How to Kickstart Your SEO Writing in 6 Steps

SEO and content go hand-in-hand. You need both in order to perform well on search results. But you can’t have one without the other.

You may have a good SEO strategy. But without great content, you can’t rank as high on Google results. And vice versa, if you have content that doesn’t target any keywords, you won’t rank as well on the SERP.

Thus, you need to be well-equipping in SEO writing to achieve your desired results.

Here’s what will be covered in this article:
  • What is SEO writing?
  • Difference between copywriting and SEO writing
  • How Google algorithm affects your content rankings?
  • Elements of SEO writing
  • How to create SEO content?
  • Best practices of SEO writing

What is SEO writing?

SEO writing is the process of writing content with the sole intention of ranking on search engines. This is done with the use of keywords naturally within the content. Great content written for SEO will appear in the top 3, if not 1, of Google results.

Search engines use crawlers to learn more about different web pages. SEO writing helps to improve and optimize the page content so that search engines can crawl the content easily.

Difference between copywriting and SEO writing

There are a few differences between copywriting and SEO writing. It is these differences that will help you make a decision on which writing style is needed for your campaigns.

But let’s take a look at what copywriting is. Copywriting is a writing style intended to build brand awareness and lead potential consumers to a call to action (CTA). It is also known as persuasive writing.

There is a distinct difference between copywriting and SEO writing. And that is how readers consume the content. Copywriting can be found on printed ads and TV commercials. Whereas with SEO writing, you can only find them on webpages.

SEO writing is also generally more suited for long-form content like articles and blog posts that spans for more than a couple thousand of words. As for copywriting, they can be found in both long-form and short-form content as well.

SEO writing also seeks to answer a question your audience may have in mind. But, you may use copywriting to talk about your product or service and its benefits from your brand’s voice.

Another difference is the targeted audience. Copywriting is mostly targeted at potential leads who are leaning towards purchasing or right at the doorstep. This is also usually at the middle of the funnel (MOFU) or bottom of the funnel (BOFU).

For SEO writing, it is usually used in content for the top of the funnel (TOFU)-audience who are looking for answers to a certain problem. But that’s not to say it is only used there. It is also used at every level of the funnel to attract an audience and leads to your product and service.

How Google algorithm affects your content rankings

Each release of Google’s algorithm is intended to bring the most relevant and useful results to search users. And to give users the most accurate results, Google’s algorithms look at many factors like your keywords, content length, content freshness, user experience, and many more.

While Google’s algorithms are more of a guideline and recommendations on what you should/should not do, it’s still best to follow them accordingly. If you optimize your content based on Google’s algorithms, it will definitely bump your rankings higher on the SERP.

Elements of SEO writing

When you’re writing for SEO, you need to ensure that you have optimized these elements when crafting your content. These are all factors that Google is looking for when determining rankings on search results.

These are elements that you need to take into consideration when you write for SEO:

1. Headline

Headlines are one of the most important things to optimize when writing for SEO. 36% of SEO experts believe that headlines/title tags are the most important SEO element.

And it’s very easy to optimize headings. You simply need to add your targeted keyword to it. Adding your keyword helps inform Google that your content is relevant to that particular search query.

But that’s not all you should do. In order to attract your audience, you need to come up with a headline that not only contains your keyword, but is also creative enough to attract visitors. Use numbers, emotional words, and adjectives to make your headline more attractive.

If you’re stumped and out of ideas, you can also use title generator tools to generate a random headline for your article or blog.

2. Content

This is a no-brainer. You can’t even begin your SEO writing if you have no content!

If you didn’t know, a great content ranks well at the top of SERP when it satisfies a user’s search query. And to achieve that, you need to conduct proper research and planning to ensure you covered all the necessary information in your article.

Optimizing your content for SEO gets easier, especially if you have performed your keyword research. Be sure to include your target and related keywords in your content. But remember to not add too many keywords until it feels unnatural (more on this later!).

3. Meta description

A meta description is an HTML element that provides a summary of your webpage to search users. While meta descriptions do not impact Google rankings directly, they can still boost your organic click-through rate.

Meta descriptions also boost your on-page SEO relevancy. Therefore, try writing a unique meta description for each page and content on your website. Generally, it’s recommended to have a length of roughly 160 characters.

4. Keyword frequency

Keyword frequency refers to how often your keyword or phrase appears in your content. The more often a keyword is added to a content, the higher the keyword frequency will be for that page.

If you’re trying to rank for a keyword, you need to be wary of your keyword frequency. Too low, and Google may not take your content as “relevant enough” for the query. If it’s too high, it may send a negative signal to Google’s algorithms that you may be attempting a black-hat technique that’s also known as “keyword stuffing”.

5. Site speed

The site speed indicates how fast search users are able to see and interact with your content. Google has stated that site speed is one of the ranking factors that are used in its algorithm when ranking pages.

If your loading time takes more than 2 seconds, you would need to take methods to improve the site loading speed. It is said that conversion rates for a website drop by an average of 4.42% with each second of loading time (between seconds 0 to 5).

Site speed is also significant for user experiences. If a webpage takes longer to load, search users may leave the page in search of one that loads faster and gives them what they are searching for.

Page link is the URL of your webpage. You also need to ensure that your target keyword is included in your URL. This will further boost the relevancy of your content to the targeted keyword.

How to create SEO content

You can’t just decide on a topic to create content and immediately come up with a draft. Most of the work here falls on research and planning so you can continue writing without having a mental block.

SEO writing also doesn’t finish after you have published your article. You may need to periodically optimize your content post-publishing to ensure that it’s always in line with Google’s algorithms.

Here’s how you create content that is optimized for SEO.

Best practices of SEO writing

By now, you will know what you should include in your content and how to create one that’s optimized for SEO. But to truly have content that’s effective for SEO, you may need to do more than that.

Below are some methods that have been proven effective when writing for SEO.

Conclusion

It’s important to understand and recognize the difference between content writing and SEO writing. When you have added the necessary elements and followed the right steps, you would have content that will rank well on the SERP that web traffic will be directed to your website.

LSIGraph has added Semantic Writer which assists writers, bloggers, and digital marketers to craft content for SEO. By following the suggestions and content scoring, you will definitely be able to write for SEO after this! Just be sure to conduct your keyword research beforehand.

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