5 Key Components To Successful SEO Writing

I swear I look like this when brooding over copywriting. “The Phantom.” Mad Men. AMC. June 10, 2012. Television.

Maybe it’s because the Fall season has me in a “back to school” mindset, but I’ve been reviewing the basics of SEO writing over the past week.

I put together some notes on basic SEO writing and turned them into this article. If you’re new to SEO writing, this is a great place to start. For the seasoned vets out there, it’s never a bad idea to go over the foundation.

Starting Out

Every business with a website aspires to rank higher on Google, so it’s no surprise it’s a priority on many a content marketing plan. The higher the search rankings — the more traffic generated to your website. From there, you have more chance of converting website visitors into customers.

Search Engine Optimization (SEO) is the process of getting your website or blog to rank higher in search engine results without pay for it. In other words, using organic keywords rather than paid ones.

To improve your chances of ranking higher, you need a strong SEO strategy applied to the content you produce. Google’s latest algorithm favors high quality content and lots of it, so the better your content — the higher your rankings.

Check out our five key components to get your SEO writing off the ground.

Keyword Research: How To Do It

Keyword research is the words or phrases potential customers may use to describe the product or service you are offering.

For example, keywords and phrases for a personal training business could include — ‘personal trainer for weight loss,’ ‘get fit with a personal trainer,’ ‘personal trainer for over 60s’ and so on.

Brainstorming all possible variations of the keywords people could be searching for, is a useful way of creating high quality content that search engines prefer, when it comes to rankings.

On-page Optimisation

If you are a small to medium sized company and haven’t got an endless brand marketing budget, people are unlikely to be searching for your exact business name on search engines.

This is where optimization techniques are useful. On-page optimization refers to the SEO techniques that are within your control. This includes making sure your URLs and website pages contain high-quality, relevant keywords to help them rank higher.

Creating quality content around the keyword research is the next part of the SEO process. Once you have all your keyword research together, you can start generating article ideas around the terms you have.

Blogging for your business is a helpful way to get your business in front of more customers, whilst improving your ranking on search results.

Off-Page Optimization

Off-page optimization is the traffic you generate to your website using external sources. This includes social media attention, external marketing campaigns or links to your website from other websites.

The important thing here is to make sure the links back to your website are coming from quality sources. The more relevant and high-quality those referrals are, the higher your search engine ranking will be.

The purpose of off-page optimization is to get quality links back to your site to increase traffic as well as increase the authority (or quality) of your site.


Copywriting is the process of using all keyword research to create persuasive and clever messaging to your target audience. You want to position yourself as an expert and comforting voice to show that you have the solution to their problem.

It’s important to create strong headlines to blog or article content, this should include keywords you’ve researched to target your audience.

Users have a short-attention span online and by creating a headline that packs a punch, it helps encourage people to click and read your content.

Not everyone has the time or skills to write content for their business. Outsourcing the copywriting for your business to a specialist, could save you time and provide insights on how to take the SEO writing in-house at a later stage, should you wish to.

Sam Liebl is a marketer, writer, salesman and designer. He founded Goldrush, a Cleveland, OH-based digital marketing technology agency to bring the cutting-edge technology and techniques at the forefront of digital marketing to every business. Previously, Sam worked as an enterprise sales executive and consultant in the technology industry, specializing in the North American IT distribution channel for major hardware manufacturers. Focusing on value-added resellers, he has advised technology companies of all sizes from California to Pittsburgh.

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