Your website gets no attention when buried on page 100 of Google, since most people don’t click beyond the first page of search engines.

SEO writing for beginners teaches you how to publish valuable content that ranks on page one when people search for popular keywords related to your offering.

First? Create content your audience loves ✅. Next? Structure the page in a pleasing way for the search gods (algorithms) that set your fate (ranking order) ✅✅.

These actions COST NOTHING to follow. No technical knowledge needed.

Your creative energy is enough to attract more online visitors and sales! 

What is SEO writing?

SEO writing is a cost-effective content creation strategy that aims to rank you on the first page of search engines like Google for popular queries related to your industry. Search engine optimisation attracts unpaid, organic traffic (website visits), so you don’t pay any advertising fees. 

Why is SEO writing important?

When done correctly, SEO writing attracts more users driven by a clear goal than pricier strategies like paid advertising. SEO-optimised content also positions your brand as a trusted leader in your industry!

How does SEO writing work?

Your mission is to regularly create original content that appeals to two groups:

1. Technical algorithms that set the positions of websites listed in search pages
2. People who need your product or service

Search engines are more likely to rank your website on the first page if they receive technical signals that your content is invaluable to the query.

Now you’re visible, do people take the time to read your valuable content? 

                   ✔️ YES: Google understands your credible website still deserves top visibility

                   ❌ NO: Websites with more engagement take your place.

How to do SEO writing for beginners? 

This article contains 12 free and practical SEO writing steps that fall under FIVE KEY CATEGORIES:

1. Discovery: Research popular topics people search for related to your market, so you meet their needs. Dive deeper into the selected topic and outline the key points.
2. Writing: Regularly publish clear and engaging content that discreetly includes selected keywords. Update often!
3. SEO formatting: An inviting layout helps visitors AND search engines understand your content better.
4. Irresistible preview: Your search snippet must contain keywords that lift your rank and language that compels people to visit your site. 
5. Shameless promotion: Share your content on social media platforms, email subscribers and join a platform with free media publicity opportunities!

DISCOVERY AND RESEARCH STAGE

STEP 1: Learn about different search intentions

Search engines have one mission: give people the most relevant information for their queries. 

To improve your online visibility and site performance, you must publish original content covering popular searches related to your product or service.

Offering pages: why do people need your brand and how can you show you’re best suited to help them? Straightforward enough!

Blogs require a little more creativity: 

Publish helpful articles about popular topics GENERALLY related to your industry. The main focus is to provide valuable information, rather than directly promote your brand (discreet self-promotion is a powerful side-effect).

For example, a tree lopping company might create an informational article, “signs of a sick tree”.

This builds trust with readers, but that’s not all. 

The more general attention these blogs attract, the more authority Google gives your site. You’re more likely to rank for offering pages when people make transactional searches. 

Your target audience has three search intentions

1. Informational searches about general themes connected to your industry e.g. “how to heal your stomach naturally” on a pharmacist’s website. 
2. Transactional searches (sales) about particular services or products. 
3. Navigational queries for your specific brand. 

STEP 2: Brainstorm content ideas that interest your audience

How to get inspiration for sales pages, navigational pages and blog articles:

1. Look for common themes on your top competitors’ service pages
2. Answer the public website (three free searches a day)
3. Forum and Reddit research: what do consumers say about your industry?
4. Keyword research: what does your target audience ask Google?

• Look for common themes on your top competitors’ service pages ⭐

What results appear on the first page of your Google search (e.g. family law services Sydney)? The top pages on display perform the best. Take note of common themes and keywords to inspire your research and writing. 

• Answer the public website (3 free searches a day when you register)⭐

This website gives you three free searches a day. Type in a phrase like “family law services” to see what users commonly search for about that topic.

• Forum research: what do consumers say about your industry?⭐

Reddit and other forums are a treasure trove of information showing the opinions of people who engage with your industry. No marketing spin! Take note of common concerns or suggestions. Consider addressing relevant elements in your service pages or blogs. 

