How Should I Write Website Content to Rank Higher

Do you want to create content that gets people talking and ranks your website on Google's first page? Learn how to create content that positively obtains high search engines ranking and encourages people to click.
baby using a computer and saying Google it
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    Why is it important for your business to boost its Google ranking?

    The greatest websites have an excellent technical design with impeccable UX, and all security concerns are handled, in addition to well-written SEO content targeted to its audience. A website content writer is a professional who specialises in creating relevant content for websites to attract and engage their specific audience.


    A website content writer specialises in writing content for people and search engines. Crossing the gap between the understanding and use of the information your website transmits to the users and to the search engines requires a bit of ingenuity. Read this article to learn how to create content that positively ranks with search engines and with people.


    Do you get intrigued when people are looking for an answer or service, and the advice they hear is ”google it”? It could be just a sarcastic response to their search, but will they find your product or service if they google it?

    People nowadays use the Internet to research a product or service before purchasing it. “Google it” has become the answer to many questions. For those who like grammar rules, this figure is called a “proprietary eponym”, when a successful brand name becomes the verb used by the general public to refer to the action of, in this case, using a search engine to find the answer they are looking for.

    When they google it, will they find your product or your service?

    Google, and the other search engines, have the mission to index all the world’s information and make it universally accessible. They want to show the best answer to people’s searches, the best result. Ranking in Google will show that your website is of extremely high quality.

    To rank websites, Google employs the Search Engine Optimisation (SEO) tactic. There is more chance people will find your business if you are on Google’s first page than if you are buried deep in Google’s rankings. Personally, when I write content, I include SEO as part of the audience, as another buying persona.

    As an SEO content writer, you will need all your grammar, logic, flow and structure, but you will need to learn and use, and master the process of Search Engine Optimisation. Your goal is to rank your content on the top pages of search engines like Google.

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    How to write SEO friendly content

    Should you write to machines or people?

    The answer is not as straightforward. Of course, you want to sell your items, but first and foremost, consumers must find you. As we mentioned, the majority of consumers use the Internet to research products before making a purchase. The importance of having an online presence has grown exponentially now, especially after the pandemic.

    When Google provides searchers with the most relevant, helpful results, they reward quality. As a result, if you want Google to give you a high ranking, you must write captivating stories that provide your clients with good value and information in order to persuade them to buy your product.

    Search engines will like it if you have high-quality content that goes into depth on a topic and helps your users understand it. Thanks to the experience I’ve gained through the years, and the support of experienced SEO researchers, my attitude is to concentrate on writing for people, with SEO in mind.

    If you want your website to show the best content, make it easy to read, don’t skimp on content quality, and don’t ignore SEO requirements.

    Let’s talk about how to write website content with the two most important ‘target readers’ in mind: the human reader and the search engines, and how to answer the problem (search intent) that visitors have.

    secretary with glasses using computer

    Content optimisation in SEO

    Write for people first, then for search engines.

    When writing a blog post or a website page, you should put actual substance content first, with helpful and usable information at the top of the page in an easily accessible location.

    However, SEO requirements, like the length of your content, keyword density, keyword variants, headings, metatags, and other page planning, development, and optimisation elements, will help search engines better understand your content.

    What is SEO?

    Search Engine Optimisation (SEO) is a free method of improving your website’s Google rankings. Google is a sophisticated search engine that constantly reviews and rates web pages to determine the best results for the searcher’s intents. SEO generates more clicks than advertising and helps businesses in providing a positive customer experience.

    Why is SEO Important for a website?

    You’ll need intriguing content to achieve a high Google ranking. However, simply providing high-quality information is insufficient. Even if you write excellent content, it will be difficult for consumers to locate you in the crowded internet marketplace.

    For your content to rank, it must also be optimised for search engines. To put it another way, good content and great on-page SEO lead to SEO writing.

    The following are the principal elements that Google considers when ranking a website:

    • High-quality content
    • Mobile responsiveness
    • Page experience
    • Page speed
    • On-page optimisation
    • Internal links
    • External links.

    SEO WRITING depends on consistency and high-quality content.

    SEO stands for Search Engine Optimisation, and it is a FREE service.

    SEM is for Search Engine Marketing and is a paid service.
    Pro-Tip: Remember that if users can locate the answers they are looking for on a page, Google (and other search engines) will boost the page's rating.

