When you first start writing online, it can be tempting to cram as many keywords into your content as possible. In the past, that might have helped. But today, writing like a robot is more likely to hurt your rankings than help them.
Google’s algorithms are constantly evolving to prioritise relevant, authentic, and helpful content over keyword-heavy fluff (Google Search Essentials). This means that while SEO matters, it should never come at the expense of natural, engaging writing.
Authenticity not only helps Google understand that your content was written by a real human, it also builds trust with your audience. And in digital marketing, trust is currency.
1. Understand What “SEO-Friendly” Really Means
Once upon a time, “SEO-friendly” meant sprinkling in your keywords as much as possible. Today, it’s much more holistic. Google now rewards content that is:
Useful: Does the content answer the reader’s query?
Readable: Is the structure easy to digest?
Valuable: Does it provide insights the user can’t find elsewhere?
In fact, Google’s Helpful Content Update was designed to reward content that leaves users satisfied after reading. When you focus on intent, readability, and value, you naturally produce SEO-friendly content.
For a deeper dive, check out our guide on how to create shareable content.
2. Start With Search Intent, Not Keywords
There are three main types of search intent:
Informational: A user seeking knowledge (e.g., how to get a backlink).
Transactional: A user ready to purchase (e.g., buy a guest post).
Navigational: A user looking for a specific site (e.g., Bubble SEO login).
A strong blog post often blends all three. For example, in an article on how to get high-quality backlinks, you might:
Inform readers about backlink strategies,
Recommend services such as Bubble SEO’s guest post packages, and
Guide them directly to the Bubble SEO login when they’re ready to act.
Balancing intent ensures your content resonates with people and performs well in search.
3. Keywords as a Compass, Not a Crutch
Keywords still matter, but they shouldn’t dominate your writing. Think of them as a compass pointing you in the right direction, not a script to follow.
Tools like Google Keyword Planner, Ahrefs, and SEMrush can help you identify terms with solid search volume and manageable competition.
Don’t forget long-tail keywords, phrases of three or more words that capture specific intent. For instance, instead of just guest posting, a long-tail phrase like where to buy high-quality backlinks can attract users who are ready to take action.
Avoid keyword stuffing. If Google detects overuse, your rankings may suffer rather than improve.
4. Structure Your Content for Humans First
Imagine clicking on an article and being greeted by a giant wall of text. You’d probably bounce.
That’s why structure is key:
Use headings to break down ideas.
Add bullet points and listicles for clarity.
Write shorter paragraphs for readability.
This doesn’t just help humans, it also helps search engines crawl and understand your content.
5. Write Like You Speak (But Edit Like a Pro)
The easiest way to sound human? Write conversationally.
Tips to try:
Use pronouns like you and we.
Keep sentences short.
Break up paragraphs.
Storytelling is another powerful tactic. Sharing personal anecdotes or client success stories adds authenticity.
Finally, don’t be afraid to inject a little personality, whether that’s humor, relatability, or industry-specific wit. Just remember to edit carefully so your message remains clear and professional.
6. Enhance With Multimedia and Formatting
Text alone can feel heavy. Break it up with images, charts, or short videos to make your content more engaging. A well-placed infographic can often explain something faster than paragraphs of text.
Internal and external links are also essential. They:
Help readers discover related content (see our guide on the benefits of guest posting).
Signal credibility to search engines by connecting to trusted sources (like Moz’s Beginner’s Guide to SEO).
7. Test, Measure, and Refine
SEO is rarely a “set it and forget it” process. Once your article is live, track:
Bounce rate: Are people staying on the page?
Engagement: Are they clicking links or sharing content?
Traffic: Is your post attracting organic visitors?
If something isn’t working, don’t panic, just tweak and test again. Over time, this iterative process will help you find your sweet spot.
For tips on keeping content fresh, check out our blog: Is it Time to Refresh Old Content? It Could Be Your Biggest SEO Win!.
Conclusion: The Sweet Spot Between Algorithms and People
At the end of the day, writing for SEO is a balancing act. You need to satisfy search engines while engaging real people.
The best approach? Write for humans first, then optimise second. When your content is authentic, helpful, and structured with SEO in mind, both Google and your readers will reward you.
Need help striking that balance? Explore our SEO content services to see how Bubble SEO can support your growth.
