Writing Web Content

Any professional content writer must know the basic rules of content writing, and how to perform SEO through their writing. Writing marketing content, which is read by Google’s spiders and by an audience, requires adherence to specific rules when building each and every page on your site, so that it’s properly promoted on search engines. Google prefers to promote sites that are easily scanned and are accessible to users. Adding visual content such as images and video clips is highly recommended, as it helps in making the user relate to your site and content. The search will always prioritize web content that was written in an easily readable way.

How do you know if your content is easy for Google and users to read? Try to understand the content by skimming through it, read the headlines, and if you got it, it’s a job well done.

Research your keywords before you write content

Researching your keywords is an absolute must. Without it, you have no way of knowing whether or not you’re advancing in the right direction. The core way of ensuring your keyword search is effective is checking how many searches are performed and compare them to Google results. The Google keyword tool can give us a few basic ideas on how many searches were conducted in the past month, and how they compare to others.

3 important tips for working with the Keyword Tool

  1. Creating an AdSense account will give you broader knowledge base.
  2. If you’re writing your content in a language other than English, remember to choose the Advanced Options and select the relevant countries and languages.
  3. Remember to select the [Exact] match type when you want the results to display exact words.

Once done, you can click the download button and export all the information to a spreadsheet.


Every article relies on one or two keywords. No more. Your main keyword will also appear in your title, and repeat itself throughout the article. Keep it natural and flowing; the longer your article, the more times it can appear.

Related keywords

Related keywords are keywords related to your main keywords and your subject. You can find them by searching for the keywords on Google, by scrolling to the bottom of the page, where they appear alongside related links. The more of these you include, the more relevant your article will be. Place them in your writing, and Google will recognize the relevant phrases. This will give you an advantage over rivals that did not do this.

Generally, web content writing should have a clear hierarchical structure. The article has to be in the correct category, and be displayed properly, with a H1 header, H2 subheads, focused and interesting text which is interesting and clear, easily understood by a wide audience, formal, and has to be and grammatically correct.

It’s important to understand our target audience. There is a difference between writing an article for youth in the 14-17 age group, and an article for professionals. Many articles are built with a proper introduction and a few paragraphs with bolded headlines. Google’s search engine will prefer sites with a clear hierarchy, and that are easy to understand.


  • H1 headline – this one is of utmost importance, and you will only use it once. Make sure it includes your main keyword.
  • H2 subheader – You can use these multiple times per article, and it will include your related keywords. The total amount of words in a subheader should be a fourth to a half of your headline (H1). After a subheader, insert a minimum of 15 words.
  • Keyword research and using them in your content – choosing the keywords and making a detailed list of them is very important, and it will have a direct effect on the success of your site’s promotion.  Many searches include specific locations, price ranges, or product names, so it’s important that the keywords on your site meet as many of them as possible. Sometimes users get a word or phrase wrong, which also creates related keywords. The infamous “did you mean…” question Google asks you is the result of such things.
  • Do absolutely not, under any circumstance, try to trick users – making text identical in color to the background to sneak words in is a huge no-no. Repeating keywords in a way that makes no sense is also forbidden. Google knows when content is simply copied off other sites, and ignores it, promoting only the original article.


You should strive for a minimum of links that lead away from your site. Excess linkage causes juice leaks to related sites. The “juice” in question is a measure used by Google, and it moves between sites and other sites they link to. The writer should always prioritize linking to other sites on their own page. If you absolutely must, keep it to a maximum of two external links. Be very careful, and don’t put any links in your text that will lead to completely irrelevant sites but has many of its relevant keywords. Google recently became strict on that, and penalizes these kinds of sites harshly in their ranking.

Meta Tags

Every page online has a portion that you don’t normally see without going to the page source, and that is the page’s HTML.

The description tag

This is an important component, and the writer will place the page or site description here. This will allow the search engine to absorb the page’s information faster and better. You can use up to 144 characters, and avoid using identical Meta tags on different pages on your site.

Keyword tags

As previously stated, avoid keyword overload. Limit your main keywords to one or two, and make sure your Meta tags are related (but not identical). Don’t use Meta tags that don’t appear anywhere on the page.

We realize we’ve included a lot of information in this piece. Web content writing is a large subject to tackle, and serves as the foundations to SEO.

Simple Media will be glad to assist you in writing articles that adhere to all the rules of online marketing writing.

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