How To Write SEO-Friendly Content | A Definitive Guide

In 2022, we all know the importance of SEO and what it can do for your business, from bringing in traffic and growing your audience to a basis for building online income streams, brand credibility, and lead generation. But right now, creating SEO-friendly content requires much more than backlinking and popping a keyword in your title. 

What Is SEO-Friendly Content? 

SEO-friendly content is creating content that is designed to rank on Google. A decade ago, creating SEO content was as simple as basic keyword research and sticking a few keywords in your title tags.

 

However, in 2022, it will take considerably more effort. Everything from keyword research, the design of your content, updating your existing content, and smashing your competitors out of the park. So how do you do this?  

How To Create SEO-Friendly Content (Step-By-Step)

Keyword Research 

SEO-friendly content is creating content that is designed to rank on Google. A decade ago, creating SEO content was as simple as basic keyword research and sticking a few keywords in your title tags.

 

However, in 2022, it will take considerably more effort. Everything from keyword research, the design of your content, updating your existing content, and smashing your competitors out of the park. So how do you do this?  

Your keywords are the basis for building traffic and getting visitors to your site. When it comes to keywords, you should consider two different keyword types, broad and long-tail. 

 

Broad keywords are general search terms, whereas long tail keywords are specific, more detailed questions or phrases. Let’s say you offer copywriting services and have the broad keyword of “copywriter” or “professional copywriting services.” You should have these keywords throughout your page, on your about page, and service pages. But you won’t want to create blog content with these keywords as they are too general, have huge search volume, and have huge competition. 

 

You need to target long-tail keywords or phrases to create SEO-friendly blog content. For example, “How to write web copy that sells” would be a better, more specific phrase to target. While specific terms like this have significantly lower search volume, they also have less competition and allow you to create content for a more precise person. 


Using tools such as Keywords Everywhere or Ubersuggest, you can discover perfect keywords for your blog posts, with insights into search volume, cost per click (CPC), and competition. 

 

You’ll want to target high-volume, low-competition keywords. However, many of the highest-volume keywords are incredibly competitive, so if you’re new to content creation or have a new website, you should target low-competition, long-tail keywords. 

Search Intent 

Search intent is another crucial consideration for creating SEO-friendly content. User/search intent is the different ways users search on Google. Typically there are four ways in which people search:  

 

  • Transactional 
  • Informational 
  • Commercial 
  • Navigational 

 

You can easily find out the user intent of any search by analyzing what’s already ranking. For example, the term “how to write web copy that sells” is an informational keyword where a user is, yep, you guessed it, looking to learn how to write good web copy. 

 

Whereas “best copywriting services” is a commercial keyword for a user looking to purchase a copywriting service. Can you see how these are much different? Blog content is typically informational and should be the focus of all blog content. 

Structure 

HTML - Headings & Keywords 

After you’ve found your keywords, establish the primary keyword; this is the post’s main focus, and it should be prominent throughout your content. You should also consider some secondary keywords you can find from Google-related searches or LSI keywords; more on this in a minute.  

 

All your content should be structured with paragraphs, titles, and headings; this is your HTML structure. Your primary keyword should appear in the Title, meta description, URL, headings within the first 100 words of the content, and a 1% keyword density. 

 

Something many small business owners don’t consider is an exact match keyword URL. Let’s say your blog post is titled “Top 10 tips for growing your business with digital marketing.” 

 

Instead of using this as your URL, take only the exact match keyword and use that as the URL; for example, in this instance, you’d drop the Top 10 tips element. It makes for a beautifully clean URL and helps Google understand the content more easily. 

 

You should also consider secondary keywords. These can be broader keywords that you can use as anchor text to link to your service pages and other posts throughout your content. You can also find secondaries from related searches on Google, using the people also asked section on a search results page. 

People Also Asked, LSIs & Suggested 

The people also asked section is fantastic as it tells you what people are searching for concerning your primary keyword. It also helps you serve the user better, a crucial consideration after Google’s recently introduced helpful content update. In addition, the best keyword tools provide related keywords which you can use in your headings and subheadings. 

 

To accelerate your SEO-friendly content, consider LSI keywords. LSI keywords (Latent Semantic Indexing) are words closely related to your primary keyword. When you search for a term on Google, before you click enter, Google suggests how to finish the query, right? The highlighted suggestions are your LSI keywords. 

