SEO Writing Guide + 11 Tips to Optimize Your Content


Quality content is the foundation of a successful SEO campaign. It’s crucial to climb search engine rankings, engage users, and establish authority within their niche.

In this article, we explore the meaning of quality content, delve into its role in SEO, and give you some techniques for creating evergreen and successful quality content for SEO.


11 Tips to Optimize Your Content for SEO

Conduct keyword research


Keywords are the terms that people type into search engines like Google when they want information.



Therefore, Keyword research is essential for your seo efforts because it shows what your target audience is interested in.

By understanding specific attributes about a target keyword well, such as search volume and relevance, you can create SEO content that does not align with visitors’ needs, leads to more traffic, and improves search engine visibility.

Keyword research also has these critical functions:


It helps you understand how competitive a keyword is.


A keyword may have a high search volume, but if it scores highly in competitive keywords, it will be challenging to rank highly because other websites are targeting it.

Your keyword analysis may indicate that it’s better to target a long tail keyword with a less competitive score than try to rank for high-scoring long-tail keywords.

Such keyword insights specifically help when you want to find new opportunities in niche audiences.


Understand the words your audience uses in search queries


You can learn much about your customer’s pain points by looking at the keywords they type into search engines.

For example, visitors who search “SEO tools” and those who search “SEO meaning” are in very different places in their customer journey, so their information needs are different.

The interests and pain points of these two groups differ.


Adapt your keyword strategy


Adapting your keyword strategy to align with new search algorithms and changing customer requirements and behaviors is crucial to a successful seo strategy.

It is advisable to consider the following when realigning your keyword strategy to ensure your web pages remain visible in search engine results pages (SERPs):


Stay current with industry trends such as emerging technologies, products, and services.


With this knowledge, you can, through keyword research tools, identify new keywords that will resonate better with changing customer preferences. New keywords represent new opportunities.


Understand Keyword performance


Top SEO agencies use keyword tools like google analytics to understand the search volume and conversion rates of specific keywords.


Understand User intent


Understanding the search intent behind each query is crucial for aligning your content marketing strategy. User intent can either be informational, transactional, or navigational.

By differentiating between these different types, you can create content that provides the most value for each type of intent.


Optimize for Voice search


Optimizing your website for voice search should be part of your seo strategy as it will help provide a better user experience to your audiences. As voice search queries tend to be conversational, optimize with long-tail keywords that match natural language patterns.


Optimize for local search


Include location-specific terms in your seo and content strategies if you run a physical business. Ensure to target exact keyword matches for your location and other related keywords.


Keyword Intent and Search Intent


We have mentioned above that search intent is vital for a successful keyword strategy.

Both keyword intent and search intent are sometimes used interchangeably, but they are different and essential for search engine optimization.


Keyword intent


Keyword intent is the goal behind a search. It helps you understand what a web visitor intends to accomplish by performing a specific search.



There are three types of intent:

Informational intent: This type of search aims to find information. For example, “how to change your wheel” indicates the searcher wants information.

Navigational intent: This type of intent shows that the user has a specific destination in mind and wants to reach that destination. For example, someone searching for “be on top seo company” wants to find that seo company.

Transactional intent: This type of user intent shows that a person wants to buy, sign up, or download. For example, “sign up for 1 seo company” shows transactional intent.

By understanding the intent behind a keyword, your seo copywriting strategist can tailor your SEO content strategy when creating content to provide relevant results and increase user satisfaction.


Search intent

Search intent is also called user intent.


It looks beyond the specific keyword being used in a search and refers to the motivation behind a search. Search intent can be informational, navigational, transactional, commercial, or local.

Informational search intent. The motivation behind this search intent is to learn how to solve a problem. Search engines will surface a helpful blog post, user guide, tutorial, or other helpful information.

Navigational search intent. The motivation behind this search is to find a direct way to reach a brand or product.

Transactional search intent. The user wants to buy or sign up for a product or service. Search results include ecommerce sites offering that product or service and related keywords.

Commercial search intent. This search intent shows that the user is researching a product to help them buy it.

Local search intent. The user wants to find a business with a local physical address. Search results for such queries include business profiles of local companies, maps, and reviews.


Link to High-Quality Sites


As SEO specialists, we spend a lot of time finding credible sites to backlink our clients’ sites.

One of the things we try to avoid is linking to sites with a reputation for being low quality. You risk affecting your website’s authority if you link to poor-quality sites, such as spam websites.

Working with seo agencies that employ black hat tactics for providing backlinks is one way to get spam websites linked to your website.

On the other hand, when you work with 1 seo company that minds its reputation and yours, that SEO agency will nurture valuable relationships with other businesses that will likely drive traffic to your site.