How to see nothing but forum or Reddit pages in your search results:

Type [your industry / topic] : [reddit/forum] into Google

Examples:

Need a divorce lawyer:inforum Australia

Pet insurance pros and cons:reddit

• Keyword research: what does your target audience ask Google?⭐

Keywords Everywhere (low-cost annual fee of $45 AUD)

Install the browser extension Keywords Everywhere to discover the number of people searching for a keyword or phrase that applies to your industry. Set the location to Australia. When Google detects enough searches, you’ll see a monthly search volume (e.g. 10/mo). 

This is the only paid resource we’ve shared, but it’s still low-cost at $27 USD for 100,000 credits a year.

Note: turn the extension off for general browsing, so you don’t waste credits.

Finding keywords for service pages:

You can build service pages around popular keywords (more on incorporating keywords into your content later).

Finding keywords for blog ideas:

Create blog articles on topics people search for about your industry. Don’t worry about low search volume; that topic is still interesting! Plus, when starting, you’re more likely to rank on the first page for low-volume keywords, as there’s less competition for these phrases.

PRO TIP:

Finding popular keywords or phrases is a matter of experimentation. Type a phrase you’re curious about, and Google will suggest related keywords with decent search volume. This gives you more ideas for future blogs!

FREE keyword research alternatives:

AHREFS Free Keyword Generator: up to 10 keyword searches a day

SEMRUSH Keyword Magic Tool: up to 10 keyword searches a day when you create an account

Keyword Planner for Google Ads: unlimited searches when you create a Google Ads account. Set up is free, you only pay if you run ads.

STEP 3: Research the selected topic and plan the main points

Time to dive deeper into your research on the selected topic!

Find more keywords for blog or offering pages

What’s the most critical information that people seek about your selected topic? 

Keyword research helps you address people’s most common questions about the topic to provide value! 

Keyword research example for a dental service page or blog:

Main keyword: “composite veneers” (4,400 monthly search volume).

Related keywords: 

Find inspiration for valuable subheadings. For example, “composite veneers cost” works well as a blog subheading or service page FAQ (“what is the cost of composite veneers?”).

You can also use the Reddit search suggestion discussed in the first brainstorming step.

What to include in offering pages?

Look at what your main competitors speak about and put your spin on relevant content. Relate to your audience’s pain points and show how you can help. Explain your unique selling points, credentials and expertise to highlight trustworthiness. Include any evidence you have, such as awards, certificates and glowing testimonials.

What to include in blogs?

Type your idea and see what the top posts write about it. 

Your search might lead to authoritative sources like scientific journals, non-government organisations or news articles. 

If you mention an interesting fact, link to the authoritative source to signal your credibility. This increases your chances of ranking on the first page.

We also recommend including at least one link to internal pages related to the blog post.

The more in-depth your BLOG, the better! 

WRITING STAGE

STEP 4: Mention popular keywords in a natural way

It’s not enough to write about topics that interest your audience. Your content must include popular keywords that give your website visibility when people type those exact phrases (or related words) in Google, Bing and other search engines. 

However, don’t cram keywords into every paragraph.

Technical search algorithms don’t like spam, and neither will your audience!

Incorporate your main and related keywords into your content in a NATURAL way that makes sense to the topic.

How to create SEO-friendly content?

Strategic keyword placement is everything

• Main keyword: this goes into your title and at least one heading, when that makes sense. Can you also mention that keyword in your introduction? That’s best practice.
• Related keywords are powerful: scatter your primary and related keywords throughout your content in a subtle way. Find opportunities to include keywords in subheadings (H2, H3, H4). 
• Image file names: include keywords when you save your image files.

PRO TIP: long-tail keyword magic

Did you find a long-tail variation of your primary keyword? 

More power to you!

Long-tail keywords are specific and tend to include a low-volume and high-volume keyword in a singular phrase.

Here’s the magic:

It’s easier to rank for low-volume keywords because there’s less competition. 

1. Your low-volume keyword attracts traffic and flags your credibility to search engines (✅). 
2. This credibility signal eventually ranks your high-volume keyword on the first page (✅✅). 

Two birds with one stone.

We love SEO-friendly content examples with long-tail keywords:

Our article about Google SGE ranked on the first page (above Google’s content).

Main keyword = long-tail keyword: “what is Google SGE” (30/mo search volume).

This long-tail keyword also contains a higher volume keyword: “Google SGE” (320/mo)

We quickly ranked on the first page for the low-volume keyword, which helped us get prime real estate for the higher-volume keyword.

