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SEO Writing: How to Engage People and Rank Top on Search Engines

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Table of Contents

Table of Contents

SEO Writting

Are you looking to skyrocket your SEO rankings, draw in more visitors, and boost conversions? If so, then writing optimized copy is a crucial piece of the puzzle.

At its core, SEO writing is all about creating content that’s tailored to rank high in search engines and capture your target reader’s attention. Through the use of relevant keywords and interesting, informative content, you can make your website stand out from the competition and get more search engine traffic.

This comprehensive guide will teach you the techniques and best practices you need to become an SEO writing pro. 

You will learn how to research and optimize your content effectively, and write compelling copy that draws in readers, boosts your rankings, and maximizes the success of your website. 

What is SEO Writing?

Search Engine Optimization (“SEO”) is the practice of increasing both the quality and quantity of website traffic by improving rankings in the Search Engine Results Pages (SERPs).

When you then combine SEO with writing, you’re creating content that not only engages readers but also has the potential to rank at the top of search engine results. By definition, SEO writing is a specialized form of web content writing that helps your website rank higher on search engines like Google and Bing.

To do this, SEO copywriters use targeted keywords (words and phrases commonly searched by people looking for specific products or services) to optimize website content for search engines. In other words, SEO writing improves visibility and organic search results. 

This shouldn’t seem surprising to content creators. With the digitization of content, more and more businesses are turning to SEO writing to generate traffic and improve their online presence.

So, SEO is vital for driving organic traffic as it has a chance of ranking in Google without you having to pay for ads.

Interestingly, SEO generates 1000 times more website traffic than organic social media traffic. 

As a result, SEO content writing is one of the most important digital marketing skills you should prioritize for your business growth.

Differentiating SEO Writing from Content Writing

One of the common problems content writers face is needing to understand the difference between SEO writing and content writing. 

It is essential to distinguish the two because they require different approaches and serve distinct purposes.

Content writing primarily focuses on creating valuable and informative content for the audience.  You should, however, note that not all content writing necessarily includes SEO tactics.

SEO writing specifically focuses on incorporating targeted keywords and phrases to improve search engine rankings without compromising the quality of the writing. In other words, SEO writing is a subset of content writing and should always prioritize providing value to the reader first and foremost.

Summarily, both involve writing for a website. The main difference is that SEO content writing considers search engine algorithms and optimization to improve a website’s search rankings. But content writing focuses more on the quality and substance of the writing itself. 

Also, content writing includes content for other platforms, including social media while SEO writing is mostly used for websites, including web copies and blog posts, and usually involves the usage of Natural Language Processing (NLP) tools. For example, content writers may write a tweet or Facebook post, while SEO writers typically create content for websites.

Why is SEO Writing Important for Businesses?

The internet is becoming increasingly competitive for businesses. To stand out from the rest, your content needs to be top-notch. Also, google and other search engines are constantly changing their algorithms, so you must continually adapt your SEO strategy to stay ahead of the curve.

No matter how niche or mainstream your market is, great content remains a significant focus for SEO.” – Kristopher Jones, Founder of LSEO.

Generally, SEO writing is vital to help achieve the following:

Improves Website’s Ranking on Search Engine Results Pages

The main objective of why businesses invest in SEO content is to improve their website’s search engine rankings. 

With more visibility on SERPs, people are more likely to click and visit your website, increasing your chances of turning them into customers. 

According to recent data, Google processes over 99,000 searches every single second. This makes a total of more than 8.5 billion google searches per day. What this means with effective SEO writing is that there is a massive opportunity for your website to appear as one of the top search results if you’re optimizing content with the targeted keyword phrase.

Here, the idea is to create content with the highest probability of being clicked on and appearing at the top of search results. This can be achieved by using targeted keywords, creating valuable and informative content, and incorporating other SEO best practices.

In the long run, investing in SEO writing can bring a steady stream of qualified leads to your website. 

Drives Website Traffic

What’s more? SEO writing also increases your website’s traffic. This means more people visiting and potentially engaging with your content, products, or services. As a result, it can potentially increase your conversions and sales.

