What Is Seo Writing? How BD Teams Can Become Better SEO Writers

SEO writing is the process of researching, producing and optimising content for a specific target keyword or key phrase in Google.

If you want your content to get more visibility and be the go-to post for people searching for content in your field, “Adding a touch of SEO” won’t help you get far.

SEO needs to be one of the main factors that you should while writing content.

In this article, I’ll go over:

  • Why SEO writing matters
  • How to write efficiently for SEO
  • 5 SEO writing tips

Why SEO Writing Matters

There are Bajillion pieces of content going over every single question someone could humanly ask about your industry, but over 99% don’t get read as they don’t rank on Google.

It fails to educate and help your audience, promote yourself, impress and convert anyone. What a shame eh?

On the other hand, SEO writing helps you earn organic traffic and bring qualified readers and potential customers to your website. Now doesn’t that sound beautiful?

Here’s how you do it.

How To Write Efficiently For SEO

Writing for SEO begins with researching and writing content that will rank in search engines (mostly Google).

Your main goal is to understand what people are searching for and so you can align their content with their needs.

Supply and Demand.

That’s simple economics.

This phase will consist of 5 simple steps that you can follow and I’ve also included examples to give you the behind the scenes on how research happens and here are the steps:

  1. Find keywords with traffic potential
  2. Determine search intent
  3. Do the overall outline
  4. Publishing

1. Find Keywords With Traffic Potential

Start by identifying a topic that’s relevant to your practice.

Think of what people might type into Google to find your firm or your relevant practice area. This is your “seed keyword”

If you’re an immigration attorney, “immigration” is probably a good start.

Start your research by adding the seed keyword into Google Keyword Planner (free) or other paid tools like Ahrefs and find keyword ideas phrased as questions. 

Most of the results will likely be informational queries that you can rank a blog post for. 

For an in-depth guide on how to find keywords using Google Keyword Planner, check out the video below.

2. Determine Search Intent

Once you find the keywords for your practice area/s, its time to match search intent with content.

To make sure that your content ranks on Google, it is necessary to focus on the 2 C’s

Content Type and Content Format.

Content Type:

  • Blog posts
  • articles
  • videos
  • Webinars

The type of content that you need to publish for your practice area can be determined from a simple Google search

For our blog, a mixture of articles and videos work great. Experiment with different types of content and figure out what works for your firm.

Content Format:

  • How to’s
  • Opinion piece

Opinion pieces work really well for law firms, so id recommend you put more effort into those.

3. Create An Outline

If you followed the above steps, you should’ve figured out your main keywords, content type and format.

Now, its time to create an outline.

Open Google Docs and write the main heading.

Note: I do this for every article I write and helps me keep the angle and direction/flow of content in mind.

Start with the big picture and dive into the key arguments and points

For this article, I started it with why you should write for SEO, explained why it’s necessary for BD teams to get good at and proceeded to the “how-to” steps.

4. Publishing

Congratulations! you got to the final step. Now its time to write the draft and publish it.

Write with your audience in mind

Remember to keep your audience in mind.

For example, if you’re aiming a piece of content at beginners, think about what knowledge they already have versus what you need to explain.

Use the Grammarly or Hemingway app to avoid simple grammatical errors

Go easy on the vocab

If most of your readers are lawyers, go ahead with the technical lingo. If that’s not the case, avoid using technical terms and “lawyery” vocab so that your target readers can actually understand the piece of content you publish.

If you followed all the above mentioned points, you’re good to go.

Go ahead and publish that article!

5 SEO Writing Tips That Has Helped Me Become A Better SEO Writer

1. Come Up With A Creative Title

Your title is the first thing people notice when coming across your article.

If your article is vanilla and plain boring, its very likely that they wont read your article.

Add some spice and make it enticing enough for them to click.

Here are some quick points that work great:

  • Numbers (E.g: 10 Things To Know About The Latest Changes In Banking Law)
  • Brand Name (E.g: ” Your Brand Name” Guide to Immigration)
  • Uniqueness (E.g: Things I Learned From the Samsung v Apple case)

2. Use Short & Simple URL’s

One thing i see most law firms doing is not optimising your URL’s

Keep your URL’s simple and to the blog topic

The above one is simple and sticks to the point


Featured snippets are short summaries at the top of Googles search results. Getting featured gives your page a lot of visibility

4. Internal Links

It’s difficult to cover everything in one article, so use internal links to send people to additional resources that will give more context.

Google uses internal links to help discover new content, they’re great for SEO too.

5. Images In Your Article

I know its pretty difficult to add images to your opinion on a certain legal topic, but if you do, it’ll make the article way more readable.

Try to add as many images as possible and make sure you add alt text and description to your images

My Final Thoughts

SEO writing is more than just stuffing a bunch of keywords into your article. It’s about writing good and valuable content that your target audience will find valuable, which will help rank higher on Google.

A quick P.S for BD teams:

Getting good at SEO and becoming a better SEO writer takes time. Keep at it and you’ll find the fruits to your effort.

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