How To Do SEO Content Writing

Why does this matter?

Because when done right, SEO content brings more people to your site, helps them trust your brand, and can even turn them into paying customers.

At Shakeworldonline, we focus on SEO content to help businesses grow their audience and rank higher on Google. In this guide, you’ll learn how to do the same.

We’ll talk about how to find the right keywords, organize your content so it’s easy to read, and get all the little details like title tags and meta descriptions just right. Plus, we’ll share tips for improving your content even after it’s published.

Let’s get started

What is SEO Content Writing?

SEO content writing is like speaking two languages at once: one for search engines like Google and one for real people visiting your website.

For search engines, you format and structure your content so it’s easy for them to understand and rank. For people, you write in a way that’s clear, helpful, and answers their questions.

In simple terms: it’s about making sure your content matches what people are searching for and presenting it in a way that search engines can find and show to them. It’s all about giving people exactly what they want.

What is search intent?

Understanding search intent might sound fancy, but it’s really just about figuring out why someone is searching for something on Google.

Why does this matter?

Because when you know what people want, you can create content that gives them exactly what they’re looking for. And when you do that, Google is more likely to put your page at the top of the results.

There are five main reasons people search, and each one can guide how you create your content. Let’s break them down so you can use them to boost your rankings and connect with your audience.

Informational Intent

Informational intent is when someone searches to find an answer, learn something, or get more details about a topic.

Why does this matter?

Because if your content clearly answers their question or teaches them something, you can attract more visitors to your site.

For example, people might search for:

“How to start freelancing?”

“What’s the capital of Nigeria?”

“Who has won the most Grammy awards?”

If you want to grab their attention, create content like blog posts, how-to guides, or FAQs that are simple, clear, and valuable.

Navigational Intent

Navigational intent happens when someone knows the website or brand they want but uses Google or another search engine to get there quickly.

Why does this matter?

If people are searching for your brand or service, you want to make sure they can find you without any hassle.

For example, users might search for:

“Spotify login”

“TikTok login”

“YouTube”

To capture this type of search, ensure your site shows up at the top of search results for your brand name. This means optimizing your website, keeping your branding consistent, and using tools like Google My Business to claim your spot online.

Commercial Intent

Commercial intent is like the “window shopping” phase of online searches. People aren’t ready to buy just yet—they’re researching, comparing options, and deciding what’s best for them.

Why is this important?

It’s your chance to highlight what makes your product or service better than the competition.

For example, they might search for:

“GetResponse review”

“iPhone vs. Samsung Galaxy”

To capture this audience, create helpful content like comparison articles, in-depth reviews, or case studies. Show the benefits of your product in a clear and honest way to build trust and influence their decision.

Transactional Intent

Transactional intent is when people are ready to buy—they know what they want and are just looking for the best place to get it.

This is where the money is! These users are primed to take action, like making a purchase or signing up for a service.

For example, they might search for:

“Buy iPhone 15 online”

“Freelance writing course”

To grab their attention and convert them, make sure your product pages are clear, professional, and easy to navigate. Add strong calls-to-action (like “Buy Now” or “Sign Up Today”) and ensure the checkout process is quick and seamless.

Local Search Intent

Local intent happens when people are looking for something nearby, like a place to eat or a service in their area.

These users are often looking for quick, local solutions, and they want to find results that are close to them.

For example, they might search for:

“Pizza places near me”

“Electricians in Lagos”

To show up in these local searches, make sure your Google Business Profile is set up correctly and up-to-date. Also, include location-specific keywords in your website content, like the city or neighborhood you're targeting, to help search engines connect you to people nearby.

Targeted Keyword Research

Once you know what people are looking for (search intent), the next step is keyword research—finding the words or phrases that match what users want to know or buy.

The right keywords are what get your content noticed. They help your content show up in search results.

There are free SEO tools and simple strategies that make it easier to find the best keywords for your content. These tools help you discover what terms people are actually searching for, so you can use them to get more traffic to your site.

Start with a Seed Keyword

A seed keyword is your starting point when you're figuring out what words to target. It’s usually a broad term that relates to your business or niche. 

For example, if you’re in the fitness industry, a seed keyword could be “home workouts.”

Why is this important?

Seed keywords help you discover more specific phrases that people might search for, like "best home workouts for beginners" or "home workouts for weight loss." These longer phrases (called long-tail keywords) are what help you target specific questions or needs people have, making it easier to rank higher in search results.

