When learning SEO content writing, it’s hard to know where to start.
Should you dive deep into keyword research?
What about Google Analytics?
And how do you build backlinks?
I’ll make it easy for you.
If you’re looking to increase organic traffic to your site, I recommend starting with one skill: writing an SEO-optimized blog post.
In this post, I’ll walk you through my 6-step process for doing SEO content writing for my SEO clients.
By the end, you’ll be able to:
Sound good?
Let’s get started!
Effective SEO content writing starts with solid keyword research.
You need to know:
1 – What keywords people are searching for in your niche
2 – Which keywords are attainable for you, and which are too competitive
So how do you do it? First you need to decide on a keyword research tool.
There are plenty of powerful SEO research tools out there. But not all of them are affordable, depending on where you’re at with your business.
Keyword research tools like SEMrush and Ahrefs are top-of-the-line, but they’ll run you $100+ per month.
If you’re just starting out with keyword research, I suggest subscribing to Neil Patel’s tool, Ubersuggest.
It’s $29 per month for an individual plan, and $49 for a business plan. He also offers lifetime subscriptions that are a helluva deal.
So for this tutorial, I’ll be using Ubersuggest.
The easiest, fastest way to source keywords is to find out which ones your competitors are ranking for.
Let’s use one of my freelance clients as an example.
She’s an ADHD coach, so the niche is ADHD, with an emphasis on ADHD in women.
So my first step when creating her content strategy was to find other popular ADHD blogs and mine them for keywords.
You can find your site’s competitors several ways:
For this tutorial, I’m going to use the first method and google “ADHD blog” and examine the search results.
At this point, I’m looking for niche blogs that focus exclusively on the topic of ADHD (Not big health sites like Healthline or Verywellhealth, or news sites like Forbes).
Let’s take a look at the search engine results page (SERP) for the query “ADHD blog”:
Right away, a couple of blogs catch my eye.
First, “The Mini ADHD Coach” looks like a blog from another ADHD coach, which is my client’s exact business.
Same with “Marla Cummings” – I can see she’s an ADHD coach as well.
Click through to any blogs that catch your eye, make sure they’ve got a lot of high-quality content, and then add them to your list of competing sites (try and get 5-10 of them to start).
Then you’ll choose one competitor to start your keyword research.
To kick off our keyword research, let’s take Marla Cummings’ site and plug it into Ubersuggest’s “Keywords by Traffic” tool, to see what keywords Marla is ranking for:
Once we plug in her domain URL and hit “search”, we can see all the keywords she ranks for:
I want you to focus on 3 columns, (marked by red arrows):
We’re going to look for keywords with a low difficulty score that have significant search volume.
The first thing we’ll do is sort the SEO difficulty (SD) column from lowest to highest, by hitting the little gray arrow a couple of times.
The keywords displayed here have an SD of 1 – which is super low – meaning these keywords are very easy to rank for (according to Ubersuggest’s data).
The one that immediately catches my eye is the second keyword on the list, “how to stop procrastinating ADHD”.
It’s got a search volume of 170, which for my client is significant, since she’s just starting her blog. (If you had an already established, high-authority blog, this volume might be too low).
Plus the topic is highly relevant to her coaching practice – procrastination is a common struggle for her clients. The “how-to” format is also a great framework for blog posts.
You want to scroll through the list of low-difficulty keywords and make note of the ones that catch your eye.
Do this with all the competitors you found in the previous step, and you should have a nice list of attainable keywords to choose from for your first blog post!
Which brings us to our next step…
I’ve chosen the keyword “how to stop procrastinating ADHD”, as the target keyword for my blog post.
Now what?
How do I know what to include in my post?
The best way to do that is to figure out the search intent for your keyword.
Search intent is the “why” behind the search query.
In other words, what is the searcher looking for when they type the phrase “how to stop procrastinating ADHD”?
That answer=your search intent.
And why is search intent important?
Because Google will rank your content based on how well it answers search intent.
There are several types of search intent:
If you’re writing a blog, you only want to target keywords with informational search intent.
“How to stop procrastinating ADHD” has informational intent, because the searcher is looking for information about how to stop procrastinating.
We know that by looking at the wording of the keyword and taking a glance at the at the top headlines in the SERPs:
But we can’t stop there – we need to go further and find out: What specific information are they looking for on this topic?
