Do you have your own website and are looking for an online marketing strategy that will get you, ready-to-buy visitors?
You are part of a content marketing team and looking for SEO approaches that work?
You’ve already tried other SEO agencies but haven’t found exactly what you’re looking for?
Then you’ve come to the right place!
This article is a complete guide to SEO Content writing in 2021. In 10 steps we explain everything you need to know.
So if you’re after more traffic, more leads and more sales, you’ll find applicable strategies for it here.
Let’s get started!
What Is SEO Content?
SEO content differs from ordinary content in that they are optimized to be listed among the top search results in search engines like Google.
Writing SEO content requires both analytical understanding and empathy. It is necessary to find search terms, so-called keywords, which at the same time have a high search volume and are searched for by one’s own target group.
The one who best embodies the voice of his audience and answers exactly the questions that his customers have wins the race for the top results on Google!
Why Is Creating SEO Content important?
The advantages of a strong presence on the Internet through SEO content are obvious:
- Getting the right visitors: by answering users’ questions, you pick up potential customers right at the problem and can present them with the solution.
- Building trust: A website that regularly uploads new texts to a blog builds trust with users.
- Sustainability: A placement in the search results, which was created by good content and not by ads, brings customers in the long term.
- Versatility: High-quality content can be posted on social media channels in addition to the blog.
These points shine. They become even more vivid if you explain the whole thing with an example.
SEO Content Examples: What Does Success Look Like?
We at BlogTec have been writing SEO optimized articles for Wise for a few months now.
Wise mainly offers ways to transfer money abroad quickly and cheaply. Where other banks make high deductions for exchange rates, Wise offers low-cost solutions.
Like any modern business, Wise faces the challenge of online marketing.
Attention is the key. Established avenues like social media campaigns and Google Ads strategies can certainly help.
However, the service Wise provides is very specific and at best, the ads reach people who have the exact problem Wise can solve.
This is where it gets exciting because now SEO comes into play…
Picking Up the Customer
An article we wrote for Wise called “Deutsche Bank Konto kündigen: Schritt für Schritt erklärt”.
In Germany, about 2000 people use Google to search for the keyword “cancelling deutsche bank account” every month. The people searching for it want instructions on how to cancel their Deutsche Bank account.
Thanks to our article, Wise lists first place as an answer option for this problem. 2000 people a month are enticed to visit Wise website on this keyword alone.
There they find not only a solution to their problem but also possible alternatives. In this way, the reader gets to know the service that Wise offers and intuitively develops trust in the brand because it was able to help them with their problem.
How to Write SEO Content?
But how exactly do you write content that will list on the first page of Google?
At BlogTec, we follow a clear framework of steps that we follow for every article. One of our Company Values is that we want to constantly evolve.
Accordingly, we are always adapting our copywriting processes to the latest circumstances.
For 2021, we have adopted the following 10-step approach:
Step 1: Stand Confidently by Your Own Blog.
Let’s explain writing an SEO content piece on a practical example:
Imagine we are a company that specializes in water lifestyle sports. We sell surfboards, wetsuits, diving masks, etc.
In the style of our modern times, we naturally want to be present on the Internet. We set up our social media channels and create a website and an online store where we present our products.
Now we have to create content so that people will also take notice of us. But what’s the best way to do that?
We’ve heard about SEO and blog marketing before, but on top of all the other daily responsibilities, we hardly have time to write our own content for our blog.
A friend told us about BlogTec. They are writing blog posts for his company and he and his colleagues were very happy with it.
On Google, we search for BlogTec and on the website we quickly find a contact person to whom we explain our situation. We agree on a test blog entry and are excited to see what it will look like in the end.
Step 2: Keyword Research and Technical SEO
Before writing a blog entry, it is important to find a keyword that is searched for by your target group.
Only when the article is optimized for this keyword, an article develops into an SEO article. To find suitable keywords, it is necessary to determine your specific niche.
In our example, our company is specialized in water lifestyle sports.
Now we have to compare our own offer, our own philosophy with other brands from the scene. Among your closest competitors, you find high-quality keywords that are used by exactly the group of searchers you have in mind as customers.
In the end, we have a set of high-quality keywords that are used by our potential customers.
For our example, the keyword “surfing morocco” has turned out to be the topic for an SEO article
Step 3: Find Sub-Keywords
Now we have our keyword and can move on to the next challenge:
How do I need to write the text to get it into the top 10 search results on Google?
The shortest way is to take a closer look at the top 10 results for our keyword.
