Plan your SEO friendly articles before sitting down to write them

How to write SEO friendly website articles

Wed 13th Sep 2017

Writing blog posts, articles or case studies for your website is a skill, but adding new and relevant information to your website is the single best SEO strategy you have (after having an optimised website built to add to!). It gives search engines the idea that your website is active and relevant which is important, because if it looks inactive, it will be crawled less often and this can have a negative effect on your rankings in search results.

Writing for SEO purposes and also to attract your audience seem like two contradictory goals, but the two can go hand in hand. Great website content is both readable and SEO-friendly.

Depending on your business or organisation, your new content might take the form of articles, news stories, case studies, galleries or video content. All of these count towards growing your website and improving your SEO.

Some guidelines for writing SEO friendly articles

1. Think before you write!

Decide what the message of your text will be, and what action you want your readers to take after reading it. You might want them to buy a product, email you for a quote or donate money; provide a clear prompt to get them to take that action.

2. Write down the structure of your blog post

Build your post by creating a clear structure before you get stuck into writing:

  • an introduction
  • a body - the detail or discussion
  • a conclusion - summarise the article

Write bullet points for each section and then elaborate on them to develop the article.

3. Build your keywords and search terms into the article

Repeating your keywords too often will make your text difficult to read, but if you want an SEO-friendly article your keywords and phrases should be prominent, in headings for example. As a general rule: try to put your search terms in 1 - 2% of your text, so in an article of 300 words, you should mention your search terms between 3 to 6 times.

4. Structure your writing

Headings are important for readability, and for SEO as well. Headings help search engines to understand the main topics of a long page or article and therefore can help in your ranking. Headings and subheadings also help readers to find their way around your articles. They help your readers to scan your page and understand your writing.

Paragraphs give an article structure, a paragraph should focus on one idea or a main subject, then when you change the subject, you start a new paragraph.

5. Get someone else to proof read your writing

Before publishing your post, let someone else read your post to check for typos and badly constructed sentences and also to make sure that someone else can understand the main idea of your post.

6. Consider the length of your article

Make sure your articles have a minimum of 300 words, search engines like articles of around 700 words best.

7. Link to previous content

If you have written related articles before, link to these posts. It will build the authority of your website on the subject. Your link structure is important for your SEO, and your audience might be interested in related posts too.


The era in which quick win SEO tricks and keyword stuffing were sufficient to get your website to rank highly is long gone. Now, and for the forseeable future, quality content is king, it also leads to more user engagement and return visitors to your website.

The key to writing for SEO is that there’s no such thing as 'writing for Google' or any search engines anymore. It’s all about writing for people. SEO helps to put your website or article in front of a user, and writing great content encourages them to take an action that could convert into a sale or a lead.

by Rachel Watson