Creating Content That Ranks: A Step-by-Step SEO Writing Guide

Search engine optimization (SEO) in 2025 is no longer about stuffing keywords or tricking algorithms. Today, it focuses on creating valuable, user-focused content that meets search intent and provides trustworthy, expert information. If you want your content to rank in Google, it must be optimised using proven SEO techniques, aligned with Google’s evolving standards like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

This article presents a clear, step-by-step guide to writing SEO content that ranks well and builds long-term credibility.

1. Understand Search Intent First

The foundation of SEO content writing is knowing why the user is searching. According to HubSpot (2024), aligning content with user intent improves relevance, increases click-through rate (CTR), and reduces bounce rate.

There are four primary types of search intent:

• Informational – seeking knowledge (e.g., “what is composting”)
  
• Navigational – seeking a specific website (e.g., “LinkedIn login”)
  
• Transactional – ready to make a purchase (e.g., “buy headphones online”)
  
• Commercial – researching products or services (e.g., “best electric cars 2025”)
  

📌 Tip: Use tools like AnswerThePublic and AlsoAsked to explore related queries and align your article structure to those real questions.

2. Do Keyword Research Strategically

Effective SEO content is based on real keyword data, not assumptions. Focus on:

• Primary keywords: Core target terms
  
• Long-tail keywords: Phrases with lower competition and higher intent
  
• Semantic keywords: Contextually related terms
  

According to Ahrefs (2024), 91% of online content gets no traffic from Google, mainly because it targets the wrong or overly competitive keywords.

🎯 Recommended Tools:

• Google Keyword Planner
  
• Ubersuggest
  
• Ahrefs
  
• SEMrush
  

Example: For the main keyword “how to train a puppy”, long-tail terms could be:

• “puppy training at night”
  
• “how to stop puppy from biting hands”
  

3. Plan a Clear, Search-Friendly Structure

Well-structured content improves both user experience and Google’s crawlability. Use logical headers (H1, H2, H3), short paragraphs, and scannable formatting.

📋 Suggested structure:

• Title: Include the primary keyword
  
• Introduction: Address the search query directly
  
• Main Body: Break into H2/H3 sections
  
• FAQs: Use actual search questions for rich snippets
  
• Conclusion: Summarise and add a CTA
  

A 2023 study by SEMrush found that structured articles with subheadings and bullet points ranked better than dense, unorganised ones (SEMrush, 2023).

4. Write for People, Optimise for Search

Incorporate SEO naturally without sounding robotic. Google’s Helpful Content System rewards content written by people, for people (Google, 2023).

📌 Best practices:

• Use simple, active voice
  
• Insert keywords in:
  
  • Title tag
    
  • Meta description
    
  • First 100 words
    
  • H2/H3 subheadings
    
  • Image alt text
    
• Avoid over-optimisation
  

Use the Hemingway Editor to simplify your sentences and improve readability.

5. Nail the Introduction in the First 100 Words

Your intro must confirm the user is in the right place and set expectations. Including the primary keyword naturally helps with SEO and shows relevance.

Example:

Want to train your new puppy without frustration? This guide covers the easiest, most effective tips to help you train your puppy step-by-step—perfect for beginners.

6. Enhance Readability with Visuals and Lists

Visual and scannable content reduces bounce rates and boosts user engagement metrics—which are indirect SEO signals.

Use:

• Bullet points and numbered lists
  
• High-quality images
  
• Infographics or charts
  

Free tools for visuals:

• Canva
  
• Pexels
  
• Unsplash
  

7. Optimise for Featured Snippets

Featured snippets are position-zero listings on Google and provide quick answers. According to Moz (2024), 12.3% of search queries return a snippet, and they get 8% more clicks than regular top results.

📌 To increase your chances:

• Use FAQ-style questions
  
• Provide brief, clear answers (40–60 words)
  
• Use lists, tables, or definitions where appropriate
  

Example:
Q: What is SEO content?

SEO content is any online material designed to rank in search engines by targeting specific keywords and providing value to users.

8. Add Internal and External Links

According to Backlinko (2024), pages with relevant internal links get crawled more often, and external links to trusted sources boost your content’s credibility.

Internal Links:

Link to other relevant blog posts or service pages on your site.

External Links:

Cite authoritative sources such as:

• Government (.gov) or educational (.edu) websites
  
• Trusted industry blogs
  
• Original research and case studies
  

Example:

Learn how to improve on-page SEO with these expert tips.

9. Write Powerful Meta Titles and Descriptions

Your meta tags directly impact CTR, which is a ranking factor. Ensure your title is clear and enticing, and your meta description summarises the value.

📌 Best practices:

• Meta title: ≤60 characters, include main keyword
  
• Meta description: 140–160 characters, include keyword and CTA
  

Example:
Title: How to Train a Puppy (Beginner’s Guide 2025)
Description: Discover simple and effective puppy training tips to raise a well-behaved dog—perfect for first-time pet owners!

Use tools like Yoast SEO or Rank Math to manage metadata efficiently on WordPress.

10. Update and Repurpose Old Content

Google prioritises fresh content. Updating existing posts can result in a 111% traffic increase, according to Orbit Media (2024).

✅ What to update:

• Stats and dates
  
• Outdated references
  
• Broken links
  
• Title tags and keywords
  

✅ Repurpose formats:

• Turn blogs into videos, social posts, or email newsletters
  
• Combine short blogs into ultimate guides
  
• Create downloadable PDFs from tutorials
  

11. Apply the E-E-A-T Framework

In 2022, Google added “Experience” to its existing E-A-T guidelines, placing more focus on real-life expertise (Google, 2022).

Here’s how to show E-E-A-T in your content:

• Experience: Share personal case studies or real examples
  
• Expertise: Mention qualifications or industry background
  
• Authoritativeness: Cite respected sources and guest experts
  
• Trustworthiness: Add author bios, contact pages, and HTTPS
  

You can also link to an About page that describes your credentials and company story.

References

Ahrefs. (2024). 91% of content gets no traffic from Google. https://ahrefs.com/blog/search-traffic-study/

Backlinko. (2024). Google ranking factors: Full list and study. https://backlinko.com/google-ranking-factors

Google. (2022). E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness. https://developers.google.com/search/docs/fundamentals/creating-helpful-content

Google. (2023). Helpful content system explained. https://developers.google.com/search/blog/2022/12/helpful-content-update

HubSpot. (2024). Search intent and content alignment. https://blog.hubspot.com/marketing/search-intent

Moz. (2024). How to optimise for featured snippets. https://moz.com/blog/featured-snippets

Orbit Media. (2024). Content update statistics. https://www.orbitmedia.com/blog/content-update-strategy/

SEMrush. (2023). SEO writing best practices. https://www.semrush.com/blog/seo-content-writing/

Yoast. (2025). Meta tags and SEO copywriting. https://yoast.com/seo-blog/seo-copywriting/