STEP 5: Write engagingly

Compelling content and user-friendly formatting holds the attention of distracted consumers. Technical search algorithms tend to favour your website when people browse it, so this is a critical SEO writing tip.

Always remember you’re talking to humans! 

Clear and simple expression

A conversational tone that remains professional is best for most industries. 

Avoid technical jargon that only experts understand when writing for a general audience. 

Generally, keep sentences and paragraphs short, but spice things up every now and then with more length. 

Why not address your reader (“you”, “your”) directly to connect?

Finally, READ YOUR CONTENT OUT LOUD before publishing. This detects hidden mistakes and creates better rhythm. Our reading flow tends to mimic our speaking flow.

🎵 🎵 🎵

Speaking of natural rhythm? It’s generally best to use contractions when writing for a casual audience, as this is how we speak. 

For example:

• “You’re” instead of “you are”
• “Can’t” instead of “cannot”
• “It’s” instead of “it is”

Cut the fluff

Reading aloud identifies filler words that you can remove without changing the meaning of a sentence. Content is easier to read and flows naturally.

Examples of filler words in sentences:

1. There is a cat sitting on top of the mat.
2. This is actually such a fascinating proposition.
3. Perhaps we should train harder in order to win the entire marathon,

Revised versions:

1. There’s a cat on the mat.
2. This proposition is fascinating. 
3. We should train harder to win the marathon. 

This resource suggests concise alternatives for common wordy phrases. 

By the way, there’s no need to banish those “fluffy” words from your vocabulary – their suitability depends on the sentence!

Use ‘active voice’ more than ‘passive voice’

Adopting an active voice helps you write succinctly about a subject performing an action. 

Active voice: the key subject of a sentence conducts the action e.g. “Sally cooked a pie”.

Passive voice: the key subject of a sentence receives the action e.g. “the pie was cooked by Sally”.

Should you banish passive voice from your content?

😧

No. Passive voice comes in handy when focusing on the recipient of an action or highlighting a group action e.g. “the questionnaire was completed by students”.

Helpful resources for active and passive voice:

• Grammarly blog
• Montana State University 
• APA Style Guide 

Craft a compelling introduction

People have short attention spans, so impress in a flash.

Offering pages: Put your main call to action at the top. Briefly explain why people need your service, what you do and how that benefits them. If you want to highlight something that makes your brand unique, add it there. Put your best stuff in this short paragraph, and keep it snappy.

Blogs: Hook the reader with an introductory sentence that piques their interest. Asking a question is one idea! You could also highlight a relatable problem that your article explores a solution for. Consider adding a summary that gives them a reason to linger. Keep your intro short – ideally no more than 100 words! 

Pay attention to content length

Offering pages: You walk a fine line between holding back information and overwhelming consumers with too much. Product or service pages typically range from 200 to 700 words, depending on the industry.

Blogs: Take the time to write at least 1,500 words for complex topics that require in-depth research. But don’t ramble for the sake of it. Quality is your priority, so less is sometimes more. Press releases and announcement articles usually work better between 400 and 700 words. Read more here. 

Create a relatable story

Every compelling story follows a similar framework that connects to people’s emotions.

                                   ⭐ The character has a problem that needs a plan to bring success. ⭐

Capture this storytelling framework in a clear paragraph on your offering pages. What problem does the character have? How will your plan help them? Be specific! Adding testimonials to your offering page is a good way to build trust.

This storybrand framework also proves useful for blogs, depending on the topic.

Read “Building a Storybrand” if you want to explore this framework further.

A free audio version is available as part of Audible’s 30-day trial (charges commence after the trial period). 

Proofread with fresh eyes

If you have the luxury of time, read your draft the next day. Fresh eyes spot errors better! Mistakes lower your credibility, so do at least one check. 

When using Microsoft Word or Google Docs spellcheck, set the correct language settings (UK English for Australia – not US English). 

Grammarly also offers free basic spelling, grammar, and punctuation checks. Subscriptions cost around $228 per year for additional writing support with a plagiarism checker.

