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The Definitive SEO Content Writing Guide You Can’t-Miss

content writing

This article delves into key content writing strategies for effective search engine optimization (SEO). It emphasizes the importance of selecting and seamlessly integrating relevant keywords, using proper headings, formatting with bullet points and paragraphs, and incorporating engaging images. Additionally, it highlights the significance of employing internal and external links strategically. Mastering these content writing techniques is crucial for boosting SEO, enhancing visibility, and attracting a relevant audience.


    1. What are some techniques discussed for integrating keywords naturally into content?
    2. How can headings be used effectively for both readers and search engines?
    3. Besides keywords, what other elements are important to focus on for readability?
    4. What best practices are mentioned for using images in content?
    5. Why is it important to link internally within content and when should external links be used?

Introduction to SEO in Digital Content

Overview of SEO’s Role in Digital Content

Search Engine Optimisation, or SEO, plays a pivotal role in the digital content landscape. At its core, SEO is about enhancing the visibility of your website and its content on search engines like Google. When you optimise your content for search engines, you’re essentially aligning it with the criteria that search engines use to rank content. This includes the use of relevant keywords, the structure of your website, and the quality of your content.

By doing so, your content has a better chance of appearing higher in search engine results pages (SERPs), which is crucial because the higher your content ranks, the more likely it is to be seen and clicked on by potential customers. This visibility is not just about drawing in more traffic; it’s about attracting the right kind of traffic – visitors who are genuinely interested in what you have to offer.

The Importance of Integrating SEO with Content

Integrating SEO strategies with your content creation isn’t just a technical exercise; it’s a fundamental part of engaging and connecting with your audience. High-quality, relevant content that resonates with your audience is the cornerstone of good SEO. This synergy is what makes your content not only discoverable but also valuable and engaging to your target audience.

When content is crafted with both the audience’s needs and SEO best practices in mind, it achieves a powerful balance. It becomes more accessible to those searching for related topics, and more likely to answer their questions, solve their problems, or provide them with the information they seek. This relevance is key to not only attracting visitors but also retaining them, encouraging repeat visits, and fostering a relationship of trust and authority between your brand and your audience.

In essence, effective SEO is not just about pleasing search engines; it’s about connecting with and providing value to real people. This connection is what ultimately drives engagement, builds your online presence, and contributes to the overall success of your digital marketing efforts.

Here, we talk about important things to keep in mind when writing content that works well for SEO.

1. Content-Length in SEO

Ideal Word Count for SEO Performance

Determining the ideal length for your content is a crucial aspect of SEO. While there’s no strict rule for the ‘perfect’ word count, trends suggest that longer content often performs better in search engine rankings. Typically, articles ranging from 600 to 1000 words are considered a good starting point. However, it’s important to note that the effectiveness of content length can vary depending on the topic, audience, and purpose.

Longer articles, those exceeding 1000 words, can provide more comprehensive information, making them more likely to answer a reader’s query thoroughly. This depth of information can lead to better engagement, higher authority on the subject, and more opportunities to incorporate keywords naturally. However, the key is not just to write long articles but to ensure that the length contributes to the quality and relevance of the content.

Search engines prioritise content that offers real value to users, so the length should always serve the purpose of enriching the reader’s experience.

Balancing Depth of Information with Readability

While depth and detail are important, it’s equally crucial to balance this with readability. Long paragraphs of dense text can be daunting and unappealing to readers, leading to lower engagement and higher bounce rates. This is where the art of structuring comes into play. Breaking up the text into smaller, digestible sections using headings and subheadings not only improves readability but also helps in SEO.

It allows you to organise your content logically, making it easier for readers and search engines to understand the flow of information. Similarly, incorporating elements like bullet points, lists, and images can make the content more approachable and engaging. These formatting tools help in highlighting key points and breaking the monotony of long paragraphs, thereby enhancing the user experience.

Ultimately, the goal is to create content that is comprehensive yet approachable, providing depth without sacrificing readability and user engagement.

2. Keyword Usage in SEO

Identifying and Integrating Target Keywords

Keywords are the cornerstone of SEO, acting as the bridge between what people are searching for and the content you provide to meet that need. The first step in effective keyword usage is identifying the right keywords. This involves understanding your audience, their search habits, and the terms they use when looking for information related to your business or industry.

