Content Writing for SEO: 8 Tips to Write Content that Ranks on Google

Let’s face it: ranking on Google isn’t what it used to be. Today, it’s about balancing art and strategy – writing content that not only satisfies search engines but also genuinely engages your audience.

At Redakthor, we’ve worked with countless e-commerce and SAAS brands that struggle to find that sweet spot. They know they need SEO-driven content to drive traffic, but they’re unsure how to craft articles that actually convert visitors into customers.

Here’s the thing: Google has gotten smarter, and so have your readers. Simply targeting the “right” keywords isn’t enough anymore. You need to deliver value, build trust, and stay ahead of evolving trends. That’s where we come in.

As digital marketing experts, we’ve seen what works—and what doesn’t—when it comes to creating content that ranks and resonates.

In this article, discover 8 practical tips to elevate your SEO content game.

1. Choose a keyword or topic that aligns with your audience

Effective keyword research is about combining data and strategy. By analyzing SERPs, leveraging competitor gaps and focusing on long-tail terms, you can identify keywords that drive not just clicks but conversions.

Here are two methods we rely on every day to discover fresh keywords for our clients’ blogs.

Mine the SERPs for insights

What to do: Search your seed keyword on Google and analyze the top results. Pay attention to the “People Also Ask” section, autocomplete suggestions, and related searches at the bottom of the page.

Why it works: These suggestions are direct indicators of what users are searching for, offering insights into related queries and potential subtopics.

Pro tip: Use these related keywords to build a cluster of topics around your main keyword, creating opportunities for internal linking and deeper audience engagement.

Leverage questions and long-tail keywords

What to do: Explore tools like AnswerThePublic or AlsoAsked to uncover the specific questions people are asking about your topic. These tools reveal long-tail keywords often overlooked in traditional research.

Why it works: Long-tail keywords have lower competition and higher specificity, often aligning with high-intent searches.

Example: Instead of targeting “cleaning products,” target “best cleaning products for pet owners” or “how to remove stains naturally.”

2. Match search intent to capture your audience’s needs

Search intent refers to the reason behind a query: Is the user looking for information, a product, or something else entirely? Matching your content to the user’s intent is crucial for ranking on Google and driving meaningful traffic.

Here’s how to ensure your keywords align with search intent:

Understand the four types of search intent

Informational: The user wants to learn something (e.g., “how to clean eco-friendly products”).
Navigational: The user is looking for a specific brand, site, or page (e.g., “EcoClean official site”).
Transactional: The user is ready to make a purchase (e.g., “buy sustainable cleaning sprays”).
Comparative/Investigative: The user is comparing options or seeking detailed reviews (e.g., “best natural cleaning sprays vs. chemical cleaners”).

Start by categorizing your target keyword into one of these buckets. This will guide the type of content you should create.

Analyze the current SERP

What to do: Google your keyword and study the top-ranking pages. Are they blog posts, product pages, videos, or Q&A forums? The format and structure of the results give clear clues about the dominant intent.

Why it matters: If the top results for “best cleaning products” are listicles, creating a transactional product page won’t rank. Conversely, if transactional pages dominate, a blog post might not be the right fit.

Pro tip: Pay attention to rich results like “People Also Ask” boxes, snippets, and shopping carousels. These features often highlight secondary intent you can address.

Match content to intent

Informational intent: Create in-depth guides, tutorials, or FAQs. Add visuals like infographics or step-by-step videos to enhance engagement.

Navigational intent: Optimize your landing pages with clear CTAs and brand-specific keywords.

Transactional intent: Focus on product descriptions, comparisons, and reviews, with prominent CTAs like “Buy Now” or “Add to Cart.”

Comparative intent: Use comparison charts, in-depth reviews, and expert opinions to provide clear, actionable insights.

Satisfying search intent is about giving users exactly what they’re looking for, in the format they prefer. By analyzing SERPs, understanding intent types, and aligning your content accordingly, you can not only rank higher but also build trust with your audience—turning visitors into loyal customers.

3. Examine the best-ranked results on the SERP

By examining the best-ranked results on the SERP, you can identify what’s already working and find opportunities to create content that’s even better.

Study the structure, keyword use, engagement features, and depth of the top-performing pages, then use that information to build content that outshines the competition.

