Mastering SEO writing: the steps to crafting search-engine friendly content

By Jen Yeo

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An image of the the title with some steps, Mastering SEO writing: The steps to crafting search-engine friendly content

In today's competitive environment, mastering the art of Search Engine Optimisation (SEO) through copywriting is crucial for ensuring your content reaches its intended audience.

With search engines continuously changing their algorithms to deliver the most relevant results to users, understanding and implementing SEO best practices is highly important.

In this blog, we break down the key steps to crafting search-engine-friendly content that drives traffic and boosts visibility.

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Conducting keyword research for SEO

a magnifying glass with the word keyword written under

The foundation of effective SEO writing lies in the process of keyword research. This first step is important as it forms the backbone of your content strategy. Through SEO keyword analysis, you can gain insights into the language and queries your target audience searches when looking for information online.

Keyword research involves delving into data to find terms and phrases that are relevant to your content’s topic. By identifying these relevant keywords, you can tailor your content to match what your audience is looking for, enhancing its relevance.

Essential SEO tools

Google Keyword Planner is an essential tool for conducting keyword research. This powerful resource offers data on search volume, competition level, and keyword trends, enabling you to make informed decisions about which keywords to target in your content. It also allows you to explore related SEO keywords and variations. You could also consider using software like Surfer SEO to help you identify your keywords.

In addition to broad keywords, it's essential to consider the significance of long-tail keywords in your SEO strategy. These longer, more specific phrases may have lower search volumes, but they often have higher conversion rates due to their precise relevance. Placing long-tail keywords into your content can help you reach niche audiences and drive traffic to your website.

When selecting keywords to target, it is best to aim for a balance between search volume, competition, and relevance. Prioritise keywords with high average monthly searches and an increasing trend in popularity. At the same time, be mindful of competition levels, opting for keywords with manageable competition to increase your chances of ranking higher in search engine results.

Embedding your relevant keywords on-screen

a word search showing words  ‘keywords’ ‘embedded’ ‘seo’ and ‘optimise’

Once you've identified your target keywords through research, the next step is to strategically place them in your content. 

One of the main areas to focus on is the title, which is the headline for your content in search engine results. By incorporating your primary keyword into the title, you not only signal to search engines the topic of your content but also make it more noticeable to users as they scan through search results.

Including SEO keywords beyond the title

Similarly, writing a Meta description that includes relevant keywords can significantly impact click-through rates and improve the visibility of your content in search results. This specific section provides users with a preview of your content, making it crucial to optimise with targeted keywords to capture their attention and encourage engagement.

Within the body of your content, strategically placing keywords in headings and subheadings not only helps in readability but also reinforces the relevance of the topic of your content. By incorporating keywords naturally into these elements, you provide both search engines and readers with a clear message about the focus and scope of your content.

Optimising your URL structures to include descriptive keywords where possible further enhances the SEO performance of your content. A well-optimised URL contributes to better search engine visibility and provides users with valuable insights into the content they can expect to find in your content.

Don’t forget about alt tags

Finally, don't overlook the importance of descriptive alt tags for images. By including descriptive alt tags that include relevant keywords, you ensure that your images contribute to the overall keyword relevance of your page while also catering to visually impaired users who rely on screen readers.

Quality content matters for SEO

In the dynamic world of SEO, the saying ‘content is king’ couldn't be more accurate. 

High-quality content is the cornerstone of any successful SEO strategy, acting as a feature that attracts both search engine crawlers and human users.

One highly important aspect of maintaining an effective SEO presence is the continuous evolution of your content. Regular updates not only ensure the accuracy and relevance of your information but also signal to search engines that your website is a reliable and authoritative source. Demonstrating a commitment to keeping your content fresh and up-to-date encourages trust with users and search algorithms, which can positively impact your rankings and visibility in search results.

Engaging today’s audience 

Today's users consume information in many different formats, ranging from traditional text-based articles to images, videos, infographics, and podcasts, and more so embracing content diversity is also key to engaging a broader audience and maximising your SEO potential. 

However, quality over quantity should always be encouraged when it comes to content creation! You should aim to go above and beyond and produce content that is not only visually appealing and engaging but also informative, original, and valuable to your target audience. Conduct thorough research to find out about relevant topics and insights, and leverage your expertise to provide unique solutions to common challenges within your industry.