After reading these headlines, we can get even more detailed with our search intent and say “the searcher wants to know if procrastination is associated with ADHD, along with specific, actionable tips to stop procrastinating.”
You can refine search intent even more after reading through all the top-ranking posts, which we’ll cover in the next step.
We’ve established that Google ranks articles that best match search intent for the keyword.
That means you need to pay attention to what these articles are doing – since they’re clearly doing something right!
This is where “competitive analysis” comes in – which is a fancy way of saying “read the other blog posts ranking in the top 10 for the keyword and take notes”!
Click through and scan all of the top-ranking posts for your target keyword.
Take note of:
You can grab a notebook or open a new document and take notes as you read through the post, or you can take the easy route and…
These days, I always let AI do my competitive analyses. It saves a TON of time.
If you’re using ChatGPT, which can scan the internet, you can use this prompt:
I’m writing a blog post targeting the keyword: [INSERT KEYWORD HERE].
Please conduct a competitive analysis of the top-ranking posts for this keyword.
For each post, please include:
At the end of your analysis, please let me know about any content gaps among these competitors that my post could fill, and give me some ideas for unique value I can add to my post on this topic.
It will generate all this information for you in less than 30 seconds!
If you’re using Claude, which can’t actively scan the internet, you can use the same prompt but add: I’m going to copy/paste each of the top 10 ranking articles. Are you ready?
It’s a little more tedious to do it this way but still saves you a lot of time.
Like I said, top-ranking posts are certainly doing something right – probably a lot of things!
But you don’t want to be a total copy-cat, and you definitely don’t want to plagiarize their exact content.
You want to generally cover all the topics top-ranking posts are covering, and you should match the dominant format in most cases (How-to, list, etc).
But other than that, your post should embody your own unique take on the topic. Which brings us to the next step…
The angle of your post is your approach to covering the topic.
Here are a few examples of common angles:
You can also look to the SERPs for your keyword to get angle ideas. Let’s see if we can find one for “How to stop procrastinating ADHD”:
One common factor here is “tips” – it’s clear that Google likes posts that offer lists of tips. So that’s likely going to be part of my angle.
You’ve got your target keyword, and you know what angle you want to take.
Now it’s time to write a crucial part of your blog post: the headline.
Headlines are the first thing your readers see, so they need to check a few boxes to make sure they appeal to Google and get readers to click. Here’s how to do it.
Your post’s format is how you choose to organize and present the information about your topic – and your headline needs to reflect your chosen format.
Common formats include:
For my post about procrastinating, 2 options stand out to me:
I could choose one or the other, but I’m going to choose a third option: both.
I want to include the full target keyword, but I also want to include the “tips” angle and the “list” format.
So I’m going with a how-to/list hybrid (a common combo), and I’ve got my working headline:
How to Stop Procrastinating With ADHD: 8 Tips….
Now let’s see how we can spruce it up a bit.
The reader needs a reason to click. They may click out of a desire to stop procrastinating, but what if there’s something we could do to add to their desire?
There is: we can add a benefit.
Some examples of headlines with benefits:
See what I mean?
Now – what benefit can we think of for “How to Stop Procrastinating With ADHD?
The issue here is length – the keyword is already quite long, and we don’t want our headline to get cut off (“truncated”) in the SERPs like this one:
See how the last part is cut off?
So we want to keep our benefits short. Here’s how I’ll do it:
How to Stop Procrastinating With ADHD (8 Simple Tips)
This headline is short enough not to get truncated, and adds a subtle but powerful benefit: Simplicity. Readers know that these tips won’t be complicated and will be easy to implement – a fitting benefit for people with ADHD, who may struggle with completing complex tasks.
You can check the length of your headline using this SERP Snippet Optimization Tool from Higher Visibility.
You’re almost ready to start writing your post!
But before you start writing, you need a solid blueprint for your post. Otherwise, you could end up getting off course, going off on a tangent, or skipping over an important subtopic.
Here’s how to create your outline.
First, open a new document and write a list of subtopics you personally want to cover. These will come from your own knowledge of the topic (if you have any).
In my case, here’s what I came up with for procrastination:
I happen to be a chronic procrastinator with ADHD (convenient, right?), so I know I’d want to know why I’m doing it (and how it relates to ADHD), and the last three points are tactics I’ve used myself.
