How to create SEO content

Did you know that there are 85.5m monthly worldwide visits to Google?

Writing SEO content is your opportunity to connect with your target audience, offering them the answers and solutions they’re actively looking for.

It’s an essential skill for anyone looking to build their online presence, combining creativity and strategy to create content that ranks highly and engages readers.

But the goal of SEO content isn’t just to attract traffic – it’s to deliver real value, address your audience’s needs and guide them toward meaningful outcomes. If you tailor your writing to meet the expectations of both search engines and readers, you can create content that stands out and delivers results for your business.

Read on as we explore the key steps to writing effective content for SEO – from understanding what it is to mastering keyword research, structuring your content and optimising on-page elements.

Here’s how to make your content work harder for you.

What is SEO content?

We get asked this question a lot. How is SEO content different for any other kind of content?

SEO content refers to any type of online writing that’s specifically designed to improve a website’s visibility on search engines.

But it’s much more than just stuffing keywords into a page. To be truly effective, SEO content must provide real value to your audience – while sticking to best practices that make it easy for search engines to understand and rank.

Imagine you’re writing an article about choosing the best coffee machine for your home. It wouldn’t just list a few popular models. Instead, it would guide readers through the factors to consider – like budget, features and maintenance – backed up by practical examples and expert advice. This balance of useful, engaging information and strategic optimisation is what makes SEO content successful.

The fundamentals of SEO content include:

Keywords – These are the words and phrases your audience is searching for. Integrating them naturally into your content ensures it aligns with their queries.
Structure – Clear headings, logical sections and short paragraphs make your content easy to navigate and digest.
Meta elements – Titles, meta descriptions and URL structures help your content stand out in search results and attract clicks.

When it’s done well, SEO content bridges the gap between optimisation and meaningful engagement. It’s about creating something that serves both your readers and search engines.

Find out more about SEO articles.

Why is writing content for SEO important?

Writing content for SEO is about helping your audience find you in a sea of information. Every day, millions of searches are made by people looking for answers, advice and ideas. If your content is optimised to align with their searches, you’ll appear in front of the right people – at the right time.

But SEO content is more than just rankings. It’s about attracting relevant traffic – visitors who are genuinely interested in what you offer. For instance, if you’re a personal trainer, an article titled “Top 5 beginner exercises for weight loss” could draw in readers who are motivated to get fit and lead them to book your services.

Beyond visibility, SEO content builds trust. When your site consistently provides valuable insights and appears high in search rankings, it demonstrates expertise and credibility. This trust often translates into action, whether it’s a reader buying a product, signing up for a service or sharing your content with other people.

One of the best things about SEO content is that it can keep working for you long after it’s published. A well-written article or landing page can drive traffic for months – or even years – with minimal updates, making it one of the most sustainable ways to grow your online presence.

Read about how Submerge helped Brew Republic with SEO and content marketing.

A step-by-step guide to writing SEO content that ranks

Writing SEO content involves creativity and strategy. At its core, it’s about understanding what your audience wants and how search engines can help them find you. Effective SEO content doesn’t happen by chance – it’s the result of careful planning, thoughtful writing and, crucially, ongoing optimisation.

1. Conduct keyword research

Before you start writing, identify what your audience is searching for. Keyword research helps you uncover the exact terms and phrases people use, ensuring your content works for their needs.

Start with topics – Think about themes relevant to your niche or business. For example, if you’re a baker, topics like “gluten-free recipes” or “how to make sourdough bread” might appeal to your audience.
Use keyword research tools – Platforms like SEMrush and Ahrefs help identify keywords with high search volume and manageable competition.
Focus on long-tail keywords – Specific phrases, like “how to bake gluten-free sourdough bread,” often face less competition and attracts more targeted traffic.

Pro tip: Pay attention to the search intent – what do users want to achieve with their search? Are they looking for information, comparing options, or are they ready to make a purchase? Align your content with their intent for better results.

2. Structure your content

Once you have your keywords, the next step is to organise your content. A clear and logical structure helps readers follow your ideas and makes it easier for search engines to crawl and understand your page.

Your article should start with an attention-grabbing title that includes your main keyword. For instance, a title like “How to Write SEO Content: A Beginner’s Guide” signals both relevance and value.

Try not to exceed 10 to 12 words in your title to keep it concise and impactful. This ensures readability and keeps it within search engine display limits. If possible, place the most critical keywords and information within the first few words to maximise their visibility and effectiveness.

Follow this with an introduction that sets the stage, explaining what the article is about and why it’s worth reading. Use this section to hook your audience in by addressing their pain points, asking a question or highlighting what they’ll benefit from if they continue to read. A strong introduction captures attention and provides context, encouraging readers to stay with you.

In the body of your content, use headings and subheadings to divide your information into digestible sections. For example:

H1: How to Write SEO Content
H2: Understanding SEO Content
H2: Conducting Keyword Research
H3: Tools for Keyword Research

3. Write for your readers and search engines

Effective SEO content strikes a balance between readability and optimisation.

Focus on providing value while naturally incorporating keywords. Always avoid forcing keywords into sentences – instead, let them flow naturally.

Example:

Poor: “Sourdough bread recipes are great for sourdough bread beginners learning how to make sourdough bread.”
Better: “Learning how to make sourdough bread can feel daunting, but with the right recipe and tips, it’s easier than you think.”

Use examples, anecdotes and a conversational tone to engage your readers. Clarity is key – avoid jargon unless your audience expects it.

4. Optimise on-page elements

On-page optimisation plays a crucial role in SEO. These are the technical tweaks you make to ensure your content is as search-engine-friendly as possible.

Start with your title tag, which is the clickable headline that appears in search results. It should include your main keyword and stay under 60 characters to avoid being cut off. Similarly, your meta description – a brief summary of your content – should get readers to click while including your primary keyword.

Optimise your URL by keeping it short and descriptive. For instance, instead of a vague URL like ‘example.com/page123’, use one like ‘example.com/seo-content-tips’.

Don’t forget to add alt text to your images, describing them in a way that helps search engines and visually impaired users understand their context.

Read about how to optimise images for SEO.

5. Measure and refine your content

Publishing your SEO content is only the beginning. To understand how well it’s performing, you’ll need to measure its effectiveness. Analytics tools such as Google Analytics and Ahrefs are essential for tracking metrics like traffic, bounce rates and time on page.

These insights allow you to understand what’s working and pinpoint areas for improvement.

Monitor your rankings for the keywords you’ve targeted. If certain pages aren’t performing as expected, revisit them to see where adjustments can be made. This might involve refining your keyword placement, improving readability or updating outdated information.

SEO is an ongoing process, so regular reviews and updates may be necessary to keep your content relevant and competitive.