The interesting thing to note is that the top result on Google’s first page receives nearly 33% of search traffic – meaning that if your website appears in this coveted spot, you can expect a significant amount of traffic.

But it’s not just about appearing on the first page; SEO writing can also help increase the click-through rate (i.e., the percentage of people who click on your website after seeing it in search results) of your website. By including compelling titles and meta descriptions (the summary that appears in search results), you can entice internet users to click on your website over the competition.

A recent 2022 research shows that opting for higher rankings on Google will increase website traffic. This is because 68.1% of all clicks go to the top three search results. Opting for SEO writing is, therefore, more important than ever if you want your website to be successful.

Similarly, by creating engaging content, you can encourage people to visit your website organically (i.e., without paid advertisement). So, if you want to grow your business and attract more customers, SEO writing is a necessary investment.

Boost Conversion, Leads, and Sales

While website traffic is important, it is crucial to focus on converting that traffic into leads and, ultimately, sales. 

By targeting specific keywords and creating valuable, high-quality content, SEO writing can directly impact your conversion rate and generate leads for your business.

Furthermore, by consistently creating SEO-friendly content, your website will become a trusted resource for your audience and establish credibility in your industry. This can ultimately lead to more sales and a successful business.

Improves Brand Awareness and Understanding

Aside from driving organic traffic and increasing sales, SEO writing can also improve brand awareness and understanding. 

With content that proves valuable to your target audience and incorporates relevant keywords, people will start to recognize your brand as a thought leader and go-to source in your industry. It is often said that content is king, and by investing in high-quality SEO writing, you can solidify your brand’s online presence and reputation.

Moreover, SEO writing can also improve how people understand and perceive your brand. By incorporating targeted keywords and creating content that aligns with your brand messaging, you can effectively communicate your brand’s unique value proposition to potential customers.

Builds Authority and Trust

In today’s digital world where digital marketing is essential for businesses, people are bombarded with content from all corners. As a result, breaking through the noise and establishing yourself as an expert in your industry can take time and effort.

However, you can build trust and authority over time if you produce high-quality, valuable content and incorporate the relevant target keyword to your audience. This makes you a credible source of information. 

In a similar fashion, SEO writing also helps with user experience, making it easier for people to find the information they’re looking for on your website. This can also improve customer satisfaction and loyalty, leading to repeat purchases and word-of-mouth recommendations.

Promotes Products or Services

When users are searching for a specific product or service, you want your website to appear at the top of their search results. The reason is that most users only click on the first few results, so it’s crucial to have a strong SEO strategy in place.

By incorporating targeted keywords and phrases into your content, you can improve your search engine rankings and make it easier for potential customers to find and learn about your offerings.

In addition, well-optimized content can also educate and inform your audience, helping to persuade them to make a purchase.

Used to Target a Specific Audience

One of the great things about SEO writing is that it can be used to target a specific audience. For example, if you are a business selling products for newborns, you can write content specifically designed to appeal to new parents.

This way, you can ensure that your content is being seen by people who are most likely to be interested in what you have to say. Such targeted content saves time and effort and can potentially result in higher conversion rates.

Gets You Started With Content Marketing

If you’re new to content marketing, SEO writing is a great place to start. It’s a relatively easy and low-cost way to produce high-quality content that can help you achieve your business goals.

In the same vein, once you get the hang of SEO writing, you can branch out into other types of content marketing, such as social media marketing, email marketing, and more.

This is important because a well-rounded content marketing strategy can be essential to the success of your online business.

7 Key Elements for Compelling SEO Writing

The foundation of SEO writing is creating content that is relevant to specific search queries. 

But to truly stand out in the sea of online content, the following vital elements would help deliver your desired goal.

  1. Keywords

Identify the keyword phrases and words that potential customers or clients are using to search for businesses or products like yours and incorporate them into your content. For example, if you are a pastry chef, include phrases like “best cakes in town” or “custom wedding cakes” rather than just “cakes.” 

What this does is make your content more relevant to the search intent and, therefore, more likely to rank well in search engines. In essence, keywords make your content more visible to those searching for these specific items.  

