Many writers and website owners believe SEO is difficult, technical, or only meant for experts. Because of this belief, they either avoid SEO completely or apply it the wrong way.
The truth is simple: SEO is not hard.
With the right steps, anyone can write content that ranks on Google, even beginners. You don’t need advanced technical knowledge or expensive tools. What you need is a clear understanding of how search engines work and how to structure your content properly.
I learned this lesson the hard way.
What is SEO and Why is It Important?
SEO (Search Engine Optimization) is the process of improving your website so search engines like Google can find, understand, and rank your content for relevant searches.
In the screenshot above, you can see that ecards.hopespring.org.uk post is ranking first for the keywords “January birthday eCards”. The post follows the searcher’s intent of January birthday eCards.
Good writing alone is not enough. Without keyword research, proper structure, internal links, and optimization, your content may never appear on search results, no matter how good it is.
Why SEO Matters More Than Ever
- SEO delivers long-term ROI – Organic traffic converts better than most paid channels.
- It increases visibility – Ranking for multiple keyword variations expands reach.
- It builds credibility – High rankings often equal trust.
- It reveals customer intent – Analytics show what users want, how they search, and where they come from.
If your content isn’t ranking, it’s usually because:
- Competitors offer better or deeper content
- Keywords aren’t used strategically
- Page speed or UX is poor
- Internal linking is weak
- Search intent isn’t satisfied
The Three Core Types of SEO You Must Understand
1. Technical SEO
This ensures search engines can crawl and index your site properly. It includes:
- Page speed
- Mobile friendliness
- Secure (HTTPS) pages
- Proper indexing and crawlability
2. On-Site SEO
This focuses on elements you control directly:
- Titles and headings
Meta descriptions - Content structure
- Keywords
- Internal links
- Images
3. Off-Site SEO
This builds authority externally:
- Backlinks
- Mentions
- Guest posts
- Social signals
All three work together. Ignoring one weakens the rest.
How Search Engines Work (In Simple Terms)
Search engines follow three main steps:
1. Crawling
Bots scan the web, discover pages, and follow links.
2. Indexing
Content is analyzed (text, images, videos) and stored in a massive database.
For more insight, see our article on How We Fixed Google Indexing Errors and Boosted SEO Using Structured Data
3. Ranking & Serving Results
When someone searches, Google ranks indexed pages based on relevance, quality, and hundreds of known and unknown factors.
Key ranking factors include:
- Content quality and relevance
- Page speed
- Mobile usability
- Domain authority
- Internal and external links
- User experience
A Practical SEO Content Strategy that Actually Ranks
Here’s the structure I’ve used repeatedly to rank articles on page one.
Step 1: Keyword Research (The Foundation)
Before writing anything, identify one primary keyword.
Look for:
- Search volume of 150+
- Keyword difficulty between 0 – 30% (especially for new sites)
- Clear search intent
Understand keyword intent:
- Informational – answers and explanations
- Navigational – finding a specific site
- Commercial – comparing options
- Transactional – ready to act or buy
Choose one primary keyword, then map:
- Secondary keywords (for subheadings)
- Supporting phrases (used naturally in content)
Step 2: Titles, Headings, and Structure
- Use only one H1
- Include the primary keyword in the H1
- Use keyword variations in H2s
- Keep headings descriptive and logical
- Never skip heading levels
Your title should match what people are actually searching for. Google autosuggest, “People Also Ask,” and related searches are your best guides.
Step 3: Writing SEO-Optimized Content (Without Keyword Stuffing)
To optimize your content correctly:
- Include the primary keyword within the first 100 words
- Use it naturally in at least one subheading
- Mention it again in the conclusion
- Use synonyms and related phrases
- Match or exceed competitor depth
- Keep paragraphs short and readable
- Use bullet points and lists
- Avoid fluff and repetition
Google rewards expertise, clarity, and usefulness, not keyword density tricks.
Step 4: Meta Descriptions That Earn Clicks
A meta description:
- Should be 140–160 characters
- Must include the primary keyword naturally
- Should clearly communicate value and intent
Even though Google may rewrite it, a strong description improves click-through rate when used.
Step 5: URL and Slug Optimization
Best practices:
- Keep URLs short
- Include the primary keyword
- Use hyphens, not underscores
- Avoid stop words
- Use lowercase only
Important: Never change the URL after publishing
Step 6: Internal and External Linking
Internal links
- Add 2–5 per article
- Use keyword-rich anchor text
- Link to relevant supporting content
- Help Google understand content relationships
External links
- Link to authoritative sources
- Open in a new tab
- Avoid spammy sites
- Use nofollow only when necessary
Step 7: Image Optimization
Before uploading images:
- Use descriptive filenames
- Write accurate alt text with keywords
- Compress images
- Use modern formats like WebP
- Place at least one image near the top
Images improve UX and contribute to search visibility.
Step 8: Readability & User Experience
For better engagement:
- Aim for a Flesch Reading score of 60+
- Use short sentences
- Prefer active voice
- Break text every 300 words
- Avoid large text blocks
- Use transition words for flow
SEO is not just for bots, humans come first.
Step 9: Avoid Duplicate Content
Before writing:
- Search your focus keyword inside WordPress
- If it already exists, choose a new angle or keyword
Duplicate content weakens rankings.
Essential SEO Tools to Use
- SEMrush – keyword data, competition, SERP insights
- Ubersuggest – keyword ideas and competitor analysis
- Ahrefs – backlinks, keyword difficulty, content gaps
- Moz – overall SEO health and tracking
- Google Keyword Planner – forecasts and keyword discovery
On-Page SEO Checklist
Before publishing, confirm your keyword is properly placed, your content is easy to read, links are relevant, and images are optimized.
These small on-page SEO steps help search engines understand your article and improve its chances of ranking.
- Set one focus keyphrase for the article
- Include the keyphrase in the SEO title (near the beginning)
- Write a meta description (140–160 characters) with the keyphrase
- Use a short, clean URL with the keyword (don’t change it after publishing)
- Use one H1 and proper H2/H3 heading structure
- Add the keyword in the first 100 words, a subheading, and the conclusion
- Avoid keyword stuffing; use related words and synonyms
- Keep paragraphs short and easy to read
- Add 2–5 internal links with descriptive anchor text
- Link to authoritative external sources (open in new tab)
- Optimize images (descriptive names, alt text, compressed size)
- Check for duplicate content before publishing
Our guide on how to write blog posts that rank breaks each step down clearly
SEO is a Skill That Pays for Life
Becoming an SEO expert isn’t easy but it’s not complicated either.
It requires:
- Learning
- Testing
Reading - Practicing
- Staying updated
Whether you’re a writer, business owner, or beginner looking to change careers, SEO is one of the most valuable skills you can invest in today.
SEO is not going anywhere and neither are the opportunities.