By linking to a website that has authority, the search engines will see that your site links to other sites that provide valuable information and will therefore improve ranking.


Build Pillar Pages for Each Topic


Using pillar pages to organize topic clusters is a great way to keep the content on your site organized. If you look at the articles on your website, you’ll find that some tend to be posted on related topics. You can group the related topics under one cluster called a topic cluster.

Effective topic clusters and pillar page strategy are a cornerstone for your internal link-building process. This means Linkin-related blog posts together and having one main page (a pillar page) to serve as an index for the internal links in a topic cluster.

You can also use a pillar page to group topics based on keywords for a specific topic.

Below is an image showing the relationship between keyword density on a pillar page and topic clusters:


Understand the importance of site structure


Site structure plays a vital role in search engine optimization because it guides search engines to navigate the content on your website more effectively.

When a website is well structured, it will improve user experience, organic search, and page rank.

Site structure helps with the following:

Crawling and indexing. Logically linking your site’s pages and content makes it easy for search engines like Google to crawl and index your site and its content.

User experience. When your website is intuitive, visitors can easily find information because they can navigate through the website effortlessly.

Keyword optimization. You can organize and prioritize your content by structuring your site around keywords and topics, improving seo.


Structure Content for Readability


Imagine opening results in a SERP that contains a long text piece. The probability of your reading that page is relatively low. You would leave the page for a more organized article that is easier to read.

Similarly, your blog post might have helpful content, but if it needs to be better structured, it will not add any more value, to readers if they get put off and exit the page.

High bounce rates sometimes indicate weak pages. But if you use a structured website, you can improve SEO efficiency.


  • The header is an excellent start. Use H1, H2, and H3 headers in a logical manner
  • Use bullets to organize lists instead of having information in a paragraph. As a rule, a bullet list should have at most five items.

Create a Well-Optimized Title Tag

Title tags represent HTML code that defines search engine titles on websites. A title tag tells the search engine what your page is all about.


So by optimizing the title tags, you improve seo by signaling role to rank your website for relevant search queries.

When creating content with a content marketing strategy at our seo firm, our seo specialists take care to use the below best practices to optimize title and meta description tags:


  • We write brief title tas of up to 60 characters
  • We keep titles unique and relevant
  • We optimize with the main keyword


These three points make up a winning strategy when optimizing title tags.

Title tags are the first point of interaction with your business. If you tell the customer what your business is about in those sixty characters, you will most likely retain them.

So our content strategists are cautious to publish content with title tags because we want clients to retain organic traffic and not lose it to competitors.


Make your content engaging


With so many websites writing content about the same topics, it can be difficult for your site’s content to stand out. But is it possible to stand out?

Absolutely yes!

Your website can stand out for having main content.

You can create engaging content using the following tips:

Write about a problem or issue your audience cares about. Why write an article about the top 10 baby products to buy this fall while your audience is interested in the top 10 latest fashion trends to look hot in your 20s?


  • Fulfill a need. This takes us back to search intent. Does your audience want to be educated, entertained, or informed? Figure this out, and you will fulfill their need.
  • Be honest. The blog post should expound on the topic.
  • Be clear with your intentions, and write a clear call to action. Your call to action should tell readers what you intend them to do with your content.
  • Be authentic. Use the power of storytelling to write a blog post that is authentic, personal, and relatable.
  • Send content at the correct times. If you send content to your audience during the day when people are busy at work, they will most likely not see it, and if they do, they’ll skim through it.


So what’s the best time to post content? It depends. According to a survey conducted by Hubspot, below are the best times to post on Facebook, Instagram, and Twitter.

Here’s the best time to post on Facebook:



Here’s the best time to post on Twitter:



You should post on Instagram during the times shown below:


Add imagery whenever possible


The human mind is incredibly visual, so displaying the right pictures on the page helps increase the page’s visibility by creating more engagement.



But just like written content, you can only create engagement with images if customers find them appealing.

For your images to be appealing, they have to be:


  • The right size and format
  • Clear
  • Relevant to the content


Images will help your seo if search engines can find them, and you can ensure images are found by:


  • Optimizing them with alt text
  • Including images in your site map
  • Optimizing images for mobile
  • Ensuring images load faster

Always write human-focused content


Google has always focused on finding quality content to satisfy users.

One of the ways that Google ensures it shows visitors human-focused content is by looking for content that sounds natural.

It is okay to use keywords, and if you use a keyword research tool, you will get some great recommendations for phrases to include in your article.

How you include them in your article differentiates a good article from a bad one.

Keyword stuffing often results in content that sounds unnatural. Instead of trying to please search engines, try to please your audience first with great content.


Deal with orphaned content


Content that lacks internal linking is called orphaned content because search engines and readers cannot find it.