Take a look at all the subheadings in competing posts.
Which topics are covered in multiple, top-ranking posts?
If you used ChatGPT, you can even ask it:
Please make a list of the most commonly covered topics in these top-ranking posts.
In addition to the topics I brainstormed above, which were all commonly occurring topics for this keyword, here are the additional topics ChatGPT offered:
So, if I add these additional topics, here’s what my list looks like:
In what order should I present these points?
It makes sense to place the “why” question at the very beginning.
The rest of the topics are basically tips – so it really doesn’t matter what order they go in. But it may make sense to place “Get over the hump of getting started” and “addressing perfectionism” first, because they occur when the reader is first starting to overcome procrastination.
The rest can stay in the same, arbitrary order. But I need to word my topics as subheadings, and save space for an introduction and conclusion. So let’s do that:
See how I’ve worded my basic bullet points as subheadings – in this case actionable tips?
You’ll also want to include bullet points for what you want to cover in each section, like this:
How long should your SEO-driven blog post be?
The best strategy is to take the average word count of top-ranking posts, and aim to exceed that by at least a little bit.
In my case, the average word count for top ranking posts for “How to stop procrastinating ADHD” is 1200.
So I’m going to take mine up to 2,000 words.
This tells me, with 12 sections in my outline, I’m shooting for around 166 words per section.
You made it to the writing stage!
But your work is just beginning. Here are a few tips for writing your SEO-optimized post.
Forget what you learned in English class about paragraphs being 3-5 sentences long.
Make your paragraphs short – some may even be just one sentence.
If users click on your blog post and see a wall of text, they’ll get overwhelmed and hit the “back button”, hurting your SEO.
Speaking of readability, you need to format your blog post to make it easy to digest. Some tips:
You don’t need to focus on how often you’re using the target keyword just yet. Just cover the topic naturally, and you can slide your keyword in when you go back and edit.
We’ll cover that in the next step!
Now that you have your draft, it’s time to go through and optimize it for SEO. Here’s how to do it.
If you’re covering your topic thoroughly, you shouldn’t even have to add a lot more instances of your target keyword to the body of your post – it should be mentioned several times naturally.
However, you do want to make sure you include your target keyword:
This sends a strong message to Google that your post meets search intent for your keyword.
A meta description is a short summary or snippet that describes the content of a webpage.
It is included in the HTML code of a page and often displayed in search engine results beneath the page title.
The primary purpose of a meta description is to give users a clear idea of what the page is about and encourage them to click through to the site.
You’ll usually enter your meta description via the back-end of your site, before you publish your post.
Meta descriptions should:
A meta description for my ADHD procrastination post could look something like:
Struggling with ADHD procrastination? Discover 8 simple, effective tips to stay focused, boost productivity, and tackle tasks with confidence.
You can also feed ChatGPT your written blog post, and ask it to write the meta description.
Images with large file sizes can slow down your page load times, hurting your SEO.
Use a compression tool like iloveimg.com to shrink those file sizes before uploading them to your site.
You also want to add alt text to each image.
Alt text (alternative text) is a textual description of an image used in the HTML of a webpage. It serves two primary purposes:
Some tips for writing good alt text for images:
For example, if I include a stock image of a woman looking anxious and frustrated at her desk, the alt text might read “woman sitting at her desk looking anxious and frustrated”.
Internal links are hyperlinks that connect one page on your site to another.
They’re essential for both user experience and SEO, helping readers navigate your site while signaling to search engines how your content is structured and interconnected.
Internal links keep readers engaged by directing them to related blog posts, cornerstone content, or other pages you want to rank higher in search results.
For example, if you’re writing about ADHD procrastination, you might link to a post on managing ADHD-related anxiety.
This not only encourages readers to stay on your site longer but also strengthens your site’s authority with search engines.
Here’s how to do it effectively:
Thoughtfully placed internal links can boost your SEO and nudge readers to explore more of your content.
There you have it – everything you need to know to write an SEO-optimized blog post with a great chance of ranking.
Now you know how to do keyword research and find keywords that are both relevant to your niche and easy to rank for.
You know how to write a headline that connects with readers and gets them to click.
You’ve learned how to create a solid outline that makes writing your post easy.
And you know how to optimize your post to catch Google’s eye.
All you need to do now is practice.
You’ll be dominating the SERPs in no time!
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