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In any case, you need to think about your user’s intent before you start writing, simply because an informative text differs from a persuasive text. The language you’ll use when writing an informative text should be clear and focused, whereas persuasive language will usually be very positive, focusing more on the reader. And amusing texts use more informal language, wordplay, or exaggerations.

If you’ve found an excellent format for these kinds of posts or pages, you can use Yoast Duplicate Post to use that format for similar pages. With it, you can clone a post and easily fill it with the content your page will be about.

The editing phase is the phase of the SEO copywriting process in which you should ‘kill your darlings’. Don’t be afraid to throw stuff out. You should read and re-read and re-re-read your post and correct any awkward sentences, unclear phrasing, and jumbled paragraph structures. Make your content marketing stand out.

In your keyword research, you need to find out which kinds of intent apply to your keywords and try to match these search intents. You can use the search results to determine which intent applies to your keywords and create great content matching this intent. Which intent you’re targetting should also affect your writing style; we’ll go into that later in this guide.

4. Create landing pages for searchers

Edwin is a strategic content specialist. Before joining Yoast, he spent years honing his skill at The Netherlands’ leading web design magazine.

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Your keyword research will give you a good idea of what to blog about. Then, you’ll have to unlock content around a specific word. A word is not a topic, though. Next to a keyword (or keyphrase), you will need an angle, a specific story around that keyword. Read our tips on coming up with ideas for your blog if you want to know more.

Three phases of writing an article

Holistic SEO is an interdisciplinary marketing strategy to make the best website in a niche market. To do so, the technical design of your website should be excellent, the UX of your website flawless, and all security aspects covered. Most important, however, is that the content of your website should be well-written, appropriately marketed, and targeted at the audience your website serves. This approach requires relatively advanced SEO writing skills.

Once you’ve decided upon a topic or a story you want to write, SEO copywriting begins! The SEO writing process consists of three stages: preparing, writing, and correcting (or editing).

Process of good writing explained in a picture: 40% prepaparation, 20% writing, 40% correcting

Phase 1 of the writing process: Preparing your text

Check whether the structure between paragraphs is clear. Are your article’s topics presented logically, or do you need to make changes?

Do you want to learn all about SEO copywriting? In our SEO copywriting training, which is part of Yoast SEO academy Premium, we’ll teach you how to write copy that ranks!

Write the best copy!

Generative AI is like a machine that can effortlessly create content for SEO purposes. It can be trained to analyze keywords and other factors to generate new and optimize existing content. However, we must remember that the human touch is still vital in ensuring that the generated content is of good quality, without factual errors, and relevant to a target audience.

The final step of keyword research is to create awesome posts or pages for the keywords you want to be found for. The SEO content should be tailored to attract visitors who found your blog through a specific keyword. This could be a dedicated page or a blog post optimized for a specific keyword. Ensure visitors can navigate your blog through the menu or internal links. And make sure you have a page for every relevant keyword you come up with.

Now you can start the actual SEO writing process! This only takes about 20% of your time on your article.

Just write!

Proper keyword research consists of these three steps:

1. Formulate a mission statement

If a sentence isn’t grammatically correct or sounds awkward, keep going, and don’t worry. You can rewrite these things in the next phase, which is editing. In the writing phase, staying in the flow of writing is crucial.

Stick to the structure of your text

In our post about preparing a blog post, you can read all about how to come up with proper and clear answers to these questions.

The purpose of your text and search intent

Creating content for your multilingual sites is not easy. It’s doable, though, and we think there are three ways to go about this:

Before starting the actual keyword research, think about your mission statement. This is what makes you stand out from the crowd. While formulating your mission statement, consider who you are and what your blog is about. What makes it unique? Take your time to develop and write down your mission statement. For more information on creating mission statements, read our post on how to write a mission statement for your website.

2. Make a list of relevant keywords

Start by making sure every sentence is correct. Focus on the spelling of words and rephrase awkward formulations. Ensure sentences are grammatically correct and check for readability: ensure your sentences aren’t too long.

Step 3: Focus on paragraphs

Read more: 5 tips to write readable blog posts! »

SEO copywriting in the age of generative AI

Creating new content by your local team is the safest choice, with probably the highest quality result. However, it is very time-consuming, and you’re not taking full advantage of the available content.

Here are five steps to take to edit your article thoroughly.

Step 1: Read slowly (and out loud)

Nowadays, SEO strategies should largely revolve around answering people’s questions. Whenever someone enters a search query into a search engine, they are on a quest for something. There are four kinds of intent searchers can have:

It would also be useful to let someone from your audience proofread your post to test whether the message is communicated properly. Also, feedback from someone with professional writing and grammar skills, such as an editor, will help you improve your blog post even further.