Internal linking (with contextual links) to your content is essential for seo because it puts posts on a site’s structure, making them accessible.

More so, google uses internal linking to assign essential posts and pages. Posts with no internal linking will be considered less important and will not be indexed to appear in search engines.

There’s a lot of technical stuff involved in finding and optimizing orphaned content, but one of the things we do when dealing with technical seo is to conduct a site audit to identify content that we could turn into an asset by optimizing it with internal links and relevant keywords.


What is Quality Content?


To define quality content, we must break the term into its parts.

Content is information, ideas, or a message.

For any information to be “quality,” it must be valuable, informative, and engaging, propelling consumers to take action.

There was a time when optimizing a website with keywords was all you needed to do to rank on page one of search engines. But over time, Google and other search engines have improved their search engine algorithms to put a higher premium on content quality.

Website SEO relies on content relevance, originality, comprehensiveness, structure, engagement, and accuracy.




Content that improves SEO should align with the needs and expectations of the target audience and offer a solution to a problem.




Quality content improves SEO because it offers a fresh perspective on a topic. Search engines penalize duplicate content by ranking it lower. When you consider that Google gets billions of search queries daily, but only 0.63% of that traffic clicks on page two, you may begin to appreciate the implication for your business if it doesn’t appear on page one of Google.




Quality content attracts SEO because it dives deep into subjects, providing readers with valuable insights and leaving no unanswered questions.




Using headings, subheadings, bullet points, and paragraphs gives content good structure, making it flow logically and coherently.




Quality content boosts SEO by first capturing the reader’s attention then providing interaction. Metrics such as time on page or bounce rate tell you how engaging the content on your website is and if it’s providing visitors with a positive user experience.




For content to improve search engine optimization, it should be correct, updated, and supported by trustworthy sources.

Content accuracy boosts the trustworthiness and credibility of your website.


Why Quality Content Matters for SEO

Improved Search Engine Rankings


Google and other Search engines prioritize content that provides the best user experience. If your website consistently delivers high-quality content, you will notice that it ranks high for relevant search queries, boosting visibility and organic traffic.



The more inbound links your site attracts, the more authority and credibility it garners rank in search engines.


Enhanced User Engagement


If you want to know if the content on your website is high quality and therefore boosts SEO, look at its metrics in Google Analytics.



Google Analytics records the time spent on a page for every event, giving you valuable insights into how long a person focuses on a specific part of a page, how long it takes them to scroll, and how long it takes them to exit a page or site.

Engagement reports such as Engagement overview, landing pages and page report, events report, retention overview, pages and screens report, and conversions report are all important sources of information and insights into how users interact with different aspects of product pages of your website.


Increased Social Sharing


People like to share content they find valuable. The more content is shared on social media, the more its reach is amplified, driving more traffic and backlinks to your site.



Content that goes viral usually has some or all of the qualities mentioned above, such as relevance and value. This is why people like to share it.

If you focus on creating value through content (providing information or entertainment), people who consume it will want others to see it. 94% of people share content to amuse, inform and help others.


Authority and Expertise Building


High-quality content will showcase your brand’s expertise, building you as an authority in your niche. This subsequently establishes trust and brand loyalty.



Search engines use authority as a ranking factor, and as long as people review you as an authority they can trust, you will see positive SEO results.


Long-Term Sustainability


Quality content will always be King as far as SEO is concerned.



With evergreen content, your website can continue to offer value regardless of changing trends, making it a timeless asset for attracting organic traffic and building authority.

Regularly updating and maintaining existing content is always a good practice, as doing so signals search engines that the website is active and relevant.

Improving content quality for better SEO can be challenging. But when done right, quality content can increase rankings.


Final Words: Your Next Step to Improve Your Site’s SEO


Undoubtedly, investing in quality content is crucial to building an online presence.

Even as the digital landscape changes, the content remains at the top of SEO because people are always looking for information.

If you need help with your content strategy, your next step is to contact our seo agency. We will help with technical seo and create valuable content that will boost user engagement, improve your site’s authority, and improve seo.



Surfer SEO



AI and Plagiarism







Ethan is an experienced Content and Copywriter. He graduated from Clemson Univeristy with a degree in Marketing and a minor in Psychology. After graduating he moved to Europe to teach Englsh in Hungary and Spain before returning home to get back to his marketing roots. When he isn’t working, Ethan loves to travel, play soccer, play guitar and spend time with friends and family.

Shannon McLaughlin


Shannon graduated from Shippensburg University with a major in Communication/ Journalism and emphasis in Public Relations. Outside of work she enjoys running, Philly sports, and spending time with friends and family.

Kyle Toomey


Kyle is our Content Creator. Photography, Videography & Drone. “Creating Content is what I love to do and to be able to do it as a career makes it all the better.” Kyle recently got married and enjoys spending his time with his wife Traveling, watching Philadelphia sports and playing Baseball/Softball.