Tools like Google Keyword Planner or SEMrush can be invaluable in this process, offering insights into popular and relevant keywords. Once identified, these keywords need to be integrated naturally into your content. The goal is to use them in a way that feels organic and enhances readability, rather than disrupting it.

This includes placing keywords in key parts of your content such as titles, headers, and opening paragraphs, where they have the most impact on both readers and search engine algorithms.

Natural Integration of Keywords

The ultimate goal is to integrate keywords into your content in a way that feels natural and enhances the reader’s experience. This means avoiding forced or excessive use of keywords, which can disrupt the flow and readability of your content. Instead, focus on creating high-quality, informative, and engaging content where the use of keywords feels seamless.

Remember, while optimising for search engines is important, the primary focus should always be on delivering value to your audience. By doing so, not only will your content be more appealing to readers, but it will also be favored by search engines, leading to better rankings and increased visibility.

Keyword Density: Striking the Right Balance

Keyword density refers to the number of times a keyword appears in your content, relative to the total word count. There’s a delicate balance to strike here; too few mentions and search engines might not recognise the relevance of your content to the keyword, too many and your content could be penalised for ‘keyword stuffing’, a practice that detracts from user experience and is frowned upon by search engines. A natural, conversational use of keywords is the best approach.

As a general guideline, aiming for a keyword density of around 1-2% is often recommended. This means using your primary keyword approximately once or twice for every 100 words of content.

Making sure your keywords show up in your content is important for search engines to notice it. But using the same word too much can be a problem. You want it to sound natural, like a regular conversation.

A good rule is to aim for 1-2% keyword density. That means, for every 100 words, say your main word once or twice. But here’s the trick: don’t just repeat the same word every time. Use different words that mean the same thing. For example, if your main word is “digital marketing,” you can also say “online marketing” or “internet marketing.”

This way, you make both search engines and people happy – your content gets noticed, and it still sounds friendly and easy to read.

Long-Tail vs Short-Tail Keywords

Understanding the difference between long-tail and short-tail keywords is crucial in crafting an effective SEO strategy. Short-tail keywords are broad, often consisting of only one or two words, and are highly competitive. For example, “coffee” or “digital marketing”. In contrast, long-tail keywords are more specific and usually longer, like “best organic coffee beans in Sydney” or “digital marketing services for small businesses”.

While they attract less traffic, long-tail keywords are typically associated with higher conversion rates as they cater to more specific user intents. They are particularly useful for attracting a targeted audience and are less competitive, making them an essential element in a comprehensive SEO strategy.

3. Heading Usage in SEO

Importance of H1, H2, H3 Tags

Headings and subheadings are crucial in SEO for organising content and making it easily navigable for both readers and search engines. The H1 tag, typically reserved for the title of the page or post, is one of the first elements search engines use to understand what your content is about. It should include your primary keyword and give a clear indication of the topic.
Subsequent headings (H2, H3, etc.) are used to break up content into sections and sub-sections. They help search engines further understand and index the structure and content of your page. Including keywords in these subheadings can reinforce your content’s relevance to those terms, but it’s important to keep them natural and informative.

Structuring Content with Headings

Using headings effectively goes beyond just SEO; it’s about enhancing the user experience. A well-structured article with clear headings makes the content more scannable and easier to digest. Readers often skim through content to find the information they’re interested in, and headings can guide them through your content efficiently.
Each heading should give a clear idea of what the following section is about, enticing the reader to keep reading. For example, in a blog post about healthy eating, an H2 heading might be “Benefits of a Balanced Diet,” followed by H3 headings like “Improved Heart Health” or “Weight Management.” This structure not only aids in SEO but also provides a clear and logical flow for your audience.

Keyword Integration in Headings

While incorporating keywords into your headings is important for SEO, it’s vital to do so in a way that adds value to your readers. Headings should be descriptive and relevant to the content that follows. Forcing keywords into headings where they don’t naturally fit can detract from the readability and overall quality of your content.
A good practice is to use variations of your primary keyword and related terms in your headings to avoid repetition and to cover a broader range of search queries. This approach not only helps in ranking for your main keyword but also increases the chances of your content being found through related searches.

