Content Creation for SEO: Write Content That Ranks

💡 Key Point: The best SEO content doesn't feel like "SEO content." It reads naturally, provides genuine value, and happens to rank well because it's the best answer to a user's query.

🔍 1. Informational Intent

User wants to: Learn something or find information

Example queries:

• "how to make cold brew coffee"
• "what is SEO"
• "benefits of meditation"

Best content types: Blog posts, how-to guides, tutorials, explainer articles, educational videos

Content approach: Provide clear, comprehensive answers. Focus on education rather than selling.

🧭 2. Navigational Intent

User wants to: Find a specific website or page

Example queries:

• "Facebook login"
• "Semrush pricing"
• "YouTube"

Best content types: Homepage, login pages, specific product pages

Content approach: Make pages easy to find and navigate. Usually brand-specific searches.

🛍️ 3. Commercial Intent

User wants to: Research products/services before making a decision

Example queries:

• "best keyword research tools"
• "Semrush vs Ahrefs"
• "iPhone 15 review"

Best content types: Product comparisons, reviews, "best of" lists, buying guides

Content approach: Provide unbiased comparisons, pros/cons, detailed specifications. Help users make informed decisions.

💳 4. Transactional Intent

User wants to: Make a purchase or complete an action

Example queries:

• "buy Semrush subscription"
• "Nike running shoes discount"
• "download Photoshop free trial"

Best content types: Product pages, checkout pages, signup forms, landing pages

Content approach: Make the conversion path clear and friction-free. Focus on benefits, features, and easy purchasing.

Step 1: Google your target keyword

Step 2: Analyze the top 10 results. What content types appear?

• Blog posts/articles → Informational
• Product/service pages → Transactional
• Comparison/review content → Commercial
• Brand homepages → Navigational

Step 3: Look for patterns in titles and content

Step 4: Check "People Also Ask" boxes for related questions

Step 5: Create content in the same format as what's ranking

⚠️ Critical Mistake: Creating a blog post when all top results are product pages (or vice versa) will make it nearly impossible to rank. Always match the dominant content type in search results.

1. Covers All Relevant Subtopics

Don't just answer the main question—address related questions and concerns.

Example: For "how to start a blog," also cover:

• Choosing a niche
• Selecting a platform
• Domain name tips
• Design basics
• First content ideas
• Monetization options

2. Includes Specific Examples

Generic advice is forgettable. Specific examples make content memorable and actionable.

Weak: "Use descriptive title tags"

Strong: "Use descriptive title tags like 'Keyword Research 101: Complete Beginner's Guide 2025' instead of vague titles like 'Guide to Keywords'"

3. Provides Actionable Steps

Tell readers exactly what to do, not just concepts. Include numbered steps, checklists, and clear instructions.

4. Addresses Common Questions and Objections

Think about what questions readers might have and answer them preemptively. Use:

• FAQ sections
• "Common mistakes" sections
• "Myths and misconceptions" sections
• Troubleshooting guides

5. Includes Data and Statistics

Back up claims with data when possible. It builds credibility and trust.

Example: "75% of users never scroll past the first page" is more convincing than "most users don't look past page one."

✅ Research Checklist:

• Read all top 10 ranking articles (note what they cover)
• Check "People Also Ask" boxes on Google
• Search related keywords and see what topics appear
• Look at Reddit, Quora, and forums for real questions people ask
• Review comments on competitor content for gaps they missed
• Use keyword tools to find related terms to cover

⚡ Simple Method:

1. Search for your target keyword
2. Check the word count of top 5 ranking articles (use browser extensions like SEO Meta in 1 Click)
3. Calculate the average
4. Aim to match or exceed that length—but only if you can add unique value

💡 Remember: Length should serve the topic, not vice versa. Don't add fluff to hit a word count. 800 words of valuable content beats 2,000 words of filler every time.

✅ Short Paragraphs

Rule: Keep paragraphs to 2-4 sentences maximum

Why: Large blocks of text are intimidating and hard to read, especially on mobile

Tip: When in doubt, add a paragraph break. White space is your friend.

✅ Clear Header Hierarchy

Use H2s for main sections, H3s for subsections, creating a clear outline:

• H1: Main title (once per page)
• H2: Major section headings
• H3: Subsections under H2s
• Readers should understand your content by skimming headers alone

✅ Bullet Points and Numbered Lists

Use lists for:

• Steps in a process (numbered lists)
• Features or benefits (bullet points)
• Options or examples (bullet points)
• Tips or recommendations (bullet points)

Why it works: Lists break up text and make information easy to scan.

✅ Bold and Italics (Used Sparingly)

Bold: Use for important points, key terms, and emphasis

Italics: Use for subtle emphasis or introducing new terms

Caution: Don't overuse—too much emphasis = no emphasis

✅ Callout Boxes and Highlights

Use colored boxes or cards to highlight:

• Key takeaways (blue boxes)
• Pro tips (yellow/gold boxes)
• Warnings (red boxes)
• Examples (gray boxes)

✅ Table of Contents

For articles over 1,500 words, include a clickable table of contents at the top. Benefits: improves navigation, shows content scope, may trigger "jump to" links in Google.

