What is SEO Writing?

People often think that SEO content writing means writing and adding keywords to your content. However, this isn’t the only factor that you should base your SEO blog writing on. 

But what is SEO content writing and how can you make sure that you rank your blog or website thanks to your articles? Keep on reading to find out the answer to this question and more. 

What is SEO writing?

There are two ways of writing SEO content. You have the option of coming up with a list of topics that you want to address in your posts and only then look for keywords that are a good fit for them. 

But you also have the option of looking for the keywords first and creating articles based on them. However, your content should always be about that specific topic. You shouldn’t attract your visitors merely through keyword usage so that they leave your site as soon as possible.

Here are several pieces of advice that you might find helpful if you’ve just started your site and you plan to use SEO writing to make it thrive. 

Avoid keyword stuffing

Keywords are important and using them in your URLs and in the content per se always makes a difference when it comes to ranking. But using too many of them can make the reading experience a lot more difficult for your users, and it can also affect the way search engines see your site.

But what is keyword stuffing, after all? Well, it’s spam. Google, DuckDuckGo, or any of the other search engines haven’t been exactly clear about how they define the practice, so we couldn’t tell you just how many keywords you should have in a 1,000-word article, for instance.

However, it’s universally acknowledged that if you use 3-4 keywords (having the same phrase) in just one paragraph and your article is a short one, you’re relying on keyword stuffing to ‘improve’ your rankings. 

If you were to, say, write an article about the ‘best golf shoes’, for example, you shouldn’t use this keyword more than 2-3 times throughout the content piece, regardless of its length. There are others you can rank on, too, such as ‘cheap golf shoes’ or long-tail ones that can make your life a lot easier and also help you make more money through an affiliate site. 

The keyword location also has a say when it comes to SEO writing. If you’re planning on getting ranked on a specific keyword, it would be ideal for you to use it once in your intro, once in the URL, and once in the meta description (but only if it fits). 

A clear structure (with the right headers and subheaders) and placing your keyword in some of the headings also works. 

Post new articles on a regular basis

If you have a whole website built around a specific topic and you have an endless list of potential articles you want to tackle, then why not post one every week? 

With all of the content optimization you might be doing, if you aren’t publishing new content on a regular basis, your rankings are going to end up being affected (and so will your conversion rate). 

Look at what your competition is doing 

What keywords are your competitors targeting? How are they using SEO writing to their advantage? Where do they tend to use the keywords in their content? Ask yourself these questions and investigate as best as possible.

Make sure to keep in mind that having zero backlinks to your site and merely relying on content writing is probably not going to help you a lot. Some authoritative websites have received hundreds, if not thousands of backlinks in the past, so choose your keywords wisely.

Some of them might be impossible to rank for, unless you have a huge budget for buying links, too. 

Use a tool like SEMRush to perform a basic competition analysis. 

Make your content easy to read

If your keyword (and topic) is a question or a problem you have to solve, try to be as straightforward in the intro as possible. Sure, use the keyword, nobody’s telling you to avoid doing that, but also make sure that you tend to your readers’ needs. 

If someone doesn’t find the answer to a question in a matter of less than a minute nowadays, they’ll leave your site. 

Optimize, optimize, optimize

SEO writing doesn’t just focus on the content per se, but on a number of other things, too. Here are some examples:

  • Meta title
  • Meta description
  • Alt text 

All of these significantly influence the way the SERPs guide your potential website visitors. Try to make your meta descriptions as appealing as possible while keeping them under 160 characters. Title tags have to be clear and straightforward, and unique for all of your pages.

The photos that you use in your posts also have to be optimized with descriptive language (which in some cases can contain the keywords). 

Want to learn more about search engine optimization? We offer consultancy and have different plans available. Get in touch to find out more.


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Craig Campbell

I am a Glasgow based SEO expert who has been doing SEO for 18 years.

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