Google Suggest automatically gives us more sub-keywords in the search bar. Here we have to be attentive! Google uses these additional keywords to tell us what challenges users are facing for our keyword.
So for the keyword “surfing morocco”, people are looking for cities like “Taghazout”, the different seasons for surfing in Morocco, and information about travelling as a beginner and with family. How all this affects the content of your text will be explained in the next step.
Step 4: Determine Search Intent
Let’s be clear: Inserting important keywords into texts is not enough to rank in Google’s search results.
At the same time, you have to meet the search intent in terms of content. That is, you have to answer those questions that your users associate with the selected keyword.
The sub-keywords we got from Google Suggest give us the first direction for our text. We should definitely include some of them in our article.
Before writing, however, we still need to research and clarify the following questions:
What Kind of Sites Rank in the Top 10 on Google?
When researching the top search results on Google, it is important to pay attention to the form in which the content is written.
Is All the Content in the Form of a Blog Article or Are Product Pages Listed?
Compare the best results from the search results and orient yourself in form and structure on these examples!
What Do the Top-Ranked Articles Write About?
A good first impression of the content of an article can be gained from the headline.
The top 3 results for our keyword include references to the time of year, top places to visit and give general travel advice.
Remember, Google Suggest already told us the search intent at the beginning.
Now here we see it realized.
What User Queries Are Being Answered?
The position 1 on Google for the keyword “surfing morocco” includes the following topics in the article:
- Where to surf in Morocco?
- It takes into account whether the reader is a beginner or a professional.
- In addition, this blog article still presents accommodation options from the point of view of an experience report and compares advantages and disadvantages.
The other top results also choose a similar form. So now we know in which direction our article about “surfing morocco” should go. We have identified the search intent.
It’s time to outline a structure!
Step 5: The Outlining – Finalize the Preparation
Outlining is where keyword analysis and content research come together.
It is important to outline the SEO article in advance. Later, when writing, it will be helpful to have the text already structured.
In our experience, 90% of all informative blog posts on the Internet follow a similar structure. We have summarized this structure in a template.
Template for the Perfect SEO Article
As mentioned, every SEO article has one or more focus keywords.
An excellent article focuses on these keywords and builds everything around it.
As a rule, every SEO article answers three questions: WHAT? WHY? and HOW TO?
Our Example in Outlining
Here’s how it might look for our example:
H1: Surfing Morocco: Where are the best waves and most beautiful nights? [Field Report]
H2: What makes surfing in Morocco so unique?
H3: Where can I find the best surf beaches?
H3: Morocco as a destination
H2: When are the best waves in Morocco?
H3: Surfing in winter
H3: Surfing in April in Morocco
H3: Surfing in summer and autumn
How to?: Solution:
H2: Surfing in Morocco: The best places to sleep
H3: Surfing with the family
H3: Travelling alone to Morocco
H3: In a tent, in a van or in a hotel: The best accommodations
As you can see, we have used only the information that we have found during our research. Thanks to headings and subheadings, the text is now neatly structured and built.
Now that the framework is in place, we can start the real work. It’s time to write our SEO article!
Step 6: Write Search Engine Optimized Content: The 1st Draft
Thanks to our preliminary work, we don’t start from scratch on a white page during the 1st draft.
We have our keywords and outlining in front of us, and we already know where the text will lead. Now we can fill it with content!
The beauty of a first draft is that nothing has to be perfect yet. The important thing is that we write through the entire SEO article once from front to back. There will be plenty of time to rework it later.
In the introduction, it is important to capture the reader’s attention. The first sentence is already crucial. Here are a few ways to make your SEO content exciting right at the beginning:
- Open with a question: Where are the most beautiful waves in Morocco?
- Start with a steep thesis: Did you know that 3 of the 10 most beautiful beaches in the world are in Morocco?
- Explain clearly what the reader can expect: Here you will find testimonials about the best surf beaches in Morocco.
This is roughly what the first sentence for our sample SEO article could look like. We must create suspense and explain to the reader what to expect if they want to read on.
Main Part / Part 1 – What is the “Keyword”?
At the beginning of the main part, it is important to define the keyword.
In the best case, the reader already gets the answer to his question here. By making a clear statement directly, we create trust with the reader. If possible, we back up our statement with a link to a reputable source.
Once the WHAT? has been clarified, we can move on to the WHY?
Main Part / Part 2 “Why is “Keyword” Important?
Our reader now knows what it is all about. He has collected facts and has been able to get a picture of the topic.