📸 Images

Best uses:

• Featured image at the top (draws readers in)
• Screenshots for step-by-step tutorials
• Product photos for reviews
• Break up long text sections

Best practices:

• Use high-quality, relevant images
• Compress for fast loading (under 100KB when possible)
• Add descriptive alt text for SEO and accessibility
• Include at least one image per major section

📊 Charts and Infographics

Best uses:

• Visualizing data and statistics
• Comparing options side-by-side
• Explaining processes visually
• Summarizing key points

Tools: Canva, Venngage, Piktochart for creating professional graphics

🎥 Videos

Best uses:

• Video tutorials and demonstrations
• Product reviews and unboxings
• Expert interviews
• Complex process explanations

SEO benefits:

• Increases time on page (engagement signal)
• Can rank in video search results
• Often triggers video rich snippets in Google
• Appeals to visual learners

📋 Tables

Best uses:

• Comparing features and pricing
• Organizing data clearly
• Specifications and technical details
• Side-by-side comparisons

💡 Pro Tip: Create custom images and graphics when possible. Original visuals are more valuable than stock photos and are more likely to earn backlinks when others reference your content.

E - Expertise

What it means: The content creator has knowledge and skills in the topic

How to demonstrate expertise:

• Include author bios with credentials
• Show real experience and case studies
• Provide detailed, accurate information
• Use industry-specific terminology correctly
• Cite credible sources and research
• Show original research or insights

A - Authoritativeness

What it means: You and your site are recognized as a go-to source in your niche

How to build authority:

• Earn backlinks from reputable sites
• Get mentioned by industry leaders
• Publish consistently over time
• Build a strong social media presence
• Contribute guest posts to authoritative sites
• Earn awards or recognition in your field

T - Trustworthiness

What it means: Your site is secure, transparent, and legitimate

How to demonstrate trust:

• Use HTTPS (SSL certificate)
• Include clear contact information
• Add privacy policy and terms of service
• Display customer reviews and testimonials
• Be transparent about affiliations and sponsorships
• Keep information accurate and up-to-date
• Respond to comments and questions

High E-A-T Requirements (YMYL):

• Medical/health advice
• Financial guidance
• Legal information
• Safety information

Moderate E-A-T Requirements:

• Technical tutorials
• Product reviews
• Business advice

Lower E-A-T Requirements:

• Entertainment content
• Personal blogs
• Hobby content

Step 1: Keyword Research and Intent Analysis

• Identify target keyword
• Check search volume and difficulty
• Determine search intent by analyzing SERPs
• Find related keywords to cover
• Review "People Also Ask" questions

Step 2: Competitive Analysis

• Read top 10 ranking articles
• Note what they cover (and what they miss)
• Check their word counts
• Identify content gaps you can fill
• Look for outdated information you can update

Step 3: Create a Detailed Outline

• List all main sections (H2s)
• Add subsections (H3s) under each
• Note key points to cover in each section
• Plan where to include examples, data, images
• Outline should be comprehensive enough to guide writing

Step 4: Write the First Draft

• Follow your outline closely
• Write naturally—don't overthink keywords
• Focus on providing value and answering questions
• Include specific examples and actionable advice
• Don't worry about perfection—you'll edit later

Step 5: Optimize for SEO

• Add target keyword to title, H1, first paragraph
• Naturally incorporate keyword variations
• Write compelling title tag and meta description
• Optimize URL slug
• Add internal links to relevant content
• Add alt text to images

Step 6: Format for Readability

• Break up long paragraphs
• Add bullet points and numbered lists
• Include images, charts, or videos
• Add callout boxes for important points
• Create a table of contents for long articles

Step 7: Edit and Proofread

• Read aloud to catch awkward phrasing
• Check for grammar and spelling errors
• Verify all facts and statistics
• Ensure links work properly
• Test on mobile devices
• Get feedback from someone else if possible

❌ Mistake #1: Writing for Search Engines, Not People

The problem: Keyword-stuffed, robotic content that's painful to read

The solution: Write naturally first, optimize second. If it doesn't sound good when read aloud, rewrite it.

❌ Mistake #2: Ignoring Search Intent

The problem: Creating the wrong content type for the keyword

The solution: Always check what's currently ranking and match that format and depth.

❌ Mistake #3: Thin, Superficial Content

The problem: Generic, shallow content that doesn't add value

The solution: Go deeper than competitors. Add unique insights, examples, and perspectives.

❌ Mistake #4: No Clear Structure

The problem: Rambling content without logical flow

The solution: Always create an outline first. Use clear headers to organize information.

❌ Mistake #5: Outdated Information

The problem: Content with old data, broken links, or irrelevant examples

The solution: Update content regularly. Add the current year to titles and refresh statistics annually.

❌ Mistake #6: No Call-to-Action

The problem: Readers finish but don't know what to do next

The solution: End with a clear next step—subscribe, read another article, try a tool, etc.

❌ Mistake #7: Ignoring Mobile Users

The problem: Content that looks great on desktop but terrible on mobile

The solution: Always preview on mobile before publishing. Use responsive images and short paragraphs.