If you’re familiar with digital marketing or are working in the marketing space; you would have at least heard of SEO by now. Search Engine Optimisation, abbreviated as SEO, is an essential tool that every digital marketer should take advantage of for their business to succeed in the era of the internet.

As such, let’s start with the basics!

1. Identifying Keywords for SEO Writing

As with any project you undertake when it comes to digital marketing, be sure to do your research on the best keywords to target. Identify what keywords your target audience is searching for and what your competitors are ranking on. It’s a good starting point to figure out what sort of content to write in the long run. 

Once you’re done with identifying the keywords you want to use to rank, incorporate them into your content. Just be sure to make it flow seamlessly and not aimlessly throw in a keyword or else you’ll risk getting flagged for keyword stuffing. Space them out throughout your content and make sure the ratio is fairly even.

2. Researching Content Gaps

A great way to stand out even more is by writing and posting content that no one has ever written on or read before. However, this only applies to content that your audience wants to know more about but no one has written before. The best way to figure this out is by going deep into forums like Reddit and Quora or by simply asking your audience what they want to know more about.

Another way is to go through all the content readily available on Google as well as your competitor’s site on the subject matter or keyword that you’re trying to push. It gives you a good idea of what’s already been done and any potential questions left unanswered. If you find a good gap in content, you might even be on Google’s featured snippet when the query comes up!

3. Think of Readability

What’s the point of writing something if it’s not readable by everyone of all ages, right? That’s the question you would need to keep in mind while writing. Your article has to be engaging, in words that are easy to understand but not too simplistic or else Google would think you’re not unique. 

A rule of thumb is to just avoid technical jargon and big words, or explain what they are before using them. You could also input your writing into a readability checker to get an idea of what reading level your writing is at, then tweak it accordingly. 

4. Gauge User Intent

User intent or search intent is super important to understand what your audience is looking for. There are four types of intent: informational, navigational, transactional and commercial. Since SEO writing is typically for blog posts, you’re targeting those with informational intent. 

Some of the more common content formats for this type of search intent are how-to’s, guides, comparison articles and step-by-step tutorials. Be sure to provide your readers with accurate and easy-to-understand information right from the get-go to retain their attention. 

5. Always Create Quality Content 

There’s no point in creating content if it does not hold any quality, you’ll just be wasting time and resources. Quality content refers to content that is accurate and provides value to your audience. At the same time, it is engaging, interactive and original. 

This is where a good writer comes in handy. A good writer would do their research and write content that hits all your keywords which won’t bore you in the process. Hire a professional writing service and you won’t have to stress about it at all.

6. Subheadings Are Important

Nobody likes reading a wall of text, so break your article up! Make your content digestible by separating them into different subheadings which highlight the content of the paragraph. Subheadings refer to the H1, H2, H3 and H4 titles that should be available on each page or article. 

These subheadings usually allow your readers and Google to understand the contents of your page and website. Incorporate keywords into your subheadings and make them catchy to make them more memorable. 

7. Don’t Forget Your Image Alt-Text

Images are a great way to draw attention to your article. Some people are visual learners, after all. So when you’re incorporating any sort of visual aid or images in your article, don’t forget to include an image alternative text. This can usually be done through the backend of your site when you’re loading up the article and images.

Including images with their alternative text could help you rank through image and video searches. In a way, there’s more than one way for you to rank with your content. Just make sure the visuals you use are relevant to the content.

8. Boost Yourself With Internal Linking

Incorporate internal links in your content to help you distribute your link equity so your pages can rank higher. This is why linking to other sites or pages outside of your own is not something you should take lightly. You are sharing your authority and juice with someone else, who may or may not be a credible source.

Additionally, the link you’re linking to should be relevant to your content, and make sure the anchor text your link is embedded to is clickable and highlighted. Some writers even prefer to use a keyword as their anchor text, so that’s an idea you could try.

9. Linking to External Sources

Speaking of links, you should only add credible, high-quality external links to your content, if any. These external links or outbound links are usually a great way to showcase your credibility and that you did your research on the subject matter. 

The best moments to include an external link are when you’re referencing certain statistics, reports, interviews, case studies and any other research document in a similar vein. At the same time, make sure these links and documents are up to date as you don’t want to be referencing something outdated. It downgrades your credibility.

10. Write A Good Meta Description

A good meta description could help others scrolling on Google want to see more of your article. It is the first hook that will get them to click in and read the rest of what you have to say. A meta description works as a summary of your article which appears right before your title on the search page.

To write a good meta description, use an active voice, add your keyword and keep it brief. A short action verb at the end like “Learn More” or “Read More” is highly encouraged. Professional SEO writers usually keep these descriptions around 105 characters, any more than that and it would be cut off.

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