What is SEO Writing? [How to Choose Keywords & More]

In today’s digital world, creating quality content isn’t enough—getting it in front of your target audience is the real goal. That’s where Search Engine Optimization, or SEO, comes in. SEO is a powerful strategy that determines how well your site ranks on search engines like Google and how many visitors click through to your pages. Effective SEO writing combines technical know-how with audience-centered content to drive traffic and boost engagement.

Done right, SEO helps your site rank higher, attract more traffic, and grow your business. Below, we’re diving into SEO essentials, from ranking factors to proven writing techniques. Whether you’re a seasoned content creator or just starting out, these principles will help you optimize your content and expand your reach.

What is SEO?

SEO is a multifaceted strategy that touches nearly every corner of your website. From design to content, SEO is all about enhancing the entire user experience so Google’s algorithm gives you priority in its search result rankings.

Where you land in Google search results depends on a lot of things. Ranking factors include: authority, content quality, length, readability, search intent, site load time, mobile-friendliness, security, and the age of both your domain and articles. The factors that affect SEO rankings seem endless—and yes, it can feel like the list goes on and on… and on!

What is SEO Writing?

SEO writing is the process of creating content specifically designed to rank higher in search engines like Google. SEO writing is a blend of art and science, honestly. It involves a balancing act between two worlds: what search engines want and what your audience needs. You’re writing for humans, but you also need to consider how Google’s algorithm scans your content. The key to great SEO writing is making sure your content aligns with what users are searching for, along with what search engines prioritize.

Crawling & Keywords: How it Works

Search engines like Google use bots (or spiders) to “crawl” websites, analyzing every piece of content to decide what it’s about. One of the key clues they look for? Keywords. When Google bots crawl or search your site or a new piece of content, they’re adding it to an index. The keywords you’ve included on your website help bots identify the focus of your content. If you think of keywords as data points, it becomes easier to see how they tell search engines what the content is about.

In the early days of SEO, people would engage in “keyword stuffing,” cramming the same keyword into content repeatedly, to the point where it became unreadable. The belief was that the more a keyword appeared, the more relevant it seemed. However, Google quickly caught on and changed its algorithm to be more end-user friendly. Now, if a keyword or phrase is overused, it can actually hurt your rankings.

Google’s algorithm now prioritizes answering the search term as effectively as possible. Effective keyword usage helps Google understand what your article is about, but the piece of content that most effectively answers a user’s question or search is rewarded with higher ranking in searches. This user-first approach encourages websites to create content that is helpful instead of content that attempts to game the system.

How to Choose Keywords

To attract the right audience, you need to understand what people are searching for related to your topic and use those keywords in a way that feels natural and valuable to readers. A well-researched keyword strategy ensures that you’re not only reaching people but reaching the right people.

Here’s a deeper look at how to get started and make the most of your keywords:

1. Conduct Keyword Research

Keyword research goes beyond simply guessing what people might type into a search bar. We like to use Google Keyword Planner to see what people are actually searching for, in addition to monthly search volume and competition for those keywords and phrases. It also provides insights into related keywords that might not be immediately obvious. By exploring these variations, you can find additional opportunities to reach more specific audiences within your niche.

2. Embrace Long-Tail Keywords

Long-tail keywords are specific phrases made up for three or more words, and typically have less competition. While they may bring in fewer people, the people they do bring to your website are often more qualified leads.

As an example, “affordable running shoes for beginners” or “women’s vegan leather shoes” will likely attract fewer clicks than just “shoes.” But the people who do click are more likely to find exactly what they’re looking for, pushing them to engage with your content, subscribe, or make a purchase.

3. Consider Keyword Relevance

Make sure the keywords you choose align with your content’s message. If you’re writing about eco-friendly living for example, keywords like “sustainable lifestyle tips” or “reduce waste at home” will resonate with your audience more than broad terms like “environment” or “green.” Relevance is about making sure your chosen keywords reflect the main takeaways your readers are looking for, ensuring that your content reaches the right people.

4. Integrate Keywords Naturally

The key to capitalizing on keywords is to weave them naturally into your content. Keywords should never interrupt the flow of your writing or feel forced. Incorporate them into key areas, like headings, subheadings, the introduction, and throughout the body text–but always prioritize readability. Search engines increasingly favor content that feels natural and conversational over forced keyword repetition. Over-stuffing or awkward placement of keywords will definitely hurt more than help.

5. Use Keywords in Strategic Places

Your primary keyword–the main focus of your content–should be placed in strategic areas like the title tag, meta description, and URL. These spots are highly visible to both search engines and users, and help clarify what your content is about. Also be sure to incorporate keywords into image alt text and headers for an added boost.

6. Monitor Performance and Adjust Accordingly

Keyword strategy is not a one-and-done process. You’ll want to monitor performance with analytics tools like Google Analytics or SEMrush to see which keywords are driving traffic to your site. If you find certain keywords underperforming, don’t hesitate to try variations or adjust your content. SEO is a long-term commitment that often requires testing and refining to get the best results. And if that feels like too much of an effort, we’re always happy to help you with your SEO content strategy!

