Arguably, one of the most useful skills any writer can master is SEO writing. Now, it’s possible to get a writing job without it. But as far as I can tell, it’s hard to become an editor or grow a brand without at least a strong grasp of SEO basics. Whenever I’m interviewing for a new role or pitching a freelance project, SEO is guaranteed to perk up anyone’s ears.
SEO stands for search engine optimization, and for a long time, I thought writing for the algorithm felt forced. But as I was working on my first ebook, I realized that learning to write for SEO taught me a lot about what it takes to be a good writer. So I put together some thoughts on how SEO actually made me better at all kinds of writing.
What is SEO writing?
SEO writing is content that’s created specifically to rank on search engines. It’s usually written around a specific keyphrase or group of keywords. Brands and organizations depend on this kind of writing to boost their pages to the top of the SERP (search engine results page).
Typically, SEO writing involves an in-depth explanation of a certain topic. It’s helpful to keep in mind who you’re writing for, as it will change the way you write about the topic. For example, the keyphrase “how to make a good cup of coffee” will contain the same basic information. But as the author, you’ll write differently for coffee brands, food blogs, or how-to guides.
Isn’t it weird to write for an algorithm?
It’s strange to write for an algorithm if you think that’s what you’re doing. I usually don’t think of it like that. Instead, I see myself as writing to provide the very best answer to the question the searcher is asking. I don’t rely on tricks like keyword stuffing – I just spend a lot of time reading the top ranking posts and trying to determine if I can add anything unique to the virtual conversation.
That being said, there are some best practices to keep in mind when writing SEO content. These aren’t tricks. They come from understanding what makes content easier for people (and yes, bots) to read.
What I learned about writing from SEO
At first, some of these habits really, really went against the way I wrote. I resisted these tweaks for a long time. But as I’ve branched out from staff writing into editing and content strategy, I’ve gotten a chance to mentor other writers. As it turns out, explaining why you do what you do is an excellent way to remind yourself why you do what you do. Embracing these SEO best practices actually helped me get much better at writing.
1. Shorter sentences make easier reading.
It’s not my style at all. Even after years of writing, I still have to resist the urge to write long sentences, ones that meander off into new thoughts because they still feel connected in my mind (and the beauty of punctuation as well as conjunctive phrases make it possible for me to keep going for oh, fifty-one words now without a break because that’s honestly how I think).
But look back at that sentence. It’s difficult to read, and difficult to follow to the end. Now think about how many people may actually read your work. My content gets read by millions of people per month (#humblebrag). That’s a variety of reading levels, attention spans, and English-language abilities. Keeping my sentences short makes them more approachable – and therefore more useful – to more people.
2. Keep word choice simple.
Speaking of accessibility and reading levels, simpler words are almost always the better choice for SEO writing. This isn’t a call to “dumb down” your writing. You want it to be useful, and useful things are rarely complicated. Your job in SEO writing is to deliver clear takeaways and the best answer to the question your reader is looking for.
If you’re wondering how to keep an eye on your content’s reading level, there’s a free tool called Hemingway. The Hemingway editor checks your writing for conciseness, complex words, and passive voice. The right sidebar gives you the overall reading level. In general, I aim for 9th grade and below when editing my writing.
3. When writing for an audience, consistency is key.
When I say this, I don’t just mean consistency in publishing (although that is important, and it does help you build your ranking). When choosing your topics, you want to write a lot about similar topics. So if your blog is about coffee, you’ll want to write about lattes, cappuccinos, beans, coffee shops, and brewing equipment. Write a lot about the topics you want to be known for, and go into depth on a few important ones. You’ll help more readers, and Google will be more likely to recognize your expertise.
Writing a lot about similar topics is also a great way for you (yes, you – the writer) to become an expert in your own right. Writing quality content means doing a lot of research. It also means thinking critically about what’s missing from the existing discourse so you can say something new.
4. Your number one job is to provide value.
I’ve worked with a lot of brands. In many cases, it’s too easy for marketing teams to get caught up in how many keywords they’re ranking for or clicks they’re getting. But the most important thing for a brand (or person) to do is to provide value.
That’s especially important when you realize that click-through rates (CTR) and sessions don’t actually generate income for most brands (okay, not counting ads). Most brands want to create really good content because it builds two things: brand recognition and trust. You do that by bringing value to the table. Eventually, you may want to sell these people something. And that’s fine – most brands do. But you can only do that if they trust you. That means you have to be solving their problems or providing answers. Do this well upfront, and don’t be afraid to give value away. It will come back.
5. It’s not about me.
Ultimately, writing for SEO taught me that I’m not writing for myself. I don’t think any other kind of writing put me so squarely into the shoes of the reader. What do they care about? What do they want to know? It’s not about my word choices. It’s not about my long flowery sentences, or my opinions, or what I want to say in the post. It’s about answering the question the reader has.
I’ve been fortunate and honored to write a lot of highly-ranking content. Every single post starts with the question “How do I bring something of value to this person?” Whether you’re writing for SEO, writing a book, or creating something else, I think it’s the most important thing for any writer to know. In fact, I’d go so far as to say it’s what separates good writing from everything else. Good writing creates value – on both sides.
