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How to write content with SEO in mind: our 2021 guide

SEO should be top of your priority list whenever you create content for your brand, whether it’s product descriptions, website copy, or the odd blog post. But beyond creating content that algorithms can’t get enough of, you also want to produce copy that’s enjoyable for your audience and, above all else, usable and readable. That’s a fine balance to maintain. When it comes to how to write content with SEO in mind, it’s about far more than throwing in a few keywords and backlinks.

Want to know how to write content that keeps SEO in mind without turning away your potential audience? We’ve covered everything you need to know below.

Table of contents

  1. What is SEO content
  2. Different types of SEO content
  3. How to write content with SEO in mind in 4 steps
    i. Do your research
    ii. Know your audience and intentions
    iii. Create an SEO strategy
    iv. Create high-quality copy
  4. The takeaway: Is SEO all you need to consider?

What is SEO content?

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SEO refers to the term ‘search engine optimisation’, which is the process of optimising your website or platform so search engines can more easily find you and rank you on their platform. The ultimate goal of SEO is to get your business or brand to the front page of services like Google, making it far easier for potential customers to find you if they are after what you’re selling.

So, what does SEO have to do with content? While the concept of SEO is very technical, its delivery is less so. Content that is SEO optimised is created with traffic generation in mind. That typically means it contains keywords and links that search engines consider valuable.

There has been far more of a focus on quality content for search engine algorithms in recent years. That means that SEO content has had to evolve to tick those technical boxes and provide a practical, helpful experience to the average person. When done correctly, SEO content should be seamless, easy to read and add value to your potential customers.

What are the types of SEO content?

We’ve covered the basics of SEO, but what does optimised content look like? Some of the most common forms of SEO include the following:

Product pages

If you are a small business that sells via ecommerce or have descriptions of your products online, this is prime real estate that should be optimised for search marketing. Product pages are often what your audience will be looking for when they use search engines, and as such, you don’t want to miss out on them connecting with your business.

Brand content

Any other content on your website, from your brand promise to your homepage, is a valuable place to use SEO. Creating content that speaks to your audience and also has the right keywords can provide twice the benefit, bringing new visitors in while also providing a positive experience once they arrive.

Blog posts

The use of blog content is a common choice in SEO. If you’d like to up your rankings and prove yourself as an expert in your niche, blog posts are an ideal option. When done correctly with high-value helpful content, every single blog post can contribute to better rankings and a positive brand image overall.


Long-form content is incredibly valuable to platforms like Google. Whether it’s a comparison guide or ten ways to use a product, guides offer insight on a far more significant scale than blog posts and product descriptions. This makes them an excellent way to optimise your content while also improving your optimisation without stuffing or ‘thin’ content generation.

How to write content with SEO in mind in 4 steps

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The question you’re likely wondering is: how do I make my content with SEO in mind? Creating excellent SEO content is more accessible than you might think with the right foundations in place. Instead of simply writing whatever you think your audience will like, SEO takes a little more forethought and planning to work successfully. Here’s a brief overview of how you can create your content with an SEO-first mindset:

1. Do your research

Research is integral to successfully optimised content. This could come in the form of researching the best keywords to help customers find your business. Alternatively, you could study your competitors to see what they are doing successfully or what you could do better. Research can also give you a good idea of what is valuable to your audience by looking at the searches they are making and the information they are looking for.

2. Know your audience and intentions

The key to good SEO content is understanding both intention and the bulk of your audience. Search engine platforms like Google will always favour substantial and valuable content over ‘thin’, low-value content that’s simply there to get clicks. By understanding your audience and having an intention beyond getting better traffic, your content is far more likely to be successful in the long term.

3. Create a solid SEO strategy

Before you put pen to paper or your fingers to the keyboard, the next step is planning out the content you want to create. Using your research into keywords and your audience, you can plan out exactly what content would work for your specific platform and market. This allows you to consider keywords first while still creating valuable content – ticking the boxes for optimisation and quality in one.

4. Create high-quality copy that works for your platform

With all the prep work done, you’re now ready to make quality content that suits your audience, has the right intentions and helps you climb those rankings. You should make use of well-optimised content on every part of your platform. From product descriptions to your ‘about us’ page, long-form guides to FAQs, putting SEO first in the content you create can help you organically climb those rankings while still offering a functional, useful service to visitors.

Is SEO all you need to consider?

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SEO is vitally important in getting your business seen by the right people. But that’s not all there is to creating great content.

For an SEO strategy to be viable, your content also needs to be of good quality, have value and suit your specific audience niche. One great piece of long-form authentic content is far more valuable to your business than five ‘thin’, keyword-stuffed blog posts would be. Your content marketing plan also needs to be well-structured and goal-oriented.

By taking the time to understand your audience and create content that is aligned with their intentions, it’s far easier to engage your audience and get the most from your investment.

When it comes to standing out from the crowd, ensuring your follow SEO best practice and strive to offer value will do justice to your brand.

✏️ Check out our SEO Basics series to learn more about how to optimise your content marketing for SEO. 

Header image: Tumisu

Embedded images: Kevin Phillips, Wokandapix, Diggity Marketing (Pixababy)

Harriet Swartout-Phipson

Harriet is a 20-something Digital Marketer/Creative Copywriter based in not-so-sunny North Somerset. Her passions include writing, for business and pleasure, as well as blogging and video games.

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