Now it becomes personal. Now we explain WHY the topic is important for him or her.
Examples, experiences, test reports, recommendations.
We fill our text with life and create a tangible connection between our keyword and the real world.
Our keyword is now in the context of a problem, a challenge, or an opportunity. In the best case, the reader feels addressed by this context. If we have determined the search intent correctly, this should be the case!
Main Part / Part 3 – How to Deal with “Keyword”?
Finally, we give the reader clear guidance that he or she can use to take direct practical action.
We answer the “HOW?” In most SEO articles, this is the point where you introduce your own product.
By already gaining trust and creating context, we can now naturally bring in and pitch our product.
Let’s take another look at the introduction and make sure we close the loop in the summary.
In our SEO article, we would include links to product pages on our website at the end of the article. The reader now has a better idea of what is required for a surf trip to Morocco. Should he plan to travel, he will find everything he needs on our site….
Step 7: The Revision
The 1st draft is ready! Congratulations, you can now take a breath and let your article rest.
Before you start the revision, you should let at least one night pass. Then take your time and go through the whole text step by step.
These are the points to consider in any revision:
Have I Met the Search Intent?
Go back to your initial notes. Make sure your text answers the exact questions Google is asking related to the keyword.
Once your text is perfectly aligned with your users, double check that you’ve placed all the important keywords.
There are millions of great texts on the internet that no one ever finds. The reason for this is that search engines like Google can’t match the content to any search queries.
To avoid this, make sure you’ve included the most important keywords naturally in the text and headings.
Trust that you have built up with the reader with good research can be quickly lost with unnecessary spelling mistakes.
At BlogTec we use Languagetool.org to check each of our texts for spelling and grammar errors.
Four Eyes Are Better than Two
So far, you’ve spent a lot of time alone with your text. It’s time to bring in another pair of eyes.
At BlogTech the writer and content manager share the work on a text. With this double backup, the level of errors decreases and at the same time the quality of our SEO content increases.
Step 8: Make the SEO Content Descriptive
Search engine optimization of a text is not limited to keywords and search intent.
Google measures the time a user spends on your page. The longer that person stays, the better for your search engine rankings.
To give the reader a clean reading flow, you should include images, graphics and call-to-action buttons at regular intervals.
Step 9: Create Meta Title and Meta Description
Before you share your article with the world, you should define the Meta Title and Meta Description. Consider the following point:
- Use your focus keyword once
- The Meta Title should not be longer than 70 characters, so that it appears completely in the search results.
- The Meta Description should not be longer than 160 characters.
- Questions, numbers, and terms in [brackets] statistically increase the CTA (Click-Through-Rate)
Step 10: Upload Your SEO Content
Congratulations, you did it!
Your fully optimized SEO Content will be indexed by Google after uploading and assigned to specific search queries.
Now you just have to wait. The visitors will come on their own..
Meanwhile, you can dedicate yourself to a new SEO content. The journey has just begun!
SEO Content Writing for Advanced Users
We write a variety of SEO content every week for all types of businesses.
Our 10 steps have emerged organically from our daily craft.
If you follow them, sooner or later you will attract visitors and customers via search engines like Google.
Maybe you will eventually feel like us and the constant growth of the number of visitors makes you curious.
What SEO strategies can I additionally apply to my texts? What are SEO tips for advanced users?
On-Page SEO vs Off-Page SEO
All the tips we discuss in this blog post belong to the category of on-page SEO factors.
On-page SEO describes the optimization of visible content ON the page itself.
In addition to this, there is an area of SEO work that deals with the factors BEHIND your website. Off-Page SEO creates the conditions for your site to be correctly recognized by the Google algorithm.
At BlogTec, we do a site audit for every new client to make sure that all the requirements are met. If you want to learn more about Technical SEO, you find information on our website.
Tip 1: Style Guidelines
Depending on where a text is published, different style guidelines apply.
A novel is written in a different style than a newspaper article. An advertising poster in the train station entrance hall is written differently than a LinkedIn post.
The following stylistic principles apply to publishing blog articles on the Internet:
- Short sentences are key: Try to write as many, short and clear sentences as possible.
- Avoid technical terms: Complicated words disrupt the reading flow. Find a simpler term!
- Make a paragraph after 3-4 sentences: When reading online, nothing is worse than a wall of text. Break up your articles with paragraphs, headings, images and graphics.
- A heading every 200 words: There should be a maximum of 200 words written between two headings. This prevents your reader from being confronted with a wall of text.
