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Blog Crafting SEO optimised content: A comprehensive guide

Crafting SEO optimised content: A comprehensive guide

SEO writing is the process of writing content to secure high rankings on search engine like Google.

It comes down to 3 main ideas :

- Target specific keywords

- Provide values to readers

- Be understandable by search engines

If you’re new to the field or seeking to improve your skills, you are in the right place. In this guide, we will give you the knowledge to confidently create content that resonates with both search engines and users.

Why SEO writing matters ?

Imagine crafting a masterpiece novel and locking it away in a forgotten vault. That’s what creating content without SEO is like.

Search engines serve as digital librarians, and SEO ensures your content gets discovered and shown to the right audience at the right time.

Embracing SEO enables you to enhance visibility, attract organic traffic, and ultimately achieve your business goals.

Before you begin

Effective SEO content begins with understanding what you are optimizing for.

Define :

- Your target audience : Who are you writing for ?

- The search intent : What are the expectations behind their search queries ?

A good exercise to start with is Keyword Research. Don’t know how to do ? Check our guide : “Keyword research for beginners”.

1. Crafting value-driven content

While SEO optimization is crucial, never lose sight of the primary purpose of your content: to inform, entertain, or educate your audience. Search engines shows what peoples want to see, so if your content is well liked by your audience, it will be liked by Search engines.

Ok, time to write, focus on the content for now.

Answer the search intent

Provide a valuable answer to the specific intent behind the search query.

Different keywords have different intentions behind them. Informational searches aim to learn ("best running shoes for beginners"), while transactional searches are purchase-oriented ("buy running shoes online").

Understand the “what” and the “why” of user searches, tailoring your content accordingly.

Create high-quality content

Make sure the content offers genuine value to your audience. Address their pain points, answer their questions, and establish yourself as an authority in your field.

Remember, search engines prefers content that is informative, engaging, and trustworthy. Make sure your informations are relevant and up to date.

Structure for scanability

Break down your content into digestible sections using subheadings, bullet points, and short paragraphs. This makes it easier for users to grasp the information quickly and keeps them engaged.

Enhance user experience

Incorporate multimedia elements such as images, videos, and infographics to enhance engagement. Optimize these elements for accessibility and search engine visibility (image alt text, captions …).

2. Improving for search engines

Now that you've crafted valuable content, it's time to ensure it's discoverable and understandable by search engines.

Use a captivating headline

When users search on a search engine, the first thing they will see is your page title. It’s the main information they will use to decide if your page it worth a look.

Craft a clear, concise and keyword-rich headlines that accurately reflect your content and entice users to click. An optimal length is between 50 to 60 characters.

Google will show to user the title in your <title> tag. In some case, it may fallback on the first <h1> of your page. Either way, try to write a good title for both.

Meta description

Search engine use meta descriptions to understand the content and relevance of a page, affecting your site's ranking. They’re often used by search engines and social network to show a preview of your content.

It will be displayed right below your titles in search engines. Meta description are also used by screen readers to provide a summary to visually impaired users

Craft a compelling description that entice users to click and accurately reflect your content's value. A well-crafted meta description is typically between 150 and 160 characters.


Strategically incorporate your target keywords throughout your content. But avoid keyword stuffing, which can come across as unnatural and harm your ranking.

You may have heard about the meta keyword, don’t bother with it. Google said they don’t use it.

Focus on 1 to 3 keywords per page maximum for optimal results.

3. Addressing technical SEO

Content is king, and we’ve already done most of the work by now. But technical SEO can make the difference between you and your competition.

Let’s see some key points.

Internal linking

Search engines like humans navigate through your website using links.

Connect relevant pages within your website to aid search engine discovery and understand your content's structure.

Try to have both link from this piece to other pages, and from other pages to this piece.

HTML structure

Search engines don’t “see” your content, they “read” it. In order for them to understand your content’s structure, you need to utilize semantic HTML tags to clearly defines the different sections of your content.

Use <h1>, <h2> … for headingsUse <p> for paragraphUse <ul> for listsUse tags like <sections>, <article> , <main> , <header> … to clearly structure your page

If you’re using a CMS, most of them will handle that for you.

Mobile friendly

With mobile making up to ~58% of global internet traffic, being mobile friendly is a requirement. Search engines may penalise websites that don’t render properly on mobile devices.

Ensure your content is optimised for mobile devices and tablets.


In today's digital landscape, creating accessible content is not just an option, it's a necessity. By making your content accessible to everyone, you're not only reaching a wider audience but also fulfilling your ethical responsibility. Here are some key aspects to consider:

- Clear and concise language: Avoid jargon and complex sentence structures. Use plain language that is easy to understand for users with varying reading abilities.

- Descriptive alt text: Include clear and concise alt text descriptions for all images. This is crucial for users who rely on screen readers to access information.

- Color contrast: Ensure adequate color contrast between text and background colors. This is essential for users with visual impairments.

- Keyboard accessibility: Make sure your website and content are navigable using just a keyboard, catering to users who cannot use a mouse.

For assistance with technical aspects, consider utilizing tools like Selpo for a comprehensive website audit and actionable optimization tips.


By following these tips and consistently creating valuable content, you'll be well on your way to crafting content that not only ranks well in search engines but also resonates with your target audience.

In the realm of SEO content, quality always triumphs over quantity. Focus on delivering value-packed, authoritative content that addresses user needs and exceeds expectations. Strive for originality, relevance, and comprehensiveness in every piece you create, establishing your brand as a trusted source of information within your niche.

Remember, SEO is a continuous process. Regularly monitor your content's performance, analyze your rankings, and adapt your strategies based on insights and evolving trends.

Happy writing!