    The Value of Content Marketing

    Creating unique website content is critical for attracting clients, growing sales, and improving service offerings. Your website will be your marketing tool to communicate your message, persuade, and convince people that you’re the brand they’re looking for if it ranks well in Google SERP.

    When people get to an article, they will first skim over it to see if it solves their issue. Therefore, the person will read the introduction and scan the headings to see if the content is helpful and practical in resolving their problem. People spend 45 seconds on average on a website.

    So, the first step in writing content is to clearly define what you’re writing about and what problem it answers.

    In addition to answering what your target audience wants, you’ll then need to incorporate those research SEO keywords into the content in a clear and relevant way so that search engines can crawl your page and understand what your content means.

    This technique will provide optimised, engaging SEO content that your visitors will want to read. It will create a vital link that attracts new users to your site and increases your brand’s Internet presence.

    Write articles that will make your customers happy

    When writing a web page or a blog post, you should think about who will be reading it. Let’s have a look at the questions you should be asking:

    yung girl writing on a computer with books
    1. Who is my target audience?
    2. Where are they?
    3. What’s the problem they are trying to solve?
    4. What topics will interest them?
    5. What search terms (keywords) do they use when looking for that information?

    Remember that the readers are searching for facts to assist them in making an informed and confident decision, whatever that decision may be.

    As a result, details such as how you compose the introduction to the article is critical. It must pique the reader’s interest and direct them in the proper direction.

    Once you succeed in capturing the reader’s attention, you must ensure that the other aspects of your article’s structure continue the persuasive work.

    Let’s examine some elements to consider when creating your story.

    Impact of Content Writing

    The content needs to impact your audience positively.

    The Topic

    Before you start writing, you need to determine the direction of the content. What is the topic of your article? Remember that to draw the reader’s attention to your writing, you must answer the concerns and problems they are trying to solve. Make sure your topic is plainly defined, so the readers understand it clearly.

    Consider what they would say in response to the questions we listed before. Is the topic you’ve chosen something they’re interested in? Is it relevant to their industry?

    If you’re stuck for blog writing ideas, go out to Quora, for instance, to see what the most often asked questions are in your industry and what people need help with. Google’s FAQ, Related Searches, and People Also Ask are also excellent sources of inspiration.

    Keyword Research

    Keywords are the words or phrases entered into search engines by users. They are the subjects about which people want to learn more.

    What keywords do your potential customers use? You can see why knowing your target audience is crucial? Knowing and understanding them should provide you with good ideas for potential keywords.

    Incorporate those words or phrases into your writing – but not to the point of cramming, as this would result in a search engine penalty. Keywords should be used naturally and spontaneously in your writing. As if you were talking to a client or a friend.

    Work on your title, headings, sub-headings

    The title’s significance cannot be overemphasised. The title should clearly state the importance of your article. If you find the topic you chose is too general, narrow it to concentrate on one single aspect of the issue.

    People buy something because they want it. As a result, they feel better about themselves. Consumers today are technologically sophisticated and knowledgeable. They want to be associated with the companies from whom they buy items. Most people say they feel connected to companies that share their beliefs and are mindful of their needs.

    • So, who is your target audience?
    • Who do you want to reach out to?
    • Who would you like to contact?
    • What are their ages?
    • What are their interests?
    • What kind of books do they read?
    • What do they occupy their time with?

    Consider both your brand’s ideals as well as the characteristics of your customers. What tone of voice should you employ? Warmth or aloofness? Formal or informal? Vivacious or laid-back?

    These voice qualities are crucial because they determine how you speak to your clients depending on their values and behaviours. And that defines precisely the exact tone of voice to be used in your articles.

    Blog structure best practices

    Great! You now have a topic and a title that speak to your readers in a language they understand. They will be able to read and grasp what is being spoken. Now that the topic has been picked, the actual SEO writing will start.

    Prepare your article’s structure

    Review the questions you should ask yourself to write articles that will make your customers happy? With your topic on your mind, ask yourself:

    man writing on a notebook researching Internet

    1. Why am I writing this article?
    2. What is the question I want to answer?
    3. What order should I follow to present my information?
    4. Will this order structure answer the customer’s intent?
    5. What do you think my consumers will get out of reading it?
    6. Will the information be useful to them?

    You’ll need a structure that both humans and search engines can understand. So, even if you’ve produced a great title and a great piece of content, if your formatting is a mess, your readers will most likely leave you before ever giving your content a chance.

