Seo writing

How to improve your SEO writing

media updateTaylor Goodman unboxes what writes for search engine optimization (SEO) Actually involves and gives three tips on how you can adapt to this style of writing.

Before delving into the details of becoming a better SEO content writer, it’s crucial to have a solid foundation in the basics.

Simply put, SEO optimized content is written in a way that “not only pleases the writer, but the search engine as well.”

By tailoring your copywriting for SEO, you increase the likelihood that your content will rank on the first page of a search engine, which can help you get more people to read your content.

Need more conviction? Then think about the fact that the first page of Google collects 71% of the clicks of the search traffic. Crazy, right? So if you want your content to be read, this is where you should be aiming.

Now, it’s fine to say you should write SEO friendly content, but how do you Actually achieve this?

Look no further than these three tips:

1. Do a keyword research

Keyword research is the foundation of all SEO content writing. Why? Well, without it people couldn’t find your content.

Rachel Leist of Hubspot defines the act of keyword research as researching and analyzing terms that people enter into search engines for the purpose of using that data for SEO.

The first step in your keyword research should be asking the following questions:

  • What kind of content are your audience looking for?
  • How many people are looking for this information?
  • How does your audience want this content to be formatted?

By answering these questions, you’ll be able to better understand your audience, as well as how they search for content.

The next step in the research process is to find out your key words. Chances are you already have some ideas in mind. Remember, these keywords will need to relate to the content you write, your brand’s product line, or the services you offer.

You can measure the strength of your keywords with a program like Keyword Tool. This app will show you the search volume, which refers to the number of times that word has entered Google.

As you discover these related keywords, you will be able to build on your list and identify content gaps on topics you hadn’t thought of before.

Let’s say you write about the sales funnel, for example. When you do your research, you may find an angle that relates to this topic, but is not as crowded.

© Keyword generator

By writing a sales funnel article that examines the theory from a different perspective (like ‘the sales funnel is dead’) you can write a new article for your audience with a unique perspective – it gives you a lot less compete with an SEO perspective.

Once you have compiled a list of keywords, you need to rank them according to their priority.

You can do this by asking yourself:

  • What keywords are driving traffic?
  • What is most relevant to your audience?
  • Which keywords are the least competitive and don’t have the most content related to them?

Once you’ve ranked your keywords, you further refine your SEO writing by determining researcher’s intention.

2. Understand the researcher’s intention

Understanding the intent of the searcher is the foundation of all SEO writing. It would be difficult to create winning content that ranks well without find out what your audience actually wants to see.

When trying to figure out what your audience wants to see first, you need to be aware of the different types of search intent.

The four main types of research intent are:


Users performing information searches try to learn more about a specific concept. These users are also at the start of the sales funnel and are not ready to make a purchase … Again.

An example of a question a user with an informational intent would look for is “What is SEO?” ”


Users who perform comparison research are deeper in the sales funnel and are in the evaluation phase.

Here they are trying to decide which option is best for them so that they can make a more informed buying decision later.

An example of a comparative research question is “Apple vs. Android”.


A user with transactional search intent is at the bottom (or decision stage) of the sales funnel and is looking to make a purchase.

An example of a transactional search query would be “buy an iPhone”.


Finally, we intend to search navigation. A user doing this type of research already has a good knowledge of your brand and is likely an existing customer.

An example of this type of search would be to simply search for “media update” if you are a frequent reader of our site.

It is important to note that all searches performed by a user generally relate to one or more of these types of search intent.

Now you might be thinking, ‘I’m not on your reader’s mind, how would you know what they want to see? ‘

Asking yourself these three questions might help:

  • What is the user looking for when they search for a specific keyword / phrase?
  • What problem are they trying to solve?
  • What solution are they looking for?

Answering these questions will give you a clearer understanding of what the searcher wants, which you can then use to create great content.

3. Create a solid content strategy

Once you’ve done your keyword research and established the search intent, you can ultimately start working on content writing.

One of the main things you need to focus on when writing for SEO is how you can differentiate your content from the rest and what your intentions are when writing an article.

Consider whether you are trying to make a sale, educate your audience, or just entertain them. Once you’ve determined your intention, you need to know how to tell this story in a unique way – the content space is a saturated market after all.

When you observe the work of your competition, there are four things you should pay attention to. They are:


When you review the work of your competitors, note whether they use videos, pictures, or sound clips. If they are not incorporating alternative media types into their content, use them to your advantage. Diversifying your content not only makes it more unique, but also makes it more interesting for your audience to read.

Website design

Are your competitors more interested in monetizing their site than in their content? It could harm them. As Nathan Gotch explains, “Websites that perform well in organic search are usually user-centric and content-centric.”

Instead of overwhelming the user with pop-up ads, you should focus on providing them with quality content that offers a solution to their problem.


Sometimes simplicity is the key, and that is above all true when writing for SEO. You want your content to remain readable, informative, and easy to read.

You can achieve this by including media, separating long blocks of text with bullets or captions, and writing in a concise and simple manner.

By identifying where your competitors’ content is lacking, you will be able to do what they are doing – but better. Indeed, your content will be unique and adapted to your audience.

After performing a competitive analysis, you can work on creating your content brief. It’s basically a summary of what you hope to achieve with your content.

This should include:

  • your keyword list
  • an outline of the content of the points you want to cover in your article
  • the estimated number of words
  • sources (any research you plan to use), and
  • the tactics you will use to differentiate that content from competitors

Once you’ve gathered all of this information, you can get started on creating great content!

Which of these tips will you include in your SEO strategy? Let us know in the comments section below.

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Do you want to learn more about writing SEO optimized content? So don’t forget to check out our article, Five reasons why relevant content will skyrocket your SEO.

* Image courtesy of Vecteezy

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