Alternatively, there are free plagiarism checkers online. Original content is a big SEO ranking factor, so revise any sentences that copy other sources (sometimes this happens unintentionally). Quotes are fine though!

SEO FORMATTING STAGE

STEP 6: SEO formatting improves readability

Research shows that most of us scan websites instead of reading each word.

Help visitors scan your content by creating an inviting layout with plenty of colour, space and easy navigation. This is particularly crucial for long, intimidating articles! SEO formatting also appeals to the technical algorithms that determine ranking. 

Add a table of contents:

One click takes users to the specific subheading they want to read. Content Management Systems (CMS) like WordPress offer a free extension with this feature when uploading pages or posts. You’re guiding users while showing search engines what your page is about – both lift your site visibility.

Provide structure with headings and subheadings:

Main heading:

There’s usually ONE main heading, ideally containing the primary keyword. <h1> is the tag when uploading content in a CMS.

Subheadings:

Subheadings are smaller titles that make different sections of your article more digestible. Keep each section under 300 words to improve scannability. 

Make your subheadings clear and succinct to catch people’s attention.

Subheadings are represented by <h2> to <h6> tags. They should contain a related keyword to signal content relevance to technical algorithms when appropriate.

You can add multiple subheadings and even follow a hierarchy structure. 

For example, <h2> headings in this article identify the general category for each “SEO writing for beginners” action. That general action category is divided into more specific steps with <h3> sub-heading tags (e.g. “clever formatting” is a key area to focus on). You could then break down those specific steps into smaller actions (e.g. “add a table of contents”) with <h4> tags and so on.

You get the idea! 

                                                   <h1> MAIN HEADING with primary keyword </h1>

                                                                  <h2> Key point 1 </h2>

                                                                            <h3> dividing key point 1 into more categories </h3>

                                                                            <h3> dividing key point 1 into more categories </h3>

                                                                            <h3> dividing key point 1 into more categories </h3>

                                                                  <h2> key point 2 </h2>

                                                                            <h3> dividing key point 2 into more categories </h3>

                                                                                        <h4> further breaking down the previous h3 section </h4>

                                                                                        <h4> further breaking down the previous h3 section </h4>

                                                                            <h3> dividing key point 2 into more categories </h3>

                                                                   <h2> key point 3 <h2>

                                                                             <h3> dividing key point 3 into more categories </h3>

                                                                             <h3> dividing key point 3 into more categories </h3>

 

Add images, graphics and videos when relevant

Variety is the spice of life! 

High-quality images, graphics and videos make your content more engaging for readers. These visuals break up intimidating blocks of text, which is critical for long and complex articles. 

However, don’t include visual elements for no reason – multimedia assets should add value. Don’t feel pressured to use every type discussed here.

• Images:

When publishing offering pages, include photos of your team, workplace, products and services. 

You can also use stock photos you find online, but ensure there are no copywriting restrictions. We’ve listed a few online libraries with free-to-use stock images at the end of this section.

Free stock images are also useful for blogs. Include compelling images that reflect the topic every few hundred words or so. 

• Graphics:

Graphics make your content more inviting and scannable by giving the eyes a break from walls of text. The possibilities are endless! For example, you could create an eye-catching cartoon to represent an otherwise dull statistic, or even design colourful dot points that stand out from the rest of the page.

The free version of Canva has many helpful templates. Their paid subscription offers more options and costs $165 AUD for individuals. 

• Videos:

Many of us watch videos while doing other activities, like washing the dishes. Consider creating a YouTube video summarising the main points of your blog article, then embed it at the top of your article. Alternatively, include a helpful video you find online (with attribution). For example, a dental blog about tooth decay may feature a video from the Australian Dental Association that demonstrates the best way to brush teeth. 

Free resources for images, videos, graphics and music:

Pixabay: stock images, videos, vectors, music and more

Unsplash: quality stock images

Pexels: royalty-free images and videos

Canva (free version): choose from royalty-free stock images and create graphics. Their paid subscription gives you more options and costs $165 AU for individuals. 

A word of caution …

Although these resources provide free multimedia assets, check the fine print on each asset before downloading it as restrictions apply in some cases. For example, specific licences only allow sharing for editorial or non-profit purposes.

