How to write an article for SEO (part II)

article for SEO
In the first part on how to write an article for SEO, we talk about its objectives. We also emphasized the guidelines provided by the brief. For example, the keywords and style we are going to write. We even suggested the elaboration of a mental map to develop the secondary ideas. Also, what topics you are going to deepen. Now we will go into some technical aspects that will make this article a valuable content marketing tool.

Writing an article for SEO is not the same as writing an “analogical” essay

The very format of the support in which you are going to read already establishes a big difference. That is, you can’t compare the experience of reading a book or a magazine to reading something on a smartphone, a tablet, or a computer. In addition, for marketing strategy reasons, copywriting cannot be the same as the one for a printed newspaper. This copywriting for “analog media” has more licenses. But when we focus on the digital ecosystem, the situation is quite different.

The first thing to note is the relationship of time and space* that each style of writing requires. While “conventional” redaction uses more narrative elements, digital writing is much more direct. That is, a text in analog media can be much deep and more descriptive. But in an SEO article, the interaction with the reader is dynamic. That’s to say, it’s not linear and allows you to go to other references in real-time in the text. In other words, this is where hypertextuality comes into play, the possibility that this SEO article can take you to another information format.


At this point, aspects such as immediacy, clarity, and the possibility of sharing information become the key for SEO copywriting. We will see this below.


The writing of an article for SEO is according to your readers in mind

article for SEO

One of the most relevant features to think about when writing an article for SEO is the disposition of the digital reader. In general, when users access websites, they “scan” rather than read. That is, readers make a tour of the screen that almost always follows an F-shaped pattern.


First, your eyes move horizontally across the top of the article, from left to right. Then your gaze returns and moves down vertically. Subsequently, there is a second horizontal movement a little shorter than the one at the beginning. To finish, they make a vertical sweep down the left side of the device screen.


The basis of this reading style in digital media is the quick search for information through:

  • Titles
  • Indexes
  • Summaries
  • Photos
  • Images and comparative tables.


It’s no wonder, then, that readers jump around, reading on average one or two pages and then looking for another page. That’s the conclusion of a study by University College London that leads to several challenges. First, deliver more effective and concrete writing. Second, always think about the user’s needs when writing an article for SEO. Once it is clear how readers approach the written content of the web, let’s move on to more technical aspects.


Elements of SEO article writing

At this point, you already know which keyword or keywords you are going to use. You have also developed the research about what you are going to write. You are also clear about how users search and read the information. But this would not be possible without these key elements in writing an article for SEO.


What you should not miss when writing an SEO article


H1, H2, H3, H4, and consecutive titles

In each of these titles, the keyword should be at the beginning. Or, if possible, located as far to the left as possible. These titles should also be self-explanatory and use imperative verbs. Also, they should promote the creation of numbered lists. In short, a good SEO title should give an immediate benefit to the reader. You can achieve this by appealing to the user’s curiosity by including questions in them.


However, you should avoid using more than one H1, H4, H5 title*, and following. In this case, you can use bold.


Content and length of the meta description

If you don’t put the metadescription* for some reason, the search engine will do it automatically. It seems fine, but it is not at all reliable. That is, the search engine will not write according to what the brief asks. It will do it with an excerpt of your content. So, if you put yourself in the situation of a user and search for a keyword by a quick scan through the meta descriptions, what would you prefer to find?


Also, keep in mind that Google uses the first 160 characters of the text of that meta description. So in this extension, you will place your keyword at the beginning, followed by a short and striking explanation. Remember that you are writing for clients who want to get to the point.


Introduction, body text, and conclusion

The introduction of an article for SEO should:

  • Explain some curiosity or eye-catching fact.
  • Share an anecdotal situation.
  • Like a press release, it should answer the questions: what, how, when, where, why, and for what?
  • Try to captivate your users with attractive questions focused on their interests or needs.


For the body of the text, you should consider:

  • Include keywords naturally so that they do not seem forced.
  • The use of connectors to link sentences
  • Keep in mind the scannability we talked about before.
  • Objective and concise ideas
  • Thinking about the tone used by your target audience
  • Use of bold words or phrases
  • Good use of grammar and spelling
  • The vocabulary of the country or countries you are writing.
  • Adapt your writing style according to the characteristics of your users.
  • Write naturally
  • Care in the use of quotations and time references.


Finally, in the conclusion of the article for SEO, try to:

  • Synthesize the most pertinent points with a brief reflective contribution.
  • Do not be redundant with what you have already written.
  • Do not add new information that you have not put before
  • Appeal to calls to action (contact us, write to us, leave us feedback, etc.)


Writing an article for SEO goes beyond a marketing strategy. It is a powerful tool that serves as a testimony of the evolution of your products or services. It is also the possibility to create links with your users at any time. You can even serve as a reference in the topic or market to which you belong.


If you want to read this article in Spanish, click here.

Links in Spanish*


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