SEO Content Writing: What It Is and Tips To Get Started

SEO content writing is key to improving your page’s search engine rankings and increasing traffic to your website. Don’t believe it? Read on to get an idea of what SEO writing is and how it can help your business!

1. What is SEO content writing?

The acronym SEO stands for Search Engine Optimisation.

SEO is the practice of garnering quality, free traffic to your website by increasing your page’s ranking in search engines like Google, Bing, and Yahoo.

TRIVIA: You can increase your page's ranking on other platforms like YouTube, Amazon, eBay, and lots of other sites you didn't even know were search engines. But that's a topic for another day!

One of the best ways to improve your website’s ranking on Google is through SEO content writing.

SEO writing entails crafting high-quality content that accomplishes these three objectives:

  • attract your target market
  • boost your rank on search engines
  • grow your website’s traffic

SEO writing is only one part of an overall SEO strategy. As its name implies, SEO content writing focuses on optimising your webpage’s content for search.

Other aspects of an SEO strategy focus on the structure and even backend of your website.

At Ape-X, we offer among the most affordable SEO packages in Brisbane that deliver real results. You can start by trying out free SEO audit!

2. What are the benefits of SEO writing?

The benefits of SEO writing for your website are similar to the objectives it was meant to achieve.

When done right, SEO content writing can help you attract the right audience, improve your page’s search engine ranking, and grow your website’s traffic.

Attract the right audience

person online shopping on phone

Crafting content that your target audience is searching for on Google is the main focus of SEO content writing.

When you create content about topics your customers want to know more about, it won’t be that hard for you to lead them to your page. 

Improve search engine rankings

Another aspect of SEO writing is to incorporate relevant keywords in content writing. 

Incorporating specific and highly-searched keywords into your content helps Google determine whether your page is relevant to a person’s search query.

Grow website traffic

Publishing content centred on topics that resonate with your audience and further optimised with relevant keywords all contribute to better search engine rankings.

As your page climbs to the top of Google search results, you’ll be able to capture the majority of the traffic and divert them to your own page.

3. Are there SEO content writing tips I should follow?

Here’s a list of tips you should follow when you want to implement SEO web content writing into your site: 

Write with multiple keywords

In SEO content writing, anchoring your content on a highly-searched niche keyword isn't enough to drive results.

A better approach would be to cast a wider net and write using multiple keywords instead.

Hold on! Don't let go of that primary keyword just yet. You should definitely be writing quality content that highlights the primary keyword you want to rank for.

Publishing value-adding content that's charged with a ranking keyword already has the potential to increase your website traffic using SEO.

But you can maximise that potential when you integrate secondary keywords into your next website content piece or blog post. 

Anchoring your content writing on the main keyword helps you attract quality leads who are interested in the niche topic you write about.

Supplementing that with secondary keywords amplifies your site's reach and enables you to capture even more organic traffic.

Use keyword synonyms and LSIs

Search engines like Google, Yahoo, and Bing have become smarter over the years. They're now trained to spot keyword stuffing in web pages.

What is keyword stuffing? It's the practice of loading your content with a keyword in the hope of improving your ranking. Is there anything wrong with that?

Let's get one thing straight. Keyword stuffing is BAD for your ranking.

It reveals to Google your real intentions, and that is to rank high on search engines. This completely goes against what you're supposed to be really doing—answering your target market's questions.

When search engines sense this, you can kiss your spot on page one goodbye.

Don't forget about your readers! They're smart, so they'll definitely notice when you're being repetitive with your words.

Defining LSIs

To keep from getting flagged for keyword stuffing, you need to switch out keywords with related words or synonyms.

It's also vital for you to integrate Latent Semantic Indexing (LSI) words into your content marketing strategy. But what are LSI keywords?

Let's say you want to know where the best sports bar near you is located. You can type this query on Google in many different ways. Here are just a few examples:

  • best sports bar near me
  • sport bar reviews
  • sports bars in Brisbane

To give you the best answer, Google won't just show you pages with those exact words. It'll look for pages that contain words like "beer", "chips", "opening hours", and other terms closely related to sports bars first before suggesting individual pages.