    The clearer the structure is, the easier it will be for both people and search engines to understand it.

    Using an appropriate article structure will assist you in achieving your objectives. There is a better chance the user will buy your products and return to your website.

    Some simple rules to follow when writing an article:

    • Write for your audience.
    • Use active voice.
    • Use keywords that matter to your audience.
    • Use white space wisely.
    • Use appropriate headings and sub-headings.
    • Use bold letters to highlight important text and aid comprehension.
    • Write shorter paragraphs.
    • Use simple language.
    • Be clear and concise. Cut fluffy words from your sentences.
    • Avoid the use of jargon and use acronyms sparingly.
    • Don’t be critical, mocking or sarcastic.
    • Break the text with bullet points and number lists.
    • Consider typography and colours to promote readability and accessibility.
    • Make your call to action (CTA) stand out.
    • As a complement to the content writing, remember to include optimised photos and feature photographs that match the article’s topic.
    • Oh, yes, use the spell check!

    Write your article

    Many times it is easier to write the article body first and then the introduction. Sometimes it is difficult to find the words to start an article. Don’t worry. If you write the introduction later, you’ll probably be inspired to write something fantastic.  

    Start writing the subject sticking to the structure you have decided to use. Don’t worry too much about the grammar yet. You can correct it later. Just put on ideas in clear, short paragraphs. Start the paragraph with the most crucial sentence and then elaborate on it.

    Check accessibility. Your article needs to be readable. Make it easy for the user to understand the subject by just reading the headings and scanning over the text.

    In SEO writing, we use the inverted pyramid style, the writing style used in journalism. Most important information comes first, just as you do with your paragraph’s structure. Let the reader read the main message first.

    inverted pyramid

    Use a storytelling style. Tell the story, trying to catch the reader’s interest. Be personal; use illustrations. I usually take a few minutes every hour or so. It refreshes my mind and lets me come back with new ideas.

    Edit your writing

    You finished your first draft. It is just your first draft! It’s not the final copy yet.  It needs good editing before reaching publication time. Now it is time to re-read the article, correct grammar, improve the sentences, add transition words to make the reading easier to understand. Cut awkward or out-of-place sentences, fix the structure, add new thoughts, and other improvements.

    Then, re-read it. Use professional writing and grammar software to help you correct spelling and grammar, especially if you work by yourself. If you work alone, you will need an extra pair of eyes. Or, ask another person to read the article and give you feedback. Feedback is a priceless resource. It gives us a fresh perspective and significantly improves the writing.

    As you can see, SEO writing is a process, and the more you write, the better you’ll get. And, lastly, maintain your content. You might need to update information or links that might be outdated.

    So, there you have it. You know the fundamental strategy and best practices for creating and structuring content to engage and delight your audience.

    Final Thoughts

    Create high-quality and keyword-focused content to rank well and generate organic traffic. You have just seen how vital SEO content writing is to increase your site’s SERP ranking and organic visibility.

    Writing website content for both people and search engines is an art that involves combining the right keywords and structure to engage and delight readers, while also making it simple for search engines to grasp the quality and value of the topic you’re writing about.

    I hope that you have learned how to write five-star content that ranks and delights readers. Because both SEO and content writing are critical components of the complex jigsaw, it’s crucial to employ high-quality approaches both to ensure increased traffic and engagement on your site.

    I hope you found these recommendations helpful and that you have gained a better understanding of how to write content for people and search engines, as well as a better understanding of how to reach your target audience.

    Are you ready to create Something Spectacular?

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    Here, at Moss51 Art & Designwe specialise in SEO content writing for your business website or blogs.  Your blogs and website pages need to look nice with well-written content to attract customers and search engines. Let’s talk.

    We specialise in writing trustworthy website content for web pages and blogs.

    I hope you enjoyed reading this article. Did you find the information on this post useful? Leave your comments below. 

    Print and share this article friendly; you are free to use and reproduce it, just please attribute Moss51 Art & Design as the original author, and link back to this post!

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    Cidinha Moss

    Cidinha Moss

    Cidinha Moss is the founder of Moss51 Art & Design, an SEO Content Writing and Web design studio. She is a content writer and web builder with a background in languages, education, and entrepreneurship with years of writing, teaching, and providing effective text, images, and web designs to her clients. You can find her on Facebook or LinkedIn.

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