Writing Compelling SEO Content That Ranks (Part 2)

You’ve prepared for the battle, armed with short-tail keywords for close combat and long-tail versions for archery engagement. The ancient art of local optimisation has been revealed to you. Your quiver of SEO strategies is full and you’re ready for the SERP battlefield.

But what good is a fighter if they don’t know how to use their weapons?

The first instalment of the “Mastering SEO Content: Research, Writing & Beyond” series may have revealed secrets to you but now it’s time to put your keywords to the test.

In this blog post, you’ll expand on your knowledge by learning how to write optimised content that sounds natural, incorporate keywords artfully, and align your content with your overall marketing strategy.

Ready?

Let’s open Pandora’s box then.

A Recap On Why Your Business Needs SEO

Let’s run through it quickly:

1. Increased visibility: This is a jargon-y way of saying, you rank on the first page of Google results for a specific term. So the people looking for that term can be connected to your site. Which means more organic traffic and a competitive edge in the market.
   

2. Targeted traffic: With more people finding you organically and more visits to your site, more potential and aligned buyers are being fed through your digital doorway.
   

3. Enhanced user experience: Everyone wants easy and convenient. So imagine how happy your potential customers will be when they a.) find the product/service that aligns with their wants/needs, b.) find a beautiful website that’s easy to navigate and c.) a whack of valuable, well-written content for them to sink their virtual teeth into. By giving them an effortless experience, you’re keeping visitors engaged, reducing bounce rates, and enhancing customer satisfaction.
   

4. Authority and trust: It’s like Stockholm Syndrome but in a positive way (it’s the best analogy I can think of). When you constantly see a brand in a position of authority — say the first page of Google — and that puts out relevant content regularly, there’s a subconscious level of credibility you assign to them.
   

5. Cost-effective marketing: The bottom line is that it benefits your bottom line: SEO offers a cost-effective marketing approach. By targeting keywords and optimising your website, you can attract long-term organic traffic without relying on continuous ad spend.

A quick disclaimer: this three-part series is just scratching the surface of SEO. Think of it like a cheat sheet. There’s so much to discuss and know. But as a quick 101 crash course, you can read more about why SEO is important to brands and businesses.

What Counts As SEO

Sometimes I get a well-meaning but misinformed person seeking out my SEO services because they need social media copy written.

I see where the confusion lies: both types of content demand high-quality, well-written copy that is directed to humans but works well with technology/algorithms, and makes use of keywords/hashtags.

But SEO has a specific goal: to rank using keywords. All the other benefits are secondary. That will change the way a copywriter approaches the content.

To set the record straight. Yes, social media (and the copywriting necessary for it) is an essential part of an overall marketing strategy. But it’s not synonymous with SEO.

Search engine optimisation (SEO) refers to the practices and techniques aimed at improving your website's visibility and ranking on search engine results pages (SERPs).

It encompasses a wide range of elements that work in harmony to enhance your online presence. These elements include keyword research, on-page optimisation, technical optimisation, link building, user experience, and more.

Social media is focused on a broader range of goals which could include converting users, brand awareness, reputation building and the like.

It’s important to include both in your strategy because social media can indirectly contribute to your SEO efforts. Through the right links, posts and CTAs (calls to action), you can drive traffic back to your website and generate backlinks.

How To Write Effective Search Engine Optimised Content

Now that you know your tools (keywords) and why you’re writing (to rank better), it’s time to discover the crossroads where these two ideas meet: SEO content.

And successful SEO content starts with successful writing habits.

As a copywriter, I know writing is not everyone’s forte.

As a brand, if you want continued, successful, engaging content then I suggest you outsource it to an experienced freelancer. It takes the weight of written content off your shoulders so you can focus on your own job.

But knowledge is power. As a source for SEO business insight, I want to help you better understand your content even if someone is writing it. Because, at the end of the day, it’s your reputation and story that’s being put out there.

So here’s how you can tackle your SEO writing step-by-step:

Plan Out Your Content

My father likes to bestow his wisdom through idioms, sayings and absurd phrases — many of which don’t make sense out of context. But something he’s always preached is: “If you fail to prepare, you prepare to fail.”

