SEO content writing is important and this article will tell you why. Analytics expertise, as well as high-quality copywriting abilities, are required for SEO writing. It is the fusion of data science with artistic expression. So, how do you go about doing it correctly? The question is, how do you delight your readers, search engines, and your boss at the same time?

On-Page SEO is going to help you a lot but before that, you will need to learn all about title pages, meta tags, and now even SEO content writing. Knowing these things will assure that you will maximize your on-page SEO as well. 

Related: What is Search Engine Optimization (SEO)? 

What is SEO Writing?

SEO writing is the use of keywords and keyphrases in web content to increase its search engine ranking. Copywriters and marketers employ search engine optimization (SEO) to improve their site’s organic visibility and search engine ranking position (SERP). The most effective method of writing for SEO is to combine high-quality material with specific search phrases.

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Guide to Understanding SEO Writing Terms

SEO Terms can be quite confusing so here is a definition of terms to help you understand what it is that you need to talk about or even use in order to do well. 

Long-tail Keywords 

These are strings of keywords or phrases that are usually between three and six words in length. Long-tail terms are more particular and are requested less frequently than high-level, generic terms, indicating that they are more popular. Consider the difference between the terms “basketball shoes” and “2019 basketball shoes for sale Colorado.”

SERPs (search engine results pages) 

These are short for search engine results pages. In other words, the Google page that contains all of the results that users can choose from after submitting a search request.

The exact ranking in Google’s search engine results page (SERP). For example, the number 12 would relate to Page 2 of Google, because only 10 entries are normally displayed on Page 1 of Google.

Anchor Text 

This refers to the words or phrases that are hyperlinked to other webpages in order to guide traffic to them.

Meta Description

A brief explanation of a webpage that shows in search engine results pages (usually 160 characters or less), with the goal of enticing searchers to click on a result. It is the title of a webpage that displays in Google search results and in the text that shows on browser tabs.

Search Queries 

These are the words that users write or pronounce into search engines to find information. The number of times a phrase is searched for in a given month is referred to as the search volume.

Click-through Rate (CTR)

This is the percentage of clicks on a SERP result compared to the number of times that result was displayed to searchers.

Conversion Rate

Percentage of persons who complete a desired action (a click, a purchase, or other action) divided by the total number of people who visited that page is known as the conversion rate (or conversion rate percentage).

Organic traffic

This refers to the number of people that found your site by searching for it on a search engine of their own free will, rather than through paid advertisements or other websites.

Structured Data (schema) 

This refers to the way SEO elements such as metadata, keywords, and HTML are formatted on a web page in a structured manner. It is much easier for search engines to crawl and index pages when the data is structured. General components that search engine algorithms take into account when determining which pages should rank higher than others in search results.

Internal Link 

An internal or external backlink is a hyperlink that leads traffic to another website on the same or different domain.

Authority (page and domain)

A score that indicates how “authoritative” a page or website is on a scale from 1-100.


These are the number of times a particular page has been visited.

User Pageviews per Session

The total number of pages viewed by each user during a single session, before the user leaves the site completely.

Rankability of Organic Keywords 

is a metric that measures how simple or difficult it will be to rank for a specific term in organic search, on a scale of 1-100, for a given keyword.

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Defining SEO Writing Goals

Knowing what you want to accomplish with your SEO content strategy is the starting point for every SEO content plan. Before you begin, establish measurable objectives to ensure that copywriters, marketing managers, and other stakeholders are all working toward the same key performance indicators (KPIs).

Related: How to Increase Your Website Traffic?

Here are some popular metrics to keep track of:

  • The percentage of people who click on a link.
  • Conversion rate is the percentage of people who buy something.
  • Organic traffic is defined as traffic that comes from sources other than search engines.
  • Backlinks.
  • Position on the search engine results page (SERP).
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  • Page and domain authority are important factors to consider.
  • Chances of success/difficulty with organic keywords
  • The number of pageviews each session.

Copywriters for search engine optimization should be provided with the information they require to be successful, so that each new page they develop is related back to a primary business purpose.

How to Use Keywords?

SEO has always been a dynamic field in which to work. In the first forms of the internet, information was ranked and presented to users based on the frequency with which the same terms were repeated. Keyword density was the term used to describe this.

Although Google’s algorithms have become more sophisticated over the previous five years, they still recognize that keyword stuffing is spammy and does not provide value to readers. As a result, copywriters have had to change their approach: they must write for the end user rather than for a specific amount of keywords.

The implication for practical purposes is that each page should be structured around a single keyword. Writing on a topic and its linked subtopics should be done from every possible viewpoint and perspective. Consider the possibilities: What questions might a reader have after reading your piece? Include the answers to those questions in your writing from the very beginning of your project. There are many e-commerce websites that use keywords!

The goal is to be the single best resource for a topic, thereby giving readers the most amount of value. Don’t be concerned about employing keywords every other sentence; it’s not necessary. As long as you are performing your duties properly, the keywords will organically flow throughout the piece.

12 SEO Writing Tips

Here are 12 SEO Writing Tips to help you improve your SEO Content Writing:

  • You are not your reader’s narrator. Never write for yourself; instead, write for your intended audience.
  • Copy the language and tone of your audience, whether it’s official third-person narration or informal second-person conversational narration.
  • Embedding your keywords in places where they will have the greatest impact: metadata, header tags, the page title, and anchor text.
  • Make use of short paragraphs that contain only a few sentences.
  • Leave strategic white space between paragraphs to allow readers to scan the text at a glance.
  • Only connect to reliable, authoritative websites with high Domain Authority scores on an external website.
  • Keep internal links to a bare minimum — don’t connect to every single linked blog article or prospective call-to-action.
  • Include as much information as you can to back up your assertions.
  • Incorporate appropriate pictures into your text so that visuals can enhance your narrative.
  • Consider search queries to be similar to article titles.
  • Write for as long as it takes to thoroughly cover the subject (in other words, don’t aim for a specific word count).
  • Write with the intention of including featured excerpts.

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