SEO Content Writing: How to Create Content that Ranks on Google
In the vast digital landscape, where information is abundant and easily accessible, the challenge for content creators is to stand out from the noise and capture the attention of audiences and search engines.
Whether you're a blogger, freelance writer, or any form of content creation, the key is to create content that not only drives traffic to your site, but also engages readers and converts them into customers or prospects.
Step 1: Choose Topics with Search Demand
The foundation of effective content creation starts with selecting topics that people are actively searching for. While writing about topics you are personally passionate about is valuable, it is essential to align your content with what users are searching for.
Using a keyword research tool, such as Ahrefs' Keywords Explorer, can help you identify topics with significant search demand and evaluate their traffic potential.
For example, imagine you have a do-it-yourself home improvement site. By researching keywords like “home improvement,” “kitchen,” and “living room,” you can find relevant topics.
Ahrefs' Questions report reveals search demand, and exploring a topic like “how to paint kitchen cabinets” could reveal promising opportunities, as indicated by the high number of monthly visits to the top-ranked page.
Step 2: Understanding Search Intent for Content Creation
Google's main goal is to provide users with the most relevant and useful results.
To rank highly on Google , it is essential to understand search intent, that is, the type of content that Google favors for a given query. Analyzing the top-ranking results for your target query reveals valuable insights into the type, format, and focus of the content.
For example, examining the results for “how to paint kitchen cabinets” indicates that blog posts are the preferred type of content. Additionally, the format focuses on step-by-step tutorials.
Although content focus varies, aligning with the predominant content type and format is crucial to ranking success.
Step 3: Develop a Data-Based Scheme
Creating content is similar to solving a puzzle, and a well-structured outline serves as the framework. To satisfy both the algorithm and the audience, examine the top-ranking pages to identify key subtopics.
Using tools like Ahrefs' Content Gap can reveal common keyword rankings among competitors, helping to create a complete outline.
For our example on painting kitchen cabinets, subheadings such as choosing the right paint, preparation, and applying primer can be extracted from the top-ranking pages.
Aim for a concise and practical outline that improves the overall user experience.
Step 4: Create a Headline that Attracts Clicks
The headline is the gateway to your content, which influences whether a visitor clicks or not. Crafting an attractive headline is vital, but it must be aligned with the content to avoid misleading the audience.
Formulas like “How to Paint Kitchen Cabinets Like a Pro in Less Than an Hour” attract both interest and clarity.
Remember that while click-bait headlines can drive more clicks, delivering on your promised content is critical to maintaining trust and credibility.
Step 5: Write a Fascinating Introduction with the AIDA Formula
The introduction sets the tone of your content , using the AIDA formula: Attention, Interest, Desire and Action. Capture attention with a bold statement, spark interest with relevant data, create desire by showing the benefits of the solution, and conclude with a call to action.
For example, an introduction to a guide on painting kitchen cabinets could challenge the reader's belief that professional expertise is required and then highlight the cost-saving benefits of a do-it-yourself solution.
Step 6: Create Actionable and Easy-to-Digest Content
The body of your content should be both useful and easy to digest.
To do this, follow these tips: use clear and descriptive subtitles, divide the text into short paragraphs with spaces, use numbered or bulleted lists, incorporate illustrative images or videos, cite reliable and up-to-date sources, and use simple and direct language.
Step 7: Write a Conclusion that Summarizes and Reinforces the Message
The conclusion is the final part of your content, and it should fulfill two functions: summarize the main points and reinforce the message.
A good conclusion should remind the reader what they have learned, why it is important, and what they should do next.
To write an effective conclusion, follow these steps: review the goals and benefits of your content, summarize key ideas or next steps, include a clear and compelling call to action, and thank the reader for their attention and interest.
Step 8: Optimize your Content for SEO
Once you have created your content, the last step is to optimize it for SEO , that is, to improve its visibility and positioning in search engines.
To do this, you should take these aspects into account: use the main keyword and related keywords naturally and strategically throughout the text, especially in the title, introduction, subtitles and conclusion, add title tags ( H1, H2, H3, etc.) and metadata tags (title, description and URL) that describe your content and contain your main keyword, use internal and external links that add value and credibility to your content, and optimize the size and name your images and add alt text containing your main keyword.
Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.