Break down content structure

What to do: Look at how the content is organized. Are there headings, subheadings, bulleted lists, or tables? Note the use of multimedia like images, videos, or infographics.

Why it works: Content structure significantly impacts readability and engagement, which are crucial for SEO performance. For example, if listicles dominate the SERP, it’s a strong indicator that users prefer easily digestible formats.

Identify keyword placement and density

What to do: Analyze how often and where the target keyword appears in the content. Is it in the title, meta description, headings, or scattered naturally throughout the text?

Why it works: Strategic keyword placement signals relevance to Google without overloading the content. Aim for a natural flow while matching the placement patterns of top-ranked pages.

Pro tip: Look for secondary keywords or phrases that are frequently used. Incorporate these into your content to provide more depth and relevance.

Evaluate User Engagement Features

What to do: Check for elements designed to keep users on the page. This might include FAQs, interactive tools, downloadable resources, or clear CTAs.

Why it works: Google rewards content that provides value and keeps users engaged. Adding similar or improved features can help your content compete more effectively.

Pro tip: If multiple pages include interactive elements like calculators or quizzes, consider incorporating these tools to make your content stand out.

Assess Content Depth and Expertise

What to do: Evaluate how thoroughly the topic is covered. Are the top results providing unique insights, case studies, or expert opinions?

Why it works: Comprehensive, authoritative content tends to rank higher. Identify gaps in their content where you can add value, like including fresh statistics, personal experiences, or a unique perspective.

Pro tip: Pay attention to the word count. Are the top-ranking articles long and detailed, or concise and to the point? While aligning your content length with what’s already succeeding is a good starting point, aim to write around 20% more than the top-ranking articles. This extra depth allows you to add more value, cover additional subtopics, and provide a more comprehensive resource that stands out to both users and search engines.

4. Build topic clusters to boost authority and rankings

To dominate search rankings and establish authority in your niche, creating strong topic clusters is a must. Topic clusters are a content organization strategy that involves grouping related pieces of content around a central pillar page.

This approach improves your site’s structure, enhances user navigation, and helps search engines understand the relationships between your content. Here’s how to build effective topic clusters:

Start with a pillar page

What to do: Identify a broad, high-volume topic that aligns with your expertise and audience needs. Create a comprehensive, in-depth guide or resource page covering that topic.

Why it works: Pillar pages serve as the hub of your cluster, targeting broad keywords while linking to more detailed subtopics.

Example: If your main topic is “eco-friendly cleaning products,” your pillar page could be a complete guide to sustainable cleaning, covering benefits, product types, and tips for getting started.

Identify cluster topics

What to do: Break down the broad topic into smaller, specific subtopics. These will become individual blog posts or pages that link back to the pillar page.

Why it works: Cluster content targets long-tail keywords and supports the pillar page by diving deeper into niche aspects of the main topic.

Example: Subtopics for “eco-friendly cleaning products” might include:

“Best eco-friendly cleaning sprays for kitchens”

“How to make DIY natural cleaning solutions”

“Why sustainable cleaning products are better for allergies”

Interlink all cluster content

What to do: Link all subtopic pages to the pillar page and vice versa. Use keyword-rich anchor text that naturally fits the context.

Why it works: Internal linking strengthens the cluster, signals topic relevance to search engines, and makes it easier for users to navigate your content.

Pro tip: Include links to related subtopics within each cluster page to create a seamless network of content.

Use consistent keyword themes

What to do: Ensure that all cluster pages share consistent keyword themes related to the pillar topic. This reinforces topical authority for search engines.

Why it works: Google prioritizes sites that demonstrate depth and expertise in a specific area, making clusters a powerful SEO strategy.

Example: For the “eco-friendly cleaning products” cluster, related keywords could include “non-toxic cleaners,” “organic cleaning,” and “chemical-free cleaning products.”

Regularly update and expand clusters

What to do: Revisit your topic clusters periodically to add new content, update existing pages, and refine your internal links.

Why it works: SEO isn’t static—keeping your clusters fresh and relevant ensures they continue to perform well in search results.

Pro tip: Use analytics to identify high-performing cluster pages and replicate their success with new subtopics.

5. Organize your content with clear, impactful subheadings

Subheadings aren’t just for looks—they’re a powerful tool for organizing content, boosting readability, and improving SEO.

