SEO Content Planning
SEO Content is an article, post, page, or other consumable with specific marketing purpose. It is created, published or promoted with the purpose of being indexed by search engines, rank well for specific keywords, provide opportunities for social media sharing, and ultimately drive organic search traffic back to the SEO content itself.
Take special care when planning SEO content. If you’re interested in driving visits from search engines, you’ll want to create SEO content that is optimised correctly for search engines. We highly recommend planning your SEO as part of the content creation process, so it is uniform with the content piece as a whole, consistent across other on-site SEO content from page to page, and prevents further revisions that may occur after publishing.
What is Search Engine Optimisation (SEO)?
Search Engine Optimisation (SEO) is the practice of creating and organising website content so that it is easily indexable and identifiable by search engines such as Google.com, Yahoo.com or Bing.com. The ultimate goal of search engine optimisation is to receive as many clicks on your search engine listings as possible by achieving higher search engine page rankings or SERPs, creating enticing page titles and meta descriptions (the text that makes up the SERP), and delivering high-quality content on the underlying page. Note: SEO is constantly evolving — don’t take it for granted.
Search engines are constantly updating their algorithms, prioritising not just keyword relevance but also content quality, user experience, website speed, mobile friendliness, and trust signals like reviews and backlinks. What worked five years ago may not only be ineffective today, but it could also harm your rankings.
A modern SEO strategy requires more than just technical tweaks; it demands a deep understanding of user intent, clear brand messaging, consistent content creation, and continuous adaptation to changes in search behaviours.
At Emarkable, we stay at the forefront of SEO evolution, ensuring your website isn’t just found — it’s trusted, clicked, and remembered.
On-Site SEO
On-site SEO includes numerous activities, such as page and content restructuring, code organisation, internal linking structure design, keywording header tags, and more.
On-site SEO also includes optimising keywords within a specific piece of content, which may be a website project page, a blog article, or another type of informational page. We recommend that you optimise each page for a unique keyword phrase (2-4 keywords) that best describes the page’s topic. Search engines favour pages that cover one main topic or keyword phrase and include possible discussion of 2-3 secondary or supporting keyword phrases. Make your keywords as straightforward as possible, so that search engines can accurately discover what your page is about. You will better compete for higher page rankings against those pieces of content that are less clear about what they are about.
What is SEO Content?
SEO content is created with the specific intent of achieving high search engine rankings to drive visitors to the underlying page. SEO content can be optimised for a high-volume, highly competitive keyword phrase, or a low-volume, non-competitive keyword phrase (known as long-tail keywords), or somewhere in between. You must be careful when creating SEO content; if done incorrectly, it can result in wasted time or money and potentially harm your search rankings. Create pages to drive traffic from specific keywords, while also maintaining relevance and readability.
Here are a few examples of proper SEO Content intents:
| Website Example | Content Intent | Content Intent |
|---|---|---|
| University Website Resource Guide | Competitive information, lead generation | A university website wants to attract visitors to their medical program. They decide to create several pages that discuss popular topics that future medical students may search for. |
| SAAS Website Product Pages | E-commerce, product awareness | A software as a subscription tech company released a new tool. They create several individual pages that each discuss a common problem that their tool solves. |
| Entertainment Blog | Gain followers, raise awareness, e-commerce | An entertainment company wants to generate visitors for their live shows, so they decide to create a blog that covers news, gossip and information sought after by fans of the show’s regular performers. |
Optimising Your Content SEO
It is recommended to create content with the user in mind. You always need to develop high-quality, user-relevant content, not just a collection of words aimed at search engines. Besides the fact that you want users to take action or convert, modern search engines understand things like bounce rates and unfulfilled searches and will penalise SEO content accordingly. Even if you’re looking to drive traffic from people searching for specific keyword terms, it’s necessary to consistently deliver high-quality, relevant information so that users won’t have to continue their search. Here are a few ways to optimise your content SEO and reader-wise.
Put Your Users First
Create content with the user in mind first, then look for ways to optimise your primary and secondary keyword phrases.
Optimise Header Tags
Include your SEO keyword phrases in your header tags (h1, h2s, h3s)
Keyword Placement
Include your SEO keyword phrases in your header tags (h1, h2s, h3s)
Use Synonyms
Consider using alternate keywords to say the same thing, so you don’t sound like a broken record. Modern search engines understand synonyms.
Check Keyword Density
Use a keyword density tool that checks how many times your keyword phrases appear in your content. Likewise, try to break up unintentional keyword phrases or strings of 2-4 words that have high density.
Engage Users
It is important to provide imagery and break up text into lists, tables, and infographics. Your goal should be to keep your users as engaged as possible. This will lower bounce rates and entice them to visit more content on your site.
The Importance of Planning SEO Content
SEO content planning can be easy, assuming you follow the planning steps in the correct order to minimise backtracking as much as possible. Content should be published with search optimisations already in place, so that the moment a search engine indexes it, it has as much potential to rank as highly as possible. Backtracking to optimise pages later is not recommended. There is a good chance you will introduce decreased readability, create a rushed look, overwrite intentional industry or branded keywords, and introduce inconsistencies.
- Chapter 1 – Planning Leads to Great Websites
- Chapter 2 – Website Architecture Made Easy
- Chapter 3 – Creating a Content Plan with Emarkable
- Chapter 4 – Website Planning the Right Way
- Chapter 5 – Content Planning for Success
- Chapter 6 – Gathering Content for Websites
- Chapter 7 – Optimising your Content Workflow
- Chapter 8 – SEO Content Planning
- Chapter 9 – Writing Content for the Web
- Chapter 10 – Roles and Responsibilities
