Search Engine Optimisation (SEO): How to Write for the Web

Search Engine Optimisation (SEO): How to Write for the Web. A blog post by OutSec, the UK's leading online transcription company

If you want to reach more people online, you need to know how to write for the web. Writing for the web is not the same as writing for print or academic purposes. You need to consider how search engines and users will find, read, and interact with your content. This is where SEO and communication come in.

SEO is the process of improving your website and its content to rank higher on search engines like Google and Bing. Communication is the process of conveying your message and engaging your audience effectively. Both SEO and communication are essential for writing for the web, and they are closely related.

In this blog post, we will explain what SEO and communication are, how they work together, and how you can write successfully for the web using SEO and communication best practices.

What is SEO?

SEO stands for Search Engine Optimisation. It is a digital marketing strategy that aims to increase the quantity and quality of organic traffic to your website. Organic traffic refers to the visitors who come to your website from unpaid sources, such as search engines.

Search engines use complex algorithms to crawl, index, and rank web pages based on various factors, such as relevance, authority, usability, and popularity. SEO helps you optimise your website and its content for these factors, so that search engines can understand and present your content better.

There are three main types of SEO: on-page SEO, off-page SEO, and technical SEO.

  • On-page SEO refers to the optimisation of the content and elements on your web pages, such as titles, headings, keywords, images, links, etc.
  • Off-page SEO refers to the optimisation of the external factors that affect your website’s reputation and authority, such as backlinks, social media, reviews, etc.
  • Technical SEO refers to the optimisation of the behind-the-scenes aspects of your website that affect its performance and accessibility, such as site speed, mobile-friendliness, security, sitemaps, etc.


Communication is also a key component of writing for the web. When you write for the web, you are communicating with your audience through your content. You need to consider who your audience is, what they want to know, how they will find your content, and how they will interact with it.

Communication can help you achieve various goals with your web content, such as:

  • Building trust and credibility with your audience
  • Establishing your brand identity and voice
  • Providing value and solving problems for your audience
  • Generating leads and conversions for your business
  • Creating loyal fans and advocates for your brand

How do SEO and communication work together?

SEO and communication are not separate or conflicting concepts. They are complementary and interdependent. You cannot have effective SEO without good communication, and vice versa.

SEO helps you communicate better with search engines. By following SEO best practices, you can make sure that search engines can find, crawl, index, understand, and rank your content properly. This way, you can increase your visibility and reach on search engines results pages (SERPs), which can drive more organic traffic to your website.

Communication helps you communicate better with users. By following communication best practices, you can make sure that users can find, read, understand, and engage with your content easily. This way, you can increase your readability and usability on web pages, which can improve user experience (UX) and satisfaction.

SEO and communication also work together to achieve a common goal: satisfying user intent. User intent refers to the goal or need that a user has when they perform a search query on a search engine. For example, if a user searches for “how to make pizza”, their intent is to learn how to make pizza at home.

Satisfying user intent is crucial for both SEO and communication because it determines how relevant and useful your content is for your audience. Search engines use user intent as a signal to rank web pages that match the user’s query best. Users use user intent as a criterion to evaluate web pages that answer their questions best.

Therefore, by aligning your content with user intent, you can optimise your content for both search engines and users, and achieve higher rankings, more traffic, and more conversions.

How to write successfully for the web using SEO and communication?

Writing for the web using SEO and communication is not a one-time task. It is an ongoing process that requires research, planning, writing, editing, and measuring. Here are some steps that you can follow to write successfully for the web using SEO and communication:

Research your audience and keywords:

Before you write anything, you need to know who you are writing for and what they are looking for. You can use tools like Google Analytics, Google Search Console, and Google Trends to analyse your audience’s demographics, behaviours, interests, and needs. You can also use tools like Google Keyword Planner, Moz Keyword Explorer, and SEMrush to find relevant and popular keywords that your audience uses to search for your topic.

Plan your content and structure:

Once you have your audience and keywords, you need to plan your content and structure. You need to define your content’s purpose, goal, and message. Also, you need to outline your content’s main points, subheadings, and supporting details. You can use tools like Google Docs, Evernote, or Trello to organise your ideas and notes.

Write your content and optimise it for SEO:

Write your content and optimise it for SEO and communication.

Now you are ready to write your content and optimise it for SEO and communication. You need to follow the best practices for on-page SEO and communication, such as:

  • Use clear and catchy titles and headings that include your main keyword and communicate your content’s value proposition.
  • Use short and simple sentences and paragraphs that are easy to read and understand.
  • Use active voice, second person, and conversational tone that engage your audience and create a connection with them.
  • Use relevant and descriptive keywords, synonyms, and related terms that match user intent and help search engines understand your content’s topic and context.
  • Use images, videos, charts, graphs, or other visual elements that illustrate your points and make your content more appealing and informative.
  • Use internal and external links that provide additional value and resources for your audience and boost your authority and credibility.
  • Use bullet points, lists, tables, or other formatting elements that highlight your key points and make your content more scannable and organised.

Edit your content and check it for errors and improvements:

After you write your content, you need to edit it and check it for errors and improvements. You need to proofread your content for spelling, grammar, punctuation, and style errors that can affect your credibility and readability. For this you can use tools like Grammarly, Hemingway, or ProWritingAid to help or speak with OutSec, who also offer proof reading services. You also need to review your content for SEO and communication aspects, such as:

  • Is your content relevant and useful for your audience and user intent?
  • Is your content clear and concise for your audience and search engines?
  • Is your content engaging and persuasive for your audience and conversions?
  • Is your content optimised for keywords, headings, images, links, etc.?

Measure your content and analyse its performance and results:

Finally, you need to measure your content and analyse its performance and results. You need to track and evaluate your content’s metrics and outcomes, such as:

  • Rankings: How well does your content rank on SERPs for your target keywords?
  • Traffic: How many visitors does your content attract from organic search sources?
  • Engagement: How long do visitors stay on your content page? How many pages do they view per session? How high is the bounce rate?
  • Conversions: How many visitors take the desired action on your content page? How high is the conversion rate?

    You can use tools like Google Analytics, Google Search Console, and Moz Pro to monitor and report your content.

    About OutSec

    OutSec is the UK’s leading online transcription company whose business has grown substantially since 2002. We are one of the most successful transcription companies in the United Kingdom.

    OutSec provides secure outsourced transcription services to the medicallegalproperty and surveyinguniversitiesmedia and interviewsadvisory boards, conferences & seminarsinventoriesfinancialcorporateHR, recruitment and Executive Search sectors.

    Why is Dictation More Efficient than Typing?

    Well, the simple fact is that we can all speak considerably faster than we can physically type:

    “The average person types between 38 and 40 words per minute”.

    A “good rate of speech ranges between 140 -160 words per minute.

    In other words, dictation is up to four times faster than we can type. Therefore, simply dictating a document is more cost-efficient, giving you more time to dedicate your efforts elsewhere in your business.

    Therefore why not add OutSec as a business continuity option for your business? Accounts are free, you pay on a per-minute basis (rounded to the nearest minute) on a pay-as-you-go basis, with no contracts or minimum spend. What do you have to lose? Why not open an account today!

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