This signals to search engines that your content is relevant and helpful for those searching for that particular topic. However, be careful not to overuse keywords (keyword density), as this can actually hurt your ranking. 

Keyword stuffing, or using the same keyword repeatedly and unnecessarily, will be seen as spam by search engines. Yes, keywords are important for SEO, but if you stuff too many of them into your content, it will sound robotic.

Instead, focus on using them naturally and sparingly throughout your content. For digital marketing campaigns, keyword density is typically between 1% and 2%. So, for every 100 words of your content, only 1-2 of them should be your targeted keyword or phrase. This helps you maintain a high ranking and avoid being penalized by search engines.

  1. Meta Descriptions

Meta descriptions are short summaries that appear beneath your title and URL on search engine result pages. A meta description is an opportunity to improve your chances of ranking on search engines- yet only 74.98% of pages that ranks high have one.

Google would usually pull a meta description from your web page’s content, but it’s crucial to craft unique and persuasive descriptions for each page. This can improve click-through rates and ultimately drive more traffic to your website. 

Include keywords and clear language, but make sure the description accurately reflects the content on the page. It should be clear and concise. To illustrate, if you wish to write a blog post, your title tag and meta description should contain the targeted keyword, but they shouldn’t just be a string of random keywords. Instead, they should read as natural sentences and accurately describe the content of the page to both search engines and users.

It is important to note that the length of the meta description can vary depending on the search engine. But generally, it is best to keep them under 160 characters. 

If this exceeds the character limit, the search engine will truncate the meta description and cut off important information.

Don’t stuff them with too many keywords; instead, focus on creating compelling and informative summaries for readers.

  1. Internal Links

Including links to other pages or posts on your website within the body of your content helps search engines crawl and index your website more effectively. This is because search engines see internal links as a signal of the relevance and importance of the linked pages. 

It also provides additional information and resources for readers, keeping them engaged and on your site longer. 85% of SEOs agree that using links greatly enhances brand authority and creates a stronger brand.

Note that when linking to other pages, ensure the anchor text (the clickable text in a hyperlink) accurately reflects the web page it is linking to. This helps search engines understand the relevance and topic of each page on your website.

It gives a better user experience for readers, as they can easily see what information or resources the link will lead them to. This can also increase the chances of conversions as it directs readers to other pages where they may find what they are looking for.

But be careful to overdo it sparingly because excessive linking can hurt your ranking. As the saying goes, quality over quantity.

  1. Optimized Headings and Subheadings

Whenever you use headers and subheaders in your content, ensure to include keywords related to the topic. This helps search engines understand the main themes of your content and can improve the chances of it appearing in search results.

The heading is an essential part of a document because it tells the reader what to expect from the rest of the document.” – Bramework

In addition, readers often skim through headings and subheadings before fully committing to reading a piece of content. Including keywords in these titles can help draw them in and make your content more appealing. 

For example, instead of the heading “Our Services,” a more keyword-optimized and descriptive option would be “Custom Wedding Cakes in Los Angeles.” This not only includes keywords such as “custom wedding cakes” but also the location, making it more specific and targeted. 

So, ensure the headings are clear and descriptive for readers to quickly catch the points and make them stay on your website and potentially convert. 

  1. Quality, Relevant Content

Above all, it is important to remember that SEO writing aims to provide valuable and relevant information for readers. While incorporating keywords and technical elements is important, they should not overshadow the quality of your content. 

This means thoroughly researching and understanding your topic, providing accurate information, and including various sources. This not only improves the reader’s experience but can also increase your website’s credibility and authority in search engine’s eyes.

Furthermore, it’s important to ensure that your content is original; free of spelling and grammatical errors. Other things to watch out for include plagiarism and duplicate content. These would hurt your search engine rankings and credibility with readers.

By balancing these technical elements with high-quality content, you can effectively improve your search engine ranking and attract more readers to your website.

  1. Alt Text for Images

Including relevant keywords in alt text for your images can improve their chances of appearing in image search results. It also provides a better experience for visually impaired readers using screen readers, as they rely on alt text to understand the content and context of images.

