The Planning Phases For Writing Content From An SEO Perspective

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The Planning Phases For Writing Content From An SEO Perspective

SEO Content Phases

Study of The Sector

There’s no point in beating around the bush, and you can’t write content on a topic you don’t know.

You will, therefore, necessarily have to study the topic you need to cover in your texts. First of all, you should make a brief with your client in order to completely immerse yourself in the topic you will have to deal with and understand the details, the meanings of the terminologies, and the different facets. You will have to read, master the specific vocabulary, study the competitors, and navigate the sector forums to learn more about what people are looking for and what they want to know about a certain topic. Understanding the known needs and latent needs related to a topic.

In the specific example, you will have to know and understand the difference between a reflex and mirrorless camera, understand why the latter are having so much success, and what advantages and disadvantages they bring.

Research on themes for the Buyer Persona

Good content is designed for the right buyer persona. The buyer persona is the ideal user and potential customer interested in the products, services, and topics covered on the site.

When planning an editorial plan and drafting the text, it is therefore important to think about the issues that must be covered to be truly useful to the end user. In this scenario, depending on the Buyer Journey, the objective, and the phase of the sales funnel in which the potential customer is – awareness, consideration, – it will be necessary to think about the writing style that you intend to use in a te decision xt, adapting it to the target to which it is addressed and above all to the context in which it must be inserted.

 The content and writing style of a blog article will be lighter and more informative, given that the reader will be in a phase of awareness. The institutional contents will instead have to be more formal and self-referential, given that they are designed to intercept the user in a consideration phase.

Finally, the writing style of a landing page will be more direct, commercial, and persuasive since the user who visits it will probably be in a decision phase. The texts written in these three stages will, therefore, have different objectives and purposes.

All these measures can make the difference in satisfying the needs of your ideal user depending on the stage of the Buyer Journey in which they find themselves. Of course, this is a simplification; each project is different and must be studied ad hoc.

Example content for the Buyer Persona

But going back to our example, if this camera were a top-of-the-range camera, I would have to write technical content and use specific terminologies. A top-of-the-range model is aimed at a generally professional or highly qualified public who is looking for completely different features and performance compared to an amateur with a limited budget.

On the contrary, if my camera is an entry-level one, the content will be aimed at an amateur audience that knows little about photographic terms. His interests are not linked to purely technical characteristics but probably to portability, size, and simple basic photographic quality.

Therefore, when trying to write these phantom SEO-oriented articles, you must first think about the user and only then about the search engine and the technical precautions to be used on the page (title, h1, h2, meta description, etc).

Keyword research

The study of keywords partly coincides with the study of the market and the sector. It is an important aspect of an SEO strategy and also, therefore, in the definition of an editorial plan or the drafting of a simple article.

Simplifying: we must choose the topic, the arguments, the keyword, and the related keywords on which we want to write the article and find out if they are actually relevant for the positioning of our site. In fact, it is generally useless to waste so much energy on terminologies that are not searchable and which, therefore, would not bring any advantage in terms of traffic and conversions to our site.

Some tools can help us and provide us with an estimate of the average monthly searches made by users and the related competition: Google Keyword Planner,, and Ubersuggest. Another very interesting tool for query research, especially for those who blog, is answering the public. Associated with the Keywords Everywhere extension, it also allows you to obtain the average monthly search number.

SEO-Friendly Content Writing – CONTENT IS KING!

Once all the preliminary study has been done, it is necessary to focus on the content. In the bulleted list, I will provide some ideas that are not so much related to writing from an SEO perspective but rather to being able to generate a page that, in addition to presenting relevant content, is also easily readable and usable. To simplify:

  • Write quality and original content that is complete and satisfies a specific query
  • Repeat keywords naturally – focus on the content and not the keyword (Don’t keyword stuff – a technique that worked 15 years ago)
  • Divide the text into paragraphs – not because there is a rule, but to avoid generating walls of text, which are graphically difficult to read
  • Prefer the inverted pyramid writing technique so as to immediately provide an answer to a problem and not waste the user’s time
  • Use, only if necessary and if it makes sense in the context, numbered or bulleted lists – They help reading.
  • Use text formatting (for example, bold for key or relevant words) to make it easier to read and grab attention
  • Never copy and paste from other sources to avoid running into penalties and copyright problems
  • Link authoritative sites in the content
  • Link other internal pages to create topic correlations and insights
  • Cite sources if used

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