Use Google Keyword Planner

Google Keyword Planner is a great free tool for finding keywords that people are searching for.

Here’s how to use it:

Log in to Google Ads and go to Keyword Planner.

Enter your seed keyword, like “home workouts.”

Review the suggestions that pop up. You’ll see data on how many people are searching for these keywords, how tough the competition is, and if there are any seasonal patterns.

Pro Tip: Look for keywords that have a decent number of searches but aren’t super competitive. These are easier to rank for, so you can get more traffic to your site with less effort.

Try Google Trends

If you want to see which keywords are becoming popular, Google Trends is a great tool to use.

Here’s how to use it:

Go to Google Trends and enter your seed keyword, like “home workouts.”

You might find related topics that are growing in popularity, like “HIIT home workouts” or “10-minute home workout plans.”

You can also see how these keywords are performing over time to spot trends.

Check out the related queries section for more keyword ideas that could be worth targeting.

Google Trends helps you stay ahead by showing what people are starting to search for, so you can adjust your content accordingly.

Leverage ChatGPT

ChatGPT can be a surprisingly useful tool for generating keyword ideas.

Ask ChatGPT to come up with different keyword variations for your main keyword, like “home workouts.”

Be more specific in your requests for better results, such as, "Give me long-tail keywords for 'home workouts' targeting beginners."

Use ChatGPT’s suggestions along with other keyword tools for a more thorough search.

Bonus Tip: You can even ask ChatGPT to simulate questions users might ask. This helps you create content that matches what people are looking for, especially when they have informational intent.

Explore SEMrush Keyword Magic Tool

If you're looking for a powerful tool, SEMrush's free version is a great choice for keyword insights.

Enter your seed keyword, like “home workouts,” into SEMrush’s Keyword Magic Tool.

SEMrush will suggest related terms, such as “home workouts for seniors” or “no equipment workouts.”

Browse the list of keywords, which are grouped by intent or topic.

Use filters to find keywords with low competition, making them easier to rank for.

By combining insights from these free tools, you can create a targeted keyword list that’s highly relevant and ready to help you rank higher in search results.

Start with one tool and gradually build your expertise

Creating content outline

With search intent and keywords in hand, your next step is creating an outline. This ensures your content stays focused, organized, and SEO-friendly.

Here’s how you can create a content outline using tools and strategies that simplify the process:

Use AnswerThePublic

To create content your audience actually cares about, you need to know what they’re asking online. 

Why? 

Because if you answer their questions, they’re more likely to find and trust your content.

Here’s where AnswerThePublic comes in—a free tool that gathers real questions people ask about any topic.

For example, if you’re writing about freelancing, type “freelancing” into AnswerThePublic. You’ll see questions like:

“How to start freelancing with no experience?”

“Why is freelancing better than a 9-to-5 job?”

These questions are gold! Use them as subheadings (like H2 or H3) in your blog post. Group similar ones together to make your content flow logically and keep your readers engaged.

Use Frase to generate outline

If you want to speed up creating an outline for SEO content, the Frase Free Outline Generator is a fantastic tool.

Here’s how it works:

Enter your topic, like “freelancing tips.”

Frase will create a ready-to-use outline with headings, subheadings, and even example content.

You can tweak the outline to match your style and needs.

For instance, it might suggest:

What’s cool? You can pick and choose the sections you like and directly paste them into your document. It’s an easy way to stay organized and save time

Tactically sprinkle your keyword in your content

Adding keywords to your content is a HUGE part of writing for SEO.

The big question is: Where should you add your keywords, and how often should you use them?

Truth is, there’s no magical number of times to use a keyword. In fact, Google has made it clear that they don’t care about keyword density anymore.

So, if someone promises “perfect keyword density,” you can ignore that advice. What really matters is where you place your keywords—not how many times you use them.

Here’s where your keyword should go for the best results:

The Title of Your Page

Your title is the first thing both readers and search engines see, so it’s super important.

Use your keyword once here, naturally. Don’t try to cram multiple keywords—it’ll make your title awkward and look spammy.

The URL

The URL (the web address of your page) should also include your keyword. It helps search engines understand your page and makes it look professional.

The Introduction

Your keyword should appear early in your blog post to show readers (and search engines) that your content is relevant. You don’t have to force it into the first sentence, but aim to include it within the first 100-150 words.

