If you’re publishing content online, chances are you want it to be seen! That’s where SEO writing comes in: an approach that helps your content rank better in search engines, connect with the right audience, and contribute to your site’s overall performance.
What is SEO content writing? In short, it’s the practice of writing content that’s optimised for both users and search engines. But it’s not just about sprinkling in keywords – it’s about creating valuable, relevant content that answers real questions and works in harmony with Google’s evolving algorithms (including AI-generated overviews).
In this post, we’ll walk you through the essentials of how to write SEO content, from understanding your audience and using keywords effectively, to optimising for featured snippets and beyond.
Understand Your Audience and Intent
Effective SEO starts before a single word is written. The first step is understanding who you’re writing for and why they’re searching. User intent typically falls into three categories:
- Informational – looking for knowledge (e.g. “what causes migraines”, “how to make banana bread”)
- Navigational – trying to find a specific website or service (e.g. “Ruby Digital SEO services”, “Eskom fault reporting”)
- Transactional – ready to take action or make a purchase (e.g. “buy wireless headphones”, “book a physiotherapy appointment near me”)
Knowing where your topic fits can help shape everything from your headline to your call-to-action. Think about your reader’s pain points and questions. What are they hoping to solve? What language are they using? These insights inform both your tone and your keyword research.
Start with Smart Keyword Research
Keyword research is the foundation of all effective SEO writing. Before you even start drafting, take time to uncover the terms your audience is actively searching for.
Tools like Google Keyword Planner, SEMrush, or Ahrefs Keyword Explorer can help identify high-traffic, low-competition phrases, while also revealing long-tail keywords (those longer, more specific queries that often convert better).
For example, instead of just “fitness,” try “beginner home workout plan” or “best gym shoes for flat feet.” Instead of “finance,” you might explore “how to open a savings account in South Africa” or “best budgeting apps for freelancers.”
Another increasingly important area? AI-driven search. Tools like Google’s Search Generative Experience (SGE) are changing how people interact with search results.
To stay relevant, include question-based and conversational queries that align with how users speak. Think: “what’s the best skincare routine for dry skin?”, “how do I renew my car licence online?”, or “which accounting software is best for startups?”
Strong keyword research helps you match user intent more accurately, and that’s half the battle won.
Craft an Optimised Structure
Structure isn’t just a formatting choice, it’s a searchability tool. Clear headings and logical flow help both your readers and search engines understand your content. Think of it as building a roadmap for your message.
Here are some blog writing tips for SEO that make a real difference:
- Use headings properly: Stick to a clear hierarchy with H1 for your main title, H2s for key sections, and H3s for supporting points.
- Meta matters: Craft a strong meta title (60 characters or fewer) and a compelling meta description (under 160 characters) that includes your focus keyword.
- Front-load answers: Don’t bury the lede! Address your audience’s main question or concern early. This improves user experience and increases your chance of landing in a featured snippet.
- SEO blog writing is all about guiding the reader (and search engine crawlers) through your content as clearly and efficiently as possible.
Write Naturally, but with Keywords in Mind
Great SEO writing strikes a balance: it’s both keyword-conscious and reader-friendly. Instead of stuffing in keywords, aim to use them naturally in places where they make the most sense – your opening paragraph, subheadings, and conclusion are prime real estate.
To avoid repetition, make use of synonyms and related terms. For example, if your target phrase is “eco-friendly cleaning products,” you might also refer to “green cleaning solutions” or “sustainable cleaning brands.”
The golden rule? Write for humans first. Google’s algorithms favour content that is useful, clear, and engaging. If your post sounds awkward or forced, it’s time to revise.
Add Internal and External Links
Links are a vital part of SEO blog writing. They guide readers, establish authority, and improve site structure.
Use internal links to direct readers to other relevant pages on your site. This keeps them engaged longer and spreads link equity. For example, if you’re discussing keyword strategy, link to your dedicated SEO services or content marketing pages.
External links to trustworthy sources (like industry research, news sites, or government pages) add credibility. Just make sure they open in a new tab and don’t point to competitors!
When it comes to anchor text, keep it descriptive. Avoid vague phrases like “click here”. Instead, use language that reflects the linked content (e.g., “learn more about our WooCommerce development services”).
Optimise for Featured Snippets and AI Overviews
Featured snippets and AI overviews often pull content that is clear, concise, and structured. To increase your chances of appearing in these spots:
- Use bullet points and numbered lists to break down steps or key ideas.
- Define terms clearly and briefly (especially at the top of your post).
- Include FAQs or questions as subheadings, then answer them in 1–2 lines.
The easier it is for Google or AI tools to extract your content, the more visible you become.
Final Checks: UX, Mobile, and Readability
Before you hit publish, take a step back and review your content holistically. Even the best SEO writing can fall short if the user experience isn’t up to scratch.
- Is your post mobile-friendly and easy to scroll?
- Are your paragraphs short and broken up with bullet points or visuals?
- Does the page load quickly and without broken links?
- Have you run a readability check using tools like Grammarly or Hemingway?
These finishing touches make a big difference, not just for SEO, but for keeping your readers engaged.
SEO Writing That Works
How to write SEO friendly content that actually ranks? It’s all about striking the right balance between technical optimisation and reader value. Good SEO writing is thoughtful, strategic, and aimed at helping the reader address their pain points. Apply these tips consistently, and you’ll see the difference: not just in rankings, but in how your content resonates with real people.
Want help taking your SEO writing to the next level? Explore our content marketing services or learn more about our SEO services.
