How to improve your SEO writing

media replace’s Taylor Goodman unpacks what writing for search engine optimisation (SEO) really entails and offers three tips about how one can adapt to this writing model. 

Before diving into the specifics of how to turn out to be a greater SEO content material author, it’s essential to have a strong basis of the fundamentals. 

Simply put, SEO-friendly content material is written in a method that “not only pleases the writer but the search engine as well.”

By tailoring your writing for SEO, you’re growing the chance of your content material rating on the primary web page of a search engine, which may also help you to get extra individuals to learn your content material. 

Need extra convincing? Then simply take into consideration the truth that the first page of Google garners 71% of search traffic clicks. Insane, proper? So, if you would like your content material to be learn, that’s the place it is best to purpose to be. 

Now, it’s all good and nicely to say that it is best to write SEO-friendly content material, however how do you really obtain this?

Look no additional than these three ideas:

1. Do key phrase analysis

Keyword analysis is the muse of all SEO content material writing. Why? Well, with out it, individuals wouldn’t have the ability to discover your content material. 

Rachel Leist from Hubspot defines the act of key phrase analysis as finding and analysing terms that people enter into search engines with the goal of using that data for SEO.

The first step in your key phrase analysis must be to ask the following questions:

  • What form of content material is your viewers trying to find?
  • How many individuals are on the lookout for this info?
  • How does your viewers need this content material to be formatted? 

By answering these questions, it is possible for you to to type a clearer understanding of your viewers, in addition to how they seek for content material. 

The subsequent step within the researching course of is uncovering your key phrases. It is probably going that you have already got just a few concepts in thoughts. Remember, these key phrases will want to relate to the content material that you simply’re writing, your model’s product vary or the providers that you simply provide. 

You can measure the power of your key phrases with a programme like Keyword Tool. This utility will present you the search quantity, which refers to what number of occasions this phrase is being entered into Google. 

As you uncover these associated key phrases, it is possible for you to to construct on your checklist and determine content material gaps on the subjects you hadn’t beforehand considered. 

Let us say that you’re writing in regards to the gross sales funnel, for instance. When doing your analysis, you might discover an angle that relates to this matter, however is not as populated.

© Keyword Tool

By writing a chunk on the gross sales funnel that appears on the concept from a unique angle, (like ‘the gross sales funnel is lifeless’), you possibly can write a brand new piece for your viewers with a novel perspective — this provides you far much less competitors from an SEO standpoint. 

Once you might have compiled a listing of key phrases, it is best to rank them in accordance to precedence. 

You can do that by asking yourself:

  • Which key phrases drive site visitors?
  • What is essentially the most related with your viewers? 
  • Which key phrases are the least aggressive and don’t have essentially the most content material tied to them?

Once you might have ranked your key phrases, you additional finetune your SEO writing by figuring out searcher intent.

2. Understand searcher intent

Understanding searcher intent is the muse of all SEO writing. It can be tough to create profitable content material that ranks excessive with out understanding what your viewers really needs to see. 

When making an attempt to perceive what your viewers needs to see first, you want to have data of the various kinds of search intent. 

The four main types of search intent are


Users making informational searches are attempting to discover out extra a couple of particular idea. These customers are additionally in the beginning of the gross sales funnel and usually are not prepared to make a purchase order … but

An instance of a query {that a} consumer with informational intent would search is ‘What is SEO?’ 


Users which might be making comparability searches are deeper into the gross sales funnel and are  within the analysis stage. 

Here, they’re making an attempt to resolve which possibility is greatest for them in order that they’ll make a extra knowledgeable buying determination in a while.  

An instance of a comparability search query is ‘Apple versus Android.’


A consumer with transactional search intent is on the backside (or determination part) of the gross sales funnel and is wanting to make a purchase order. 

An instance of a transactional search question can be ‘purchase an iPhone.’


Lastly, we’ve got navigational search intent. A consumer making these kind of searches already has first rate consciousness of your model, and are probably to be an present buyer. 

An instance of the sort of search can be merely looking ‘media replace’ if you’re an avid reader of our website. 

It is essential to notice that any searches a consumer makes often relate to a number of of these kind of searcher intent. 

Now, you might be considering, ‘I’m not within the thoughts of your reader, how would you understand what they need to see?’ 

Asking your self these three questions might assist with that:

  • What is the consumer on the lookout for when trying to find a particular key phrase/phrase?
  • What downside are they making an attempt to clear up?
  • What answer are they on the lookout for?

By answering these questions, you’ll type a clearer understanding of what the searcher needs, which you’ll then use to create high quality content material.

3. Create a strong content material technique

Once you might have finished your key phrase analysis and have established search intent, you possibly can lastly begin engaged on writing content material. 

One of the primary issues to give attention to when writing for SEO is how one can set your content material aside from the remainder and what your intentions are when writing a chunk. 

Ask your self if you’re making an attempt to make a sale, educate your viewers or just entertain them. Once you establish your intention, you want to know how one can inform this story in a novel method — the content material house is a saturated market in any case. 

When observing your rivals’ work, there are 4 components that you simply want to listen to. They are


When wanting into your competitor’s work, take notice if they’re utilizing movies, photos or audio clips. If they’re not integrating different sorts of media into their content material, use this to your benefit. Diversifying your content material not solely makes it extra distinctive but additionally makes it extra fascinating for your viewers to learn. 

Site Design

Are your rivals extra concerned with monetisation of their website than they’re of their content material? This might rely towards them. As Nathan Gotch explains, “websites that perform well in organic search are usually user and content-centric.”

Instead of overwhelming the consumer with pop-up adverts, it is best to give attention to offering them with high quality content material that gives an answer to their downside. 


Sometimes simplicity is vital, and that is particularly true when writing for SEO. You need to maintain your content material snackable, informative and simple to learn. 

You can obtain this by together with media, breaking apart lengthy blocks of textual content with bullet factors or subheadings and writing in a concise and easy method. 

By figuring out the place your rivals’ content material is missing, it is possible for you to to do what they do — however higher. This is as a result of your content material can be distinctive and tailor-made to your viewers. 

After doing a competitor evaluation, you possibly can work on creating your content material temporary. This is actually a abstract of what you hope to obtain with your content material. 

This should include:

  • your key phrase checklist
  • a content material define of the factors you purpose to cowl in your piece
  • the estimated phrase rely
  • sources (any analysis you propose on utilizing), and
  • the techniques you’ll use to differentiate this content material from rivals 

Once you’ve gathered all of this info, you possibly can work in the direction of creating some high quality content material! 

Which of the following pointers are you going to embrace in your SEO technique? Let us know within the feedback part under.

Want to keep up to date with the most recent information? Subscribe to our newsletter.

Do you need to know extra about writing SEO-friendly content material? Then be certain to try our article, Five reasons why relevant content will skyrocket your SEO.

*Image courtesy of Vecteezy

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