Owen Pesnell


Owen is passionate about helping clients communicate through video. From the conception of a project all the way through to final delivery, Owen’s focus is on creating video content that is true to your brand and resonates with your target audience. Outside of work, you’ll likely find him walking the Schuylkill River Trail.



Megan is a content creator with a passion for telling stories through intentional design. She holds her bachelor’s degree in Communicative Arts, with emphasis on Public Relations, from Wisconsin Lutheran College. Throughout her career, Megan has worked with dozens of businesses to revamp their marketing materials and strengthen their social strategy. When she is not designing social media graphics and debating the use of the oxford comma, Megan is with her family and friends (and still probably drinking coffee).



Ethan is an experienced Content and Copywriter. He graduated from Clemson Univeristy with a degree in Marketing and a minor in Psychology. After graduating he moved to Europe to teach Englsh in Hungary and Spain before returning home to get back to his marketing roots. When he isn’t working, Ethan loves to travel, play soccer, play guitar and spend time with friends and family.



Lili is an experienced SEO writer passionate about creating engaging content. When she’s not working, Lili enjoys spending time outdoors, reading books or bingeing shows, and caring for her two fur babies. An avid learner, she also works hard to stay up-to-date on the latest strategies and techniques associated with marketing and SEO.



Cameron is a writer and digital marketing expert dedicated to helping small businesses grow through valuable content and digital strategies. With years of experience, she has aided numerous businesses in expanding their reach and establishing themselves as industry leaders. A Virginia Tech graduate, Cameron has worked as a reporter for the Roanoke Times and spent seven years on Compass real estate’s marketing team, working with the nation’s top real estate agents to grow their business. She enjoys building lasting relationships with clients and using powerful content to help them achieve their goals.

Maribeth Woodford


Maribeth Woodford is a seasoned professional with a rich background in business development, franchise sales, and marketing. Her entrepreneurial journey is highlighted by her successful stint as the owner of a yoga studio for eight years, demonstrating her deep understanding of market trends and customer engagement. This experience underlines her expertise in not only running a business but also in effectively marketing it to a target audience. Her skills in marketing have been instrumental in her ability to help businesses grow, showcasing her knack for creating strategies that resonate with diverse consumer bases. Maribeth’s authenticity shines through in her marketing approach, allowing her to connect with customers and clients on a genuine level. In her personal life, Maribeth is a dedicated mother to two college-aged children and enjoys the lively company of her GoldenDoodle, Munson. Her love for travel and yoga is a reflection of her dynamic personality and continuous quest for knowledge. Overall, Maribeth Woodford’s blend of professional acumen in business development, marketing, and franchise sales, combined with her passions, paints the picture of a well-rounded, driven, and compassionate individual.



A former biologist, Laura first picked up a camera to photograph the microscopic world of insects. She now enjoys all genres of photography including real estate, events, portraits, and her favorite: family documentary. When she’s not behind the lens Laura can be found with her husband and their five kids camping at the beach or off on some other (mis)adventure.



Maddy is a strategic storytelling expert with a diverse background in digital marketing, videography, and graphic design. She received her B.S. in Interactive Digital Media with minors in Graphic Arts and Film Studies from Immaculata University. Outside of building brands, Maddy is also a trained dancer and teacher, Ben & Jerry’s addict, and dog lover.

Nicole Kavetski

Senior Marketing Manager

Nicole received her B.S. in Criminal Justice with a minor in Psychology from West Chester University and has made her way into the Digital Marketing field as Padula Media’s Senior Marketing Manager. Outside of work, she likes to travel, cook, and attend concerts with her friends.



Sachin is a highly skilled full-stack developer. He completed his graduation in website development.

After completing his studies, He started his professional journey as a web developer and worked in an IT organization for three years.

Apart from his professional endeavours, He is also a fitness enthusiast and likes to spend his free time in the gym.

Kari Schneider


Kari is a longtime entrepreneur and networker. She has a 25+ year background in sales and marketing in the telecommunications industry, real estate, solar and business consulting. She loves balancing books and creating order out of chaos.

Steven Singer


Steven, our Director of Operations, is focused on strategy, growth, and the future of Padula Media. He has a background in the real estate industry stemming from sales to operations and management. With Padula Media, Steven will be helping our sales, marketing, and operations teams to give our clients a 5-star experience in achieving their goals.

Thomas Padula


Thomas is a creative marketer and leader with determination and enthusiasm for every project and every client. He remains passionate about growing businesses by creating personalized solutions to draw traffic and build an online presence. Thomas has been recognized as one of the most influential leaders in Chester County under the age of 40.
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