By creating a logical flow, incorporating keywords, and enhancing skimmability, you can craft a reader-friendly experience that keeps both users and search engines happy. Here’s how to make the most of your subheadings:

Use subheadings to create a logical flow

What to do: Break your content into sections that follow a logical progression. Subheadings should guide the reader step by step through the topic, answering their questions as they go.

Why it works: A clear hierarchy of information helps readers and search engines navigate your content easily. Think of your subheadings as signposts that keep everyone on track.

Pro tip: Use numbered or bulleted subheadings for listicles or multi-step guides to further enhance readability.

Include keywords strategically

What to do: Incorporate your target and secondary keywords naturally into subheadings. This reinforces the relevance of your content for search engines without overloading the main text.

Why it works: Search engines use subheadings as cues to understand the topic of your content, making it easier to rank for specific queries.

Pro tip: Don’t force keywords into every subheading. Focus on maintaining a natural flow while including keywords where they make sense.

Enhance skimmability

What to do: Write subheadings that are short, descriptive, and to the point. Avoid being vague or overly clever—clarity is key.

Why it works: Most users skim content before deciding to read it. Subheadings that clearly outline the value of each section encourage them to stick around.

Pro tip: Pair subheadings with formatting elements like bold text, bullet points, or numbered lists to make key points stand out.

Optimize for featured snippets

What to do: Frame subheadings as questions or concise statements that directly address common search queries.

Why it works: Google often pulls content from well-structured subheadings for featured snippets, giving you greater visibility in search results.

Pro tip: Use tools like “People Also Ask” and AnswerThePublic to identify questions you can address in your subheadings.

Learn more: How to structure your content for best SEO results

6. Place keywords smartly in titles, URLs, and content

Keyword placement is just as important as keyword selection. To maximize your SEO efforts, you need to ensure that your target keywords are strategically positioned in key areas of your content. This not only helps search engines understand the focus of your page but also makes it clear to users that your content aligns with their search query.

Optimize the title tag

What to do: Include your primary keyword in the title tag, ideally near the beginning. Titles are one of the most important ranking factors, so crafting a compelling and keyword-rich headline is essential.

Why it works: A well-optimized title signals relevance to search engines and increases the likelihood of attracting clicks from users.

Pro tip: Pair your keyword with a value-driven phrase to entice clicks, such as “how-to,” “best,” or “guide.”

Incorporate keywords into the URL

What to do: Use your target keyword in the page’s URL. Keep the URL concise and readable by avoiding unnecessary words or parameters.

Why it works: Search engines give weight to URLs as a signal of content relevance. A clean, keyword-focused URL also builds user trust.

Pro tip: If your URL structure includes categories, ensure they reflect the keyword for additional optimization. For example, /guides/eco-friendly-cleaning-products.

Spread keywords naturally throughout the content

What to do: Distribute your target and secondary keywords evenly throughout the text, including in the introduction, subheadings, and conclusion.

Why it works: Keyword presence throughout the content reinforces relevance, but stuffing keywords can harm readability and SEO.

Pro tip: Use variations and synonyms of your keyword to avoid over-optimization and to capture a broader range of search terms.

Optimize meta descriptions

What to do: Include your primary keyword in the meta description while summarizing the content in a way that encourages clicks.

Why it works: While meta descriptions don’t directly impact rankings, they influence click-through rates, which can indirectly improve SEO.

Pro tip: Write meta descriptions as a mini-CTA, such as, “Discover the best eco-friendly cleaning products with our expert guide.”

7. Engage readers by writing in an active, direct style

Writing in an active, actionable voice is key to engaging your audience and driving them to take the desired action. Unlike passive voice, which can feel weak or distant, active voice makes your content more direct, confident, and persuasive.

It improves readability and aligns with SEO best practices, as it often results in clear, concise sentences that are easier for search engines and readers to understand. Here’s how to master active, actionable writing:

Lead with strong verbs

What to do: Start your sentences with dynamic, compelling verbs that clearly convey the action. Avoid filler words and vague language.

Why it works: Strong verbs make your content feel immediate and purposeful, encouraging readers to engage and act.

Example: Instead of saying, “The report was written by our team,” say, “Our team wrote the report.”

Speak directly to your audience

What to do: Address your audience as “you” whenever possible, making your content feel personal and relatable.

