Creating content that ranks well in search engines isn’t just about keywords or following rules. Good SEO (Search Engine Optimisation) writing is about making your content helpful, clear, and engaging for real people while giving search engines the signals they need to understand it.
In this guide, we’ll share practical tips for creating content that readers find useful and that Google can easily understand, from organising your headings to optimising images and links.
- Write for People First
- Use Clear and Descriptive Headings
- Think about User Intent
- Create Original, Useful Content
- Use Descriptive Titles, URLs and Meta Data
- Add and Optimise Images (and Schema)
- Link Thoughtfully
- Promote Your Content
1. Write for People First
When it comes to SEO, the most important thing to remember is that your content should be written for people, not just search engines. Google wants to show content that’s genuinely helpful and reliable, so your SEO writing goal should be to answer real questions and give useful information.
Start by thinking about your audience. Who are you writing for, why are you writing for them, and what do they want to know? Make sure your content appeals directly to them. It’s a good idea to be detailed in your writing and share your own insights, examples, or practical advice that readers can actually use.
It’s great to include keywords, but it’s important not to force or cram them. Focus on readability and usefulness, rather than making it feel artificial or clunky with too many keywords. Your content should make sense to a human first, while still being understandable to Google. While you want to provide value, it’s okay to gently connect the content back to your business, showing how your products, services, or expertise can help.
When you put people first, you build trust, and over time, that kind of content tends to perform well in search results too.
2. Use Clear and Descriptive Headings
Headings are one of the most important things to implement when organising your content. They help readers to quickly understand what each section is about and make it easier to scan through the page. Clear headings improve the overall reading experience and help to keep people engaged.
Headings also help search engines like Google understand the structure and hierarchy of your content. The H1 is typically the main title of the page and should clearly describe the overall topic. It should include the primary focus keyword, whilst reading naturally. There should only ever be one H1 per page.
H2 headings are used for the main sections within your content. They break your article or blog into digestible chunks and should summarise the content of that section. H3s and H4s can be used to create subsections if your content is long or detailed, creating a clear structure and hierarchy that is easy for both readers and search engines to follow.
Clear, descriptive headings benefit readers because they can quickly scan the page and find the information they need without reading everything. This is especially important for mobile users, who often skim content on smaller screens.
For Google, headings signal what each section of the page is about, helping the search engine index your content accurately and rank it when it’s relevant to the search query. When your headings reflect the actual content, Google can show your page in relevant search results and even display your headings in featured snippets.
To make headings effective:
- Make them specific and descriptive, detailing exactly what the user is about to read.
- Use your headings to summarise the section content in a few words.
- Keep a logical hierarchy: H1 for the main title, H2 for sections, H3 for subsections.
- Avoid keyword stuffing. Include keywords naturally, but prioritise clarity and readability.
Well-structured, descriptive headings help guide your readers through your content and give search engines a clear picture of your page. They also make your content more likely to appear in Google’s AI Mode and AI Overviews, as Google prioritises clear, readable information in these sections. They make your content easier to read for users, more engaging, and more likely to rank well in traditional results, ultimately improving your SEO.
3. Think About User Intent
When you’re creating a content marketing strategy, it’s not enough to just pick a keyword and write around it. You need to think about why someone is searching for that term and what they’re actually looking for. This is called user intent, and it plays a big role in why some pages rank higher than others.
There are three main types of intent:
1. Informational
Informational intent is when someone is looking to learn something rather than buy. These searches often start with “how,” “what,” or “why,” and the goal is to find useful, educational content. For example, “how does SEO work” or “what is padel”.
2. Navigational
Navigational intent is when the user already knows what site, brand, or product they want to visit, and they’re simply using Google to get there. For example, “Nike website” or “SE Ranking”. Your site will only appear here if you’re the specific destination being searched for.
3. Transactional/Commercial Intent
Transactional or commercial intent is when someone is close to making a decision and wants to compare options or take the next step. These searches often focus on services, products, or pricing, like “SEO agency Chichester” or “Best pies under £7”. For this kind of intent, well-designed product or service pages and clear calls to action are key.
Once you understand the intent behind a search, you can shape your content to match what the user is really looking for. This might mean creating different landing pages for people who are just researching, comparing options, or ready to convert.
Thinking about user intent also helps Google understand your content. The search engine wants to show pages that accurately align with what the user is searching for. If your content answers the question quickly and clearly, it is more likely to rank well and even get picked up in things like featured snippets, which improve visibility and help drive more traffic to your site.
A few simple ways to use intent in your content:
- Look at the top-ranking pages for your keyword. Find out what kind of content Google is showing – this will give you a clue about what users expect.
