Writing web content for SEO can seem like a daunting task, but with the right strategy and techniques, you can create content that both serves your readers and improves your search engine rankings. Let’s break down the key things to focus on when writing with SEO in mind.
Optimize Your Content for Keywords
The first step is to identify the keywords and phrases that potential customers are using in search engines to find pages related to your business or products. You’ll want to weave these target keywords naturally throughout your content in the following ways:
In the title and headline. Your page title and main heading should contain your primary target keyword or phrase.
In subheadings. Use H2 and H3 tags to break up your content with descriptive subheadings that also include keywords.
In the first paragraph. The first 100-200 words of content are highly valued by search engines, so make sure to include your target keyword here.
Throughout the body text. Naturally work keywords into sentences and paragraphs where it makes sense contextually. Repeat your primary keyword 2-5 times.
In alt text/image file names for images. Include keywords when uploading image files and adding alternate text descriptions.
In internal links to other pages on your site. Link to other relevant internal pages using the anchor text of your target keyword.
In the last paragraph or two. Repeating keywords at the end helps reinforce to search engines what the page is about.
Use Natural, Descriptive Language
While including keywords is important, the writing should always make sense to human readers first. Avoid stuffing keywords unnaturally or repeating them excessively. Use a natural writing style with:
Descriptive sentences highlighting key benefits and solutions for the reader’s problem or question.
Clear and concise paragraphs focused on single topics or ideas.
An easy to scan layout broken into well-organized subsections.
An active rather than passive voice (“We provide…” vs “Products are provided.”).
Optimize Other On-Page SEO Elements
In addition to the writing, consider other on-page optimization elements that search engines analyze:
Meta title and description. The meta title appears on search results pages, so use your target keyword. The description provides a brief summary to entice clicks.
Heading tags. Properly structure your content with H2 and H3 subheadings to aid internal linking and improve scannability for readers.
Image alt text. Include descriptive alt text for any images on the page using your keywords.
Internal linking. Naturally link to other relevant internal pages using anchor text related to the page topic.
Outbound linking. Only include external links that are high authority, relevant, and add value for readers.
Multimedia. Leverage images, videos, infographics where helpful. Include appropriate captions and alt text.
Create User-Centric, Educational Content
Google and other search engines are pushing to reward content that provides genuine value to users over commercial or promotional pages. Focus your content creation around:
Educating readers by answering questions they may have. Provide useful tips, case studies, how-to guides.
Solving specific problems or addressing pain points commonly experienced by your target audience.
Sharing expert knowledge and insights through authoritative, fact-based information.
Entertaining or stimulating readers with visually appealing, engaging storytelling.
Make it evident the needs of customers come before the needs of the business through selfless, user-centric writing that educates rather than sells. Search engines love this “helpful intent” approach.
Publish Content Consistently
Once your optimized pages are live, it’s important to continually expand and refresh your online content assets. Consistent publishing helps search engines recognize your site as an authority:
Set a regular content schedule (e.g weekly/bi-weekly) and stick to it religiously.
Cross-link newer pages to older, established pages with related topical themes.
Expand your internal category/taxonomy pages as you publish more sub-pages.
Continually update existing pages with new facts, statistics or related assets over time.
Use tools like Google Search Console to identify under-optimized pages needing fresh content.
Promote and Share Your Content
While SEO writing itself is important, promotion and sharing amplifies reach and signals engagement to search engines:
Prominently feature new articles via your website, email newsletter and social profiles.
Include compelling meta descriptions and optimized images to encourage social sharing.
Interact with readers by answering questions in the comment section.
Link out to authoritative sources that supplement the knowledge in your content.
Consider running targeted ads to topical news sites and forums to raise awareness.
Measure, Learn, and Adapt Your Approach
Use analytics tools and search queries to track performance of keywords and pages over time. This insight helps refine your ongoing content strategy:
Identify keywords/topics gaining visibility from fresh content creation and priorities.
Note underperforming assets indicating an area needing re-optimization or new angles.
A/B test title, headings and on-page elements to maximize click-through rates.
Survey customers about the type of content and topics most valuable to continue producing.
Adapt your research and publishing approach based on ongoing search trends.
With the right blend of on-page optimization, informative writing, consistent publishing and promotion, you can create high-quality web content that both satisfies real user needs and helps improve your organic search rankings over the long run. Measure results and be willing to refine tactics – content is an ongoing process of learning and improvement.
Andrew Stroud