True for camping trips, exam preparations and SEO writing.

Your content starts with intent. Just as a flight attendant goes through the pre-flight safety steps, you’ve got to go through the prewriting steps.

And that starts with planning your content.

As a brand or business, you should have a form of content calendar. Should. I’m not mincing my words.

It’s your compass, your map, your GPS. Without it, you’re wandering aimlessly in the dark. So get a freelance copywriter, content writer or marketing strategist ASAP to help you craft one… then proceed.

Got one? Great!

Now that you know where this content fits into the bigger plan, get into the specifics.

Map out the structure of your content, scour Google and create a clear outline with defined goals. It might get shaken up during the process but now, you at least have a flashlight to guide your way.

Review Your Keywords

Now you know what you want to write, you have to pick the keywords that align. If you did thorough keyword research, this step is as simple as matching what keywords you have with the content you’ve planned.

But we can take it a step further.

Let’s say you decided you want to write a blog post about a new product. As a bonus, Christmas is coming up (or any other big holiday). You want to capitalise on both your new offer and keywords, as well as target potential customers looking for your products or services as potential gifts.

That means you have to shake up your keywords a little bit.

During this time, people will be searching for terms like “Christmas gifts for X”, “corporate presents for employees” and “gift ideas”. While these won’t be included in your evergreen keyword doc (i.e. the doc you use for year-round content) you’ll still want to target them for maximum exposure.

Going through the same steps you learnt in Part 1, conduct a “lighter version” of your keyword research to make sure you’re targeting the right phrases.

Side note: There's no rule against using your other keywords in a piece of content that has a specific topic. For example, this blog post is about writing SEO content (that's my focus keyword). But I've sprinkled in some of my evergreen options (like freelance SEO copywriter) because they dwell in the same ecosystem, so it doesn't seem out of place.

Write & Edit

There are libraries, videos, master classes, tutorials, courses and workshops about how to write successfully.

To save time, I’m going to share my SEO writing tips. Some of them you may have heard before (on the Venn diagram of writing for SEO and good writing advice, many will fall in the middle) but I hope there are some nuggets of wisdom:

Tip 1: Write your rough draft with the audience in mind first

Your rough draft should be okay… not great. It doesn’t have to be awful but it most likely won’t be something you want to share with your audience. Don’t be too worried about including every keyword and optimising every inch of it just yet.

Make sure a human will enjoy reading or get something out of it first. Everything else will come.

If you’re a business or brand owner, always feel free to share your first draft with your freelance copywriter. It gives them a chance to understand the direction you want to take. But be prepared for them to change it.

Tip 2: Pick a focus keyword

Think about what your content is truly about. If you’re writing about the seasonal migration of finches, including keywords like “fashion tips” and “stock market information” isn’t helpful. Unless your brand is truly that niched…

I find it helps to pick one keyword that I can expand on. If you’re a gifting site promoting a love-related range then I would start with “Valentine’s Day gifts”. You can always add in “hang-ons” as I like to call them. Think: “- for couples”, “-under R400” and “with next day delivery.”

Tip 3: Have your keywords next to you

It makes life easier when you can quickly refer to the phrases you need to be including. That way, as you write, you can incorporate them as you go. And, as I’ll discuss soon, it keeps the flow of natural writing without sounding like a clunky keyword-ridden mess.

What I also like to do is use the search function to see how often I’ve used a keyword or phrase. Then I go through my document and edit to add some variety with different (but still appropriate) versions.

Tip 4: Don’t be a prisoner to your outline

Sometimes content will take you by the hand and lead you down a better path. As you write, you might realise that your outline doesn’t have a natural flow to it. Don’t be afraid to change what you have. Just ensure you’re hitting all the key points.

Tip 5: Don’t skip corners with AI

AI copywriting is a gift. But it’s not a crutch. Currently, Google isn’t penalising AI-generated content but that doesn't mean the rules won’t change. Focus on publishing high-quality, original content above convenience.

Tip 6: Edit with a vengeance

It’s just good writing advice.

Improve Readability and Format

Search engines, the fickle creatures, mainly focus on the relevance and quality of your content. But if the readability and format are off, it’ll notice.