Image compression is important

Multiple high-resolution images slow down page loading speed, which could repel your visitors and damage SEO rankings. One solution is to use a free resource like Short Pixel to lower the resolution of images and graphics, without compromising quality! 

We all need space, even pixels!

This last SEO formatting tip is one of the best ways to keep visitors on your website longer.

Give them plenty of (white) space!

 

                       (you’re welcome 😆)

 

Cognitive psychology studies show that people understand online content 20 per cent better when there’s enough white space, which reduces eye strain and lowers visual noise.

It takes some experimenting to find the perfect balance. Think about websites that you enjoy browsing and adopt a similar layout.

• Don’t cram too much content in one section.
• Short paragraphs are generally better than large paragraphs. 
• Use dot points when relevant.
• The ideal line height for readability is 1.5 times the font size. 
• Add more space around elements you want to emphasise, like headings and call-to-action (CTA) buttons.
• Is the white space also balanced on your mobile screen? Desktop screen formatting may translate differently on mobile devices.
• Occasionally, use different colored fonts and typographies (such as bold or italic) to create a contrast that emphasises key ideas.
• Images and graphics give your content room to breathe.

IRRESISTIBLE PREVIEW STAGE

STEP 7: Craft a search preview that tempts humans AND robots

You’re ranking on page one, hurrah! Now what? Entice people to visit your page from the search results. Otherwise, even the best SEO writing does nothing.

Every listed webpage in Google has a search preview, also known as a snippet, that appears when people search for phrases related to that page. 

Make a good first impression on humans AND search algorithms:

1. Search algorithms: find a natural way to mention your primary keyword in the meta title, meta description and URL to highlight your suitability for prime visibility when people search for related terms. 
2. Humans: Convey the key message or unique selling point in an engaging way around that keyword.

There’s a character limit, so be succinct! 

SEO writing tips for meta titles:

• No more than 60 characters 
• Add a specific number when relevant e.g. “7 free tips” or “SEO guide 2025”
• Grab attention with a power or emotional word like:
  • New (e.g. “new research”)
  • Free (e.g. free advice)
  • How to 
  • Helpful
  • Favourite
  • Empower
  • More
  • Benefits 
• Include the primary keyword in a natural, flowing way.
• Create a unique meta title for every page on your site.
• Don’t make false promises!

SEO writing tips for meta descriptions:

• No more than 160 characters.
• Address the individual directly (“you” / “your” ) with a conversational tone.
• What matters to your audience? Give them a reason to care. “Petrol is expensive so we created this free resource that helps you save money”.
• Include the primary keyword in a natural, flowing way (don’t stuff them in).
• Action words like “learn more” work well.
• Don’t make false promises or misrepresent your brand (“best agency”).
• Unique meta description for every page on your site. 

SEO writing tips for URLs:

• No more than 75 characters (concise is best).
• Include the target keyword.
• Separate words with hyphens.
• Unique URL for every page on your site.

Handy tools for SEO-optimised search previews:

This free snippet optimisation tool shows what your search preview will look like if displayed as you intended (sometimes search engines change the meta description).

Yoast SEO is a free plugin with basic features that help WordPress users optimise articles for SEO. The paid version has even more features. 

SHAMELESS PROMOTION STAGE

Search engines are more likely to reward your pages with top rankings when authoritative websites link to your content (backlinks). This sends a strong credibility signal!

Authoritative websites = respected sources of information like news sites, non-profit sites and business sites.

How do you get quality backlinks without paying for them?

STEP 8: Social media promotion

Share your content on social media platforms like LinkedIn, Facebook, Twitter (X) and Instagram. Post the link with an engaging snippet about why people should care. Create a fun YouTube video summarising the key points and include a link to your page.

Social media users who appreciate your content might mention your brand on their website.

STEP 9: Send an email newsletter to your database (optional)

Emails don’t directly impact your search ranking, but indirectly support your efforts by attracting more traffic to your website.

Offering pages: Consider emailing your database when you create a landing page for a sale, special event or anything they would appreciate. 

Blogs: Have you published an article that’s particularly interesting or helpful to your audience? Let them know!

How to write SEO-friendly content for emails:

• Don’t write more than 150 words. 
• Include the link to your offering page or blog.
• Short sentences and paragraphs make your writing easier to scan.
• What will people get from reading your linked article? How will it help them? Compellingly explain this, addressing the reader directly.

