What is SEO Content Writing?

Updated on: October 14, 2024

What is SEO Content Writing?

SEO content writing is the process of writing content with the goal of ranking higher on search engines. Content needs to be written in a way that includes relevant keywords, addresses user intent, incorporates quality content and has good readability.

Table of Contents

1. Brainstorm a list of topics

2. Research keywords and incorporate into writing

3. Create content that matches user intent

4. Implement on page SEO

5. Case Study - How to get the most out of B2B SEO?

1. Brainstorm a list of topics

Create a content strategy

A content strategy is the foundation for creating and serving useful content at different stages of your buyer’s journey. Addressing the information needs of your buyer is crucial to a great buyer experience.

A content strategy enables you to promote your business online, create brand awareness and generate leads for your business. Blogging is an important part of your content strategy

Gather insights from your target audience

Identify questions that your target audience is searching for? You may have picked this from your user interviews. Having a clear understanding of your customers, their needs, challenges and behaviours will help you create a solution or content that addresses their needs.

Alternatively, you can find hints to questions that your target audience is searching for while doing keyword research using tools like Semrush and Ahrefs.

Create content that addresses the goals and challenges of your target audience

This will keep your brand top of mind. This will keep your brand the go to place for addressing challenges that your target audience faces in their buying journey.

Schedule a free digital marketing audit, if you need some assistance in creating a content strategy for your business.

2. Research keywords and incorporate them into your writing

1. Navigational - When users want to find a specific page (e.g. INNMCO’s SEO service page)

2. Informational - When users want to learn more about a topic (e.g. A blog post on ‘What is SEO?’)

3. Commercial - When a user wants to do research before making a buying decision (e.g. INNMCO vs another digital marketing agency)

4. Transactional - When a user wants to complete a specific action, like scheduling a SEO consultation.
   

 

Understanding search intent, starts with a deep understanding of your prospective buyer. Start with buyer research. Create content to address buyer needs, goals and challenges at different stages of your buyer’s journey.

Prototype and test your product messaging with your target market before you start to spend money on digital marketing. When a prospective buyer arrives at your business website, ask yourself:

1. What are the buyers seeking to learn when they arrive at your business website?

2. How do the buyers behave when they are at your business website?

Your buyer will better engage with your content when you find answers to the above questions. They will reward you with website clicks and leads for your business.

 

 

4. Implement On-page SEO

Incorporate relevant keyword in your page headline, title, meta description, body of the page etc. Do not stuff keywords everywhere, as google penalises you for this. Make your page informative for your target audience while incorporating keywords that your target audience may use in their search queries or search terms.

 

Page title

Incorporate keywords in your page title keeping in view the relevance of your keyword to your content. Consider keywords that is used by your target buyer in their search queries. Your buyer will click on your blog post, if your title captures their user intent and conveys information that addresses their needs.

In the below example, the title conveys a quick snapshot of the content of the blog. A user looking to learn more about search engine optimisation will click on the link and read the blog post.

 

Meta descriptions

Include a description of what your page is about. Incorporate your keywords in a way that makes the page description as informative as possible for your target audience.

In the below example, the meta description conveys a quick snapshot of the content of the blog. A user looking to learn more about search engine optimisation will click on the link and read the blog post.

 

Page header

Your page headline should convey to the user what your page is about. Incorporate your keyword in your page header, where ever possible.

 

Alternative text for images

Include an alternative text for the images used in a page or blog post. This helps google crawlers or bots understand what your image is about.

 

Page URLs

Your url should convey to the user what your page is about. Try incorporating your keyword in your url.

 

Internal linking of pages

Link your website pages to each other. This helps google crawlers to understand your website structure and architecture. This also directs buyers to the next best content that they should be reading on your website.

 

Latent Semantic Indexing (LSI)

These are conceptually related keywords that search engines use to understand the content on your web page.

In the below example, the search engine will use the conceptually related keywords to understand the content on the blog post ‘search engine optimisation’. 

 

 

Written by Anees Misbahudeen

Founder & Digital Marketing Director, INNMCO

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