How To Write SEO Content

Written by: Jason Bayless | August 19, 2015

SEO writing has come a long way. High rankings, as related to the placement of keywords, is way more complex in 2015. Since there are so many other optimization tactics used to make a website draw traffic, it’s a good strategy to use those that will deliver the greatest impact on Google’s search results pages.

Think Like Google

Understanding how Google breaks down your site’s content is a big part of writing good SEO. It’s safe to say that Google has a Type A personality. Meta descriptions and headers will always be targeted first, body content are targeted second, and sidebars and footers are targeted last. Moreover, meta descriptions should be added to all important pages of the site, and for any pages that can be shared socially. Although it’s true that Google needs some body text to get a sense of what your company’s about, it can’t be manipulated into giving you a higher search results ranking through keyword stuffing. Simply put, if you really want to make your written SEO content count, think like Google.

Get Personal

Good SEO can be professional and be personal at the same time. In other words, write for people and not for robots! There is a fine line between satisfying Google’s SEO sensitivities and reaching your target audience emotionally. Your content not only needs to be informative but also engaging.

Add Word Pictures and Colloquialisms

Adding word pictures is a great way for your readers to relate to what you’re trying to get across. Instead of just stating what products or services you offer, make a connection with your audience by involving the senses. For example, if you were selling different types of foods, you could use words such as “hearty”, “creamy” or “savory”, to breathe ‘life’ into your text. If you’re writing for a particular region or country, adding popular colloquialisms can personalize content even further.

Write Brief Content

Splitting your content into shorter paragraphs, shorter sentences or bullet lists help your readers stay engaged longer. Create an outline of the most important things you want to say in your content with the least amount of nouns, verbs, and adjectives possible.

Linking to Authoritative Sites

On the Web, no site exists completely on its own merit. This is why linking your content to authoritative sites goes such a long way on Google’s search results. When SEO writing includes linked anchor text, long tail keywords as well as image captions, it adds greater value to a website’s pages and articles and also builds trust within the reader.

Create One-Stop Surfing

Quite a few consumers prefer to get everything they physically need at one place. The same is often true with avid Web surfers. Marking up various details using JSON-LD including logos, images, contact info, software, testimonials, prices, mission statement, for instance, draws and maintains traffic to your site when you offer your visitors the convenience of “one-stop surfing”.

In Review

Once you familiarize yourself with the basic writing tactics of SEO you can continually work to expand your optimization. Remember, writing SEO is an ongoing strategy.
Keywords basically serve as informational nuggets for Google’s analysis and should be placed within the title tag, close to the beginning of your article, and in the header of text.

From an SEO perspective, content quality, correct keyword density, and relevance to a topic is key. Since you’re writing for people instead of robots, your text should contain keywords that flow naturally and keep them engaged. However, keywords take second place to concise meta descriptions, which usually deliver higher click-through rates that can directly affect your search rankings. As the simplest and newest markup format, JSON-LD lets you embed a block of its data within a script tag anywhere in the HTML and is highly recommended by Google for supporting:

  • Site link search boxes
  • Recipe Rich Snippets
  • Knowledge Graph features
  • Event Rich Snippets