Web content writing checklist for SEO

Web Content Writing Checklist For SEO

Content reigns as the unchallenged king in the world of digital marketing. To increase your brand recognition, page rankings, conversions, and engagement, you have to create content that makes the readers and the search engines happy. Web content writing works on this exact principle- create content that enhances reader experience while simultaneously ticking the boxes for SEO friendliness. So, how can you ensure the content you write fits into these criteria? Here’s the ultimate content writing checklist for you to skim through before clicking on that publish button.

10-Point Checklist for SEO Content Writing

1. Do keyword research

SEO has its foundation on keywords making keyword research a vital part of web content writing. Create a list of keywords with medium to high search volume and select the keywords you should include to drive traffic to your page. Assign one primary keyword which identifies the post the best and ensure to optimise it. Learn more about how to choose the right keyword.

2. To-the-point, concise and attractive titles

A click-worthy page title is crucial, as it is the link that users see when your pages pop up in the search results. Create page titles that perfectly convey what the page contains. If you click-bait the readers, i.e., if the page content does not match the title, the visitors will bounce off the page, signalling that your page isn’t valuable.

The page title should contain high-volume keywords to capture the attention of the search engine and the readers. Try not to make the title longer than 60 characters.

In short, focus on creating short, attractive titles that have the primary keyword or a variation of it. 

3. Adaptive length

The constant debate around the optimal length for a blog post or web page poses a big question- “Does the size of your web page/blog post matter?”

While it is true that there is no perfect word count or a perfect paragraph length in web content writing, there are some general preferences among readers. People need the most information in the shortest possible version. Ideally, readers prefer articles that are between 700- 1700 words. Most of the time, short paragraphs and short lines hold the attention more. But this isn’t the standard for all visitors.

So, it is necessary to understand your readers. Keep the length of your post in tune with the audience that you hope to attract to your website. Here’s a pro-tip – decide on the purpose of each piece of content before you start writing it. If the purpose is to deliver an informational guide, the content must be long and explanatory. If you want to create a landing page to capture leads in return for a product or service offer, keep it short, catchy, and to the point. 

4. Make the content keyword optimised

Your content should centre around the keyword you chose. Include the keyword in the first 100 words of your written piece to emphasise what the page is about. Add the primary keyword to your titles and headings without overstuffing them.

Adding keywords to anchor texts and URLs is a valuable SEO tactic. Use long-tail keywords whenever you can. However, avoid keyword overlap between multiple posts on your website as it makes it difficult for the search engine to understand which page to rank for a particular keyphrase.

5. Structure matters

A common complaint from students (sometimes even grown-ups) is that they can’t focus on their books because just looking at the long, continuous, theoretical text itself makes them anxious. This situation is applicable in web content writing too.

Now imagine looking at a wall of content of 1300 words! You can bet the page visitor will bounce off the page in the blink of an eye.

How you structure your web content matters. Break down the content into paragraphs and arrange them under apt headlines. Include the H1, H2, H3 tags for the headings and subheadings accordingly. Use images and videos to improve the readability of the blog. Use dot points and pictorial representations wherever possible.

6. Link relevant content

Adding internal links serve as a very efficient method for repeated engagements. It allows the user to keep exploring your site and maybe even convert them to a brand consumer. Linking related content on your site also tells the search engines that you’re well-versed in the topic since you have multiple pages of content related to it. Thus, optimising internal links has a high priority on the content writing checklist.

7. Keep it simple

Try to keep your content as simple as possible so that your audience can easily connect with it. Stick to a clear and easily digestible language that makes your points clear. Since passive voice often adds a distancing edging, avoid overusing it. Keeping your content simple will also aid the search engines in understanding and evaluating it.

8. Research and answer everything

Ensure your content fulfils the search intent of users. Research in-depth for all the questions a reader could have about your topic and write content that will provide sufficient answers. Write original, factual content instead of just plagiarising it from the internet. Research is also needed to understand your buyer personas. What platforms do they use? What type of content do they engage with? Where do they look for information? Craft your web content around the answers to these questions.

9. Use images and graphics

Visuals are valuable additions that will help in giving your content an entertaining edge. Use images, infographics, and videos to illustrate your points. Make sure you optimise images using alt tags. Compressing the files will help in decreasing loading time without reducing quality. Check if the graphics are responsive and display well across all devices before publishing the content.

10. End with CTA

Your content should end with a call to action that informs the reader of the next step. Whether it’s signing up for a newsletter or another link for them to learn more about the topic or to contact you, the reader will depend on you to light the way. Give the user an idea of what they should do after reading your content rather than going back to the search results.

Unique, engaging content is what all writers aim for. A cleanly formatted, well-written informative piece of content will build trust in your readers’ minds. Always create content that pays justice to the reader’s time and your brand’s reputation. Make sure you run through this web content writing checklist before you publish your articles. Does that sound like a chore while you’re already overwhelmed by your business needs? Let us do it for you! Contact us or email us at sales@computingaustralia.group for creative and SEO-friendly content writing.

Jargon Busters

High-volume keyword – Terms that have a large search volume, i.e., terms searched extensively on search engines, are called high-volume keywords.
Persona – In digital marketing, a persona is a fictional depiction of your target audience.
Long-tail keywords – Keywords made from three to five words are called long-tail keywords.