A good marketer doesn’t just focus on potential human customers – they focus on search engines too. By using targeted, specific keywords in a creative, captivating way, your online content fills both needs. To do that, you need to first answer the question: What is SEO writing?

Why SEO Writing is Important

Business owners and marketers often wonder what is SEO writing and why SEO writing is important. Websites today need to compete against thousands of similar websites. Your site must draw in the attention of consumers who are searching for your products and services. Search engines help drive customers to your website; to make that happen, you need optimal, search-engine oriented content.

What is SEO Writing: Content Basics

Your website must focus on the right keywords and phrases. These phrases are researched prior to writing the content and relate directly to your website’s core focus. For instance, a company selling HR technology  would have keywords relating to the HR industry. The goal is to select a pool of keywords and phrases that your potential customers would actually use during their online search. Once keywords are established, they must be integrated into areas such as:

  • Page titles and headlines
  • Subheaders
  • Meta titles and descriptions
  • Links
  • Within the content itself

Keyword Usage and Frequency

Keyword usage is important. Placing keywords too frequently is referred to as “keyword stuffing” and can cause search engines to block a site – rather than promote it. There is no official rule for how often a keyword or targeted phrase should appear on a website’s content, but a safe range is 1 to 3 percent density.

Keeping the Human Factor

With poor SEO writing, the biggest problem is often that the human side of the content is neglected. SEO content must be written for the people reading it – not just for the search engines. A writer must integrate  keywords and phrases into interesting and well-written content.

Things to Keep in Mind

When preparing SEO content, it is important to keep a few key factors in mind, such as:

  • Always keep the content relevant to the company’s product or service.
  • Use targeted, specific keywords.
  • Avoid keywords with high competition.
  • Avoid keywords with little to no search activity.


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