Updated: Dec 30, 2021
Content writing for SEO is a way to build authority, feature products, and increase audience engagement with your brand.
Content writing is an inbound marketing strategy that builds brand recognition. On the other hand, SEO (search engine optimization) is the process of optimizing that content.
SEO content is searchable on Google and other search engines. The better you do it, the higher your pages will rank in a search. But remember that content writing for SEO is a long game—consistency can raise your site authority over time.
Be patient if you're starting a blog, eCommerce website, or want to build a following on social media. It takes time to implement a content strategy. Also, all is not lost if you have blog posts that don't do well or website and product pages that no one visits. You can go back and refine them.
Either way, start with these five components of content writing for SEO to create and improve your content.
1. Research Search Terms: Keywords and Phrases
Keyword research should inform the content you produce. In this phase, you'll find and analyze people's search words and phrases. What terms do they use to look for products and services like yours?
It's not so much that keywords are essential in content writing for SEO. More specifically, it's the intent behind the keyword. You can use these search terms to identify and create topics around your products or services.
Don't use the terms out of context, as that won't get the results you want. Content writing must be meaningful to make an impact on your audience—and rank on search engines.
You can also use keyword research to find out what topics your competition is covering.
2. Identify the Pain Points
Writing for SEO means understanding your audience's pain points and producing content that will help them solve their problem. But, what are customer pain points, exactly? Pain points are any problems consumers experience in the marketplace.
In this case, we're talking about eCommerce, and any interaction consumers have online. However, customer pain points typically fall into one of four broad categories:
Of course, discovering customer pain points takes some research. Some topics may be obvious, while others become apparent by asking questions and listening to what your customers have to say.
Customer Pain Points: Productivity
Productivity has to do with what you can do to enhance time efficiency. It might be implementing systems in purchasing and shipping to streamline the buying process. Productivity could also be how you help your customers become more productive.
For example, my clients need to produce content for their website and blogs, but they've found the process is too time-consuming. I help them by producing informative content so they can concentrate on their business.
Comfort and convenience are also considerations for consumers who have productivity needs. Think about how easy it is for your customers to find you. Is it comfortable and convenient to get information, make purchases, or connect with you online?
People with productivity needs don't want to waste time. Ask yourself how your product or service can save time and effort and make your customers' lives easier. Then use images, posts, and product descriptions to demonstrate how you can help.
Process Pain Points
Process pain points are the places where user experience is less than ideal. For example, you might have a product page that lacks information—that's a potential pain point. First off, your product won't show up in searches without a clear product description.
Not only that, but if a potential customer does find your product, there's not enough information for them to make an informed purchase. According to Google, 79% of people who don't like what they find on one website will search for want they want somewhere else.
Why not? It's pretty easy these days to do a search and find what you need. Make sure that your product pages are informative and easy to navigate. Addressing process pain points means providing information, products, or services that solve the problem.
Financial pain points are all the challenges consumers face when it comes to money.
The cost of a purchase is often a pain point for customers. Maybe they're looking for a better price on a specific item.
Or, they could be inclined to spend more money on products that last longer. But financial pain points can also be things like finding solutions to managing finances. Ultimately, your niche should define the marketing message.
There are several ways support can be a pain point. First off, your customers may need help accomplishing specific tasks. On the other hand, they might want to outsource work to focus on different aspects of their business.
Your content should address any support issues customers have relating to the products and services you offer. A frequently asked questions (FAQ) page is an opportunity to provide accessible support for website visitors. Don't overlook this type of content, as it's an excellent way to build trust.
3. Outline the Solutions
When it comes to content writing for SEO—focus on providing information. Product pages are an ideal place to post video content such as product demonstrations. How-to posts that illustrate your product in action are sales tools.
Product and website pages are opportunities to increase brand engagement. After all, content writing for SEO is about providing relevant information that raises your brand's credibility. That means blog posts aren't the only way to offer solutions to your customers.
4. Back-Up Your Claims
Let's face it. There's a lot of misinformation online. The good news is that consumers do often take the time to verify claims. That means that you must be diligent in backing up what you say with specific data.
The thing is, linked sources are a reflection of trustworthy content. In other words, make sure to use reliable sources. When it comes to statistics, link to reputable big data sources such as:
Google Public Data Explorer
Pew Research Center
Grab government and world data from sites including:
U.S. Census Bureau
World Bank Open Data
Bureau of Labor Statistics
For medical information, look to sites like:
Centers for Disease Control and Prevention –
Kaiser Family Foundation
U.S. Food and Drug Administration Data Sets
Demographic and Health Surveys
Typically .edu and .gov websites are credible, but double-check to ensure the address it's not misleading. Additionally, well-known industry-specific websites can be excellent resources.
5. Content Writing for SEO: Call to Action
Once you've created a piece of content that will help your customers somehow, you want to suggest the next steps. First, you must have a goal to determine how you use the Call to Action (CTA).
For example, if your goal is to book clients for your consulting services, your CTA might read—Book a consultation online today. Or, you could want your audience to follow you on Facebook or buy a product. Another goal might be similar to the one I have, to engage with an audience that can use my writing expertise.
The key to writing a solid CTA is starting with a strong command verb, such as:
Find out how
I spend most of my time writing for other people. Recently I decided that it's high time to start building out the content on my website and blog. Subscribe to stay up to date with my latest posts if you'd like more tips and tricks on content writing for SEO.