What Is SEO Writing? How To Create Content That Ranks and Converts

Great content is a treasure trove, and search engines are the map leading visitors right to that sparkly pile of gems. 

Okay, that’s not quite true. Someone could go directly to your site and start browsing, or follow a link from somewhere else. But with Google alone processing over 5 trillion searches annually, chances are good that most of your visitors are using a search engine. 

Search engine optimization (SEO) writing focuses on creating content that shows up in search engine results — ideally, right in that coveted #1 spot. But it’s also about writing quality content that fits your visitors’ needs. Because humans are definitely still the main audience, not algorithms (not today, robots). 

Here’s what you need to know to excel at SEO writing, including key strategies and tips to avoid losing your voice in a jumble of keywords and headers.

Why SEO Writing Matters for Content Success

SEO writing means creating content that search engine algorithms and humans love. Sometimes, that happens by accident, but it usually takes careful planning. 

Writing blog posts about skiing safety? You might naturally sprinkle in a few keywords such as “Is skiing dangerous?” and “skiing for toddlers.” When a nervous parent or newbie looks up those terms, your guides might pop up in the search results — ready to soothe or terrify them, depending on your angle. 

Here are just a few things SEO content writing can do: 

• Make your content more visible: When was the last time you wandered through page 9 of the search results? Maybe never. SEO content is more likely to show up near the top of search engine rankings, where people will actually see it. 
• Boost click-through rates: When your content matches the user intent, they’re naturally going to be more interested in whatever you’re offering. For instance, someone researching healthy pet food might stumble across Stella & Chewy’s blog and sign up for their mailing list for more advice. 
• Build your authority: Great content with external links to reputable sources — peer-reviewed journals, interviews, etc. — makes your brand seem more credible. 
• Hook readers: Again, SEO content writing is about people first. Want them to stick around? Give them exactly what they’re looking for: accurate, valuable content. 

Core Elements of Effective SEO Writing

There’s no guaranteed way to boost your rankings — if there were, some business-savvy SEO agency would have patented it eons ago. But these three elements of SEO content optimization will have you on your way to getting results. 

Keyword Research and Placement

Using the right keywords is a critical part of SEO copywriting. Tools such as Ahrefs and Google Keyword Planner can help you find keywords that match your audience’s search intent. 

A mechanic shop, for instance, might use phrases such as “oil change in Tampa” and “Florida auto repair.” When nearby customers search for relevant terms, the algorithms may match them to the mechanic’s content. 

Keyword density matters, too. Use your target keywords when it makes sense, but don’t cram your content with similar phrases. No one — human or robot — wants to read “cheap brakes Tampa” and “cheap brakes repair” 10 times in a row. 

Search Intent Alignment

Don’t assume that everyone’s searching for a topic for the same reason. One person may look up “windshield repair” because they want an expert to fix a giant crack ASAP, while a diehard DIY-er is scoping out cheap repair kits. 

Figure out what your ideal audience needs and shape your content marketing strategy around that. Do you want to capture those frantic car owners looking for a quick fix? Create a landing page so they can schedule an appointment. If you’re catering to the DIY crowd, write a how-to guide or make a step-by-step video. By matching your content creation to what people are actually searching for, you’ll give them the best experience. 

Content Structure and Readability

Formatting matters for SEO and content writing — a lot. Search engines favor neatly organized content, just like real people do.  

These on-page SEO tips will make your content more readable: 

• Use your target keyword — such as “rug cleaning tips” — in your URL and meta tags so users know what it’s all about. 
• Design a mobile-friendly layout so visitors don’t have to squint while scrolling. 
• Write alt-text for images for people with vision impairments. 

Simple strategies like these will draw more traffic and keep people satisfied when they land on your pages. 

Writing SEO-Optimized Headlines and Meta Descriptions

Like bookstore browsers eyeballing covers, internet users (and search engines) make snap judgments based on titles and meta descriptions. Here’s how to come up with clickable content. 

Headline Tips That Boost CTR

Let’s face it: Creating great headers is one of the trickiest parts of SEO article writing. Use these tips to invent clickable headlines: 

• Build a little intrigue or use a non-corny pun, such as this Dr. Squatch blog post: “Pucker Up: Lip Care for Men 101.”  
• Try numbers, such as “10 Reasons To Quit Your Gym.” 
• Use an AI generator to brainstorm engaging headlines, but add your own flavor. After all, other SEO content writers are doing the same, so you don’t want it to sound generic. 
• Include your target keyword in a natural way. Here’s another Dr. Squatch title with a clear focus: “WTF are Plant Butters?”  

Meta Descriptions That Drive Engagement

A meta description is the little blurb that shows up under your page title in the search results, like this: 

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Keep your meta descriptions snappy (around 150 to 160 characters) and use them to spark curiosity. For example, this one announces that Fright-Rags offers “officially licensed horror t-shirts” with “exclusive designs,” which is sure to appeal to Halloween lovers. 

Best Practices for Linking and Formatting

You already know that search engines care about readability. So, when optimizing content for SEO, pay attention to how everything looks on the screen. 

These tips will have you formatting like a professional designer: 

• Add internal links to encourage readers to keep exploring your website. Writing a guide to horseback riding? Link to your blog post about picking a saddle or finding the right instructor. 
• Use bold text to make key terms and ideas stand out. 
• Sharing a list or step-by-step directions? Organize it with bullet points. 
• Divide content into key sections (H2) and subsections (H3 and H4) so readers can skip to what they need. 

How To Maintain Balance Between Optimization and Voice

With so many “rules,” search engine optimization content writing can start to feel a little… formulaic. Or like it’s not actually meant for human eyes. 

Some writers get so obsessed with squeezing in every keyword that their articles become a meaningless soup of awkward phrases. You can only read “What is a good computer for seniors?” and “best senior computer” so many times before you give up. 

Avoid this issue by staying true to your brand voice. Does your assisted living community dislike the word “facility?” Then don’t write it, even if it’s a top keyword. And always use a natural tone that sounds like you’re actually talking to readers. That means skipping or tweaking keywords if they hurt your flow, and cutting repetition. 

Above all, always give your readers the most value, even if it means your site isn’t the most optimized on paper. 

Make Your Content SEO-Ready and Reader-Focused

SEO for content writing is a great way to build authority and grow your web traffic. But don’t forget your readers. Keywords and meta descriptions may help them find your site, but they want something meaningful when they get there. 

Need help making your content strategy human- and robot-friendly? Compose.ly’s expert SEO professionals are here to help you create optimized content that gets clicks. 

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