After writing and editing everything, make sure you’re giving enough attention to how it fits on the page. By making your content visually appealing and user-friendly, you increase the chances of readers staying engaged and search engines taking notice.

Learn How To Write A Successful Blog Post.

Incorporating Keywords Naturally

A recent study has piqued your interest. Meatless Mondays are the new Taco Tuesdays and you want to give this “veganism” a test drive. So you hit the search bar and find two websites:

Website A

"Looking for mouthwatering vegan recipes that are not only delicious but also promote a healthy lifestyle? Our collection of carefully curated vegan dishes will tantalise your taste buds while nourishing your body. From vibrant salads to hearty plant-based mains, our recipes offer a diverse range of flavours and nutritional goodness."

Website B

"If you're looking for the best vegan recipes, you've come to the right place! Our vegan recipes are the best vegan recipes you'll find. These vegan recipes are perfect for a healthy lifestyle. These delicious vegan recipes will satisfy your cravings and make you fall in love with vegan food near me!"

You don’t have to be a wordsmith to understand the problem.

Website B feels like an annoying pop-up with neon letters. Without knowing anything about SEO, you can feel the desperation in the words.

The website A is just more enjoyable to read, it sounds authentic and feels like it solves your problem (searching for a vegan recipe). Weirdly enough, this type of writing is actually better for your SEO standing. It signals to search engines that your content is high-quality, relevant, and valuable, improving your chances of ranking higher in search results.

So, how do you achieve this in your content?

• I’ve said it before and I shall say it again: write for humans first and search engines second. That’s 80% of the battle won.
  

• Adding on to the above, focus on communicating your brand tone through your content. Whether it’s witty, tough, professional, or playful. Having a constant tone of voice, something that the audience can connect to your brand, will give your writing some oomph.
  

• Write for clarity. Make sure your content is easy to understand and flows smoothly.
  

• Avoid too much repetition. While you can use the same keyword a couple of times in your text, it’s best to space them out.
  

• Don’t be loyal to one type of keyword. Your copy will start to sound robotic when you only favour short-tail keywords. Throw in some long-tail ones and local versions (if applicable).
  

• Use synonyms and keyword variations to reach a broad audience. The people looking for “healthy meals” are also looking for “nutritious lunches” and “clean eating snacks”.
  

• Incorporate story-telling but without becoming like those recipe sites. You know the ones:
  

• When in doubt, let another human read it and give you feedback.

Bonus tip: There are many resources, plugins and websites which record and help improve your SEO score as you write. Yoast SEO is brilliant if you’re using WordPress. Wix, the site I use and swear by, has an SEO assistant that’s also a good place to start.

WIX SEO assistant in action

A Word On Keyword Stuffing

If you’re sitting there, rubbing your hands together maniacally and thinking, “I’ll just cheat the system. I’ll use all the keywords!”

I hate to tell you but the robots are one step ahead of you.

Keyword stuffing is not only frowned upon, it’s punished.

It’s true — too much of a good thing gets you in trouble. In SEO’s infancy, over-the-top keyword density (i.e. the excessive use of keywords in the content or “keyword stuffing”) was the way to get ahead.

Today, the opposite is true.

Why? Because search engines prioritise providing valuable and relevant content to users. Keyword stuffing not only disrupts the flow and readability of your content, it also compromises the user experience.

Search engines use advanced algorithms that can detect keyword stuffing. If identified, your website may be penalised with lower rankings or even removed from search results altogether.

Keyword Placement and Optimisation

Now it’s time to get strategic because where you put keywords actually does have an impact.

Optimising Titles, Headings and Subheadings

Titles, headings and subheadings are diamonds in the rough for keyword integration. Once polished, they catch your reader’s attention as well as provide structure and organisation to your content.

By optimising these elements with relevant keywords, you can signal to search engines the main topics and themes covered in your content.

When writing titles, remember to keep them concise and compelling. Include your focus keyword in at least H1 style (the main heading) and one H2 style (secondary headings). But always choose clarity and readability first.

