What is SEO writing?

Search Engine Optimisation. It’s not an opportunity to stuff as many words into your website copy like it’s an all-you-can-eat buffet. Whilst having relevant words and phrases in your content will help your website rank higher on different search engines, it is so much more than that.

In the world of digital marketing, optimising your content for search engines is non-negotiable. Effective SEO doesn’t just help you climb the ranks in Google’s search results; it builds your brand's visibility, drives relevant traffic, and keeps users engaged. But with so much SEO advice floating around, where do you start? We’ve broken it down into 10 essential steps to ensure your content hits the mark.

What are your target audience searching for?

You might be wondering, but how do I find this out? And the answer is, there’s not just one answer! Aside from the good ol’ fashioned ‘get your community to fill out a form’ job, thankfully there are many tools that help you do just that. 

You want to be looking at both keywords, and long-tail keywords. And long-tail words are what? They are more specific phrases of 3 or more words. For example - something along the lines of “What is SEO writing?” would be a long-tail keyword. These tend to align with your audience's search intent and give you a better chance of ranking.

You could always use a Digital Marketing Agency to help you with your SEO writing (to pick a name out of a hat at random - Seaglow Media), or Google Keyword Planner, SEMrush, and Ahrefs are your best friends here too. And remember - you’ll want to focus on keywords that have a good search volume and aren’t overly competitive.

Optimise those Title Tags and Meta Descriptions

Your title tags and meta descriptions are the first things users see on search engines.

To make a strong impression, ensure your title tag is under 60 characters and includes your primary keyword. For meta descriptions, keep it concise—between 150-160 characters—with a clear call to action that encourages clicks. This small detail can make a big difference in how many people actually visit your page.

But what’s a meta description? Think of a meta description like the back cover of a book. When you’re browsing books, you flip to the back cover to get a quick idea of what the book’s about. A meta description does the same thing for a webpage, but in search engines.

When you search for something on Google, the search results list has a title and a small paragraph under each one. That little paragraph is the meta description. It gives you a quick snapshot of what the page is about, helping you decide if it’s worth clicking on.

For example, if you search for “What is SEO writing” the meta description might say something like: “Learn the basics of SEO for your business. From keywords, internal links, ” It’s short, gives you the highlights, and lets you know exactly what you’ll find on the page if you click.

A good meta description makes a webpage stand out and encourages people to click on it, a bit like how an intriguing back cover might make you want to read a book.

But what’s a title tag? Imagine the title tag as the headline of an article. When you see a list of headlines, the title tag is the one that tells you what each article or webpage is about, making it easier to decide which one to click on. A good title tag is like a headline that’s short and to the point, usually under 60 characters. It also uses the main keyword (like “chocolate cake recipe”) to make it clear what the page covers.

Search engines like Google use the title tag to get a sense of what your page is about. This helps them decide where to rank it in search results. When someone bookmarks your page, the title tag is also the text that will help them remember what the page is about when they look at their saved links later.

Focus on Search Intent

Ask yourself: what is the user really searching for? Are they looking for information, wanting to compare options, or ready to make a purchase? Tailor your content to meet this intent. If you align with what users want, not only will they engage with your content more, but Google is likely to rank it higher as well.

Use Headers and Subheaders (H1, H2, H3)

Structure matters! You wouldn’t want a block of 1000 words to read through, so why would your customers? 

Organise your content with clear headers and subheaders, using keywords where they naturally fit. Headers break up your content, making it easier to read and understand. Plus, they signal to search engines what each section is about, which can help boost your SEO.

Quality, not necessarily quantity

Content is still king, but quality reigns supreme. Create unique, comprehensive content that answers your audience’s questions in detail. If your content is genuinely helpful, people will spend more time on your page - and that’s something Google notices and rewards.

Optimise Images with Alt Text

Images aren’t just there to look good; make your content accessible, in turn bringing the opportunity to enhance SEO. 

Include descriptive alt text for each image, weaving in relevant keywords where it makes sense. Not only does this help with rankings, but it also ensures visually impaired users have a better experience on your site. On that note, if you’re going to use emojis, ensure you only do so at the end of sentences or paragraphs. If you use them in a sea of words, screen-readers will read the emoji out making it harder for those who are visually impaired to digest your content.

Incorporate Internal and External Links

Links serve as roadmaps within your content. Internal links guide users to other relevant pages on your site, improving site structure and keeping users engaged longer. External links to credible sources demonstrate the depth of your research and add authority to your content. Balance both to enrich the user experience and boost your SEO.

Write Readable, Engaging Content

People read about 20% of text on the average web page - meaning you’ve got to make the words you write count. 

Keep paragraphs short, use bullet points and numbered lists, and write in a conversational tone that makes your content approachable. Engaging, easy-to-read content reduces bounce rate and keeps readers on the page longer.

Optimise for Mobile Users

As of the first quarter of 2024, around 95.9% of global users accessed the internet via mobile phones, so it’s important to make sure your content is responsive. This means shorter paragraphs, larger fonts, and a design that adapts seamlessly to any screen size. Mobile optimisation is crucial not just for user experience but also for ranking, as Google prioritises mobile-friendly websites.

Use Call-to-Actions (CTAs) Strategically

A well-placed CTA can guide your reader to the next step, whether it’s reading another article, subscribing to a newsletter, or exploring your services. Make sure your CTAs are clear, relevant, and add value. Thoughtful CTAs improve on-page metrics by encouraging readers to engage further with your site.

By following these 10 steps, you’ll be well on your way to creating content that doesn’t just sit pretty on the web but ranks well, engages readers, and drives meaningful traffic. SEO can seem daunting, but with these fundamentals in place, you’re set up to grow your online presence and make a real impact.

Looking for help with your SEO? We’d love to hear from you!