Utilising Headings for Better User Experience

In summary, the use of headings is a key element in both optimising your content for search engines and providing a better experience for your readers. By structuring your content with clear, informative headings that include relevant keywords, you can create content that is both SEO-friendly and user-friendly.
This dual focus is essential in modern SEO practices, where the ultimate goal is to cater to the needs and preferences of your audience while also meeting the technical requirements of search engines.
When adding tags to your content, make sure to follow the heading hierarchy discussed in this blog. The H1 tag is crucial for search engines to understand your main topic, so use it for your title with the primary keyword.
For other headings (H2, H3, etc.), use them to break your content into sections. This helps search engines grasp your content’s structure. Including keywords in these headings is good, but keep it natural and informative.
Remember, to add these tags when you post your content. Following these guidelines helps organize your content for better SEO. Keep it simple, and your readers and search engines will thank you!

4. Formatting for SEO

Use of Bullet Points and Numbered Lists

Effective formatting plays a significant role in SEO and user experience. Bullet points and numbered lists are particularly useful tools. They break down complex information into digestible chunks, making it easier for readers to process and remember. From an SEO perspective, lists can help highlight important points or steps, which are often picked up by search engines as featured snippets.

This not only makes your content more scannable and user-friendly but also increases its chances of ranking higher. For instance, a list of ‘Top 10 SEO Strategies’ or ‘5 Steps to Improve Your Website’s Speed’ can effectively capture readers’ attention while providing clear, concise information.

Paragraph Length and Readability

The length of paragraphs in your content also impacts both readability and SEO. Large blocks of text can be intimidating and off-putting to readers, leading to a higher bounce rate. Shorter paragraphs, on the other hand, make the content more accessible and engaging. As a general rule, try to keep paragraphs to three or four sentences.

This approach helps in maintaining the reader’s attention and encourages them to continue reading. Moreover, it allows for a more natural placement of keywords, which can improve the SEO of the content without sacrificing readability.

For instance, lengthy paragraphs might intimidate readers, so aim for brevity—around three or four sentences. Shorter paragraphs enhance readability and maintain reader interest.

This method ensures the reader’s attention is retained and allows for the seamless incorporation of keywords, boosting SEO without compromising readability.

Bold and Italics for Emphasis

Using bold and italics thoughtfully within your content can draw the reader’s attention to key points or terms, especially in longer pieces of text. This not only helps in emphasising important information but also aids in the reader’s comprehension.

From an SEO perspective, while bold and italics don’t directly influence rankings, they contribute to user experience and engagement, which are key factors in SEO performance.

However, it’s important to use these formatting options sparingly to avoid overwhelming the reader and diluting their impact.

Here is an example:

Unveiling the Wonders of Deep Sea Diving

Explore the magic beneath the waves as we dive into the enchanting world of the deep sea. Witness vibrant coral reefs, dance with schools of fish, and discover hidden treasures in ancient shipwrecks. Dive deep into the adventure, where every moment tells a story of the extraordinary. Join us in the thrill of exploration and let the mysteries of the deep sea captivate your senses.

Using Blockquotes Effectively

Blockquotes can be an excellent way to highlight quotes, statistics, or significant pieces of information. They visually set apart this text from the rest of the content, drawing the reader’s eye and providing emphasis.

This can be particularly effective when citing experts, research findings, or important data. While blockquotes don’t directly impact SEO, they contribute to the overall user experience and can make your content more credible and engaging, which indirectly benefits SEO by increasing time spent on your page and improving the likelihood of shares and backlinks.

Here is an example:

Original Text:

In his famous speech delivered on August 28, 1963, during the March on Washington for Jobs and Freedom, Martin Luther King Jr. shared his dream for a future where people would be judged by their character and not the color of their skin. He passionately declared, “I have a dream that one day this nation will rise up and live out the true meaning of its creed: ‘We hold these truths to be self-evident, that all men are created equal.'”

Incorporating Blockquotes:

In his famous speech delivered on August 28, 1963, during the March on Washington for Jobs and Freedom, Martin Luther King Jr. shared his dream for a future where people would be judged by their character and not the color of their skin. He passionately declared, “I have a dream that one day this nation will rise up and live out the true meaning of its creed: ‘We hold these truths to be self-evident, that all men are created equal.’

In this example, the blockquote is used to visually set apart Martin Luther King Jr.’s powerful words, making them stand out from the rest of the text.

This not only helps emphasise the importance of the quoted passage but also adds a sense of authority and significance to the message being conveyed.


In conclusion, formatting elements like bullet points, lists, paragraph length, bold and italics, and blockquotes are vital in making your content more accessible and engaging. While these elements themselves might not be direct ranking factors in SEO, they contribute to a better user experience, which is integral to SEO success.