Importance of LSIs in SEO content writing

There lies the importance of LSIs. They're words that search engines expect web pages to contain alongside specific keywords or phrases.


LSI graph dashboard


SEO tools like LSI Graph and Keys4Up can help you determine terms related to the keyword you're ranking for.

Format your content for readability

Formatting your content for readability is an integral part of SEO content writing.

Believe us when we tell you that making your web pages easy to read won't just benefit your readers. 

Formatting your content also makes it easy for search engines to crawl through your page and determine how well it matches a search query. This increases your chances of landing on page one of Google.

Here are ways you can improve your site's readability:

  • Section your content using HTML tags (e.g., H1, H2, H3)
  • Break up walls of text and limit each paragraph to 2-3 sentences
  • Write short sentences and natural language.
  • Highlight important parts of your content with bold text
  • Use bulleted or numbered lists throughout your content
  • Use less adverbs in your blog posts and web content

TIP: If you're having trouble formatting webpages by yourself, consult a local SEO company in Brisbane for help. Paying for professional services can save you tons of trouble in the long run! The best blog writing services in Brisbane should be offering SEO services, too. If you're having trouble optimising your pages by yourself, don't be afraid to get in touch with a local SEO company in Brisbane for help!

Other tips you should follow

  • Narrow down your content to niche topics.
  • Look for keywords that match your topic.
  • Write high-quality content based on your niche topics and keywords.
  • Capitalise on free content writing tools online.
  • Update your website content

4. Does SEO content writing work for on-page SEO?

Yes, it does! Here are some ways you can optimise your website for on-page SEO.

Put Your Main Keyword in the First Paragraph

Better yet, make sure it appears within the first 100 words of your content.

Fronting your main keyword makes it easy for Google to do these three things:

  • Crawl through your content
  • Understand what it’s about
  • Determine whether it matches a person’s search query

Think about it. Let’s say you wrote a 1,500-word blog post about Urban Gardening for Beginners. The term “urban gardening” should be at the top of your page. 

You’d lose a lot of readers if you waited until the second half of the article to mention that keyword!

Chunk Your Content With Heading Tags (like this one)

H1, H2, and H3 tags make it easier for web visitors to read your content.

They give structure to your articles. Heading tags act as signposts that break up large walls of text and chunk your content into specific points. 


header tag hierarchy from HubSpot

Source: HubSpot


Headings also make your articles skimmable. They help readers find what they’re looking for in a snap. This one's important because when readers can’t find the information they need, they’ll leave! 

Here’s a guide on how to use heading tags effectively for on-page SEO content writing: 

  • H1 tags are for main titles. There is only one H1 tag for every article.
  • H2 tags are for secondary titles. Use these to reinforce the point of your H1 or title. Add at most two H2 tags in your content.
  • H3 tags are for subheadings. They’re for points that help you elaborate on a topic. You can have as many of these in your content—as long as they’re relevant to your title.

Hold on! Does using H1, H2, and H3 tags help with my SEO ranking? 

SEO experts agree that heading tags don’t significantly boost your search engine rankings.

However, they do agree on one thing—heading tags make for a stress-free reading experience. 

And when readers like what they read from your page, they’ll come back for more. It’s this indirect effect that makes heading tags a crucial part of on-page SEO content writing.

Use Keywords Frequently, Naturally, and Strategically

There are three points to this. We’ll break it down for you one by one. 

The first point asks you to use keywords frequently. It’s how it sounds—use the keywords as many times in your content. 

Doing so helps convince Google and your reader that your content really is about the keyword you’re ranking for. 

Be warned: don’t go overboard! Google knows when you’re keyword stuffing. Limit your keyword frequency to around 3-5 times per article. 

The second point asks you to use keywords naturally. Don’t force a keyword into a sentence if it doesn’t make sense to do so! 

Instead of repeating words over and over, try looking for synonyms in place of them.

Better yet, run your keywords through LSI tools like LSI Graph and KeySearch. These programs can help you find terms related to your keywords. 

