SEO Content Guide: How to create content your audience wants

Written By Fraser McCulloch

Traditional marketer specialising in keyword research, SEO content plans, and content briefs. Has-been Scottish golfer. 

In this SEO content guide, I will talk about how to create content your audience wants.

You’ll discover:

  • The 7 types of content that work best for SEO and your audience.
  • How to write copy that converts.
  • How to rank higher on Google.
  • How to earn links faster than ever before.

In other words, we’ll cover everything you need to know to create content that gets traffic and links.

And much more…

What is SEO content?

SEO content refers to creating content to help your web pages get a higher search engine ranking and organic traffic.

Keyword strategy, site structure and written copy are the three main things you need to consider when producing content that will make your web pages rank well.

Why is SEO content important?

SEO content is crucial because it helps bring more people to your website.

It also allows you to educate, persuade and convert strangers into customers by providing a piece of content that answers their search questions.

Step 1: Find topics your audience searches for

To rank organically, you should focus on topics your target audience frequently searches for.

Generate keyword ideas using a keyword research tool like Ahrefs.

1. Start with a relevant keyword or broad topic that describes your business or industry, e.g., accounting, tax, or marketing.

2. Filter the main keyword into sub-topics such as informational, commercial, and problem recognition.

3. Choose topics, less competitive keywords and long-tail keywords that get traffic.

4. Create a plan and select topics you want to write content about.

Step 2: Satisfy user intent 

User intent is understanding the type of content on your page the user wants.

So, for example, if I searched “how to start a record label“, I would expect the top pages in Google to answer that question with a series of instructional steps.

Likewise, if I searched “personal tax service“, I would expect to see pages describing a service that can solve any personal tax issues that I might have.

Step 3: Content format

Once you understand the intent behind a keyword you want to target and write about, you can choose a suitable content format.

Here are the main types of SEO content.

  • How To
  • Best
  • List
  • Guide
  • Service
  • Comparison
  • Review
  • Product

As you can see, the content structure on a service page differs from the content on a product review article.

Both types of content seek to answer searchers’ questions differently.

Step 4: Content brief

Content briefs are documents that instruct a writer on what to write.

In my writing process, I use a brief to outline the structure of a page before I write, which keeps me focused and on track.

Step 5: Write a draft

Now write a draft.

  • Use a Google Doc to start writing; allow up to 4 hours.
  • Or speed up your SEO content creation process using some of the latest AI tools.
  • Start with your introduction; the introduction should contain your target keyword and encourage visitors to read the page.
  • Use your outline (format as h2 and h3 headings). 
  • Tackle one section at a time and use these headings as writing prompts.
  • Provide evidence of your own experience, creates original content and reinforce your authority.
  • Use statistics and external references to back up your key message.
  • Use short sentences in your paragraphs.

Write as you speak

Write as you speak with Google Voice.

The best content is written in an informal conversational tone, so avoid using formal language. 

Spelling and grammar

Most writing apps and Google Docs include built-in spell checkers.

Run your draft through a tool named Grammarly.

This tool will tell you about misplaced punctuation and sentences that don’t flow well.

Make your transitions

The last part of writing a draft includes transition.

Transitions are phrases such as “in addition” or “in conclusion” that can bridge one section to the next.

Step 6. Visual Content

A picture paints a 1000 words; add visuals that support the content you create and the message you are communicating.

How to articles need visuals to communicate each instructional step, and product review articles should include product images and/or videos.

Step 7. Page Title and introduction

A good page title helps people find relevant pages quickly by telling them exactly what they need to know.

This guide outlines how to write title tags.

Meta description – why bother?

Google rewrites most meta descriptions, so why bother writing them?

If your content gets shared socially, write your description; otherwise, don’t bother.

Step 8: Summarise and call to action

The last step is to summarise or conclude your content and encourage the user to take action.

To get a higher conversion rate, I’ve found success adding a call to action at the top, middle and foot of a page. 

Final thoughts

If you don’t know what your audience wants, how do you expect to write content that will attract them?

This guide helped you figure out what your target audience needs and what type of content they search for and love to read.