Examples of SEO Writing: 11 Steps to Creating Great Content
June 17, 2021 •DJ Team
Writing remains an important factor for businesses trying to improve SEO standings for their web content. Good writing is required to make online content accessible for users—generating more traffic—as well as to emphasize phrases, keywords, and other content that show up in SEO algorithms and metrics, which boosts your appearance in search results.
Thankfully, keyword-laden, automated texts are no longer the SEO writing standard. We know purposeful, informative content has a greater effect on SEO relevance. And that audience engagement has to be included in our SEO definition—otherwise, it becomes apparent we’re writing for robots, not humans.
Let’s take a look at eleven writing strategies that may be common in your content writing process already that you can adapt. Below, the SEO definition and examples will help ensure your content is utilizing the tools it needs to appear higher in search results but is also engaging to your audiences.
How to do SEO
Writing for SEO involves some holistic ideas that will improve your overall strategy, as well as some line and word-level choices that make a real difference. You should approach your own SEO strategy with a similar pyramid structure: start with your overall purpose, then other SEO strategy details follow.
1. Write for the audience
Our first example is our most important. Write for your audience. What they value, what interests them, the information they’re looking for—make this your priority, and you’ve already solved half your SEO issues and created good content.
2. Create one centralized keyword phrase
What is the single centralized phrase that sums up the message in your content? Can you reduce it down to one keyword phrase? If not, that means the content lacks cohesion. Brainstorm content based on the keyword phrases you want your content to be based around.
What is SEO writing?
Mention “SEO writing”, and immediately we conjure content vastly different than what’s seen in our daily search results. We irrationally think: SEO writing is keyword-heavy, jargon-filled, and reads like an electrical manual. Not so. We have a lot of misconceptions.
3. Search results tell us a lot
You can find a real SEO example just by identifying some common search terms, plugging them into an engine, and identifying features of the top results. This might take time to do manually, but you can identify how the content uses keywords and links to other popular articles. Dig deeper, and you would see how many articles link back. You’d also find that it’s very readable...
4. Improve readability score
Take our example above, and study the writing style of high-ranking search results. The sentences are shorter, the tone is conversational, word choice is simple, and you don’t see spelling or grammar mistakes. These all contribute to readability. Web tools like Grammarly actually create readability scores, which identify how accessible texts are. High-ranking results tend to have high readability scores.
5. Active voice over passive voice
This is one clear example of a writing rule you can use to improve readability—use the active voice over the passive. Let’s look at an example.
Right: “We write the content.”
Wrong: “The content gets written by us.”
In the second iteration, we use more words (which can lengthen sentences) and the meaning is unclear. Brevity and clarity are key for SEO and audience accessibility.
How to improve SEO
As we narrow our lens from holistic to pragmatic, let’s look at detailed writing elements that affect SEO.
6. Keyword usage
We mentioned earlier avoiding keyword-laden articles that don’t read like a human wrote them because it seems like every other word is a keyword. On the contrary, keywords still inform SEO, and you need to utilize them in your content.
- Multiple relative keywords and synonyms show authenticity
- Overuse doesn’t help. Stop counting.
- Meta descriptions and headlines should utilize keywords without overuse.
7. Your SEO Thesaurus
To develop SEO-relevant content, consider—again—your audience: what search terms would they use you haven’t considered? When you’ve identified a primary keyword for content, create an “SEO thesaurus” for your team to map out other words that might be used in context. This can drive what phrasings and keywords you include in your text.
What is an SEO writing example?
Create search engine optimization meaning and definition for your content creators by studying successful examples and identifying relevant conventions, like headline use.
8. Use of headlines
Another feature you often see is the use of headlines. These structure content for the audience as well as enhances keyword phrases for SEO relevancy. Search engines look for those H2 tags that make content skimmable and well-organized. This also relates to readability: if your audience just skimmed headlines, what would be their takeaway?
9. Meta descriptions
Meta descriptions are what you tell your website to display whenever your content appears in search results. The use of meta descriptions is two-fold: it’s a chance to highlight keywords and phrases—similar to headlines—and it also invites your audience to open the article, increasing traffic. Pay close attention to your meta descriptions, because this might be more relevant to SEO and audience participation than the actual content.
How SEO works in digital marketing
You won’t achieve SEO success with a single piece of content. SEO plays into the bigger picture of your digital marketing strategy, including how one piece of content relates to others.
10. Pragmatic hyperlinks
Understand hyperlinks in two ways: A.) Does it benefit your audience and give them opportunities to expand their learning? B.) Do they connect your piece of content to a greater digital marketing campaign, or to other industry sources that could contribute to your SEO standing? Use hyperlinks pragmatically to achieve one or both of these elements.
11. Good content that doesn’t rank.
You could very well create a piece of content with great keywords, readability, and audience relevance, and it could still end up in the doldrums of the internet, never to be read by your intended audience. That’s when you need additional tools to inform your content marketing strategy.
DemandJump helps content creators find purpose with their content—including building a great SEO content strategy. We help you identify your audience, where to place your content, and what content to develop to meet your digital marketing goals. The best part, you’ll save over 50% of your time while creating content that ranks - fast!
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