How to make content SEO friendly

High quality content, optimized both for user queries and for the requirements of search engines, is exactly what will increase the site’s position in search results.

This content is said to be SEO friendly. Its creation involves taking into account several important aspects. What is important to do for those looking to improve the ranking of their site?

1. Assess the degree of its benefits

First of all, look at your content through the eyes of your users. Taking into account behavioral factors is important for ranking, because today optimization is not done in isolation from the analysis of user opinions. Ask yourself the following questions:

  • what your target audience is looking for on the Internet and what types of content are most useful for this;
  • exactly how she formulates her requests and what problems she expects to receive using your texts, images, audio and video;
  • whether the content you offer is convenient for perception, whether it is relevant;
  • are there not oversaturation of links in the articles, which indicates excessive attention to the requirements of search engines?

After analyzing the quality and variety of types of content, you can easily assess whether a balance has been found between the interest of people and the requirements for SEO promotion.

2. Analyze keywords

Despite the fact that modern SEO is a collection of complementary factors, the right keywords still play a fundamental role.

When choosing your target keywords, think about the end goal of your search ‒ how accurately they are matched and how your content will compete with what is already displayed in search.

Researching keywords for SEO-friendly content is much more convenient with specialized software. This will help tools from Google ‒ Google Keyword Planner, Autocomplete (offers key options based on user requests) or the option “Related Searches”.

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Fig. 1 ‒ An example of the selection of keys using Google Autocomplete

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Fig. 2 ‒ An example of matching keys using the Similar queries option

Finteza will be useful for advanced site analytics and traffic estimation. This service will find the most popular content on the web resource and help you study the depth of views.
Keywords should ideally not be more than 5% of the text volume, but it is important to indicate them in the title, subheadings of the text and in meta tags.
Pay attention to long-tail keywords. They are characterized by high conversion rates, as many people are looking for specific data that needs clarification. Therefore, “tailed” queries can become a source of search traffic, despite the low frequency.
Using shareware services, for example,, will help you find an extended key:

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Fig. 3 ‒ An example of key selection using Keywordtool

Thus, it is much easier for long-tail keywords to be in the TOP of Internet resources.
Google Trends is useful, which shows “trending” keywords over a given time frame:

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Fig. 4 ‒ Google Trends interface

3. Work out the structure and readability of the article

It is important to present the text that gives the user an answer to the question in a convenient and understandable form, systematizing the information. Important here:

  • clarity of structure, consistency and coherence of the text;
  • the presence of subheadings and paragraphs of 2-3 sentences each, which facilitate perception;
  • active use of numbered and bulleted lists;
  • keyword density level;
  • length of words and sentences, easy presentation style.

Formatting content not only makes life easier for users, but also helps search engines browse through it quickly. The average text size, which is considered conditionally optimal, is in the region of 500 words. The services Ahrefs, Istio, Miratext and TextAnalyzer will make it easier to work with content.

4. Choose headlines that catch on

It is important to keep headings short, about 60 characters, and memorable. So users will be able to quickly identify the topic of the content and perceive it as attractive, go to the web resource. Keys are best placed at the beginning of a sentence.

From an SEO point of view, you can evaluate a headline using the CoSchedule tool, which will help you evaluate its readability.

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Fig. 5 ‒ CoSchedule interface

5. Optimize URL, images and metadata

Visual content is gaining more and more weight in SEO promotion. It is easy to diversify it with interesting images and visual videos, especially if you carefully write meta tags, including keywords in them. For SEO images, it is worth registering the alt and title attributes, image captions and file names.

Optimized URLs should include keywords on every page, but it’s best to keep each of them no more than five words at a time.

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Fig. 6 ‒ An example of a good URL

With the right meta tags setup, you can attract more traffic to your site. If the description of the text contains keywords, preferably in a direct entry, this will be ranked by search robots and will have a positive effect on the search results.

But since this description is the first thing that the user sees on the search engine results page (snippet), it is important to compose it in a consistent text from a couple of short sentences. Correct if it doesn’t match title. Also, you should avoid using stop words.

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Fig. 7 ‒ An example of a successful snippet

6. Add relevant links, micro-markup and social media buttons

Quality content can contain external and internal links. So, interlinking within the site from one record to another will give it additional value. And therefore, weight for search engines, lowering the bounce rate and potentially increasing the number of conversions. Outbound links will also be helpful ‒ as long as they link to sources that are considered authoritative.

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Fig. 8 ‒ Links to external sources

Micro-markup is a code that helps search engines understand the content of the pages of a web resource. It drives traffic to the site by generating rich snippets that tend to be clicked on more frequently than regular search results. Adding markup to pages will help make them stand out in the SERP. There is Structured Data Markup Wizard that lets you add markup to your content.

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Fig. 9 ‒ An example of a successful micro-markup

Setting up social media buttons doesn’t directly impact SEO, but it does help create engagement and sharing of content. All resources need free links!

7. Check mobile version

Now the presence of a mobile version of the site is a must, because Google ranks well sites optimized for gadgets. Users may find it inconvenient to read content on their phones, so care should be taken to ensure that information is displayed correctly on small screens and mobile traffic is not missed.

The more convenient the navigation and the less need for scrolling, the better the responsive design is. It makes sense to use accelerated mobile pages. You can check any site for its “mobility” using Google Mobile Friendly, where the page is displayed as the user sees it from a phone or tablet.

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Fig. 10 ‒ An example of displaying the PC version of the site

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Fig. 11 ‒ An example of displaying the version of the site for mobile devices

The correct display of material from any type of device makes it SEO-friendly as well.

8. Update content regularly and continuously

In order for the content to remain relevant to search engines, it is necessary to periodically update it, both creating a new one and making changes to the old one. Google provides users with the most recent search results. Changing the publication date and editing the text will help the systems to re-index the site.

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Fig. 12 ‒ Example of an updated article

How can we test content friendliness:

  • see visual results by installing Google Analytics or Yandex Metrika;
  • analyze how long visitors have been on the pages of the site and what is the bounce rate, whether the search engines correctly determined the relevance of the pages.

As such, creating SEO friendly content is not an easy task. But while it will take time and effort to create, it is a worthwhile investment in potential conversions. The main thing is to remember that, first of all, content is created not for search engines, but for people.

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