Use Yoast SEO

SEO copywriting is one of the most powerful tools people use to get ahead of their competition. By creating high-quality content that’s carefully optimized for search engines and tailored to the needs and interests of their target audience, people can increase their visibility, drive more organic traffic to their website, and ultimately grow their revenue.

Once you’ve finished writing your piece, you’ll have the first draft of your article. You will improve upon this first draft in the final phase of writing. The last step will still take quite a lot of time.

To read more tips on writing readable texts, read our post with tips on how to make blog posts more readable and our post with tips on how to improve your blog’s typography. These tips will help you fine-tune your SEO copywriting process.

A few ways to improve your writing style

You shouldn’t use generative AI like ChatGPT to automatically generated full articles for you. You can use them to get a better grasp of a topic, to get more context, and to be inspired. Generative AI can also help with structuring text, like:

  1. Automating content outlines: Generative AI can suggest content outlines based on the identified topic or keywords. This can help you create articles, posts, and other types of content by providing you with a text structure and writing guidance.
  2. Identifying key phrases and topics: Generative AI can access large amounts of data to identify key phrases or topics that recur in a particular field. This can help you include important information in your content and structure it to follow a cohesive narrative or theme.
  3. Providing content recommendations: Generative AI can suggest related content that you can use to structure your writing. It can analyze the content available and identify related information that would be relevant to the topic at hand.
  4. Offering writing assistance: Generative AI can suggest sentence structure, grammar, and punctuation to help produce well-structured content. This can help you create high-quality, readable content that is easier for audiences to engage with.
  5. Formatting and layout suggestions: This feature can help your content planning and optimize it for user engagement, providing the most effective structure based on the type of content that needs to be created.

If all sentences in one paragraph are approved, look at the structure within a paragraph, focusing on that first sentence. Does that first core sentence capture what you wanted to say in that paragraph? Are the sentences within a paragraph presented in a logical order? Do you use transition words to make the connection between sentences clear?

Step 4: Check the text structure

An important element of planning your article is setting up its structure. The structure of the text on your site is vital for SEO copywriting. If your content has a clear structure, you have a better chance of ranking well on Google. You can use mind-mapping techniques to help grasp topics and find connections between the different parts of your subject.

Some people are natural writers and don’t need any tips for their SEO copywriting – they can write an attractive, fun, readable article in a few minutes. Others lack that skill. But while attractive writing is a matter of talent, practice surely helps! Let’s look at some tips to improve your writing style and two writing styles to experiment with.

Tip: Read a lot!

Many people find writing hard for more than twenty minutes at a time — attention spans can be quite short! At that point, people should step away from the computer to do something else. Even a minute-long break can be enough to return to your writing with fresh and renewed concentration and creativity.

Phase 3 of the SEO copywriting process: Editing your text

The most important tip for this phase of SEO copywriting is to just write. People often have trouble formulating the first sentence (or the first paragraph). But, at this stage, you can skip writing that first paragraph altogether. Just write a few words referring to the content your first paragraph should contain and start writing the second paragraph. Beginnings and endings are easier to write once you’ve fleshed out the main body of your post.

It pays off to think about the structure of your piece before you begin. Because the structure is the skeleton of your text, it will help the reader grasp the article’s main points.

Once you have formulated a clear mission statement, you can start listing all the search terms (keywords) you want your website to be found for. If your mission is clear, you should be able to develop search terms that apply to your niche market and your unique selling points. These will be the keywords you’d like to be found for.

You can start this phase by reading your piece slowly (and even out loud, this can help). Each sentence should be grammatically correct, and the spelling must be flawless. You need to be very critical of your work. You can have your computer read the text out loud for you — make sure it doesn’t stumble.

Step 2: Focus on sentences

The very first step of SEO copywriting has little to do with writing. First, you need to decide what you’re going to write about. Which topics do you want to be found for? You’ll need to use the keywords you want to rank for in your copy, so keyword research is the first step of SEO copywriting. Keyword research is what you do to list the keywords and keyphrases for which you want to rank for.

While writing, use the structure you created in the preparation phase as an outline and write the paragraphs according to that plan. Make sure you write clear paragraphs. Start each paragraph with the most important sentence, then explain or elaborate. Your readers will be able to grasp the most important content from your article by just reading the first sentences of your paragraphs.

Make sure your text is readable

The final step in your SEO copywriting process is getting feedback. After editing your text, you should ask people for feedback. At Yoast, all the posts we write are read by at least two of our colleagues before we publish them. Feedback allows for the perspective of someone other than the writer and almost always leads to vast improvements in the post.

Keep reading: The ultimate guide to content SEO »