Content that is well-structured and easy to read is more likely to satisfy user intent, leading to longer visit durations, lower bounce rates, and higher chances of sharing, which are beneficial for SEO. Therefore, thoughtful formatting is a key component in creating effective, SEO-friendly content.

5. Featured Image Usage in SEO

Choosing Relevant Images

The use of featured images in your content is not just about aesthetics; it’s a significant factor in enhancing user engagement and SEO. The right image can capture attention, evoke emotions, and complement the message of your content.

When selecting images, it’s important to choose ones that are relevant to the topic at hand. An image that aligns well with your content can provide context and make the overall reading experience more enjoyable. For instance, if you’re writing about coffee brewing techniques, a high-quality image of a person brewing coffee would be appropriate.

This relevance is not only beneficial for keeping readers engaged but also helps in conveying to search engines the subject matter of your content.

Image File Naming Conventions

The way you name your image files can impact SEO. Descriptive, keyword-rich file names are crucial. Instead of using generic file names like ‘image1.jpg’, use names that describe the image and include a relevant keyword if possible. For example, ‘freshly-brewed-coffee.jpg’ is more descriptive and helpful for SEO.

This practice helps search engines understand and index your images correctly, contributing to the SEO of the page.

Impact of Images on User Engagement and SEO

Images can significantly improve user engagement. They break up long stretches of text, making your content more visually appealing and easier to navigate. A well-chosen image can make content more memorable and shareable, increasing the likelihood that visitors will stay longer on your site and share your content on social media.

This increased engagement signals to search engines that your content is valuable, which can positively impact your rankings. Additionally, images offer the opportunity to appear in image search results, further increasing your content’s visibility.


In summary, featured images are a vital element in both engaging your audience and optimising your content for search engines. By carefully selecting relevant images, using descriptive file names, and understanding the impact of visuals on user engagement, you can enhance the effectiveness of your content in SEO terms.

These practices not only make your content more appealing to readers but also help search engines better understand and prioritise your content in search results. Therefore, thoughtful use of images should be an integral part of your content strategy for optimal SEO performance.

Link Usage in SEO

Internal Linking Strategies

Internal linking involves linking to other pages within your website from your content. This practice is essential for several reasons. Firstly, it helps in spreading link equity (value passed from one page to another) across your site, which can boost the SEO performance of individual pages.

Secondly, internal links guide visitors to additional relevant content, enhancing their user experience and keeping them engaged on your site for longer. For example, in a blog post about healthy eating, you could link to a related article on your site about the best superfoods.

When implementing internal links, it’s important to use descriptive anchor text (the clickable text in a hyperlink) that gives users and search engines an idea of what the linked page is about. This not only aids in navigation but also contributes to the SEO of the linked pages.

External Link Considerations

External linking, or linking to other websites, can also be beneficial for your SEO. It can provide additional value to your readers by directing them to other authoritative sources for further information. This practice can enhance the credibility and trustworthiness of your content.

However, it’s important to link to reputable and relevant sites and to ensure that these links open in a new tab, so users don’t navigate away from your site completely. Additionally, using the right balance of external links is key; too many can be distracting, while too few might miss opportunities to provide further context or evidence.

Anchor Text Best Practices

The anchor text of a link is crucial for both user experience and SEO. Best practices for anchor text include using descriptive and relevant words that clearly indicate what the linked content is about.

This aids users in understanding what to expect if they click the link and helps search engines understand the content of the linked page. Avoid using generic anchor text like “click here” or “read more,” as they provide little value in terms of SEO and user understanding.

Instead, opt for anchor texts that blend naturally into the context of your content, such as “comprehensive guide to organic gardening” or “latest statistics on renewable energy.”

Advanced SEO Content Strategies

Incorporating LSI (Latent Semantic Indexing) Keywords

Latent Semantic Indexing (LSI) keywords are terms and phrases related to your primary keyword. They provide context to your content, helping search engines understand the topic more deeply. Including LSI keywords can improve your content’s relevancy and comprehensiveness, which can boost SEO performance.

For instance, if your primary keyword is “organic coffee,” LSI keywords might include “fair trade coffee beans,” “best brewing methods,” or “coffee health benefits.” By weaving these related terms naturally into your content, you enhance its depth and relevance, making it more likely to satisfy a wider range of search queries related to your main topic.