 

You can sprinkle LSI’s through your content; Google loves this as its helping the user understand closely related topics and makes for a more comprehensive post. Another helpful tool for finding LSIs is this LSI Keyword Generator, which gives you a list of LSI keyword ideas. 

Use The Skyscraper Method 

The best method for creating highly optimized content is using the skyscraper method. In other words, creating content is infinitely better than any other resource, known in content marketing as 10x content. 

 

Firstly, analyze what’s already ranking on Google and see what content is performing well. Is it listicle blog posts, videos, or long-form articles? What is Google rewarding with the top spots? Dive into each post and see what’s included, from the keywords, to the thoroughness of the content. 

 

Do this for the top 5 results on Google, take note of everything, and then use that to construct your blog post. This gives you invaluable insight into what you need to do to beat your competitors. 

Create Awesome UX

Alongside Google’s helpful content update and Google’s ability to recognize more than keyword-stuffed text, the design of your content plays a significant role in ranking. Bounce rate is a key ranking signal and means how long a user spends on your page. You want to keep the bounce rate as low as possible. Great design helps you do this. 

Short Paragraphs

Short paragraphs are easy to consume. Did you know only 73% of readers only skim your blog post? Most people don’t read your posts word for word; who has time for that in ’22? Write short, concise paragraphs which are easy to jump between.

Unique Images & Videos 

High-quality, unique images not only signal to Google that your content is amazing but also create a better user experience. Video embeds have an even greater effect and can also decrease your bounce rate tremendously.

Interaction & Differentiation 

Did you know there are 600 million blogs on the Internet? So no, we don’t need more blogs, which doesn’t sound encouraging. However, it just means we must create a better resource and display content differently. 

 

While there are hundreds of blogs in every niche, there are also hundreds of bad content pieces, so using the skyscraper method and differentiating your content is a potent recipe to outrank your competition. 

Consider Technical SEO 

Mobile Friendly 

With content being consumed on all platforms and devices, ensuring all your content works well for mobile is essential. Many web design software, such as Elementor, you can use templates and pre-designed boxes that automatically change style when a user views content on a different device. 

Loading Time 

Many factors affect loading time, from the rendering of your images, file sizes, your hosting plan, and elements on your page. With ever-decreasing attention spans when consuming content, loading time needs to be quick and nothing less.

Accelerate Existing Content 

Improving your existing content can be a highly lucrative effort for SEO. From adding more keywords to updating outdated content and using tools to improve user experience, these are all methods to accelerate your old content. 

Utilize Google Search Console

Google Search Console gives insights into what keywords each of your pages currently ranks for. While you may already be aware of some of these keywords, there could be some unexpected ones getting clicks. Take these new keywords and add them to your content. I did this for some new pages, and my impressions increased immediately. 

Authoritative Links (Internal & External) 

It’s no secret how vital links are for SEO. Creating Seo-friendly content requires authoritative links from credible sources and internal links within your site. Wherever you link, make it fit as naturally as possible. External links should add value to the reader, and internal links should do the same. 

Update Old Content 

Next, review your old posts and see how you can update them. Do your oldest posts include outdated facts? Or is the content too thin? Go back and see what you can add to make them more valuable. Create a better UX, add new keywords, and 10x the heck out of it! 

Share Across Platforms

Sharing content is another super important ranking factor; anywhere you share your content is a backlink to your site. For example, if you’ve got a YouTube channel, social media accounts, and listings on business sites, your website links on those pages count as backlinks; pretty cool, huh? 

Summary 

There’s a ton going into creating excellent SEO-friendly content in 2022, and if you stand any chance of success with your content marketing, here’s a recap of what to consider: 

 

  • Perform keyword research with user intent 
  • Establish a primary keyword, secondaries, and LSIs
  • Use the main keyword in titles, headings, and metadata 
  • Use the skyscraper method 
  • Create awesome UX 
  • Update old content 

 

Successful content marketing takes time, effort, and knowledge. If you need help with your content or are looking to outsource your content marketing, please contact me today; I would love to help you implement and accelerate your content marketing strategy. 

 

I’m an SEO-focused copywriter in Cornwall and help small businesses all over the world create awesome copy and succeed with their digital marketing.