rates? That's where this handy article steps in to become your SEO writing guide.

What is SEO Writing?

Search engine optimisation is the process of optimising your website so people can find it when using search engines. SEO writing (or writing for SEO), is the process of writing content for your website which is specifically planned, created and optimised to rank in search engine results. The content itself can take multiple forms, such as case studies, articles, products, lists, videos, glossaries, directories, infographics and how to guides.

When writing your SEO content, you will need to use both keyword research and on page SEO, of which there are many SEO tools available for you which can provide you the data you need. Bewarned before you start though - writing solely for SEO purposes is likely to result in trouble. Your articles, pages and products should be written for BOTH your target audience and search engines.

Why is Writing for SEO Important?

Writing for SEO is important because it can:

  • increase your website traffic
  • boost your rankings in search engines
  • raise your brand awareness
  • generate new leads
  • build positive ongoing relationships with customers
  • result in improved user experience
  • earn backlinks from other websites

How to Write SEO Content

There are seven key steps to follow when writing an SEO article or piece of content:

1. State your topic and intent

Your target audience should always be the main reason you add a new piece of content to your site. Therefore, when selecting your content topic, choose only one which they will be interested in, find useful or be entertained by. Once you've identified the main purpose of the content, decide on what you want the reader to do next, such as visit another page on your website, sign up to your mailing list or purchase a specific product.

2. Research your keywords

Keywords are the words and phrases a person uses to find a business like yours online. Keyword research is the process of finding out which specific words and phrases are used Ideally, you should use only keywords which have a hig number of average monthly searches, and a low competition volume for best results. Check out our article on what is keyword research for more information.

3. Outline each part of the content

Having a clear overview of what your piece of writing will contain is essential. The introduction needs to hook readers in and give them a short synoposis on what they will find here, the middle area where the key information is added and the conclusion, which has a content summary and your specific call to action. By planning before you start writing, you ensure that your content will be well balanced, easy to read and understand.

4. Give each part a heading or sub heading

Headings and sub headings are key on page SEO indicators for search engines as well as helping make an article easier to read. Headings and subheadings are given specific numbers which let search engines know how important they are. Heading 1 is the most important heading, should be used only once per page, positioned at the top of the page and contain the focus keyword for that page. Heading 2 or H2 is the second most important heading type and can be used multiple times per page. Heading 3 or larger denomination are for pages with large volumes of text.

5. Write the piece of content

Whether you write your content directly onto your website, or upload it at a later date, it is important that it is grammatically correct and accurate. It also needs to be relevant to your audience and provide them with information, entertainment or advice. Use the most suitable tone of voice and type of language (formal/informal) that best suits your audience, as well as providing a structured beginning, middle and end. The use of bullet points, white space, images and headings can help to make the content easier for a reader to skim and take in key information, or for making the decision whether to read the entire piece. Hyperlinks with calls to action help guide the reader to other relevant pages or products on your website, also providing assisting with on page SEO.

6. Complete the meta tags

Meta tags are the small snippets of text which are used by search engines to identify what a specific page is about. They include the button text, page headings, meta title, meta description, keywords and filename. Take a read of our guide to optimising your meta tags for further information, including where to add these on your website. 

7. Share your piece of content

Sharing your content via social media or in a newsletter quickly lets your audience know about it. The number of shares, engagements and website visits in relation to a social media post are some of the indicators search engines use when ranking a page and website. If someone in your industry also shares a link to that piece of content via their social media or within their website, that is great too. 

It is important to remember that SEO is an ongoing process, and adding regular new high quality content is a must for every website. We are always adding to our collection of DIY SEO resources, so make sure you bookmark that page! 

Tags: seo  

Posted: Friday 21 July 2023