The third (and last) point asks you to use keywords strategically. Refrain from mentioning the keywords in the same paragraph. Spread them out! 

Here are places in your content that you should definitely put your keyword in:

  • Title
  • Subheading
  • First paragraph
  • Last paragraph

TIP: Don't worry if you're not yet insanely confident about your on-page SEO skills! Reach out to a local SEO company in Brisbane for professional search optimisation strategies that deliver real results. 

Publish Original Content (Don’t Plagiarise!)

Original content is critical when learning how to improve search engine ranking on Google. It’s especially important when working on your on-page SEO.

By publishing original content, you’re able to establish your authority in the industry.


meta description for the 'planet of the apes' search query


Adding your own insights as an expert beefs up your credibility, too! Crafting content that’s genuinely your own also lands you on Google’s good side.

All these help you gain your readers’ trust, which is always good for business.

Remember, plagiarism is wrong. It’s illegal and bad for business. Both Google and your readers will flag you for it.

With plagiarised content, you’ll attract legal problems to your website instead of high-converting leads.

Place Internal and External Links in Your Content

Adding internal links, or links that direct your viewers to another page on your website, has loads of benefits.

Linking a blog post to one of your other related articles provides readers with more value-adding information. This strategy also encourages your readers to linger on your website.

Internal links, a.k.a. inbound links, also make it easy for Google to crawl through your website and get a sense of what your page is about.

External (or outbound) links are the exact opposite of internal links. They’re links lead readers away from your site.

I know what you’re thinking. Why would I intentionally want to lead people to a competitor’s website?

Thing is, adding external links to your content tells Google that your page is an information hub and will prioritise your page on search.

By how much? According to Reboot Online’s study, adding outbound links to your website has a “positive impact on [your website’s] rankings.”

TIP: When placing external links in your content, make sure these links open in a new tab. This allows your readers to view a third-party’s page without leaving your own.

Add Relevant Images or Videos to Your Content

Ever heard of the saying, “a picture paints a thousand words?”

The right image can make a dull, 1,000-word web content into more appealing to readers.

Accompanying articles with explainer videos or downloadable infographics turn text into words—something that attracts readers to your page.

As we’ve said before—when visitors like what they’re reading from your site, they’ll come back for more. This adds to your website traffic count and boosts your search ranking on Google.

TIP: Optimising your web images and videos for search doesn't have to cost a fortune! At Ape-X, we offer among the most affordable SEO packages in Brisbane. Book a call with us, and let's talk about optimisation strategies that suit your budget.

Make the Most Out of Meta Descriptions and Alt Tags

A meta description is a 155-word summary of your content. Here’s what a meta description looks like: 

Adding your keyword in the meta description increases the chances of Google highlighting your page in its search results.

Plus, a keyword in the meta description convinces your readers that the link they’ll be clicking matches their inquiry.

If meta descriptions are summaries of web pages, alt tags help Google interpret images.

You see, Google doesn’t see images the way we humans do. The big search engine can only read text.

That being said, Google relies on an image’s alt tag to read a picture.

Make the most out of alt tags by being descriptive. Let’s say the image you want to add looks like this: 


fresh purple grapes on the vine


An example of an effective alt tag would be: <img src= “grapes.jpg” alt= “Fresh purple grapes on the vine“>

Here are examples of alt tags to avoid: 

  • <img src=“grapes.jpg” alt=“”>
  • <img src=“grapes.jpg” alt=“grapes”>
  • <img src= “grapes.jpg” alt= “grapes grapevine wine fresh purple”> 

Unlike meta descriptions, alt tags shouldn’t be too generic or stuffed with keywords. Here’s a rule of thumb: keep alt tags descriptive yet concise.

Key Takeaways

Mastering SEO content writing takes time and practice. As a beginner, learning how to improve search engine ranking on Google through on-page SEO content writing is the easiest step to take. Keep all the tips and points we’ve noted mind the next time you publish the next blog post, article, or whitepaper on your website!


Need the help of professional search engine optimisation services to boost your search engine ranking? Ape-X is here to help! Contact us today, and let's talk about how to get the most out of your content strategy through improved SEO content writing.