- Make your content match the goal of the search. If people want to learn, give them step-by-step instructions, examples, or visuals. If they want to buy, make it easy to see the options and complete a desired action.
- Organise your content so it is easy to scan. Headings, bullet points, and short paragraphs help users find what they need quickly.
Focusing on intent makes your content useful as well as SEO-friendly because users will instantly find what they were looking for, meaning that they trust your site more and will be more likely to come back or share your content.
4. Create Original, Useful Content
When it comes to ranking well and keeping readers engaged, original and useful content matters more than anything else. Google wants content that shows your experience and expertise, not content that just copies what’s already out there.
Original content means you are adding your own knowledge, insights, or experience. For example, if you are a digital marketing agency promoting your services, you may offer blogs which demonstrate expertise and first-hand experience. Originality is incredibly important for content writing, as your content has to be valuable and unique to your audience, not just a repeat of what’s already online.
Search engines and readers both reward content that offers new perspectives, actionable insights, or expert guidance that can’t be found elsewhere. Original content builds authority, trust, and engagement, making your site a go-to resource rather than just another copy of existing information.
Useful content means your readers can take something away from it. This could be practical advice, step-by-step instructions, helpful examples, or clear comparisons. If your content actually helps people, they will spend more time on your page, come back, or share it with others.
Demonstrating Expertise and Experience
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it’s one of the ways Google evaluates the quality of content. Content that demonstrates E-E-A-T tells both readers and search engines that you know what you’re talking about, your information is reliable, and your site can be trusted.
- Experience: Share first-hand knowledge or practical examples from your own work. This could include case studies or before-and-after pictures, to show readers that you’ve actually done what you’re writing about.
- Expertise: Highlight your qualifications, skills, or specialisation in the topic. Explain what you know and how it informs the advice you give, so readers understand why they can trust your insights.
- Authoritativeness: Build credibility by linking to reputable sources or showing recognition from trusted websites or industry bodies. Creating detailed author profiles for blogs or articles is a great way to improve authoritativeness, as this reassures the reader that the content is written by someone who genuinely knows the topic. Including a short bio with relevant experience, credentials, or professional achievements helps establish your authority and builds trust with both readers and search engines.
- Trustworthiness: Make your content accurate, transparent, and easy to verify. Clearly state your sources, avoid exaggerated claims, and ensure your site is secure and professional. You can also add trust badges, certification logos, or other graphics to show credibility. These visual cues help reassure readers that your business or content meets recognised standards, which can build confidence and trust.
By creating content that is original, useful, and backed by evidence, you make your site more trustworthy. Readers will see you as an expert, and Google will understand your page is high-quality and relevant. This is one of the most reliable ways to improve your rankings over time.
5. Use Descriptive Titles, URLs and Meta Data
Page titles, URLs, and meta descriptions are key elements for both readers and search engines. They tell people exactly what your page is about in search results and give Google useful insight into your content. Doing some keyword research first can help you choose the right words so your titles and URLs match what people are actually searching for.
Optimising Page Titles
Your page title is the main headline for your content and the first thing people see in search results. It should be clear, descriptive, and accurately summarise what the page is about. Using your main topic naturally in the title helps both readers and search engines understand the focus of your content.
Keyword research is useful for deciding on your page title because it shows the terms people are actually searching for. By including relevant keywords in a natural way, you can make your title more likely to match what users are looking for, without making it sound unnatural.
Optimising URLs
A clean URL is easy to read and tells both users and search engines what the page is about. Use simple words separated by hyphens and avoid long strings of numbers or random letters. For example, www.examplemarketingsite.co.uk/blog/how-to-improve-seo/ is much clearer than www.examplemarketingsite.co.uk/sf-dob?pk.
Keep URLs short, include your main keyword naturally, and organise similar pages into folders like /blog/ or /guides/.
Optimising Meta Data
Meta titles and descriptions determine how your page is displayed in search results. Well-written metadata can improve click-through rates, give users a clear idea of your content, and help search engines understand the relevance of your page.
Meta Titles
When writing a meta title, include your main keyword so search engines know what your page is about. If you’re trying to improve your local SEO, then adding the location can help attract the right visitors.
Meta Descriptions
When writing meta descriptions, it’s important to use your target keyword naturally, whilst keeping the description under 160 characters. Your meta description should entice people to click on your page, so it’s important to make this as descriptive and inviting as possible.
A well-written meta description can directly influence your click-through rate, which tells you how many people clicked on your result after seeing it in search. High click-through rates show that your meta information is effective and engaging.
Clear and descriptive titles, URLs, and Meta data make your pages easier to find, easier to understand, and more likely to attract clicks. Optimising these elements is a simple way to improve SEO and increase user engagement.
