How to write SEO content

Keywords should appear in key locations: the title tag, H1, the first 100 words, at least one subheading (H2/H3), the alt text of an image and the meta description. This doesn’t mean forcing them: every occurrence should sound natural in context.

Beyond the primary keyword, include semantic variations and related terms that Google expects to find in content about that topic (LSI terms). Tools like Surfer SEO, Clearscope or Frase automatically identify these relevant entities.

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is the framework Google uses to evaluate content quality, especially for YMYL (Your Money Your Life) topics: health, finance, legal. But it applies to every industry to some degree.

Demonstrate E-E-A-T through author bylines with verifiable credentials, citations of authoritative sources, up-to-date data, content grounded in real experience and a website with clear information about who stands behind it. Google values transparency and demonstrable expertise.

Web content isn’t read like a book: it’s scanned. Users look for a quick answer and decide within seconds whether to keep reading. Short paragraphs (3–4 lines max), descriptive subheadings, lists, bold on key points and generous white space are essential.

Readability also affects SEO. Google measures behavioural signals like time on page, scroll depth and pogo-sticking (when the user immediately returns to the SERPs). Readable, well-structured content retains users and sends positive signals.

Content structure should reflect search intent. If the user searches “how to do X,” the content should be a step-by-step guide. If they search “what is X,” they need a clear definition followed by context and depth. If they search “X vs Y,” they need a balanced comparison.

Analyse the results already ranking for your target keyword and note the pattern: content length, format (list, table, guide, article), subtopics covered and questions answered. Your content should cover at least the same ground, with a unique angle that sets it apart.

Featured snippets are the highlighted answer boxes Google displays at position 0 on the SERPs. Capturing one can multiply your page’s CTR. There are three main formats: paragraph (direct answer), list (step-by-step or bullet points) and table.

To aim for a snippet, structure your content with a clear question in a subheading (H2/H3) followed by a concise 40–60 word answer directly below. For list snippets, use ordered or unordered HTML lists. For table snippets, use HTML tables with clear headers.

SEO content is not “publish and forget.” Pages that hold rankings long-term are those updated periodically with new data, expanded sections and improvements based on real performance in Search Console.

Review your content every 6–12 months: update outdated data, add sections covering new user questions, improve meta tags if CTR is low and strengthen internal linking from newer content.