How to write search engine friendly, SEO content?

At first glance, search engine optimised content, also known as SEO content, is not much different from classic posts. Except perhaps that you’ll see them more often in Google’s top positions. But what can this content do that traditional posts can’t? What do you need to produce good SEO text?

What exactly is SEO text?

There are several aspects to consider when writing search engine optimised text.

You need to know your target audience

First, you need to know who you are writing for. For example, are you writing for a B2B (business to business) or B2C (business to customer) market?

It is worth pausing here for a word, as the two different markets have different objectives. 

B2B sells to other companies, so the main focus is on strengthening your own brand, building your brand and collecting leads. Therefore, these should be the focus of the content.

B2C sells the product to customers, consumers, so the main focus is on increasing customer satisfaction, continuous monitoring and feedback. Of course the two sets have a lot in common, but these are the main differences. For B2B, you need to determine which market you qualify for: multi, SME, or small and sole traders. The needs of a multinational the size of IKEA are very different from those of a carpenter who makes furniture to order.

And in the B2C market, you need to know the person you are selling to much more. And to do that you need to know:

  • what gender,
  • which age group they belong to,
  • what level of education they have,
  • what online sites they read,
  • what his hobbies and interests are.

Based on this, you can easily create content that suits tham.

You need to find keywords that match the content

Once you’ve compiled a list of content that matches your person or company, you’ll need to do keyword research on that topic. The best free method for doing this is Google search itself. 

Let’s say you have an online shop selling dog toys and you want to write content that interests your target audience.

Open a new window in incognito mode and click on Google.

Since you sell dog toys, this is also your main keyword. Start typing it into the search engine and you’ll get a lot of useful ideas.

Personally, I would write content like this:

  • These are the cheapest and best dog toys to make at home
  • What toys can you use to clean your dog’s teeth? 
  • 3+1 ball games your dog will love

These can, of course, be extended. If the first idea appeals to you, click on the keyword dog toys at home and scroll to the bottom of the page.

Google offers you topics almost on a plate, which are excellent starting points for your article.

Title: These are the cheapest and best dog toys to make at home


  • Make a dog toy from a used T-shirt
  • Don’t be afraid of your pet swallowing the toy: here are 3 digestible dog toys
  • Develop your four-legged friend’s intelligence with these toys

It’s also not a problem if you don’t use exactly the same words as the search engine throws up as options. Feel free to use synonyms, feel free to put hyphens after words, swap them around, and vary. 

Google’s algorithm is already so intelligent that it can interpret sentences semantically, and even look at them in context. This means that it recognises subordinate clauses, conjunctions, and also interprets text in terms of sentences and passages.

How much should you post per month and how long should your content be?

In this respect, experts have different views. The simplest answer is that the more often the better, because on the one hand Google sees that you are engaging with your site on a daily basis, and on the other hand you will have more and more return visitors because of the blog being updated several times a week.

But on the other hand, the idea is that the longer and more comprehensive the content, the better the search engine likes it. Statistics show that a 2000-word content is ranked much higher than a 5-600-word article.

However, it’s almost impossible to post content of this length, in this quantity, and of this quality. 

So where is the truth?

According to the X-Files series, over there, and according to the statistics somewhere in between.

There are cornerstone content, which are long, comprehensive and optimised for the main keywords. This type of content should be written every 2-3 months at most.

And for shorter, ad-hoc blog posts, it’s good to publish one every 2-3 days. They don’t have to be too long, just 6-700 words, and cover some small topic.

The most important aspects

In addition, it is important to pay attention to the following aspects when writing SEO copy.


The title and the subheadings should be formatted with separate headings: while the title is H1 (or Heading 1), the subheadings should be tagged with H2 and H3. It’s a good idea to sneak a keyword, long tail keyword, or synonym into some (but not all) of these titles to make it easier for Google to “piece together” what your article is about.

What is particularly important is that you write in a breezy way, and as short sentences as possible. 

A paragraph should never be more than four lines long, and sentences should preferably be no more than two lines, but preferably one and a half.

This will give your text enough air, avoid long, baroque circular sentences, and make your message stick better with the reader.

The importance of external and internal links

Developing an internal link structure is one of the pillars of good content marketing. Because if you link a sub-page of your site together, Google can interpret the text much more easily. 

In addition, if the reader clicks through, it increases the time spent on the page.

As an example, let’s stick to dog toys. 

If you’re writing an article about the best dog ball toys, you should obviously link to balls for sale. On the other hand – such toys help socialise dogs and develop their reflexes. 

It is also worth writing an article on this and linking back to it.

Let the text have an arc

It is important to “draw” the reader in at the beginning of the text. There are several tricks that can be used in almost any type of text.

  • Establishing sympathy with the reader: this is useful if you know your target audience well enough and the topic of the article is not divisive.
  • Triggering emotions: if the topic of the article is divisive and the target audience is buying it, it is worth developing multiple poles to position yourself alongside. But it’s important that you don’t take sides – that’s up to the reader.
  • Fear: if the target audience has an easily identifiable fear, it’s worth focusing on it at the beginning of the article and highlighting the solution – but only later in the article. However, if you can’t eliminate the pain, you can alleviate it… )
  • Stats, data, merits:if you sell 300 dog toys a month, or almost all of your feedback is positive, it’s worth writing it down at the beginning and proving it with a screenshot. That way you’re already letting readers know that you’re not just talking out of your ass and that you’re doing something really well.

Don’t let your content become outdated

It’s important to keep your content up to date – any that isn’t evergreen. In the case of the dog shop, for example, this includes changes in legislation on chips, animal husbandry, animal welfare laws, etc.

You should also indicate these in the title, with the current date.

For example: these are the most important animal protection priorities for 2020.

The essence of content marketing: get the text to your target audience

Content marketing is all about getting the text to your target audience Unfortunately, the work doesn’t end with writing the text – you need to get it to your target audience. 

Do you remember at the beginning of this article we wrote about the importance of knowing your target audience’s reading habits and hobbies? If you know which sites they regularly visit and which forums they browse, you’ve almost got a winning case.

PR articles

It’s also good from a link-building and brand-building point of view if you appear on these platforms with a PR article from time to time. Of course, it doesn’t matter where you appear: try to publish on more relevant sites with a larger readership. (You should read our comprehensive summary on this, by the way.)

Share on social media channels

In today’s world, it probably goes without saying how important a social media presence is. Create a Facebook page where you regularly share your content. It’s also worth setting up a Facebook group where you can build a community. 

But the golden rule here is that you should only promote your site later, and only very subtly.

You should also create an Insta profile where you can post your photo content.

E-mail list

It’s worth having more than one foot in the door and building an email list. It’s a good idea to send an email at least once a week (and not just during promotions).


SEO content writing, as the above shows, is therefore a complex job – but it is far from rocket science. If you’ve got the writing skills, it’s worth learning the algorithm, as you can multiply your visitor numbers with a few little tricks.

If you want to outsource this,

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