How to start writing the perfect article for Search Engine Optimization

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Courtesy of Fredrik Rubensson at

Before writing an article for a website or a blog, we should consider certain details that will help our article or post to be a lot more attractive and with better positioning in search engine results pages.

Since most people don’t have access to paid tools that will allow them to manage everything in a more simple way, we’ll explain how to do it with open source and free tools, taking advantage of the features that Google search itself has to offer.

Type of website for which you’ll write

You must keep in mind that it’s not the same thing writing for a corporate website and for a digital newspaper or an online store. That’s why it’s important for you to know who are you writing for.

When writing for a digital newspaper, you can never write in first person, unless it’s for a blog in that newspaper. If it’s a news article, it should always be presented in third person. Also, the text has to be written carefully and with a journalistic style. It greatly depends on the editorial line of that digital newspaper or magazine.

If you’re writing an article for a blog, it is important for you to know if the blog belongs to a person or to a company. Usually blogs are personal, therefore, you should write in first person. If it’s corporate, it should be written in first-person plural.

On the other hand, if you are writing for a corporate website, everything will be much more corporate and commercially oriented. You should explain things that aren’t obvious, and you should also do it in third-person plural.

When you have to write the contents of a product in an online store, it’s normal for the product to have a short description and a long one. The short description should be a very commercial one, with a claim and phrases that will help convince customers to add the product to their shopping cart. If the features are presented as a bulleted list, it’ll be better. When it comes to the long description, we shouldn’t write it as if it was a novel, but we should structure it with tags. If we’re talking about a technological product, which usually has technical features, a section should be included with all of these specifications, even though most e-commerce content management systems already have this by default. They can be very helpful when it comes to finalizing a purchase and improving conversions. On the contrary, the absence of technical specifications in a technological product can generate distrust, therefore, the abandon rate of the shopping cart will increase and the conversions will decrease.

Choose the topic about which you want to post

This is essential to create a good article. Even before opening a blank document, we should know the topic about which we’re going to write, and especially keep in mind that the writing style is not the same if you are writing for a decoration blog, a technology blog or a health blog.

That’s why we should adapt the language and use the appropriate terms for each topic.

The objective of the post

It’s the first thing that we should define when we sit in front of the computer to write an article. What am I looking for with this article? What will it be good for? What do I want to bring to my website with it?

Answers to these questions will undoubtedly help improve the editorial focus. It’s useful to write them on a spreadsheet or whatever means you think is opportune, even in a piece of paper with a pen or a pencil, and next to each question you should write the answers. If you don’t know the answer, you can’t continue writing, because the result may not be the ideal one.

Sometimes we think of ideas and we must write them down in order not to forget them, and then piece together the content in the best possible way, but we should always keep in mind that the objective of the article is essential.

First steps to begin writing

Once the objective is clear, we should do some research. That’s why it’s important to put the main keyword in a table, and next to it, a series of secondary keywords.

How to choose the main keyword?

It’s likely that the main keyword is already predefined by the objective, in most cases the objective is to position something in a specific field or to sell a specific product. That’s where the main keyword will come from.

How to select the secondary keywords?

Once we get to this point we should start using one of the free tools that we mentioned before.

Google Suggest

What better keywords to use than the ones suggested to us by Google itself? We should open up a browser window, type the main keyword and take a look at the suggestions. This should be done in a private browser session so that the results are as unbiased as possible.


It’s one of the best free suggestion tools out there. We should go to their official site and enter a keyword, choose if we want to do a web, image, shopping, YouTube or news search, and a language. That’s it!

Read ReputationDefender’s “SEO in different search engines: Extend your reach!”

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