SEO Writing: Key Elements for Successful Articles, Blog Posts and Web Pages

三月 31, 2011 by  Filed under: SEO 

Whether you’re writing an SEO article, a blog post or a web page, planning your writing beforehand always pays dividends. Try to include these key elements on each page you write:

· Metatags
· Headline
· Lead
· Subheads
· Conclusion

And for your article writing, add in a resource box at the end.


In order to index pages and rank them, search engines look for good quality content. They evaluate this content in various ways. First of all, they look favourably on pages with well-crafted metatags.

They look first at the Title tag. Ideally, try to include your primary and secondary keyword phrases here. But if that’s not possible, try to add the secondary keyword phrase in the subtitle.

Start the Title tag with your primary key phrase. Like a speed reader, Google gets the gist by reading the start of titles, subheads and paragraphs. That’s why it pays to place your primary keywords right at the start of your title.

Now write the Description tag. This text appears in the information below the link in the search engine ranking page. Google automatically includes it there. So it’s wise to write a benefit-led description, where possible, again including your primary and secondary keywords. This encourages readers to click through to your page.

Next comes the Keyword tag. Again include your primary and secondary keywords. Separate them by commas and include a phrase, not just a single word.


Online, your headline does two important jobs. First, it reassures visitors they’ve come to the right place. Web surfers know what they’re looking for; and when they find it, they feel good. Secondly, well-targeted headlines grab attention and encourage visitors to read on down your page.

The Lead

Leads make or break your page. If you win over your reader at this point, they’ll keep reading. The Readers’ Digest, the popular offline magazine, and online, have each proved themselves the masters of leads. They use a variety of story leads, news leads, and what they call “interruptive” leads like a dramatic statistic or a surprising fact.


Online readers tend to scan ahead down a page to see what’s in it for them. Subheads help because they act like signposts. They give readers a quick précis of the piece and a reason to read to the end.


What do you want your readers to do next? Most likely, you want them to click on a link to a squeeze page, to buy something, or simply to find more information. Summarise your piece and move your readers on to the next stage of your lead-gathering or sales process.

Simon Rudge is a freelance copywriter who writes SEO articles, blog posts and web pages. You can find out more at

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