Writing SEO Content

A simple guide on how to approach SEO content

SEO Titles and Subtitles

Whenever you’re planning on writing content for a page that you want to rank on Google for a specific search phrase you’ll want to begin by planning out the sections of the page and the associated titles. In some of these titles or subtitles, you’ll want to try to include the SEO search term. (Make sure you select the Title component and SEO Title option in Layout Composer)

For example, if you’re trying to target the phrase, SEO Agency Manchester, in a landing page guide on how you achieved your results, you might create a title like How we rank for SEO Agency Manchester, with a related subtitle like, “A guide on how we achieved our great results”.

Once you’ve decided on the sections in your page, along with associated titles; you’re ready to start writing content.


Rules for writing good SEO content

Keep it simple and real

Try not to think you’re smarter than the billion dollar AI algorithm that Google uses to index pages and keep it real. The Layout Composer and your website build will be doing most of the work for you, you just need to add the content.

  1. Keep your language natural, and write as though you’re speaking
  2. Try recording yourself reading your page, do you sound human? (The answer should be yes)
  3. Make sure the content relates to the title for that section
  4. Don’t be fluffy and try to get a high word count, this isn’t college and you don’t get extra points for talking rubbish.

If you’re happy with your SEO Content, you’re ready to move onto the next step of search engine optimisiation.


Woman writing in book

Optimising Content for SEO

Follow the rules, don't get excited

If your content is good and well written, you will have naturally included your keywords in your content. That’s enough. Don’t believe the hype when SEO Agency Copywriters tell you about needing a specific ratio. They only tell you that so that you don’t go overboard and spam the life out of your content.

REMINDER : If the content is well written, your SEO Keywords are in there, chill out, don’t add any more.

Seriously, don’t add any more. Chill. Out.

Highlight Keywords
Wherever you see the keywords you’re trying to rank for (and where it make sense for them to be highlighted) select the text and make it bold. As a general rule, every single one of your keywords will not be in bold, because that’s just plain ridiculous. Again, keep it real, you’re not going to trick Google.

Internal Links
If your content is good and you’re talking about your overall product or service offering, chances are you’ll have referred to some of your other services in the same content. Highlight these words or phrases that refer to them and make them link to those same pages.

You don’t need to link every reference to the other services, once or twice for each service is more than enough. Again, don’t over do it, if your content looks like it has a million links in, you’ve overdone it. A handful will do at best.

As we mentioned before, its not about writing an essay where you’re trying to get points for effort, you’re trying to create something that visitors to your site will actually read. When was the last time you read a 1600 word essay about anything? School? Uni? Exactly.

Break the content up with images and potentially call to action components. Make the images relevant to the copy, or be abstract, it doesn’t make much of a difference, just use the images to break up the copy.

Image Descriptions
Describe, truthfully, what each image is. If its a picture of carrots on a table, your description will be, “carrots on a table”.

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