SEO copywriting

In this post we tell how to learn SEO content writing with little tips and understandable guidelines.

SEO content is easy


This is how a typical SEO copywriting task looks like: "Please write the text on building materials in amount of 200-300 words, using the keywords: building sand, sand pit, buy. The text should correspond exactly to plan."  

If we increase the volume like 2-3 times, we'll get a standard task for the SEO post copywriting.

It seems to be all over the place, but the output you get ... it is not what you expect. Banal mistakes, few iterations, awareness of the absolute meaninglessness and following correction of the text on your own. It's not something I want to pay for, right?

When choosing a freelancer for the long-term cooperation, I send our guide to SEO-articles and texts writing that we have come to a common understanding of "good content". People who are not ready for our standards, are eliminated immediately, but I get a text in which I bring a minimum of edits.

How to write SEO texts

SEO content is an optimized classical text, which is common in the pages of online stores. Often this content is partially hidden from users, as the text is not good enough to show.

Rules for SEO texts writing (like no keyword stuffing) have been presented in many books and articles, so instead turn to the theory of practical examples that illustrate the errors and shortcomings.


1. Highlight keywords in the text

Search queries are reasonably allocated only the blueprint text to keep track of the use of all keys. Bold and strong tags have no effect on website promotion, so it is not necessary.

2. Excess of keywords

Less is better. Keywords overusing is not only difficult to read, but it is perceived negatively by search engines. Especially zealous authors are threatened with sanctions of Google and Yandex. The optimal number of queries is no more than two in one paragraph in the five rows and one for smaller paragraphs.

3. Robots content

Robots content is a text with phrases like "apple iphone buy cheap", i.e. expressions which are not used in human speech.


1. A small number of keywords

Overuse of queries immediately shows the reader and the search engine that the text is written with one purpose only. That is to gather all the keywords on page. But Google is not stupid, it will not rank such website higher. It is best to choose 3-4 main queries and up to 5 supplementary queries.

2. Use H1 and H2 headings

A breakdown of the long text make it easy to read and scan for Google.

H1 and H2 tags are not serial numbers. H1 header is located at the beginning of the text and never repeats while headlines at level H2 are many subtitles in the text.

3. Relink content

Relink is a perfect optimization tool. So you create internal links to other pages on your site and allow users to quickly find answers to questions.

SEO content checklist

The checklist may vary depending on the objectives of the text. This is the checklist we use for writing and testing of SEO-texts. Standardized requirements save us time when estimating incoming content and sending feedbacks to specialist.

General requirements

  • The uniqueness of the 85%
  • The volume according to task (1500 characters without spaces)
  • Use of keywords:
    one key is no more than two times in the text;
    no more than two keywords in one paragraph.


  • Introduction (1 paragraph)
  • The answer to the question, the description of the first paragraph (2 paragraphes)
  • Description of the second paragraph, the solution (2 paragraphes)
  • Conclusion, contacts, terms of service / service (1 paragraph)

The structure and layout

  • Headings h1, h2
    the main key request header h1
    possible additional request to h2
  • Relink with other sections / articles
  • Lists using
  • Long text breakdown into paragraphs at 3-7 lines


  • Check the text in any spellcheck online tool.
  • Read the text aloud for consistency and ease of perception.

How to write SEO articles

SEO article is a streamlined text that has value for the reader. It is created not for search engines but for users. The only thing is the presence of SEO keywords.

Such content may be a good source of organic traffic to your website, this is a type of white-hat SEO that does not cause a user rejection and increases brand loyalty. For example, we love to write articles like 60 Websites Every Designer Should Know. This really helps our client to better understand our work and avoid explanation of obvious things. Let's see how to write SEO articles at professional level.

SEO text vs SEO article

In terms of optimization between SEO articles and text, there is virtually no difference. Both materials contain the key queries which are important for the promotion of website and are written in the task. But at the heart of their creation there are completely different principles. We will see down here how they differ.

How does SEO article work?

Such content meets user expectations. For example, the reader wants to have fun, improve or learn something new (more on the reader's experience). In this case, the article is prepared with the installation: "Make the most comprehensive, valuable material that answers important questions." In the process of writing the key words are added to it. As a result, if the article is turned out as a really interesting and complete content, there is a chance to get to the rank top because it is "beneficial" to the search engine.

The content and structure of SEO articles

Usually there are two or three main ideas in the article and author answers an important question, highlights a popular theme in a new way or offers his/her own expert solution to the user's problem. The most popular formats are:

  • Guiedeline
  • Overview of tools / technology
  • Help article
  • Problem and Solution

Why do high-quality articles can not be written by a freelancer?

Freelancers have a wide but not an expert knowledge in many areas. A value of SEO articles is precisely to provide a new, insider information.

How does professional agency write SEO articles?

The process takes place in several stages:

1. Brief formation

We answer the simple questions: what is the purpose of the text? What user needs to do after reading? Who is the target audience? What are the key queries you need to consider?

2. Theses compiling

Based on the information in the brief content specialist writes theses, which are suposed to form the basis of the article. These theses are agreed with the client, whose experts share information on important issues, and then a professional copywriter finishes the text.

SEO articles writing plan

1. Choose topics to write

It is important to choose not just an interesting topic but the problem with a potentially good core.

After gathering the most popular titles of articles in one document , you will be able to grasp the relationship between items and choose a promising one.

2. Gather keywords

You can make your own list of key words or ask for the help of SEO-experts. If the subject and the keys are picked up correctly, then all the keys will fit into the article.

3. Make up abstracts

Describe 3 or 4 abstracts in few words and ask expert to help you gather necessary information.

4. Get an expert advice

After receiving information from an expert, link it to the final text and create a blueprint of article.

5. Follow general requirements

1. Check the volume according to the task
2. Use keywords no more than five similar keywords for an article and no more than one for three to five paragraphs.
4. Relink with other sections or articles
5. Visualize text with lists, font size, bold / italics, etc.
6. Check literacy and spelling
7. Read the text aloud to estimate ease of perception and correct it if needed.

It's not easy to write a quality SEO post but if you break the process into sequential stages writing becomes much easier.

About The Author

MW covers marketing technology for Websimka,
Have any questions? Write us via