SEO is a long-term strategy to increase organic traffic to a website and get customers.
There’s a lot involved with a full SEO strategy.
But, if you’re hoping to increase traffic and conversions, SEO content writing is a great place to start. Scroll down for some helpful SEO writing tips.
What is SEO content writing?
Writing for Search Engine Optimisation isn’t quite the same as standard copywriting.
Creating SEO content involves researching, planning, and crafting optimised content that’ll rank well in search engine results.
You’ll need to have a basic understanding of the way search engines work in order to write SEO content.
Examples of content that an SEO writer might create include:
- Blog posts
- Guest posts
- Web pages
- Landing pages
- Product descriptions
SEO-friendly content writing is straightforward, but not necessarily easy.
It needs to be informative, relevant and useful for a reader.
But it also needs to satisfy search engines.
Whether you’re completely new to SEO content writing, or simply need some assistance ascending the search result rankings, check out the list of top 10 tips below.
1. Select a subject
The starting place for all writers.
Look for topics that are relevant, and interesting to your audience – as well as having potential for a good level of traffic.
Try to find a gap in the content already online and write from a different angle.
Use your audience profiles. Get in their heads. Ask some questions:
- What challenges are they trying to get over?
- What information would they find useful?
- What is relevant to them?
Once you’ve got a relevant subject, that hasn’t already been covered extensively, you’ll be able to start searching for SEO keywords.
2. Curate your keywords
Use your topic to search for a main keyword.
Tools like Moz Keyword Explorer can help.
Also, make a note of related keywords to sprinkle throughout your content.
These help your page rank for as many keywords as possible.
It’s important to use keywords correctly.
Make sure they fit naturally into the content.
And don’t overuse them.
We recommend that the keyword should always appear in the first paragraph.
Or at least within the first 150 words, as well as:
- In the URL
- The title
What percentage of your copy should be your keyword depends who you listen to.
But a general rule of thumb is that your keyword should be between 1% and 3% of the total word count.
For example, use your keyword – or a variation – one to three times per 100 words.
3. Consider the context
Think about the audience you’re writing for.
What are they searching for online?
Which search terms might they be using?
Most importantly, what’s their intent in carrying out this search?
For example, some people might be looking for information.
Others might be looking to buy something.
Match keywords to the intent of the people searching for them.
And make sure your content is providing answers they need.
This could be anything from a how-to guide to an opinion piece.
4. Don’t duplicate content
If you have multiple pages or posts covering the same topic, they’ll compete against each other in the rankings.
This is because Google won’t know which is the main page.
So it’ll prioritise one at random.
Or, it might spread the authority across both pages.
Which means neither will rank particularly well.
There are several ways to check whether you have duplicate content on your site.
Once you identify duplicate content and links, you can implement straightforward fixes like redirects.
5. Quality over quantity
Gone are the days of keyword-stuffing content for increased volume.
Successful SEO content writing must be creative and fulfil a purpose for the reader.
It doesn’t matter how many words you write.
If they add up to no meaning, they can’t keep a visitor on the page.
A blog post doesn’t have to be 1,000 words to be effective.
So avoid adding filler.
Only include information that is relevant and genuinely helpful.
If you are wondering how long SEO content should be.
6. Make a meta description
The meta title and meta description will show up in the search engine results.
This is what someone sees first.
You have to pitch your content to them here, if you want them to actually click through and look at it.
Create a unique meta description and a meta title containing the keyword you are writing about.
These work best when they are emotionally compelling.
Or require a click through for you to elaborate on an important point.
We recommend adding four or five links to other pages on your website (depending on the content’s length).
We tend to write longer articles (upwards of 1,000 words) so we can easily include 10 or more internal links.
Internal links are a good way of helping users find more useful content on your site.
They also help search engines crawl, index and understand the structure of your website.
A high number of internal links can increase the rankings of both the linked page and the original page.
Inserting external links can also help if you are providing sources for information from high-authority websites.
8. Mix up the media
SEO content is not just limited to text.
Using various types of media is more engaging for the user, so add images and videos.
This can include:
- Charts and infographics
- Labelled screenshots
- Video clips
The aim is to make the content entertaining. And create a more visually stimulating layout, so the reader stays on the page.
If you don’t want to use other media, make sure to separate paragraphs with subheadings to avoid the dreaded wall of text.
9. Promote your page
One you publish the piece, there’s still work to do.
You need to promote your content to get it in front of more people.
Share links to your content through any channel available to you.
This could be social media or an email newsletter.
It’s a great idea to add share buttons to posts.
This is already a common feature on WordPress blogs so it’s easy to do.
This allows others to share your content themselves and promote it for you.
10. Audit the analytics
Even after you’ve posted and promoted, you should keep an eye on how your content is doing.
Use a tool like Google Analytics and keep track of the data.
Look at things like:
- Page views
- Dwell time (how long someone stayed on the page)
- Bounce rate (when someone lands on the page and leaves without going to another one)
- Social interactions
This helps you understand what you’re doing right.
And what you need to change or improve when writing SEO content in the future.
A high bounce rate means that visitors aren’t finding your content relevant or readable.
If this happens, you need to overhaul your SEO writing style or hire SEO content writing services.
Want SEO copywriting that gets you found in search and helps you convert visitors into customers?