Write SEO
SEO writing is the practice of creating content that serves readers first while also helping search engines understand, index, and rank the page for relevant queries.
What I’d do first
- Start with search intent — know what the searcher wants before you write.
- Do keyword research to find terms people actually search for.
- Use clear headings and short paragraphs for readability.
- Place keywords naturally in title, URL, first paragraph, and headings.
- Link to other relevant pages on your site to help search engines understand your content.
What I'd do first
- Start with search intent. Before you write, ask: what does the searcher actually want? A how-to guide, a product comparison, or a definition? Match your format to that intent.
- Do keyword research. Use a tool like Semrush or Google Trends to find terms people search for. Pick one primary keyword and a few related ones.
- Write a clear, descriptive title tag. Put your primary keyword near the front. Keep it under 60 characters so it doesn't get cut off in search results.
- Use headings to structure your page. H1 for the title, H2s for main sections, H3s for subsections. This helps both readers and Google understand your content.
- Keep paragraphs short and scannable. Aim for 2-3 sentences max. Use bullet points and white space to break up text.
Plain-English take
SEO writing isn't about tricking Google. It's about making your content easy to find and easy to read. Think of it this way: you're writing for a person who has a question or a problem. You want to answer that clearly. At the same time, you're helping Google understand what your page is about so it can show it to the right people. That means using the right words (keywords), organizing your page with headings, and linking to other relevant pages on your site. If you do that well, you'll get more traffic and keep people on your page longer.
When it actually matters
- You're writing a blog post or guide that you want people to find via search.
- You're creating a landing page for a product or service.
- You're updating old content that isn't performing well.
- You're building a new website and want every page to have a chance of ranking.
- You're writing for a client who expects measurable results from content.
What I got wrong
- Writing for keywords, not people. I used to stuff keywords into every paragraph. It made the content unreadable and Google actually penalized me for it. Now I focus on natural language and only use keywords where they fit.
- Ignoring search intent. I wrote a list of features for a product page, but people searching for that term wanted a comparison. I had to rewrite the whole thing.
- Weak page structure. Long blocks of text with no headings. Readers bounced, and Google couldn't figure out what the page was about. Now I always outline with headings first.
- Forgetting metadata. I spent hours on the body copy but wrote a lazy title tag and meta description. Those are the first things people see in search results. They matter a lot.
Next step
If you liked this
Sources
- Google Search Central — SEO Starter Guide — Most authoritative source for how Google recommends structuring and optimizing content for search.
- Semrush — SEO Writing Tips — Useful for practical SEO writing workflows, including intent, headings, and title tag best practices.
- Backlinko — SEO Writing Guide — Clear, widely cited practitioner guidance on placing keywords in important on-page elements.
- Brafton — SEO Content Writing Guide — Strong on readability, formatting, and content structure for users and search engines.
Notes from Callum Bennett.