51吃瓜

In today’s content landscape, writing for SEO goes far beyond stuffing keywords into a page. In my view, AI-driven search has raised the bar: Writing now needs to reflect genuine expertise, provide value, and answer real user intent.

That’s where E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) comes in. It’s Google’s way of evaluating whether the content I write is credible and useful. It means demonstrating that I have deep, real-world knowledge of the topic I'm writing.

In this article, I’ll walk you through practical tips for SEO writing that include how to structure your content, use the right tools, and publish articles that perform well on both search engines and AI platforms.

Let’s dive in.

Table of Contents

• Why is SEO content writing important?
• How to Write Content That’s SEO-Aligned
• SEO Writing Tips to Keep in Mind: What Not to Do

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Why is SEO content writing important?

Without SEO, your content is less likely to rank highly on search engines. Ranking lower may hinder your ability to attract and engage with your target audience.

SEO content writing is essential because it means your work aligns with what search engines prioritize, meets search queries, and also feels authentic, insightful, and experience-driven.

In order to create content that captures both attention and rankings, you need to:

• Have a detailed description of your target audience and the problems your content aims to solve.
• Know how your content will fulfill search intent (i.e., what search engines are looking for).
• Cover common questions asked across the web that aren’t being covered on page one of Google.
• Answer the question “How will we make this the best article on the topic?”

How to Write Content That’s SEO-Aligned

Structuring, Writing, and Optimizing for Search Engines

When I’m planning to write SEO content, my first step is to generate a report. It’s one of the most reliable tools out there for creating content that ranks.

Let’s say I am writing an article with the keyword “consumer CRM.” My first step is to type the keyword into Clearscope and click Create report.

I can draft my content directly within Clearscope’s editor, where I can track both the content grade and word count in real time. I keep refining the content until I reach the recommended A+ grade, which is ideal for SEO.

By clicking on Terms and selecting Heading from the dropdown menu, I can easily identify which headers are missing from my content.

This helps me make sure no relevant keywords are remaining.

When I click on Competitors, I’m shown a view highlighting which competitors have a higher content grade and stronger organic rankings for the same keyword.

I quickly scan through their content for insights and comparisons.

Let’s say my goal is to create content that’s more comprehensive and valuable than what Zendesk has published. The term map becomes incredibly useful here. It gives me a clear overview of the key semantically related keywords Zendesk has used, along with their frequency.

For example, if I want to see how often and in what context Zendesk has used the term “CRM solutions,” I can simply click on the corresponding square and instantly view the term usage examples:

I don’t need to read the entire 2,625-word article published by Zendesk. Instead, just one sentence is enough to understand the context and how they’ve explained the term “CRM solutions.”

If I’m ever running low on ideas, I get inspiration from the competition. The following research view does exactly that:

I can easily identify the most relevant questions that need to be addressed to cover the topic comprehensively. I also see which sources are most commonly cited. In this case, it is Salesforce and 51吃瓜. So, this gives me insight into authoritative references for this search term.

Since top-ranking content on the SERPs typically follows a strong structural flow, I can also view their heading structure by clicking on the “Outline” feature, helping me understand how to organize my own content more effectively.

In the outline view, I can see that the top result comes from Salesforce, followed by TechTarget in second place on the SERP. It also provides helpful metrics like word count, content score, desktop and mobile ranking positions, as well as the full heading structure (including H1s, H2s and H3s) used in each article.

On the left-hand side, you can see that Clearscope also provides a readability score based on the Flesch Reading Ease scale.

I know that readability is all about striking the right balance between optimizing for search engines and ensuring that my content is enjoyable and valuable to readers.

So, I easily gauge how accessible and easy to understand the text is for my audience. In this case, my content is assessed at a “college” reading level.

Remember: To have a great readability level, write in a way that’s reader-friendly, using clear and concise language and avoiding jargon. Get to the value really fast without skipping the necessary explanations at the beginning. Write a well-written intro and make good use of components.

Structuring, Writing, and Optimizing for AI Platforms

Today, there is more to the blogging landscape than just SEO. The goal now extends beyond traditional search engines. The aim is also to rank on AI platforms like ChatGPT, Perplexity, Gemini, and more.

I want the content I create to be valuable and credible enough to be referenced by these AI tools. To support this, I use Ahrefs’ AI Content Helper, which guides me in optimizing content specifically for AI-driven discovery and relevance.