Subheadings (H2 and H3 Tags)

Including keywords in your subheadings helps structure your content and makes it easier for readers to scan. It also gives search engines a clearer idea of your content’s organization.

Throughout the Content

Sprinkle your keyword naturally throughout your content. A good rule of thumb is to use it once or twice per 300 words. Don’t overdo it—Google doesn’t like keyword stuffing. Instead, use synonyms or related terms to keep things interesting.

FAQs

If you include a FAQ section, make sure your keywords show up in the questions. This can help your content rank for related searches.

Keyword placement is all about strategy and natural flow. By focusing on these key areas, you’ll create content that not only ranks well but also delivers real value to your readers.

Edit your write-up for easy reading

According to a study published by RealBusiness, 59% of people leave a webpage immediately if they encounter frequent spelling or grammatical errors.

Why? Because these errors make your content look unprofessional and less trustworthy.

From my own experience, poor grammar and typos do not only frustrate readers but can also harm your brand’s credibility. 

Think about it: would you stay on a page riddled with mistakes? Most people wouldn’t, and search engines take note when users bounce from your site.

This is why editing for readability and accuracy is essential for keeping readers engaged and improving your site’s performance.

Tools like Grammarly and ProWritingAid can instantly spot and fix spelling and grammar errors.

For example, Grammarly highlights issues in real time, so you can clean up your content as you write. ProWritingAid goes a step further by analyzing sentence structure and readability.

Beyond fixing errors, ensure your content is easy to skim. Tools like Hemingway Editor help simplify your writing by identifying overly complex sentences.

Even with tools, manual proofreading is key. Reading your content out loud can help you catch errors you might miss otherwise.

Combine these tools with analytics to track bounce rates. If your bounce rate drops after improving readability, you’ll know these methods work.

Use emotional captivating Title tags

According to a study conducted by Outbrain, headlines with emotionally captivating words have a 12% higher click-through rate than those without. 

Why? emotional titles grab attention and make readers curious enough to click.

From my own testing, I’ve noticed that using emotional triggers in title tags leads to better engagement and improved rankings. So, besides including your keyword, you should focus on making your title emotionally appealing.

Here are a few ways to craft emotionally captivating title tags:

Words like “ultimate,” “essential,” “proven,” and “life-changing” can evoke curiosity or excitement.

For example, instead of saying, “How to Save Money,” say, “10 Life-Changing Ways to Save Money Fast.”

Adding urgency or exclusivity can make readers feel they’re missing something valuable.

For instance, “5 Proven Strategies You Can’t Afford to Ignore” creates a sense of urgency.

Tools like CoSchedule’s Headline Analyzer or Sharethrough Headline Analyzer can evaluate your titles for emotional impact and SEO effectiveness.

A/B test your title tags to see which ones perform better. Over time, you’ll discover the emotional triggers that resonate most with your audience.

Write a good meta description

A meta description is the little snippet of text that shows up below your page title in Google search results. And while it doesn’t directly boost your rankings, a well-written meta description can attract more clicks to your page—helping you rank higher over time.

Here’s how to write a meta description that grabs attention and gets results:

Each page on your website should have its own meta description. Because it tells searchers exactly what they’ll find on that specific page.

Your meta description should explain what your page is about and make people want to click on it. Think of it like an ad for your page—what’s in it for the reader?

Example: Let’s say your keyword is “healthy eating tips.” Your meta description could say:

“Discover quick and easy healthy eating tips to boost your energy and improve your well-being.”

This tells the user what they’ll learn and gives them a reason to click.

When you include your target keyword in the meta description, Google will bold it in search results. This makes your listing stand out more.

Stick to about 150–160 characters. This is the ideal length to fit nicely on search results without being cut off.

Use tools like Yoast SEO or Rank Math to preview your meta description. These tools make sure your description isn’t too long (so it doesn’t get cut off) and looks good on both desktop and mobile devices.

Even though meta descriptions don’t directly improve your rankings, they can bring more clicks to your site. And those clicks (called CTR or click-through rate) can indirectly boost your rankings over time. So, take the time to write a good one—it’s worth it

Link to other pages in your site

Internal links connect pages on your website, helping both readers and search engines navigate your site better.

For Readers: They guide users to related content, making their experience smoother.

