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
Identify questions that your target audience is searching for? You may have picked this from your user interviews. Alternatively, you can find these questions while doing keyword research using tools like Semrush and Ahrefs.
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.
Navigational - When users want to find a specific page (e.g. INNMCO’s SEO service page)
Informational - When users want to learn more about a topic (e.g. A blog post on ‘What is SEO?’)
Commercial - When a user wants to do research before making a buying decision (e.g. INNMCO vs another digital marketing agency)
Transactional - When a user wants to complete a specific action, like scheduling a SEO consultation.
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.
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.
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.
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.
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’.
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 an example to learn how a B2B company generated quality leads by increasing average daily impressions in search by 200%
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