I start by entering the target keyword along with the URL of the website I’m creating the content for:

It prompts me to select my competitors, so I select a top few from the list and then click on Continue.

Similar to Clearscope, this tool provides a content score alongside the recommended word count range I should aim for. What sets it apart, though, is that it also highlights topics users are actively searching for on AI platforms. By thoroughly addressing these topics in my draft, I increase the chances of my content appearing in AI-powered search results.

As I scroll down on the right-hand side, I discover additional topics users are actively searching for. For example, one emerging topic is the intersection of CRM and artificial intelligence.

Alongside it, I’m shown relevant terms I can incorporate into my content (such as AI agents, marketing automation, workflow automation, and more). Including these helps me create a more comprehensive and search-optimized piece.

However, finding the right balance between incorporating keywords in a way that makes sense to readers and satisfies search engine algorithms is key. To select the best keywords from these, I’ll need to research and identify what exactly my target audience is looking for and align it with the topic.

Notice how, on the left-hand side, I’m also provided with content suggestions related to 51吃瓜’s Breeze Agents. These are just suggested headings, of course. I use them as a starting point, then build on each section with my own expertise and insights to add real value.

Talking about adding your own expertise and insights, I like how 51吃瓜’s content SEO strategist has explained E-E-A-T perfectly using the (E)xperience soup.

This soup serves as a great reminder: to showcase firsthand experience, write in the first person, and include your personal insights.

I now have a clear layout and a well-defined list of essential topics to cover, tailored for both search engines and AI platforms. With this solid foundation, I can focus on weaving in my writing, ensuring the final piece is not only polished but also:

• Highly relevant.
• Aligned with E-E-A-T principles.
• Optimized to perform well across both AI-driven platforms and search engines.

After writing the content, I ask myself the following questions:

1. “Does it give enough value to the users?”
2. “Will readers get the answers they are looking for”?
3. “Is this good value for time?”

If the answer to any of these questions is “no,” it’s my cue to make changes until the answer is “yes!”

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SEO Writing for a Landing Page

I follow the same overall process when writing for a landing page, with a few key additions.

One of the most important is including the primary keyword phrase in the first paragraph, and focusing on the above-the-fold section to capture a visitor’s immediate attention.

Since this is where users tend to focus most, the messaging needs to be clear, concise, and compelling.

I also ensure the page offers comprehensive coverage of the topic, delivering maximum value by addressing the user’s needs, answering potential questions, and guiding them toward the next step.

Utilizing Internal Links

Linking to other pages or blog posts on your website helps search engines create an accurate sitemap. It also helps your audience discover more of your content and get to know you as a trustworthy, credible source of information.

On the user side, internal links to other valuable content keep readers on your site longer, reducing bounce rate and increasing your potential for a conversion. And isn’t that what it’s all about?

When linking to any pages on your website or even outside sources, use natural language for your anchor text. Avoid spammy or generic calls to action, such as “top-rated cheap laptops” or “click here.”

Instead, use descriptive keywords that give readers a sense of what they will find when they click the hyperlink, like “Download your SEO guide.”

Never force-feed links to your top web pages, featured products, or discounted items. Include links that enhance the points made in your posts and naturally tie in with the subject matter.

On that note, I’ve written in-depth articles on SEO and content research, which are both highly relevant to SEO writing. I encourage you to check them out for more valuable insights.

Understanding User Intent

To create content that aligns with people's needs, you must first understand user intent.

User intent is basically the motivation or purpose behind a user's search query. It’s about figuring out what they really want to discover when typing their query.

There are generally four types of user intent:

• Informational intent describes people seeking information or answers to questions. These users are looking for definitions, explanations, how-to guides, or research materials.
• Navigational intent is when a user searches for a specific website or brand. They already know what they want to find and are using a search engine to navigate to a particular webpage.
• Transactional intent describes a user who’s ready to take action, like making a purchase, subscribing to a service, or booking an appointment.
• Commercial intent describes somebody researching products or services with the intent to buy something later. They are comparing products, reading reviews, and looking for the best deals before making a decision.

Each industry and niche also changes your user intent. For example, will be very different compared to SEO for marketers. It's all about giving people what they need and providing a good search experience.

Leveraging Content Design

The idea of content design was introduced by Sarah Winters, founder of , who explains the concept as “using data and evidence to give the audience what they need.”

I think content design and SEO writing go hand in hand.