When adding alt text, focus on accurately describing the image and incorporating keywords when relevant. Avoid stuffing too many keywords or writing overly long descriptions that could be more informative. 

Also, ensure that your website’s images are high quality and properly sized for fast loading times. With this, you are sure that readers will have a positive experience on your website and may be more likely to convert.

  1. User Experience

Providing a positive user experience for website visitors is crucial for retaining readers and improving your search ranking. This includes factors like web page loading speed, mobile-friendliness, and overall design and layout. 

Google’s algorithm considers user experience when determining search rankings, so it’s crucial to prioritize this aspect of your website. These improvements can signal to search engines that your site is a high-quality result.

In addition, make sure your content is easily readable and visually appealing. Use headers, subheaders, bullet points, and short paragraphs to break up the text and improve readability. 

With this, readers are engaged. And, it increases the chances that they will spend more time surfing your website. 

Whichever way you decide to explore SEO writing, don’t sacrifice strong, engaging writing technical fluffs. Creating valuable content will naturally incorporate these SEO elements and attract the right readers to your website.

Best Tips for SEO Writing

If you’re new as an SEO copywriter or already familiar with the basics of SEO writing, here are a few tips to help you get started and take your content to the next level:

Do Your Research

Keyword research is essential for SEO writing. Use keyword research tools like Google AdWords Keyword Planner or Moz Keyword Explorer to identify relevant keywords for your business or product.

Once you’ve identified a few key phrases, incorporate them into your headlines, subheadings, and throughout the body of your text. This would be an example of “optimizing content for the search engines.”

What research does for SEO writing: 

  1. It helps you choose the right keywords
  2. It allows you to create relevant, valuable content 
  3. It establishes your authority and expertise in the industry 
  4. It helps improve your search engine rankings 
  5. It increases the likelihood of earning backlinks from other websites.

Write for Your Audience First

It’s important to remember that you’re writing for real people, not just search engines. So, write relevant content for your audience and focus on creating value. 

Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Phil Frost, Main Street ROI (A Digital Marketing Agency).

This means that your content should provide value, answer questions, and solve problems for your readers. It goes beyond just including your target keywords.

While using keywords throughout your text is important, don’t sacrifice readability or engage in keyword stuffing to game the system.

Instead, focus on creating informative, engaging, and compelling content that will appeal to your target audience. 

The more interesting and informative your content is, the more likely it is to rank well in search results.

Use Proper Formatting

Your SEO writing should not just focus on the content but also the formatting. Break up your text with headings, subheadings, and images to make it easier for readers to scan through your content. 

Use small paragraphs. 

Know how to vary your sentence structure and use transition words to make the overall piece flow smoothly. 

You can use numbered lists and bullet points to make your content more scannable. In addition, be sure to include meta descriptions and title tags. 

Proper formatting helps search engines easily crawl and index your content, improving your chances of ranking well in search results.

Formatting is to SEO writing as spices are to cooking – it elevates the overall quality and makes it more visually appealing.

Promote Your Content

It is one thing to have a well-written, optimized piece of content, but it’s another thing actually to get people to see it. Content promotion or marketing has become mainstream and is now considered a necessary step in the content creation process.

Industry statistics show that over 90% of content marketers use content promotion as part of their overall strategy. This tells you that simply creating content is no longer enough. If content is king, then content promotion is the kingdom that helps it thrive.

Interesting as it is, there are numerous ways to promote your content. Social media, email marketing, outreach to industry influencers, and paid channels (i.e., Google Ads or Facebook ads.) are very useful. 

The key is to find the proper channels where your audience spends their time and use those platforms to effectively promote your content.

Among other benefits, this can drive traffic and increase awareness for your brand and lead to earning valuable backlinks and improving your search engine rankings.

In short, creating useful and well-optimized content is just the first step. You have to move higher by actively promoting your content to increase its chances of being seen and earning those important links from other websites.

Remember to track and analyze the performance of your SEO content to see what’s working and continue to make improvements.


In general, longer content tends to rank better than shorter content. This is because longer articles are usually more comprehensive and provide more value to the reader. 

However, it’s essential to strike a balance between length and quality – don’t sacrifice quality for the sake of length.

