How to create content that ranks and converts
Writing for Search Engine Optimisation (SEO) isn’t about cramming keywords into a paragraph or tricking Google with clever hacks. It’s about creating helpful, relevant content that your audience wants to find and that search engines can easily understand. When done well, SEO content writing brings the right people to your site, builds your authority and helps your business grow online. As the digital landscape gets more competitive, being visible in search results matters more than ever, but visibility without value doesn’t work. SEO content is about striking a balance, writing with both search engines and real people in mind.
What is SEO?
SEO is the process of improving your website, so it appears higher in organic (non-paid) search results. It’s how people find you when they type questions or keyboards into Google or other search engines. There are multiple aspects of SEO, technical, on-page, and off-page, but content sits at the heart of it all. Without strong content, your site has nothing for search engines to index or for users to engage with. SEO content can include blog articles, landing pages, product descriptions, FAQs, guides and more.
What makes content ‘good’ for SEO?
Strong SEO content does three things:
- It matches what people are searching for
- It answers their questions or solves a problem
- It’s structured in a way that search engines can easily read and rank
To write content that meets these goals, you need both strategy and substance.
Start with keyword research
Effective SEO writing begins with understanding what your audience is searching for.
Keyword research helps you discover:
- The exact terms and questions people are typing into Google
- How competitive those terms are
- Which topics are most relevant to your brand
This research helps guide what content to create and how to phrase it, so it’s aligned with real search behaviour, not just assumptions.
Write for people first, then optimise
Google prioritises content that’s useful. So instead of focusing only on where to place keywords, focus on creating value.
Make sure your content:
- Clearly answers the question or topic the keyword relates to
- Is easy to read and free of jargon
- Offers practical information or guidance
- Reflects your brand voice and builds trust
Search engines went to reward content that satisfies the user’s intent, which means your content should leave them feeling informed, helped or inspired.
Structure your content clearly
Good structure helps both readers and search engines. Use headings to organise your content, especially including your main keyword in the title and at least one subheading.
Also aim to:
- Use short paragraphs and simple language
- Break up long sections with visuals or bullet points
- Write with a clear beginning, middle and end
- Include internal links to other pages on your site
This makes your content easier to scan, keeps people on your page longer, and signals to search engines that your content is well-organised and user-friendly.
Optimise metadata and alt text
Your meta title and description show up in search results, so they should be written to encourage clicks. Keep them concise, include your keyword, and make sure they clearly explain what the page is about.
For images, always include descriptive alt text. This helps with accessibility, and it gives search engines more context about what’s on the page.
Keep content fresh and accurate
SEO is not a one-time effort. Over time, even well-written content can become outdated. That’s why part of SEO writing is knowing when to update and improve existing content.
Review your top-performing pages every few months and ask:
- Is the information still accurate?
- Could it include newer statistics or examples?
- Are there new related keywords or questions you could add?
Keeping your content relevant not only improves rankings but also shows your audience that your site is current and trustworthy.
Blend strategy with authenticity
The best SEO doesn’t feel robotic. It’s a strategic, yes, but it also sounds natural, reflects your brand voice, and builds a relationship with the reader. Whether it’s a blog post, a landing page or a service description, your content should communicate what makes your brand different and why someone should trust you.
SEO content that works
Writing for SEO isn’t about pleasing algorithms, it’s about being helpful, consistent and discoverable. When you write with intent, guided by keyword insights and supported by smart structure, you not only attract more traffic, but you also build long-term visibility for your brand.
Turn your words into results
At Purple Giraffe, we specialise in content that performs for both people and search engines. If your website isn’t showing up when your customers search, or if your content feels flat and unfocused, we can help. Whether you need a one-off blog post or a long-term content strategy, we’ll make sure your words work harder for your business.
Let’s create content that moves your brand forward through the right keywords, meaningful conversations and measurable conversions.
