Back in the good old days, writing online content used to mean stuffing in keywords, hitting “publish”, and hoping Google would reward your efforts. Thankfully, things have changed. These days, writing content that actually gets you somewhere means striking a balance – appealing to humans and satisfying search engines.
Many businesses still struggle with this balancing act, and it’s no wonder; it genuinely is a challenging task, especially with the advancements in AI. So, in six simple rules, we’re breaking down how to write content that not only connects with your readers but also climbs the rankings.
Rule number one: Understand the true role of SEO in content
First things first: SEO isn’t about gaming the system. Google’s algorithm has evolved, and it has favoured useful, well-structured, relevant content that serves user intent for years now. In fact, we even wrote a blog post about it.
That means good SEO copy should read naturally, answer the reader’s questions, and still be optimised behind the scenes. It’s not about cramming in keywords or writing robotic-sounding sentences – it’s about creating helpful content that people genuinely want to read.
Think of SEO as the framework that supports great writing, not a shortcut to the top of search results. When you approach it with that mindset, the results tend to follow.
Pro tip: Keyword research matters, but it’s a guide, not a script.
Rule number two: Write like a human, edit like a robot
When drafting content, write for a real person. Use conversational language, address pain points, and guide the reader with a clear tone. Imagine you’re speaking directly to your customer – what would you say, and how would you say it? That human-first approach helps build trust and keeps people reading.
Once your first draft is complete, switch hats and start refining it for SEO: add keywords where they naturally fit, double-check the structure, and eliminate unnecessary content. This is where clarity, conciseness and formatting come into play. Your goal isn’t just to be found, it’s to be understood.
Pro tip: Use free tools like Hemingway or Grammarly to tighten your writing before diving into optimisation.
Rule number three: Structure is everything
Humans scan. So do search engines. If your page is a wall of text, most people won’t stick around, and neither will Google.
Make your content easy to digest:
- Break it up with H2s and H3s
- Keep paragraphs short and purposeful
- Use bullet points and numbered lists (like this one!)
- Highlight key insights with bold text
Pro tip: Clear structure improves user experience and increases your chances of landing in featured snippets.
Rule number four: Don’t force the keywords
Yes, keywords matter, but readability matters more. Modern search engines understand context, synonyms and variations. That means you can focus on natural language while still satisfying SEO. Trying to shoehorn in awkward phrases just to hit a keyword target will only make your content clunky and less engaging.
Instead, write with clarity and intent. If your content answers the right questions and speaks to the user’s needs, Google will pick up on it. Remember, Google wants to help the people using their search engine, and if you make things easier for them, then Google will reward you.
Relevance always beats repetition, so strive for content that flows naturally and offers genuine value.
Pro tip: Use your primary keyword in the page title, introduction, one subheading and occasionally throughout – but never at the expense of flow.
Rule number five: Write with purpose (and include a CTA)
Every piece of content should have a goal. Whether you’re educating, persuading or nudging someone toward a service, be clear about your intent. Don’t leave your reader wondering what to do next, give them a helpful nudge.
A strong CTA keeps the conversation going, whether it’s exploring another page, making contact or downloading a resource. It also helps you guide your audience through the buyer journey in a natural, useful way, not pushy.
Pro tip: A CTA doesn’t have to be salesy. A simple “download our guide” or “read next” can keep your audience engaged.
Rule number six: Refresh and repurpose regularly
Content that ranks well today might be stale tomorrow. Stay ahead by reviewing and updating your content every few months. Look for:
- Outdated statistics
- Opportunities to expand sections
- Internal linking gaps
- New search terms gaining traction
Remember, this is a race; there’s no stopping. If you do, the person in second place will overtake you. Always be working on your site, your content and SEO, especially when there are new algorithm updates by Google.
Pro tip: One strong blog post can be repurposed into multiple social media threads, email newsletters, or downloadable resources.
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Writing for both people and search engines isn’t about compromise, it’s about balance. When you create genuinely useful, well-structured and written content, Google will reward it and your audience will stick around.
Boring information dumping, poorly laid-out blog posts, and keyword overuse are all things that will kill any chance you have of Google showing people your site, because, quite honestly, why would they?
At Whippet Digital, we help businesses craft content strategies that both rank well and resonate. Our copywriters are seasoned professionals with years of experience in writing and the technical world. We know what we’re doing, so you don’t have to.
If you’re ready to maximise the impact of your content, contact us today and let’s discuss how we can help you refine your strategy. We have multiple options to suit the size and style of your business, no matter which industry you’re in.
