How To Write Content For SEO

Webmaster Guidelines Search Console Help1

Webmaster Guidelines – Search Console Help

When you are creating content for your website, think in terms of content marketing. You should have two goals in mind. One is to insert content that is easy to read and relevant to your product or service, and secondly, you need to think about the best way of increasing the ranking of your site with search engine optimisation.

Relevant and quality content

While you may be caught up in thinking about how to increase your website’s popularity and maximising your earning potential, the most important question that you should concentrate on can get lost in the process.

Simply put, you should figure out what your audience wants and needs first, rather than looking at your own desires and the needs of your business. This knowledge can deliver dramatic results and change your entire mentality. It can also transform the worth of your website.

Content for web – readers scan pages first

So how do you get your visitors to stay? Think about the last time you visited a website. Did you read the entire welcome page, or did you simply scan the page looking for a certain phrase to catch your attention?

Internet users do not read a web page like a book, they just skim the content, hoping to find the keywords they are searching for. You should write in a way that makes it easy for them by thinking about which phrases are relevant to your site.
Key points to remember

  • Be clear and direct
  • Stay on topic
  • Begin with the most important piece of information that your site offers
  • Make headings meaningful
  • Use plenty of white space
  • Include internal subheadings to make scanning easier
  • Check your spelling and grammar
  • Write with authority. You know your service is great, so make your visitors believe it too!

Content for SEO – use keywords where possible

When you are creating your content, you should also plan how you are going to optimise your site so that it can be found more easily. It is crucial that you perform basic keyword research to reach potential customers and search engines.

If you put targeted keywords in your content, this can mean the difference between a website that gets very little recognition, as opposed to a site that will get noticed by search engines.

Make sure your keywords are relevant to the product or service that you are promoting and don’t add them too often. Think about what your customer would type in a search engine, if they were going to look for products on your website.

Use images

You should use eye-catching and appropriate images to catch the attention of your customers. Use images for SEO, make sure you name the image well, for example, use majorca-beach.jpg, rather than picture1.jpg.

As well as naming your image correctly, you also need to use alternative image tag information, if available. The Alt tag information is important not just for search engines to be able to index the image, but for those visitors who may need to listen to the text, rather than reading it.

Add external and internal links

Use your site as an opportunity to link to your service or product pages internally. If you are writing about selling holidays and are promoting holidays to Majorca on another page, then create a hyperlink to that page. Also consider linking to other external websites, such as a holiday guide to Majorca, for example.

Stay Within Google Webmaster Guidelines

Here are some basic principles from Google guidelines

  • Make pages primarily for users, not for search engines.
  • Don’t deceive your users.
  • Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you, or to a Google employee. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t exist?”
  • Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.


You can read the full set of guidelines here.

In conclusion

Even though SEO is key to making your website easier to find on the web and for improving your web traffic, it is just as, or even more important to focus on the reader. Once you have terrific content and have optimised your site, you should soon see your traffic improving, and even more crucially, your visitors will return again and again and spread the word to others on how brilliant and informative your website is.

Read more on content marketing and search engine optimisation from our blog.

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