Competition for online visibility is fierce. Mastering the art of content writing for Search Engine Optimisation (SEO) is essential for businesses wanting to rank well in search engine results pages (SERPs), while creating high-quality, engaging content that resonates with their target audience.

With copywriting for websites being a core skill of our team, we like to ensure our knowledge in this area is always up to scratch and aligned with the latest Google algorithm updates. We do this by regularly turning to great resources, such as Moz, Yoast, Search Engine Journal and webinars.

Our Senior Account Manager, Eleanor Matthews, recently attended a webinar to ensure we’re still following best practice. With a title of “Website Content & SEO Myths Busted – Why You Should Write for People, Not Bots”, the webinar was hosted by Small Business Britain, Lloyds Bank Academy, and featured SEO expert Mark Tomkins.

The session provided insights into why creating content with your target audience in mind is more crucial than ever for SEO success. Here are some of Eleanor’s key takeaways:

Why writing for people matters

At the heart of Mark’s message was a simple yet crucial point: writing for real people is what makes a website effective. Gone are the days of stuffing keywords — terms added to online content to improve search engine rankings for those terms — onto a page hoping to trick Google’s algorithms. Google and other search engines are sophisticated enough to detect unnatural language.

Instead, engaging content that resonates with your audience is essential for keeping visitors on your site, reducing bounce rates, and building trust—all of which ultimately improve your search rankings. Businesses should focus on writing for people, using keywords in a way that feels organic.

SEO is not just about bots

While SEO tools and techniques are useful, the goal is to use them to help people find your website and give them a reason to stay. Search engines are designed to serve users by delivering the best possible results. Google and other search engines are constantly refining their algorithms to reward quality content.

As Mark explained, if your content does not help or engage people, it does not matter how many keywords you have packed in —it will not rank well in the long run.

SEO strategies for businesses

For businesses looking to improve their website performance, Mark outlined several effective SEO content strategies:

  • E-A-T Principles: Google values content that showcases Expertise, Authoritativeness, and Trustworthiness (E-A-T). Businesses should highlight their expertise in the content they produce for their websites, whether through case studies, testimonials, or informative articles.
  • Focus on user-friendly websites: As Mark noted, more than 85% of searches happen on mobile devices, so websites optimised for mobile use rank higher in search results. Websites should be easy to navigate, mobile-friendly, and feature content that is both informative and engaging.
  • Diversify content formats: It’s not just about writing articles. Videos, infographics, and other interactive elements increase engagement. Social media metrics show that how-to videos and tutorials are highly effective for attracting and retaining an audience; this all comes back to the importance of demonstrating expertise in your field.
  • SEO best practices: Keywords are still relevant, but they need to be used naturally. Mark recommended using tools like Google Keyword Planner or Ahrefs to identify low-competition and relevant keywords for your target audience. In addition to text, alt tags for images and meta descriptions are vital for making your site accessible, which also boosts SEO.
  • Internal linking: Cross-linking related content within your site can keep users on your site longer. Instead of using vague phrases like ‘click here,’ opt for descriptive text that includes keywords.

Building backlinks the right way

Search engines use backlinks — links on external websites that direct back to your site — as a key factor in determining the relevance and authority of a webpage. The more high-quality backlinks a website has, the more likely it is to rank higher in SERPs. Quality is more important than quantity here: links from reputable, authoritative websites are far more valuable than those from low-authority or irrelevant sites.

Mark warned against working with companies that use ‘black hat’ tactics like purchasing backlinks — Google’s algorithms can detect and penalise these sorts of activities — successful link-building takes time and expertise.

Placing articles, interviews and case studies in publications that are relevant to your audience is a fantastic way to build backlinks that search engines will recognise as being reputable.

Content partnerships are another effective way to build backlinks. Look for companies in your industry or niche that share a similar target audience but are not direct competitors. Offer to create content for their website, in exchange for them linking back to your site.

Can AI do it all?

While AI tools can assist with content generation, they should be used with caution. AI-generated content often lacks readability and natural flow; content often comes across as robotic, and it can be littered with inaccuracies. As Mark explained, AI can offer a fast start, but human oversight is crucial for fact-checking, refining tone, and ensuring content is truly engaging.

Contact the experts

We understand the nuances of crafting content that ranks well on search engines and captivates audiences. Our expert team is here to help; get in touch.