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Updated on: June 20, 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
5. Case Study - How to drive revenue growth from 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
Keywords research is important because these words are being used by your target audience in their search queries. Keyword research tools like Semrush and Ahrefs have a huge database of keywords that are being queried in search engines.
This will give you an idea about search volumes for some of these keywords i.e. the average number of monthly searches for a given keyword over a 12 month period.
It will also give you an idea about keyword difficulty i.e. how easy or difficult would it be for a website to rank organically in search engine results.
After you have a made a choice of the keywords that you want to incorporate into your writing of a blog or web page, start creating useful content.
Create quality content that addresses the needs, goals and challenges of your target audience. The higher the quality of your content, the more likely that Google search engine ranks your content higher in google search engine results pages. This will lead to more clicks. You will see an increase in web traffic, leads and sales.
Write content in a way that matches the search intent of the buyer. There are 4 main types of search intent.
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Navigational - When users want to find a specific page (e.g. INNMCO’s SEO service page)
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Informational - When users want to learn more about a topic (e.g. A blog post on ‘What is SEO?’)
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Commercial - When a user wants to do research before making a buying decision (e.g. INNMCO vs another digital marketing agency)
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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’.
Conclusion
During SEO content writing, the content needs to be writtten in a way that includes relevant keywords, addresses user intent, incorporates quality content and has good readability. Read this blog, to learn more about how to implement a SEO strategy for your website.
Watch on-demand webinar - How to drive revenue growth from B2B SEO?
Contact our team
Are you looking to build trust with your buyer by addressing their needs at different stages in the buyer’s journey? Are you looking to raise brand awareness and generate quality leads for your business by improving your website visibility in search? Are you looking to attract buyers to your website and convert quality leads into customers?
If you answered yes, we can help! We are an inbound digital marketing agency, search engine marketing agency and content marketing agency based in Sydney, Australia. We are innovators and marketers with expertise in:
1. Search Engine Optimisation (SEO).
Are you looking to drive revenue growth from organic search? We write engaging content that ranks higher ⬆️ on search engines, increases web traffic 🚦 and generates quality leads 👑 for your business! Our SEO campaigns utilise ‘target keywords’ used by prospective buyers, has potential to increase search engine rankings and organic traffic in the long term.
2. Google Ads.
Are you looking to drive revenue growth from Google Ads? We create paid search campaigns that increases web traffic 🚦 and generates quality leads 👑 for your business! Our google ads management services includes a paid search audit and paid search campaigns (Google Ads - formerly Google AdWords).
3. Email Marketing.
Are you looking to drive revenue growth from email marketing? Our email marketing services in Sydney will enable you to nurture leads who are interested in your products or services. We write engaging content that increases web traffic 🚦 and generates sales opportunities 👑 for your business! Our email marketing services uses a human centred design approach to understand your target audience, has potential to increase website traffic and generate sales conversations in the long term.
Are you looking to drive revenue growth from content marketing? We create content prototypes to find out what message resonates with your target audience and how your product messaging is perceived by them. We write quality content to address buyer needs at different stages of the buying journey and marketing funnel - content audit, content marketing strategy, content management. Our SEO content writing services includes website content, blog posts, videos, webinars and email marketing.
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Written by Anees Misbahudeen
Digital Marketing Director & Founder
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Hello, I am Anees. I empower B2B companies to grow online using Google Ads, SEO and email marketing.
I enable businesses to translate a vision for online marketing into a coherent digital marketing strategy. Creating engaging content is my way to increase web traffic, leads and sales.
I have supported the growth story of 30+ brands in software, financial services, automotive and B2B industries. I am Google Ads search certified. I hold multiple HubSpot and Semrush certifications. I hold an MBA (Executive) from AGSM, UNSW Business School.