For example (I've highlighted the keywords):

• "Unlock the Secrets of Successful Keyword Research: A Comprehensive Guide"

• "10 Proven Strategies for Writing SEO Content That Ranks"

Utilising Meta Tags Effectively

Meta tags, including the meta title and meta description, are HTML elements that provide information about your webpage to search engines and users.

These tags appear in search engine results, like this:

They wave the flag of your content, attracting readers to click on your link above all others.

So often overlooked, meta tags are your powerful allies. So you shouldn’t miss the chance to optimise them as carefully as you would the rest of your copy.

Keep your meta titles short, snappy and to the point. Your text should be between 50 and 60 characters long to ensure the full excerpt gets displayed in the search results.

For example:

Meta title: "Effective Keyword Research: Unleash the Power of SEO"

Meta descriptions have a bit more legroom at 150 - 160 characters but that doesn’t mean to waste space. Every character is valuable.

For example:

Meta description: "Learn the art of keyword research and unleash the power of SEO. Discover strategies to boost your website's visibility & engage with your target audience."

(These examples are quite generic. As always, you should be injecting your brand tone and personality into every piece of content.)

URL Optimisation

If you’ve made it up until here, I want to share an SEO secret to reward you for your perseverance. Optimisation is not for the faint of heart but your efforts will be rewarded.

The last section I want to focus on is URLs. You know, the words appearing at the top of your web page right now. Do you ever pay them attention?

Forget them at your own peril.

A well-optimised URL structure not only helps search engines understand your content but also enhances the user experience. And just because your website/blog platform automatically generates URLs, doesn’t mean you have to accept those.

Here are some key tips for optimising URLs for SEO:

1. Keep it clear and concise: As with everything else I’ve mentioned, simplicity and clarity are what you’re shooting for. Use relevant words that accurately describe the content of the page. Avoid long and complex URLs that can confuse search engines and users. Shorter URLs are more memorable and, therefore, more shareable.

Example:

Avoid: www.example.com/p=1234

Optimised: www.example.com/seo-tips

2. Include targeted keywords: This is a key keyword opportunity (I got this far without that pun, oh well). Keywords help search engines understand the topic and context of your content.

Example:

Avoid: www.example.com/product/12345

Optimised: www.example.com/organic-cotton-t-shirts

3. Use hyphens to separate words: Somehow-this-is-easier-to-read than_this_is_for_the_robots. I.e. use hyphens (-) instead of underscores (_) or other characters to separate words. Hyphens are more easily recognised by search engines as word separators.

Example:

Avoid: www.example.com/organic_cotton_t-shirts

Optimised: www.example.com/organic-cotton-t-shirts

4. Avoid dynamic parameters: Stick with me here okay? Dynamic parameters are variables or query strings appended to a URL that dynamically generate content on a web page. These parameters often include characters like question marks, ampersands, and equal signs, followed by variable names and values.

They can create long and messy URLs that are difficult for search engines to crawl and understand. Where possible, use static URLs that are more user and SEO-friendly.

Example:

Avoid: www.example.com/page.php?id=12345

Optimised: www.example.com/secrets-of-seo

5. Go for descriptive and readable: URLs should provide meaningful information about the content of the page. So incorporate relevant keywords and descriptive phrases to give users and search engines a clear idea of what to expect. But don’t sacrifice readability to achieve this. Example:

Avoid: www.example.com/post/12345

Optimised: www.example.com/ultimate-guide-to-seo

Final Thoughts On Writing Compelling SEO Content

Writing for SEO isn’t as complicated as you may have thought. Just keep the golden rules in mind: write for humans, create valuable content and then optimise the living hell out of it.

In the digital age, SEO is one of those things businesses can't afford to overlook anymore. It’s like having a well-built website and consistent branding.

And like a late-night TV infomercial — but wait there’s more! Just as you learnt how to conduct keyword research in Part One and now how to successfully write SEO content in Part Two, we’ll be taking it up a notch in Part Three.

Not to spoil anything, but we're going to be getting very cosy with data. Part Three of the Mastering SEO Content: Research, Writing & Beyond series will be out next week.

Until then — I’m Sam, your neighbourhood freelance SEO copywriter who loves this topic a little too much.

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