6. Add and Optimise Images (and Schema)
Images are incredibly important for SEO, as they make your content more engaging for readers and help Google understand what your page is about. Well-chosen, relevant images can also support your content, making it easier for readers to understand key points and stay on your page longer.
Adding High-Quality Images
Use clear, relevant images and place them close to the content they relate to. This helps readers connect the visual content with your text, makes your page more visually appealing, and guides readers through your content. It also gives search engines better context for understanding the topic of each section, which can improve how your page is indexed and ranked.
How to Optimise Images for SEO
- Optimise file names: Use clear, descriptive file names that include relevant keywords. Avoid generic or random names. This helps search engines understand the content of the image.
- Add descriptive alt text: Add concise, descriptive alt text for every image. Explain what the image depicts naturally, including keywords where relevant. Alt text improves accessibility and gives search engines context about your content.
- Ensure correct file size: Compress images to under 300KB, to reduce loading times without sacrificing image quality. Fast-loading images improve user experience and can positively affect SEO.
- Optimise placement and context: Position images near the content they relate to and ensure the surrounding text reinforces the image. This strengthens the connection between your visuals and content for both readers and search engines.
Using Schema
Schema is structured data that tells search engines more about the content on your website. You can use schema to mark up blogs, articles, FAQs, and many other types of pages. Tools like RankMath or other SEO plugins make it easy to add schema without needing to code.
Adding schema helps Google read and understand your content more clearly. It can also make your pages eligible for rich results or rich snippets. Rich snippets are enhanced search results that include extra information, like star ratings, FAQ sections, or images, which make your listing more noticeable in the search results.
Rich snippets can increase your click-through rate by making your content stand out in the SERPs (Search Engine Results Pages), attracting more visitors to your site. More relevant traffic can lead to higher engagement and ultimately increase conversions for your business.
Optimising images and adding schema makes your content more engaging, helps search engines understand it better, and improves its chances of performing well in search.
7. Link Thoughtfully
Links are a key way to connect your content to other relevant pages, both on your own site and on trusted external sites. They help readers find more information, improve navigation throughout your site, and guide visitors to related content, which improves the overall user experience, making users more likely to convert or complete a desired action.
Internal Links
Internal links are links from one page on your website to another page on the same site. They help users move through your site easily, show how pages relate to each other, and give search engines context about your site structure. Well-placed internal links also highlight your most important pages, which can help Google understand which content is most valuable.
External links
External links are links that take the user to another website. Linking to high-quality, reputable sources adds credibility to your content and demonstrates that your page is well-researched. When other trusted websites link back to your content, this can increase your site’s authority and trustworthiness in Google’s eyes, making it more likely that your pages will rank higher in search results.
Using links thoughtfully, both internal and external, improves navigation, strengthens your content’s credibility, and helps search engines see how your content is connected. This can boost your SEO performance and create a better experience for your visitors.
Anchor Text Best Practices
- Use text that clearly tells readers what the linked page is about.
- For internal links, make the anchor text explain the page on your own site so visitors and search engines understand the connection.
- For external links, use text that accurately describes the destination and only link to trustworthy websites.
- Avoid vague phrases like “click here” or “read more,” as they don’t help readers or search engines to understand what the page is about.
Thoughtful linking improves navigation, builds credibility, and helps search engines understand how your content is connected.
8. Promote Your Content
Creating good content is only part of the process. Promoting your content helps you drive traffic from your target audience and increase the chances of other websites linking to it, which can boost your SEO.
Start by sharing it through your own channels, like social media, email newsletters, and on your Google Business Profile. This is a quick way to get your content in front of people who already know and trust your business.
It’s also worth building connections with other businesses and websites in your industry. If trusted sites link to your content, it shows Google that your site is reliable and worth ranking higher in search results.
Paid promotion can help too, especially if you’re in a competitive industry or your site is new. Even a small budget on Google Ads or social media ads can get your content seen by more of the right audience.
The more people who see your content, the better chance it has of earning links, bringing in traffic, and performing well in search results.
Final Thoughts
SEO isn’t just about using the right keywords or strictly following a set of rules. It’s about creating content that genuinely helps people and is easy for Google to understand. Focus on clear headings, original and useful content, and optimised titles, URLs, images, and links. Think about what your audience wants and make it simple for them to find and use.
Good SEO takes time, but if you keep your content helpful, unique, well-organised, and regularly promoted, you will see results. The key is to balance strategy with genuinely useful content.
If you need more assistance with SEO content writing, get in touch with our friendly team of experts today – we’d be happy to help!