Understanding User Intent and Matching Content Tone

User intent refers to what searchers are really looking for when they type a query into a search engine. Understanding this intent and aligning your content to match it is crucial for SEO success. There are typically four types of search intents: informational (looking for information), navigational (looking for a specific website or page), transactional (looking to buy or perform a specific action), and investigational (a mix of informational and transactional).

Your content should be tailored to meet these intents. For example, if most users search for “how to brew organic coffee” for informational purposes, your content should focus on providing detailed instructions and tips, matching the informational tone and content that users expect.

Content Freshness and Updating Strategies

Search engines favour fresh, up-to-date content. Regularly updating your website with new information and revising existing content can signal to search engines that your site is relevant and current. This doesn’t mean you always have to create new content from scratch.

Refreshing old blog posts with new data, insights, or relevant information can also be effective. This strategy not only improves your SEO but also provides ongoing value to your readers, reinforcing your website as a reliable and authoritative source of information in your field.


Advanced SEO content strategies like using LSI keywords, understanding user intent, and maintaining content freshness are essential for creating content that resonates with both search engines and users. These strategies go beyond basic keyword optimisation, delving into the more nuanced aspects of SEO.

By implementing these techniques, you can create content that not only ranks well but also thoroughly satisfies user queries, enhancing the overall effectiveness of your SEO efforts.

SEO Content Writing Checklist

We have summarised this article into a checklist that you can use below. Feel free to copy, print off or whatever works best for you:

Yes No
Keywords and Topic Relevance Have you chosen a main topic and related keywords that your audience is searching for?
Does your content address what people want to know about this topic?
Content-Length Is your content at least 600 words (or longer, depending on the depth required)?
Content Structure Have you used a clear, descriptive title (including your main topic)?
Is your content broken into easy-to-read sections with subheadings?
Engaging and Relevant Content Does your content provide valuable information and answer potential questions from your audience?
Have you written in a friendly and engaging tone?
Keyword Integration Have you included your main topic in the first paragraph and throughout the content in a natural way?
Have you avoided overusing the same words or phrases?
Bullet Points and Lists Have you used bullet points or numbered lists to simplify complex information?
Paragraph Management Are your paragraphs short and easy to read (3-4 sentences each)?
Emphasizing Key Points Have you highlighted important information using bold or italics?
Image Relevance Have you included images that are relevant and add value to your content?
Are the image file names descriptive of what the image is about?
Link Usage Have you linked to other relevant pages on your website?
Have you included some links to trustworthy external sources?
Is the text you’ve used for your links descriptive of where they lead?
Metadata Have you written a catchy and informative meta title and description?
Content Freshness If you’re updating old content, have you added new, relevant information?
Proofreading Have you checked for spelling and grammar errors?
Does your content flow well and make logical sense?
Technical SEO Aspects Do your images have descriptions (alt tags) that explain what they show?
Have you checked that your images and content load quickly?
Are your web page addresses (URLs) neat and descriptive of the content?


As a TL:DR, here are 9 key areas to consider when producing SEO best-practice content for your website:

  • SEO Collaboration: Team up with Search Engine Optimization (SEO) to enhance visibility on Google and ensure your website and content stand out in online searches. It’s akin to making your shop noticeable in a bustling market.
  • Article Length: Consider the length of your articles; longer ones generally perform better. However, avoid excessive length to prevent reader boredom. Use headings to break up content and enhance readability.
  • Keywords Usage: Employ keywords strategically as they act like secret codes for search engines. Choose words relevant to what people might type when searching for your content, but use them naturally without overloading.
  • Headings as Guideposts: Headings serve as guideposts, leading readers through your content. Effectively using headings benefits both readers and search engines, enhancing overall appreciation.
  • Formatting Techniques: Pay attention to formatting. Lists and short paragraphs facilitate readability, while bold and italics help emphasize key points. Consider it as giving your content a makeover for better presentation.
  • Visual Content: Utilize relevant images to make your content more engaging. Choose pictures that align with your topic, name them sensibly, and remember that visuals can significantly enhance audience interest.
  • Advanced Strategies: Explore advanced strategies, such as understanding user intent, maintaining freshness in content, and incorporating smart links. These tactics add extra layers of appeal, like adding extra flavors to a recipe.
  • Linking Strategy: Connect your content internally and externally. Internal links provide readers with paths to explore more within your content, while external links demonstrate to search engines that your content is well-connected.
  • Overall Recipe: Combining these strategies forms the recipe for creating compelling content that not only looks visually appealing but also captures attention in the vast online landscape.