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What is SEO based content writing? The copywriter’s guide

Search engine optimisation is a necessary tool in 21st-century marketing. Find out why you need to optimise your content…

Producing meaningful content such as blog posts or articles is a vital part of online marketing for many businesses. Making content SEO-based means it can be even more valuable for attracting the right audience and driving traffic to a website. This is important for any business because it can ultimately help to increase sales and revenue. Getting started with SEO might feel confusing, but knowing more about what it is, the types of SEO content you can produce and some tips can be helpful. In this article, we ask just exactly what is SEO based content writing?

Table of contents

  1. What is SEO based content writing?
  2. Benefits of SEO-based content writing
  3. Types of SEO content
    1. Blog posts
    2. Articles
    3. Listicles
    4. Product pages
    5. Guides
  4. 5 tips for SEO content writing
    1. Identify relevant topics before you write
    2. Choose the right keywords
    3. Write comprehensive content
    4. Strategically use your keywords
    5. Use internal links
  5. Takeaway

What is SEO-based content writing?

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The simple answer is that SEO based content writing is content that’s planned, written and optimised to rank highly in search results. The goal is to provide meaningful content that’s valuable for the target audience but which also helps to attract the right type of audience.

Note that SEO content is still useful and informative but includes certain keywords that users are entering into search engines to find content exactly like yours.

Using the right keywords and creating valuable content that readers want to share increases its relevance and authority. This helps it to rank more highly in search results, meaning that even more users are likely to see and access the content. All of this means that SEO content writing can be a highly valuable marketing tool for businesses – so much so that 82% of marketers report using content marketing as part of their overall strategy.

Benefits of SEO-based content writing

SEO-based content writing helps you to target the right audience and provide them with meaningful content. This creates a positive user experience and can quickly build trust with the brand. Effective SEO content writing can also drive more traffic to your website, increasing your visibility and leading to more sales.

Well-written content can drive even more traffic to your website if it’s shared by other users. Whether your intention is to grow your audience, increase sales, or have your content seen by the right people, SEO-based content writing can help you to achieve these goals.

Types of SEO content

There are various types of content that you can enhance for SEO. One effective content marketing strategy is to use a range of types of content. This sometimes broadens your appeal to different users.

It’s a good idea to think about who your target audience is and in which ways they’re most likely to access and absorb content. This can help you to choose a few of the most appropriate types of content for your specific audience.

Some types of content are widely used by many organisations, for example 48% of companies say they use blogging as part of their content marketing strategy. Other types might be used more specifically by businesses in particular industries or with certain target markets.

These are some of the types of SEO content you might use:

Blog posts

Blog posts are engaging and informative pieces of content that can vary in length. They can incorporate SEO keywords and include links to product pages or other website pages. Creating these types of links can also boost your authority and improve SEO.


Someone typing - What is SEO based content writing - Copify blog

Articles might be longer and more in-depth than a blog post. They usually feature on news or magazine-style websites. You can use them to explore a topic that interests your target audience in detail.


Lists can be a form of article or blog post but their layout makes them easier to scan and read quickly. They can incorporate SEO keywords in the same way that a blog or article would.

Product pages

For e-commerce retailers, product pages are vital SEO content. Product descriptions and information can include important keywords that drive traffic directly to the product.


Guides are longer and more detailed explanations of how to do something. Companies might create online guides for using their products or related topics. A guide might be on a single webpage or spread across several.

5 tips for SEO content writing

There are lots of things you can do to write effective and unique SEO content. Trying some of these tips can help you give your content the best chance of ranking highly in searching results as well as being meaningful for your audience:

1. Identify relevant topics before you write

Before you can start writing SEO-based content you need to identify relevant topics to write about. You can use social media, research FAQ pages and look at related searches in search results to determine the kinds of topics your audience wants to read about.

2. Choose the right keywords

Keyword research and choosing the right keywords are vital for SEO-based content. If you’re tech-savvy, try using a free SEO search tool like Answer The Public or Ubersuggest to do some keyword research.

3. Write comprehensive content

According to a recent study, long-form content usually ranks more highly in Google results than shorter pieces. To create valuable content it’s important to comprehensively discuss an issue rather than adding filler content, which could harm your search rankings. Aim for at least 1000 words if you can, or 600+ for less technical topics.

4. Strategically use your keywords

Three Scrabble tiles spelling SEO - What is SEO based content writing - Copify blog

To optimise your content it’s essential to include your SEO keywords strategically without stuffing them in, which can be detrimental to your rankings. Where you use keywords is important. Generally, it’s a good idea to include them in the meta title and description, the first paragraph, a heading and at least once elsewhere. You can also include a number of secondary keywords too.

5. Use internal links

You can also boost your SEO by including internal links in the content. You can include links to relevant blog posts, product pages or other useful information on the same website.


SEO-based content can become a valuable part of your marketing strategy if you provide content that adds value for users alongside integrating properly researched keywords into the piece to attract and engage your audience.

Of course, getting the balance right between engineering your content and still writing for your audience can be tricky, so you might want to use the services of a specialist SEO content writer.

✏️ Now you know what SEO content writing is, find out how to write SEO content in our blog post.

Main image: Bram Naus

Embedded images: Myriam Jessier, Szabo Viktor, NisonCo PR and SEO

Tamsin Spargo

I am a professional artist and copywriter based in London. I’ve gained experience as a freelance copywriter and in a diverse range of professional writing roles, including in e-commerce and central Government. Creative writing has also formed part of my artistic practice as part of an artist’s collective.

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