SEO texts, how to write them?

SEO ranking is the process of gathering information, rough writing, editing and optimising content to increase its position for targeted keyword phrases on Google and other search engines.

If you want it to be your content, it's not enough to just "sprinkle a pinch of SEO on the finished content." When developing content, you need to bake SEO into it from the very beginning.

Why You Need SEO Writing

The internet is full of content that doesn't make it to the search engine, causing it to be unseen, which means it can't teach, impress, or change anyone (not to mention it doesn't do any good for the person who wrote it).

Developing content with SEO in mind, on the other hand, helps you get natural traffic and attract readers and potential customers to your site. Eventually some of them will sign up and become regular customers.

How to write optimised texts: 5 steps

SEO-writing is about developing and creating content that should come out at the top of the search engine results, but that doesn't mean you have to create something artificial for an audience made up of robots. The key is to understand what people are looking for online and tailor your content to meet their needs.

Here's a suitable 5-step flowchart, even for beginners, to help you write an SEO-friendly article or blog post. To illustrate each of the steps, I've added examples from the guide you're currently reading, so you can see the content development and creation process from the inside out, so to speak.

Find the right keyword phrase with traffic potential

Determine the intent of the enquiry

Determine the subtopics to be covered in the article

Create an outline for the article

Write a draft

You've certainly noticed that only the last of the five steps directly relates to writing the text. That's right - when you're writing for SEO, you first need to research what people are looking for, what they expect to find, and what you should ultimately write about. Only then can you start composing.

Find a relevant keyword phrase with traffic potential

Start by identifying a topic that is relevant to the business you are writing for. Think about what phrase people might type into Google to find your product or service - this will be your initial keyword phrase.

For example, if you're writing for a business that sells lamps, your initial keyword phrase might simply be "lamp" or "lamps".

Determine the intent of the query

So you have a primary keyword phrase with good traffic potential - now you need to figure out what people who type it into the search bar need. This is called query intent, and if your content doesn't match it, Google is unlikely to show it at the top of the search results.

The best way to determine the intent behind a keyword phrase is to examine the first page of search results and establish the following three parameters: content type, format and angle.

Content type

The type of content (e.g. homepage, blog article, video, etc.) that is at the top of the results tells you exactly what you need to create.

Content Format

The format most common among the first results (e.g., instruction, list, or opinion article) will drive the decision on how you structure your content.

Content angle

Highlight for yourself on the pages from the first positions in the output the recurring themes, common places, and a particular approach to the topic. For example, for the query "how to make a film", the first results are all about how to create a film at home.

To match the intent of the query and have a higher chance of getting to the top of the results, I decided to compile a comprehensive SEO guide for copywriters instead of, say, a set of quotes or a list of tips.

Query intent is an often underestimated ranking factor that, among other things, helps to over-optimise existing content.

Identify the subtopics to be covered in the article

At this stage, you have a strong primary keyword phrase and an idea of the type, format and angle of the content you're going to create.

But it's too early to move on to the actual creation - before you do that, you still need to examine the first pages in the search results (your "competitors" for that keyword phrase) to determine the subtopics you should cover in your content.

Open a word processor or create a spreadsheet to capture the information you need.

Method 1: Analyse your competitors' content and subheadings

A list of headlines will help you quickly understand the content of your competitors' pages and get an idea of what subtopics you should cover in your own article. Also, this way you might get some ideas on how to make your content better, more useful and more original than others.

Follow the first links in the search results and see what sections (subheadings) they contain.

Method 2: Look at the phrases in the "Related Queries" section

Go back to Google search and type in your chosen keyword phrase. The Related Queries section can tell you what people are thinking about when they type that phrase into a search.

You don't have to answer every question in this section, but you can get a better idea of what people expect to find on your page.

Method 3: Find out what other keyword phrases your competitors are ranking for at the top of the listings

Knowing what other keyword phrases your competitors are using to get to the top of the results will help make sure you're not missing anything important.

Look for common keyword phrases on pages from the top rendition. Keep in mind that here you're not looking for keyword phrases that you can "sprinkle" your content with, but keyword phrases that will become sub-topics in your article.

Make an outline for your article

So, at this stage you should know:

The main keyword phrase.

The format, type and angle of the content.

The subtopics to be covered.

It's time to sketch out your article outline. Open Google Docs (or whatever text editor you use) and write a working title for the article at the top of the page. This will help you keep your main objective in mind while writing.

Next, make a logical headline structure using an "inverted pyramid" approach. Start with the most essential and important information and continue by building your arguments and developing the topic logically.

 SEO copywriting

In our case, we started with a definition of SEO ranking, explained why it is needed, and then moved on to a sequence of practical actions. The tips section, which you'll get to shortly, is useful but not necessary - it falls under the 'useful to know' stuff (at the bottom of our pyramid).

If you show your article outline to your editor first, it's helpful to be a little more specific about the content of the sections. This will help him or her better understand exactly what you'll be writing about and in what vein.

Write a draft

You've finally reached the writing stage where the plan will flesh out and turn into a draft. As a content writer, you already know what to do - but there are a few principles that are useful to follow:

Write in natural language with your audience in mind

By the time you start writing, most of the key SEO elements that play a role will already be in place, so you can write naturally.

Use a conversational tone, avoiding florid expressions and unnecessary tinsel.

Remember to target your audience. For example, if you are writing a beginner's guide, think about what they already know and what needs to be explained. You can imagine a specific person and write as you would explain it to them.

And by the way:

Use the vocabulary of your audience

If you're not an expert in the industry you're writing for, you may find that your choice of words won't resonate with your readers and make them question your expertise. For example, if you're not into mountaineering, you may not know that a "rest stop while climbing" is called a "bivouac," but a more experienced audience definitely does.

When you lack first-hand knowledge, you can add to your vocabulary by researching existing content:

If you're writing about physical goods, read reviews on online shops like Amazon or watch video tutorials on YouTube.

If you're writing about services (such as software), browse forums, blogs, or social media groups for professionals.

If the topic is very specialised, consider consulting a subject matter expert and reflect their vocabulary in your article.

Add something unique

A plan is like a colouring book: you're given a general outline, but how you fill it in is up to you.

Your research beforehand pays off again here - knowing what your competitors have done can help you come up with something unique.

Follow the plan you've developed, but don't be afraid to change it

When writing, you may find that a plan that seemed good in outline needs adjustments. This is normal.

5 simple but actionable SEO writing tips

SEO ranking doesn't end at the visible text of a page. If you want your content to have a better chance of ranking at the top and getting traffic, follow these additional behind-the-scenes optimisation tips.

Create an eye-catching headline

Use short and simple URLs

Optimise content for highlighted descriptions

Use internal links for additional context

Supplement text with images

SEO writing isn't about cramming key phrases into your text to please search engines or tricking people into clicking on a particular result. It's about composing good content that actually meets the queries of your audience, and already this helps you get your content to the top of the results and increase traffic.