Google measures the time a user spends on your texts. The more enjoyable the reading flow, the better it affects rankings.
Tip 2: Meet the Voice of Your Audience
It would be naive to think that any writer can write about any topic.
At BlogTec, we spend a lot of time finding suitable writers for each niche. Once the relationship between project and writer is established, it doesn’t change.
Over time, our writers become experts in their field! The form, content and tone of a business blog should meet the requirements of its audience. Allow visitors to your site to leave comments, so you can get direct feedback.
Tip 3: Set Links Correctly
When setting links in SEO content, a distinction is made between internal and external links.
Internal links are links to other blog articles or landing pages of your own site. These links do not leave their own domain.
External links are links that leave their own page and lead to a new URL and domain.
There are different guidelines for both types.
While creating a website, one should commit to so-called cornerstone articles.
This means those pages and posts that are most important for one’s business. In any SEO article, you should make sure to link to as many of these cornerstone articles as possible.
It is important that links never appear randomly and in the best case are announced. When a reader sees a link, they should be able to guess what is behind it.
Every well-researched text is based on sources. Linking to some of these sources not only promotes trust with the reader, but is also considered a favourable ranking factor by Google’s algorithm.
- scientific statements
- surveys and percentages
should always be backed up with a high-quality source. Google Scholar is an excellent way to find resources of this kind.
What Makes Good SEO Content?
Here is a summary of what makes up good SEO content:
The search intent is paramount: the right keywords are important, but it’s even more important to solve the exact questions and problems that search engine users associate with the keyword.
Good SEO Content must please the reader: If a user spends a lot of time on your text, maybe even clicks on links or completes an order, that’s a sign for Google to improve your search engine rankings.
Cleanliness and correctness: Internet users form judgments about content they encounter within seconds. That’s why it’s important that your content makes an immediate impression. Through a clean structure and intensive spell-checking, you ensure an attractive appearance.
In connection with SEO content, we regularly receive questions from customers and website visitors.
Here now some of our most frequently asked questions:
Are Backlinks Still Important for SEO in 2021?
The co-founder of Clearscope, an on-page SEO tool, predicts that backlinks will become less important in the coming years.
As Google’s algorithm gets better at distinguishing good content from bad content, backlinks and their importance to SEO are becoming less important.
When someone links to your site or blog post, it’s a sign to Google that you’ve done something right. For a long time, a lot of SEO work was built on generating as many backlinks as possible in order to gain Google’s trust.
These times are over. However, a link building campaign is still suitable in some cases to push the authority of a page. Especially for new sites, a few backlinks to start can cause a real boost in traffic!
Should I Delete Outdated Content from My Site?
The clear answer here is: No!
Rarely do we recommend deleting pages or posts entirely. While your content was online and indexed by Google, it earned a place in search results and attracted visitors.
A more elegant way than deleting the page completely is to redirect from old content to new content using a redirect. You can find out exactly how to do this and what other options there are for removing outdated content in our blog entry on the subject.
Instead of redirecting or removing old content, there is still the possibility of freshly setting up new content. We have summarized 12 simple tips for you in our article on content maintenance.
Should I also Optimize My Category and Product Pages for SEO?
Category and product pages are ideal for ranking for keywords with a purchase intention.
Our 10 steps for writing SEO content can also be applied here.
To distinguish whether you should rather create a blog post or a category page for a certain keyword, it is important to define the search intent correctly.
How to create SEO texts for product pages, we have explained to you here.
Which Tools and Software Should I Use to Write SEO Content?
Keyword research tools, programs that analyse your on-page and off-page SEO and other modern software, can provide great support in creating SEO content.
These are the tools we use regularly at BlogTec:
- Ahrefs (keyword research)
- SurferSEO (on-page optimization)
- Notion (knowledge management, project management)
- Google Serach & Google Suggest (search intent)
Conclusion for SEO Content Writing in 2021
Modern SEO content must first and foremost please your readers. Content that offers added value to others will bring you the most success.
Google understands better and better what its users want. Giving users what they want is Google’s ultimate goal. If you can help the search engine do that, it will show up in prime ranking positions for your content.
Writing SEO content is an art and requires practice and passion.
We at BlogTec are not an ordinary SEO agency. For us, online marketing is not just about placing keywords or attracting visitors with paid advertising. We pursue content marketing strategies that aim to target the very people we can help in the vastness of the Internet.
We pursue these approaches for our own business and for that of our clients. If you want to take your writing to the next level, contact us. We’ll find the voice that fits you!