Perfect your subject and pre-header line so people open your email!

This inbox preview shows people what to expect if they read your email.

You only have a few seconds to make a good impression!

• Sender name should be recognisable as your business name.
• The subject line and pre-header line go hand in hand. There’s limited space, so don’t repeat the same ideas in both.
• Keep it snappy; don’t waste words (there’s a character limit).
• How does your email help people? Our bathroom renovation example below highlights that straight away (save money with a 30% sale). Bonus points for incorporating a vision your audience aspires to (e.g. showing off a bathroom they love) or mentioning something that makes your company trustworthy (“licensed team”). 
• Add an emoji for a splash of colour that catches the eye if space allows it.
• Don’t write anything misleading!

Free tools for creating emails:

Experiment with different previews: Zurb displays your email preview on various phones, allowing you to see how it looks and adjust your text to fit the space.

Free WordPress plugins for creating email newsletters: 

The Newsletter plugin: Their free version has several useful features for creating and managing newsletters and subscribers. If you love it, you can upgrade to the paid version, which includes additional features.

Mailpoet: This platform helps users send automated emails and includes pre-built email templates. Their free starter plan is for businesses with up to 500 subscribers.

STEP 10: Feeling bold? Email business owners directly (optional 😆)

Why not email business owners directly? Write a list of businesses with audiences that would benefit from your offering. Ask them to share your link if they find it valuable to their market.  You can also offer to share their link on your website.

No harm in asking! 

What’s the worst that could happen? They say no or never reply? That’s ok. 

Another suggestion is to create a guest blogging partnership with relevant businesses. They publish some of your blogs on their site with a link, and vice versa.

STEP 11: Even bolder? Email news editors (optional 😆 )

This only applies if you’ve created a newsworthy blog or offering that relates to the news cycle or serves the public interest.

Reporters always need stories, especially on slow news days!

STEP 12: Easy way to get free media references (optional)

Subscribe to the global platform SourceBottle, which offers free publicity opportunities. 

Pay nothing to create an expert profile for reporters looking for public comment.

SourceBottle will also regularly send you emails with media requests for experts in different fields. For example, a journalist might need a dentist to comment about the dangers of cheap overseas procedures for their story. This is where you come in, if you’re a dentist! 

Click on the request and complete the form with your details. That reporter may quote you in their publication, ideally with a link to your website.

Free SEO-friendly article writing tools 

We have compiled the free resources we mentioned in one location.

Keyword research:

AHREFS Free Keyword Generator: up to 10 keyword searches a day

SEMRUSH Keyword Magic Tool: up to 10 keyword searches a day when you create an account

Keyword Planner for Google Ads (free to set up): unlimited searches when you create a Google Ads account. Only pay if you run ads.

Proofreading:

Grammarly free version for basic editing

Quetext free plagiarism checker

Graphics and images:

Pixabay: stock images, videos, vectors, music and more

Unsplash: quality stock images

Pexels: royalty-free photos and videos

Tools for optimising search and email previews:

Higher Visibility SERP Snippet Optimisation Tool for search previews

Yoast SEO free WordPress plugin for optimising content for SEO

Zurb for experimenting with email subject and pre-header text

Affordable SEO-friendly writing tools mentioned in this article:

Keywords Everywhere is around $45 AUD for 100,000 searches a year

No time to experiment with SEO writing for beginners? 

Let us create content that gets you noticed online.

Our local team has 25 years of experience creating quality, high-ranking content that people enjoy reading. E-Web Marketing recently won silver for best SEO campaigns in the Asia-Pacific region (APAC Search Awards).

We research and create original content that search engines and consumers love!

• Persuasive offering pages: let’s connect to your audience’s pain points and aspirations so they’re more likely to buy your product or service.
• In-depth blogs: don’t worry if your industry is complex. We identify topics people search for, dive into the research and explain it clearly. Our head of content has a journalism background, which helps!

Call 1800 785 122 or fill out this form to find out how we can bring more people to your website! 

Read our guide on improving website conversion rates if you want more inspiration. 

We’ve also created an Australian local SEO checklist for small businesses.