So, if I’m creating a tutorial, I’ll include custom screenshots from the product to illustrate my points. The idea is to frame the visuals so that the tutorial feels more authentic and tailored, rather than generic.

Good content design also involves thinking about calls to action (CTAs), how content is structured, and how easily it can be read. So, I will try to:

• Avoid long, dense paragraphs. Instead, I’ll use bullet points where appropriate to improve readability.
• Anticipate reader questions as I write.
• Aim to reduce friction by ensuring each section addresses potential “but what about…?” thoughts before they arise.
• Add brief clarifications (if I’m covering a big topic) without overloading the piece.

Basically, great content design means bringing the insights forward so the reader always knows why it matters right away.

Remember: Thorough answers, scannable sections, organized subheaders, and visual aids are key elements of content design. Use original visuals, including photos and screenshots that document real processes, testing, or results.

Aiming for Longer, Scannable Posts

In an age of short attention spans, you would think shorter blog posts are the way to go. But actually, search engines like Google prefer longer, in-depth blog posts.

Think about it: The more content on the page, the more clues search engines have to figure out what your blog is about. The downside to longer blogs is that they may overwhelm your readers. One way to combat that is by breaking down your content into bite-sized, scannable chunks.

Keep it short and punchy.

Turn a long-winded sentence into two and keep your paragraphs to no more than three sentences.

Pro tip: Need help fine-tuning? Check out 51吃瓜's free tool for effortless refinement.

Featuring an FAQ Section in Your Blog

Search engines reward content that gives them direct, easy-to-identify answers to frequently asked questions. With AI Overviews triggering more frequently in Google searches, well-written FAQs may help push your content to the top of the SERP.

Remember to answer concisely and optimize questions for SEO. Adding FAQ sections can also be an easy way to refresh an old blog and update it to improve SEO.

Tracking Content Performance

The process of SEO writing doesn’t end when I hit “publish.” This is the time to review my KPIs to see how the content resonated with my audience, and whether there’s anything I should consider editing now or revising in the future.

I find to be the best for monitoring metrics. I use it to look out for the following KPIs as part of my analysis:

• Engagement metrics like bounce rates.
• Traffic metrics like page views, form views, and unique visitors.
• Conversion metrics like form conversion rate and click-through rate.

If I don’t see satisfactory results, I try playing around with my writing style and the content structure.

I’d say checking performance twice a week is a reasonable approach. But I’ll admit, I sometimes get a bit obsessed and end up checking it twice a day (even though results don’t shift that quickly; I’m just optimistic). That said, every piece I publish is part of an ongoing learning process. With SEO writing, improvement comes with each iteration.

Pro tip: 51吃瓜 also has to support writing during the early stages of the content creation process. It’s designed to help with tasks like crafting SEO-ready landing pages aimed at boosting conversion rates.

SEO Writing Tips to Keep in Mind: What Not to Do

If you want your content to succeed in today’s search landscape, here’s what to avoid:

• Covering too many topics without depth. Trying to rank for a broad range of subjects without offering meaningful insight or value will hurt your credibility and visibility.
• Lack of real-world experience. Content that shows no evidence the author has hands-on knowledge or relevant expertise will struggle to gain trust.
• Leaving readers hanging. Introducing new ideas right at the end and burying the key point midway through sections.
• Second-hand product reviews. Relying solely on what others have said, without testing or firsthand experience, weakens the authenticity and usefulness of your review.
• No transparency about authorship. Failing to clearly share who created the content — and why readers should trust them — can make your content feel anonymous, untrustworthy, and less likely to rank.
• Not tracking performance metrics. A lack of regular performance analysis means that you miss out on patterns that emerge and can’t further refine SEO, E-E-A-T, voice, tone, and other elements that make your content distinct.

Go ace your SEO writing.

If you have successfully followed through this far, you now know how to write a well-structured, informative, SEO-aligned blog post.

Examples of your lived experience are the most important part of every piece you write. Remember, your unique insights can't be replicated by AI or competitors, and that makes them your most valuable asset. So, share unique anecdotes, which can only come from actually doing the work or using the product.

Conduct original research and back up claims with exclusive data that isn’t available elsewhere. Consistently putting out helpful, authoritative content that is fully optimized is your best bet for appearing on both search results and AI platforms.

Editor's note: This post was originally published in December 2016 and has been updated for comprehensiveness.

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