For Search Engines: They help Google understand your site structure and improve indexing.

Add 4-5 relevant links to every post. Use clear anchor text like “Learn about SEO strategies” instead of “Click here.”

Avoid too many links—keep them relevant and helpful. Internal links improve engagement and SEO, so use them wisely

Link to external resources

External links play a vital role in building trust and credibility for your content. A study by Neil Patel emphasizes that outbound links signal to Google that your site is credible and well-researched, while a report from Ahrefs highlights how linking to authoritative websites enhances content value and reliability.

Best Practices:

Link to High-Quality Sources: Ensure that the websites you link to are reputable and relevant to your content. This practice supports your content's credibility and provides value to your readers.

Use Descriptive Anchor Text: Instead of generic phrases like "click here," use specific and descriptive text that indicates what the linked content is about, such as "learn more about Google's ranking factors”.

Open Links in a New Tab: Configure external links to open in a new browser tab to maintain user engagement on your site while allowing them to explore additional resources.

Implementing these practices can boost your content's authority and provide a better experience for your audience.

Spice up your content with multimedia

Multimedia might not seem directly related to “SEO content writing,” but it plays a significant role in enhancing your content's performance. According to Jeff Bullas, articles with images receive 94% more total views than those without.

Adding elements like images, videos, infographics, and charts makes your content more engaging, easier to understand, and memorable for your audience.

For example, tools like Canva, Piktochart, and Venngage make it simple to create custom graphics that capture attention and explain complex ideas effectively. 

Embedding YouTube videos adds another layer of value by keeping readers on your page longer and improving dwell time, which search engines take as a positive signal. Just ensure your videos are hosted on platforms like YouTube or Vimeo to avoid slowing down your website.

Additionally, optimizing images is crucial. Compress them with tools like TinyPNG or ImageOptim to maintain fast page speeds—an essential ranking factor for SEO. 

Adding a description to your image, called alt text, helps both people and search engines understand what the image is about.

This makes your content more visible online and also helps people who can’t see the image clearly.

Using pictures and videos doesn’t just make your content look nice—it grabs attention, gets people to share it, and keeps them on your site longer, which helps your content perform better.

Some Factors That Will Help Your Content Rank

Apart from optimizing your content and following all Google SEO guidelines, the truth is that content optimization alone isn’t enough to get your content to rank higher. There are other important factors that search engines look for to see your content as valuable and worth showing to readers.

Here are some of them.

Strategic Outreach for Backlinks

To make the most of backlinks, you need a smart outreach strategy. Instead of asking people to link to your content after it’s published, reach out to them before you go live. For example, instead of saying, “Hey, I just published this post, will you link to it?” try:

“Hey, I’m working on something you might find valuable. Can I send it over once it’s live?”

This approach shows that you respect their time and builds interest even before the content is available.

Before launching a new blog post, I often reach out to website owners and give them a heads-up about the upcoming content. This pre-outreach has led to valuable backlinks because it wasn’t pushy—it created anticipation and gave people a reason to link to my content.

Promoting Your Content Across Channels

Once your content is live, share it everywhere you can. This includes your email subscribers, social media followers, and groups you’re part of on LinkedIn and Facebook. Even if your audience is small, every bit of visibility helps.

Personally, I always go all out when promoting new content. I send newsletters to my subscribers and share it across all my platforms to maximize its reach.

Targeting Competitor Backlink Sources

Focus on promoting your content to people who have already linked to your competitors. If your content is better or offers a fresh perspective, there’s a strong chance they’ll link to you as well.

One tool I recommend for this is Semrush. It allows you to find out where your competitors are getting backlinks and lets you reach out to those same sources. Semrush starts at $99.95/month, but the insights it provides can be well worth the investment.

How to offer SEO content writing service

Offering SEO content writing services isn’t just about using keywords—it's about understanding businesses' needs and aligning your content with their SEO goals. To get started, pick a specific industry to focus on, like healthcare, e-commerce, or finance. This helps you create content that speaks directly to the business’s target audience and addresses their unique challenges.

Define your services clearly. You could offer blog posts, product descriptions, website content, or landing pages as individual services. You can also create long-term packages like monthly blog posts or ongoing SEO audits with content updates.

Build a portfolio with examples of your work and update it regularly with case studies and testimonials. Network through platforms like LinkedIn, Upwork, or Fiverr, or attend industry events to find clients.