Why it works: Using direct language grabs attention and builds a connection, making readers more likely to follow your guidance.

Example: Instead of saying, “One should consider optimizing keywords,” say, “You should optimize keywords.”

Turn instructions into commands

What to do: Frame your advice or guidance as clear commands that tell the reader exactly what to do.

Why it works: Actionable language leaves no room for confusion and motivates readers to take immediate steps.

Example: Instead of saying, “You might want to include links in your content,” say, “Include links in your content to boost SEO.”

Trim unnecessary words

What to do: Cut out filler phrases like “it is important to note that” or “it can be said that.” Get straight to the point to keep your content sharp and impactful.

Why it works: Concise sentences are more engaging and easier to follow, improving user experience and SEO.

Example: Instead of saying, “It’s important to understand that keyword placement can impact rankings,” say, “Keyword placement impacts rankings.”

Rewrite passive sentences into active ones

What to do: Scan your content for passive sentences and rewrite them in active voice, putting the subject first.

Why it works: Active voice makes your writing more dynamic and authoritative, which keeps readers interested.

Example: Change, “The blog was optimized for SEO by the writer” to “The writer optimized the blog for SEO.”

8. Unlock SEO insights with Google Search Console

Google Search Console (GSC) is a treasure trove of insights for refining your keyword strategy and optimizing your content. It’s a free tool that provides data directly from Google, making it invaluable for understanding how your site is performing in search and identifying new opportunities to rank higher.

Here’s how to effectively use Google Search Console for keyword research and optimization:

Analyze your performance report

What to do: Navigate to the Performance tab and review the data for clicks, impressions, CTR (click-through rate), and average position for each query.

Why it works: This report highlights the keywords your site is already ranking for and identifies terms that could benefit from additional optimization.

Pro tip: Sort queries by impressions to find high-visibility keywords where your ranking is lower (e.g., positions 8–20). These are prime candidates for optimization to boost rankings and traffic.

Identify long-tail keyword opportunities

What to do: Look for queries with lower search volume but high relevance to your content. These long-tail keywords often have less competition and are easier to rank for.

Why it works: Long-tail keywords attract highly targeted traffic, often from users further along in the buying journey.

Pro tip: Use filters to isolate queries with specific words or phrases that align with your niche. For example, if your site focuses on eco-friendly products, filter queries with terms like “sustainable” or “natural.”

Leverage the “Pages” report

What to do: In the Performance tab, switch to the Pages section to see which URLs are generating the most impressions and clicks. Review the queries driving traffic to each page.

Why it works: This helps you understand which keywords are associated with your top-performing content and where there’s potential to expand your coverage of related topics.

Pro tip: If you notice a page ranking for unexpected keywords, consider creating new content focused specifically on those terms.

Optimize for “near miss” keywords

What to do: Find keywords where your average position is between 11–20. These are often “near miss” terms that need slight adjustments—like improved content, better internal linking, or updated metadata—to move into the top 10.

Why it works: Incremental improvements for these keywords can quickly result in higher rankings and increased traffic.

Pro tip: Combine GSC insights with on-page SEO tools like SurferSEO to fine-tune content for these keywords.

Monitor keyword performance over time

What to do: Regularly check the Performance report to track how your rankings and clicks change for target keywords. Use this data to tweak your strategy.

Why it works: SEO isn’t a one-and-done process. Continuous monitoring ensures you stay ahead of competitors and adapt to changes in user behavior.

Pro tip: Export data from GSC to analyze trends more deeply in tools like Google Sheets or Excel.

Learn more here: How to Use Google Search Console to Increase Traffic

Writing content that ranks on Google is about much more than just stringing words together—it’s about strategy, intent, and consistent optimization.

From finding the right keywords and aligning with search intent to structuring your content and creating strong topic clusters, every step plays a critical role in your SEO success. By following the tips we’ve outlined, you can craft content that not only performs well in search engines but also delivers real value to your audience.

The key is to approach content writing with both the user and Google in mind, ensuring your efforts pay off in higher rankings, increased traffic, and better engagement. Start implementing these strategies today and take your SEO content to the next level!

Ready to boost your content strategy even further? Contact us today to see how we can help your business create high-ranking, high-performing content that delivers real results.