Content Creation in seo – What you need to keep in mind when creating content

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Behind good content is hard work.  The basic idea behind it can be described as content design. 

The contents and their structure should be developed together with the customer at the beginning of the project. The focus is on the previously defined project and website goals and the answers to the core question of what is used by whom and where. 

The structure of the content

First, the possible content must be defined: Which content should be presented and how?

 This includes above all the sitemap, i.e. the page structure with main pages and subpages, divided into main, sub- and meta navigation.

  • Where am I?
  • What is this all about?
  • Where am I in the offer?
  • Where else can I go from here?
  • What is this website for?
  • What do I get from this offer?

The information architecture includes the classification and categorization of all content.

Once the individual pages have been defined, the content can be defined for them:

  • Which content should be conveyed on this page?
  • How should these be divided/structured?

 For the individual pages, a structure of the content is developed so that it becomes clearer which content is where and in what context.

When the content structure is ready, it can go to the production of the concrete content.

Tonality – Finding the right tone

The structure of the content, the scope and the level of detail, the media used, the language, the tone of voice – all this can be very different and individual. For this purpose, it creates a kind of “guideline” for the creation of future content or for several people involved.

Authenticity plays an important role here

Visitors will be happy to return to the same content source if they like their point of view and language. Since there is already more than enough information out there, it is unlikely that a topic has never been covered before. The own, perhaps also somewhat new point of view and presentation, make the content interesting

At the same time, in addition to one’s own language, the language of the visitors is of course also relevant. They must understand the content and find themselves in it, i.e. be able to identify with it in a certain way.

Authentic vs. SEO texts

The days of writing “for search engines” are over! At the end of the device sit real people. So no search engine optimized, overflowing with keywords texts should be created, which alone have the goal of good rankings, many visitors and the subsequent manipulative conversion.

Then the texts also rank (almost) automatically well.


. Their language and their channels as well.

Now is the time to turn these questions into answers.


User stories have the following structure:

As [Role/User: Person in a specific role]

I want to [goal/wish/function: perform an action or find out something],

so that I/um/because [benefit/value: can achieve my goal]

  • As a customer in an online shop

I would like to register,

to see and check my previous orders and print invoices.

  •  As a customer of an online shop


to send a gift to any person.

  •  As a web designer who is not well versed in SEO
  • As an IT employee of a medium-sized company

I would like to be able to compare the technical details of the hosting providers,

  • As a patient

to get an appointment.

This method can provide useful content creation services. In this way, not “any” texts are produced, but helpful answers to concrete needs and problems can be provided.

No text deserts

 No visitor wants to read that anymore. Anyway: It is best to say goodbye to the idea that the visitors read a text completely in peace.

It should be as easy as possible for the visitor

  • to get an overview of the text/content/statement.
  • to have different entry opportunities again and again.
  • record the content through various media types such as texts, images, etc.

 And another time, it can be a multi-thousand-word technical article (like this one).

  • For which target group is the content created?
  • What makes the content unique?


The length, i.e. the quantitative scope, should be sufficient. The topic and the desired intention should be dealt with. Most of the time you write too much and debauched.

Shorten the text by 50% and then omit half of it again.

The challenge is to summarize the essence of the statement concisely and succinctly, so that no novel is created.

Making content accessible

A topic that is often misunderstood. Accessibility, often called accessibility in technical jargon, does not “only” mean making websites operable for people with disabilities. It’s so much more than that.

There are so many restrictions to which we ourselves are regularly subject and which do not necessarily correspond to a physical limitation.

Using simple language doesn’t sound cheap or amateurish, but opens up the content for quick, understandable recording.

They are difficult to scan and nobody really wants to read them on the Internet. If you want to write novels, you better use the typewriter.

Even with technical terms, think carefully about whether they are understandable for the visitors and their knowledge. In case of doubt, it is better to explain them or find terms that are equally unambiguous. Sarah Richards put it beautifully:

Structure texts

Short paragraphs, bulleted lists, quotations, tables, subheadings, marked passages, etc. loosen up a text pleasantly.

You will also notice this in this article. . But I tried to divide it into individual “sections”. It’s best to read the article completely from start to finish (I’m a realist and I know you don’t). But that’s exactly why you have many small entry opportunities.

Content design therefore means creating content that is functional and usable – for everyone.

A good text

… is unique and new.

… is personal and authentic.

… is written in its own voice/language.

… represents added value.

… serves a need of the readers/visitors.

… is informative.

… focuses on the essentials.

… is well structured.

… is designed to be reader-friendly.

… is supported by other visual elements.

Content is not just a text desert

Of course, content does not only mean continuous texts paired with a few subheadings. Even if you think about it first and start writing texts. Content can be much more than that.

Of course, content does not only mean continuous texts paired with a few subheadings. Even if you think about it first and start writing texts. Content can be much more than that.

There is a great variety of text content alone:

Text content:

  • Menu
  • Blog Articles
  • Information texts
  • Categories
  • Link/button texts
  • Alt tags, title tags
  • FAQs
  • Review
  • Tutorial
  • Report
  • Checklist
  • Review
  • Guest Articles
  • Advisor
  • Interview
  • Study
  • Case Study

Image Content:

  • Photos
  • Graphics/Illustrations
  • Infographics
  • Videos
  • Buttons
  • Icons
  • Animated Gifs
  • Sound Content:
  • Podcasts
  • Music
  • spoken texts
  • Other content formats:
  • Hangout
  • Survey
  • Calculator
  • Webinar
  • Presentation
  • Chatbot

For most content, it’s the mix.  Variety is the order of the day. Not as an end in itself, but in the sense of user needs, accessibility, scannability and website goals.

The call-to-action – showing customers the next step

It’s always about helping the visitor:

Service X helps the customer to Y.

A new website gives him more visibility and more requests. A dentist helps the customer to have healthy teeth. 

So every company offers solutions!

The content should make the connection clear:

How can the service help the customer?

It is not self-evident that visitors make the connection for themselves. 

 Often this is at the end of a long article according to the motto “And contact now”. Not so bad, but why not in the middle of it in a suitable place?!

It should not “muffle” after sale, but of course appear appropriate in terms of content. If advice is given or a solution is mentioned, something like:


“I help all my clients in my XYZ coaching. (More information can be found here).”

Such a call to action is then called call-to-action. Notorious by the corresponding CtA buttons. 

Optimize the content for the search engines

No, no purely search engine optimized texts should be written.  you should do on-page SEO. Yes, this includes keyword analysis and definition.And yes, it makes sense to use the keywords that the target group uses again and again in the texts. You can even distinguish between short, medium and long-tail keywords.Meta tags (title and description tag, image names, alt tags of images, h1 to h6 headlines) are important SEO ranking factors that should be considered.

Keyword density, on the other hand, has lost importance. 

Internal links are a powerful tool for this. 

External links are also part of it, as not everything is on your own website. 

The main difference between SEO texts and content design is that one is “optimized” according to more theoretical criteria by using keywords accordingly. While the other has the real visitor in mind and the result is therefore also more open and not predetermined on the basis of certain criteria.

Content Creation at a Glance

Content creation is hard work, but it’s not rocket science either.  Above all, however, no matter what background knowledge you have, it is important to consider the presented aspects as a basis. Of course, there’s a lot more that’s helpful around content creation. The content design page already provides many hints and suggestions. Also the question content vs. design – What is “first”? .

What about you: How do you approach content creation? easy to scan, quickly consumable and varied? Let us know in the comments:

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