The Algorithm and How to Write for it

Google’s algorithm is a complex, ever-evolving system that decides which content ranks higher in search results. It takes into account hundreds of factors, but the five more important ones for SEO writing include:

User Intent

At its core, the algorithm values one thing above all else: meeting the needs of the searcher. Think about what someone is really looking for when they type in your target keyword. Look at it from their perspective: What questions might they have, and what is the most direct, helpful information they’d want to see?

One way to do this is to consider frequently asked questions about your business, and structuring content around those common questions. For example, someone searching “How do I turn my iPhone on?” is likely to engage with an article titled “Turn on Your iPhone 13 in Two Easy Steps.” Answering questions concisely, or even turning them into headlines, is a great way to increase your search engine.

Formatting & Readability

A well-organized article isn’t just reader-friendly; it’s algorithm-friendly too. Using headlines, subheadings, and lists helps Google understand your content’s structure, making it easier for both users and search engines to navigate.

Without these formatting cues, even the best content can get overlooked by Google. As important as a scannable structure is for readers, it’s also heavily relied upon by search bots. So, make sure to prioritize headlines and layout to improve both readability and ranking potential.

Visuals & Infographics

Photos, infographics, and videos do more than just break up text—they signal to Google that your content is rich, valuable, and worth sticking around for. Including multimedia enhances user experience, keeps readers on the page longer, and can be a key factor in securing backlinks.

You’ll also want to add alt text to your images, too, as it provides extra context for search engines and can help your content show up in image searches.

Content Length

While quality should always be the top priority, the algorithm does tend to favor longer content. Articles in the 500-1000 word range often perform well for website copy, while blog posts can sometimes benefit from being even longer, depending on the topic.

The goal isn’t just to reach a word count—it’s to provide the most thorough answer. But generally speaking, longer content implies to Google that you’re delivering in-depth information, which can boost rankings.

Assert Your Authority

Google’s algorithm places high value on authority, which it gauges mostly through linking. Internal links (pointing to other sections of your website) help search engines understand your site’s structure and hierarchy, with the homepage generally being prioritized. External links (to other high-quality sites) add valuable context to your content. However, avoid linking to competitor sites–there’s no need to boost their Google authority! Instead, link out to high-quality information from reputable sources, which often have .gov, .org, or .edu domains.

Lastly, backlinks—links from other sites to yours—can significantly boost your authority. While backlinks are harder to control, focusing on high-quality, shareable content will naturally increase your chances of getting them.

And be sure to pay special attention to anchor text—the clickable text in a link. Make it relevant, clear, and matched to the page or URL it links to for optimal impact.

6 Key Tips for Effective SEO Writing

Want to level up your SEO writing? Try these tips for creating content that’s not only optimized for search engines but also resonates with readers on any device:

1. Optimize for Mobile Readers

With over half of web traffic now coming from mobile devices, Google prioritizes mobile-first indexing. Paragraphs and text blocks that seem readable on a desktop can appear overwhelming on smaller screens. Try to limit each paragraph to around four lines when possible. This keeps mobile readers engaged without overwhelming desktop users.

2. Minimize Stop Words

Stop words—like “a,” “an,” “the,” and “your”—are typically ignored by Google’s indexing bots, meaning a phrase like “Yellow Hair in Dogs” might read as “Yellow Hair Dogs.” By strategically limiting common stop words in headers and throughout the content, you can help enhance search visibility. However, readability is the priority, so just keep content smooth and natural.

3. Write in Active Voice

Active voice is clearer and more direct than passive voice, which can dilute your message. (Example: “The dog chased the ball” versus “The ball was chased by the dog”). Try to limit passive voice usage to between 5-10% of your content for a clean, professional tone. This not only appeals to readers but also aligns with Google’s emphasis on clear, straightforward language. Try this passive voice checker tool to refine your content.

4. Use Keywords Strategically

While keyword research is critical for understanding what users are searching for, it’s important to use keywords thoughtfully. Write for humans, using keywords as guidance rather than strict rules. It’s also helpful to use keywords exactly as researched, including any stop words. Even small changes like pluralization or rephrasing can impact Google’s interpretation of your content, so use them with care.

5. Monitor Keyword Density

Keyword density—the frequency of your keywords relative to the total word count—impacts search relevance. Aiming for 1-2% density is generally effective, though certain topics may benefit from more frequent mentions. However, readability is most important, so don’t overdo it. You might benefit from a keyword density checker tool to keep your SEO writing on track.

6. Keep Reading Level Accessible

Aim for a 6th-grade reading level to ensure content is accessible to a broad audience. Google prioritizes readability, so while complex topics sometimes require higher-level language, a simpler, clear approach is generally best. You can use a readability checker tool to help balance expertise with accessible language.

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