SEO content writing

SEO content writing
4th August 2020

Find out how to implement SEO content writing to boost online visibility on Google and drive organic traffic to your website.

Find out how to implement SEO content writing to boost online visibility on Google and drive organic traffic to your website.

What is SEO content writing?

SEO content writing refers to the technique that’s pleasing to the reader and satisfies search engines, predominantly Google since it dominates the market space with a 92% share. Both user experience and how Google ranks a page go hand in hand, as how a user engages with content (i.e. the time spent on the page or the number of pages viewed) is one of the many signals the search engine looks at for how it positions content. Writing for SEO is extremely important, as its one of the best ways to ensure that the content that you create is visible and easily accessible to your organisation’s target audience. SEO content writing helps build organic traffic to your company’s website, it helps build brand awareness and position your company as thought leaders on subjects your audience is already looking for, building trust and client loyalty.

There are other ways to drive traffic to your site such as paid ads and content outreach, however these can sometimes be costly and you may not get an overall return on your investment compared to ‘free’ search engine optimisation. To reach the top rankings in Google, your content needs to be all three of the below things:

  • Keyword optimised
  • Relatable to your audience
  • Valuable – i.e offer solutions/advice

Where should businesses start with SEO content writing?

The key to SEO content writing starts before you’ve even started writing anything at all. It is imperative that you undertake in-depth keyword research to discover the topics that users are searching for. In order to do this, you must try and get into the minds of your audience and think how are they most likely to find you and what would they search for on Google? Google Keyword Planner is a great tool to use for this, with it providing hundreds of keyword examples relating to specific topics as well as providing monthly search volume based on the previous year’s data. Once you have a list of keywords that you believe that your users will be searching for, you can prioritise and consider which you think that you’ll most likely rank for. A good idea initially is to target keywords that have lower search volumes and these are the terms you’ll more likely rank higher in search engines for. Many lower volume search terms are long-tail keywords, which are typically longer and more specific. Long-tail keywords also help you to target niche audiences for special interests, which can often convert better. Once you have arrived at your chosen topic and keyword, then crafting together a piece of content begins.

The three phase writing process

Having decided your chosen topic and keyword, you need to then think about two things as part of phase one of the SEO content writing process:

  • the purpose of your text
  • search intent
  • and the text structure.

With the first point, it’s worth considering factors such as, if you want to inform the user or persuade them to do something on the site. As for text structure, this is vital for SEO copywriting, as if your content has a clear structure, you have a better chance of ranking in Google. Not only that, but pages with clearer structures are more likely to increase the chance of conversions on your website. Typically this means, using headers (H2s) and keyword placement to make it easier for the whole page to be read / skimmed without losing any of your key messaging.

Phase two involves the actual writing of the article itself. This can be daunting for businesses that haven’t previously invested in content marketing or search marketing before. The best advice for this stage is to just start writing and not to overthink anything too much, just keep writing. You can fine-tune your sentences and make changes at the end when you review what you have written. Just make sure that you stick to the structure of the text and that your content is readable.

Once written, this takes you to phase three, editing your content. Structure and readability are the most important elements here, focus on making sure that your paragraphs and sentences make sense and that the chronology of the piece is right. Headings are important too as they help optimise structure. We would always recommend asking for feedback and sharing with others before publishing, to make sure it’s written as concisely and accurately as possible.

Check that your content is optimised for your chosen target keyword

There are lots of digital marketing tools available that include SEO readability capabilities which can help optimise your content for SEO. These involve two things, a readability analysis which includes several checks based on the characteristics of a text. This ensures that it’s easy to read and understand and looks at:

  • sentence/ paragraph length
  • subheading distribution
  • consecutive sentences
  • and passive voice.

The second is an SEO analysis tool which provides you with tips on how to best rank in Google SERPs for your specific keyword. This tool usually requires time to process what your focus keyword is, and then it will provide information on the effectiveness of SEO factors attributed to that keyword, such as:

  • title
  • introductory paragraph
  • headings
  • the URL
  • internal links
  • meta data.

Phase four: Planning and implementing SEO content writing for your organisation

Getting SEO content right takes experience and resource. Whilst there are some brilliant tools available to achieve great SEO results, a lot of these come with costly subscriptions and understandably not all organisations have the luxury of their own dedicated search marketing team. At Kagool, we work across a whole range of digital services, and have an experienced SEO team that can work with you on your SEO content writing projects. We have been helping enterprise level organisations achieve their digital goals since 1999 and take pride in crafting the best possible SEO optimised content for our clients.  Whether you require support for in-house copywriting or are looking for a digital agency to partner with to turbo your results, we make sure all content is aligned with your overall digital strategy.

We design and build Sitecore websites and optimisation of our projects is paramount to their success. Find out how well your website is performing with a digital marketing audit or contact us to have a chat about your SEO aspirations, we’d love to help.