The goal of SEO content is to produce online content that ranks high in google, drives significant traffic, engages readers and leads them to take action. 

While traffic is important, if it doesn’t contribute to your business objectives, then it’s pretty much useless. 

So, how do you create content that achieves it all?

Here’s some handy tips you can implement immediately:

1. Match the three C’s of search intent

Content types

Content types are blog posts, product category, landing pages or videos.

If a customer is searching for the ‘running trainers’ then it’s likely they want Google to take them straight to ecommerce category pages, whereas a searcher looking for the ‘best running trainers’ may be at the awareness stage and searching for information in the form of a blog.

Content format

Content format applies to informational content mainly. This can be how-tos, news articles, opinion pieces, reviews and listicles. Writing in such a way makes it much easier for the audience to interact with the content.

Content angle

This is all about finding the right angle to showcase the main selling point of the content. If someone is googling ‘How to play tennis’ the chances are they are a beginner, so the content must align with this.

2. Analyse the top-ranking pages

Google wants the most relevant, and useful information on the first page. So you need to earn your place there. 

You do this by covering everything users want to know and expect to see.

You need to address the main search intent immediately, otherwise a user will bounce off almost immediately. 

Top tip: Look for a content gap. If the top of the SERP is competitive, look how you could approach from another angle. Instead of the ‘best wireless earphones’ why not try ‘best wireless earphones for iphone’.

3. ASMR Formula

Annotations: Sidenotes, blockquotes and call out boxes help break up monotony of a blog post. 

Short sentences: Long sentences are long and tiresome to read. Swap transitional words and break up into shorter sentences.

Multimedia: Videos, images and GIFs can help illustrate points and keep readers interested.

Read: Reading content outloud can help pinpoint areas where words don’t flow.

4. PAS Formula

• Identify a problem 
• Agitate the problem by digging into their pain point 
• Promise a solution

5. Boost your CTR with title tag hacks

Add power words: Captivating, Remarkable…

These trigger a positive or negative emotional response: 

5 best hiking views 

5 captivating hiking views

Strengthen your title with parentheses:

8 benefits of outdoor exercise 

8 benefits of outdoor exercise (backed by science)

6. Improve engagement with the inverted pyramid

You need to give readers the information they’re looking for without them having to work for it, or bouncing around the SERP. 

Your introduction should answer the main question you’re targeting.

Start with ‘need to know’ 

Finish with ‘nice to know’

7. Write in your audiences language

To persuade your audience and compel them to read you need to prove you understand them. You do this by speaking their language.

If you’re familiar with the niche, this should be easy. If not try browsing communities where your target audience hangs out.



• Facebook groups
• Reddit 
• Slack communities 
• Quora 
• Blogs 
• Forums 

Top tip: This is also a great place to gain insight into customers pain points, and discover blog topics.

8. Use CTAs to move customers down your marketing funnel

If you want readers to take the next step, you need to instruct them to do so, in the form of call-to-actions (CTAs) in your content.

Not every CTA should lead to ‘buy this product’, as not every reader is ready to buy. 

They could be anywhere on their buyer’s journey.

Imagine you sell Geolocation subscriptions. You create an article “What is Geolocation”, it ranks well on the SERP, and attracts traffic.

So, what?

As it’s a beginner-level topic, your reader is very unlikely to convert straight away. 

So, rather than convert them into a customer, you need to pull them into the next stage of the marketing funnel. 

Create an article “10 reasons everyone needs Geolocation software” and you could internally link to it. 

This way, readers will be one step closer to converting. 

Increasing pageviews, reducing bounces and sending positive engagement signals to Google.

Always match the right call of action to the right stage of your customer's journey.

Ultimately, SEO is not only about ranking in Google. It’s about engagement, traffic and increasing your bottom line. That’s why your copy is so important.