You must avoid ‘Thin Content’, which can hurt your SEO efforts.  This refers to articles that are short and lack substance. In other words, such thin content provides little value to readers and doesn’t offer anything new or unique. 

Not only is this type of content unlikely to rank well in SERPs, but it can also hurt your website’s overall reputation. If your articles are too short, they won’t provide enough information to rank highly in search results. In addition, they’re more likely to be considered spammy by Google and may even get you penalized.

Therefore, aim for longer, well-researched, and informative content to improve your search ranking and provide value to readers. It would serve as a much better representation of your website and brand.

Follow SEO Best Practices

A good rule of thumb is to follow SEO best practices, such as making sure your website is mobile-friendly. It has a fast site speed, uses relevant keywords in your content, and obtains high-quality backlinks from reputable websites.

Plus, check how your site looks on different devices and screen sizes to ensure that it’s easy to read and navigate. This means ensuring your site is responsive and loading quickly on mobile devices. 

As More and more people are using mobile devices to access the internet and content, having a mobile-friendly website is crucial for ranking well in search results. Statista reports that, as of 2021, the number of mobile devices in use globally is nearly 15 billion. By implication, not having a mobile-friendly website is losing out on a massive audience.

Furthermore, stay current on SEO news and updates, and regularly review and update your SEO strategy to ensure that it aligns with current best practices. 

The goal is to provide a positive user experience and make it easier for search engines to crawl and index your website. 


SEO Writing is not a one-time effort. It requires constant updating and optimization to stay ahead of the game. This guide has set the foundation for creating valuable and well-optimized content, but it’s important to remember that the work continues beyond there. 

Don’t let your content go unseen – incorporate SEO into your overall digital marketing strategy for maximum success. And by following SEO best practices, continuously improve your search rankings and drive traffic to your website. 

Success with SEO takes patience and effort, but the payoff is worth it in the end. As the saying goes, the higher you climb, the better the view. So keep climbing and watch your website thrive.


What are the Common Mistakes to Avoid When SEO Content Writing?

These include keyword stuffing, duplicate content, bad grammar and spelling, and thin content. 

Can I do my SEO Writing? 

Yes, as long as you are willing to educate yourself and stay current on industry news and updates, you can do your own SEO writing. However, if you don’t have the time or resources to dedicate to it, consider hiring a professional copywriter or SEO agency

How Often Should I Update my Website’s Content for SEO Purposes? 

It’s recommended to regularly review and update your website’s content and continuously incorporate SEO best practices. 

What are Some Examples of SEO Writing? 

Some examples include blog posts, product descriptions, web pages, and online articles.

How Long Should SEO Content be? 

In general, longer content tends to rank better than shorter content. However, it’s essential to strike a balance between length and quality – don’t sacrifice quality for the sake of length. 

How Long Does It Take To Rank on Google?

It depends on many factors, such as the website’s age and authority, competition level, keyword difficulty, etc. Generally speaking, it can take anywhere from weeks to months for a website to rank on Google.

What is the Best Way to Optimize SEO?

The best way to optimize SEO is to create high-quality and relevant content, use relevant keywords in the content, make sure the website is mobile-friendly, use SEO best practices, and stay current on SEO news and updates.

Are there any Software Tools Available to Help me With SEO Content Writing? 

Yes, there are many software tools available that can help with SEO content writing. Examples of popular tools include Yoast, SEMrush, Moz Pro, and Ahrefs. These tools can help with keyword research, content optimization, and link building. 

What is the Importance of Link Building to SEO?

Link building is a critical element of SEO as it helps to build trust and authority for your website, which in turn improves your search engine rankings. Additionally, it can also help to drive more traffic and leads to your website.  

Is SEO Content Writing Expensive?

No, SEO content writing doesn’t have to be expensive. Depending on the size and type of project, you can find freelance copywriters or SEO agencies that offer competitive rates. 

We don’t write for you. We write with you

Getting to know your business is the key to writing effective content. We research your market, audience and industry so that we can create relevant content with you. From there, our experienced copywriters will craft blog posts using only words that speak to your unique audience.