Technical SEO

technical seo written

In SEO writing, mastering the technical aspects of website SEO is just as essential as writing interesting content. These technical elements ensure that your website is not only accessible to users but also easily discoverable by search engine crawlers.

First and foremost, prioritising mobile-friendliness is critical in today's digital landscape. With an increasing number of users accessing the internet on smartphones and tablets, having a responsive and mobile-friendly website design is essential! A seamless browsing experience across all devices not only enhances user satisfaction but also signals to search engines like Google that your site is optimised for up-to-date browsing habits, potentially boosting your rankings in mobile search results.

The importance of site speed

In addition to mobile-friendliness, site speed is another critical factor that directly impacts both the user experience and search engine rankings. Fast-loading pages boost user engagement and are given special attention by search engine algorithms. Optimising your website's performance through techniques such as image optimisation, caching, and minimising unnecessary code can significantly improve load times and contribute to higher search engine ranking.

Finally, one way to speed up the indexing process and guarantee that every page on your website is crawled and displayed in search results is to create and submit a sitemap to search engines. A sitemap gives search engine bots precise information on the structure of the content on your website, acting as a kind of road map.

Social media is your friend

logos from facebook, x, instagram, linkedin, tiktok

Leveraging the influence of social media is so important in enhancing the visibility and impact of your content. Social media platforms serve as powerful channels for promoting your blog posts, connecting with your audience, and driving traffic to your website.

By strategically sharing your blog posts across popular social media platforms such as Facebook, Twitter, LinkedIn, Instagram, and Pinterest, you can significantly expand your content's reach and attract a broader audience. With the flexibility to target particular demographics and offer unique engagement possibilities, each platform lets you customise your content marketing tactics to your audience's tastes and habits.

Community engagement is key in SEO

Engagement is key in encouraging a thriving social media presence, so make sure to actively interact with your audience by responding to comments, addressing questions, and initiating conversations related to your content. Building genuine connections and fostering a sense of community around your brand can lead to increased loyalty among your followers.

Additionally, consider experimenting with various content formats on social media, such as live videos, polls, stories, and user-generated content, to keep your audience engaged. Each platform presents unique opportunities for creativity and interaction, allowing you to showcase your expertise and personality while driving traffic back to your website.

Link building to increase SEO


Establishing credibility and authority for your content is essential in SEO writing, and strategic link-building plays a role in achieving this goal. Backlinks from authoritative websites are valuable endorsements. As votes of confidence, these backlinks tell search engines that your content is worthwhile and should indicate a higher ranking in the results.

Avoid poor quality strategies 

However, avoid low-quality strategies that can damage your site's reputation and rankings. Stay clear of strategies like buying links, taking part in link exchanges, or buying links; these actions can get you penalised by search engines and damage your reputation as a trustworthy information source. Instead, focus on earning backlinks organically through the creation of high-quality, valuable content that naturally attracts attention and interest.

Monitor your SEO performance

Continuously analysing the performance of your content is essential for maintaining a competitive edge in the evolving landscape of SEO. By utilising tools like Google Analytics and Google Search Console, you gain invaluable insights into how your content is performing across various metrics.

Utilising Google Tools

Google Analytics provides an overview of your website's traffic sources, user behaviour, and engagement metrics. By tracking key performance indicators (KPIs) such as page views, session duration, and conversion rates, you can gain insight into the effectiveness of your content in attracting and retaining visitors.

Google Search Console complements Google Analytics by providing deeper insights into your website's performance in search engine results. You can monitor your site's visibility, indexing status, and search queries that drive traffic to your pages. 

Regularly reviewing your performance data is crucial for identifying trends, uncovering areas for improvement, and seizing opportunities.

We are your SEO experts

At JUMP, we're not just experts in crafting search-engine-friendly content - we're passionate about driving results for our clients. With a deep understanding of SEO writing and a proven track record in digital marketing, we have the knowledge and skills to help you unlock the full potential of your online presence.

Whether you're looking to increase website traffic, improve search engine rankings, or boost conversions, we have the expertise and resources to help you achieve your goals.

Contact us today to learn more about our services and how we can support your SEO efforts.

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