--- tytul: "SEO Content Writing: How to Write It Correctly" opis: "Correct SEO content: find out whether to write for Google, for users, or for AI visibility, and how many keywords you should actually use." adres: https://justidea.agency/en/blog/how-to-write-seo-content-for-a-website/ serwis: "JustIdea Agency" jezyk: pl zrodlo: automatyczny odpowiednik strony HTML, generowany przy każdym buildzie --- Article # How to Write Correct SEO Content for a Website? Correct SEO content: find out whether to write for Google, for users, or for AI visibility, and how many keywords you should actually use. [![Jakub Rogoziński](https://justidea.agency/obrazy/jakubro-f418c732.webp) Jakub Rogoziński SEO Specialist](https://justidea.agency/en/author/jakub-rogozinski/) 17 July 2020 17 min read 18 sections ![How to Write Correct SEO Content for a Website?](https://justidea.agency/_astro/szablon-7-38-1-4bd68f78.Qp9cxP89.webp) SEO Trusted by ![LPP](https://justidea.agency/obrazy/lpp-logo-2-b64d3a02.svg) ![House](https://justidea.agency/obrazy/logo-house-c706eeae.svg) ![Toyota](https://justidea.agency/obrazy/toyota2-1-63c6570a.webp) ![Fame MMA](https://justidea.agency/obrazy/fame-ffb4e0d0.webp) ![Surf Inc.](https://justidea.agency/obrazy/surfinc-91e5b73d.webp) ![LyoFood](https://justidea.agency/obrazy/lyo-cb899d46.webp) ![ExpertSender](https://justidea.agency/obrazy/expert-ca00548d.webp) ![Purinova](https://justidea.agency/obrazy/purinova-217da6ab.webp) ![Mennica Gdańska](https://justidea.agency/obrazy/mennica-98166c12.webp) ![Group IB](https://justidea.agency/obrazy/group-ib-b711171e.webp) ![Smart Kids Planet](https://justidea.agency/obrazy/smart-kids-151311c5.webp) ![SuperSonic](https://justidea.agency/obrazy/supersonic-a35404fe.webp) ![Wierzynek](https://justidea.agency/obrazy/wierzynek-1-d027e7cc.webp) ![RegoBis](https://justidea.agency/obrazy/regobis-a8b446e3.webp) **In this article** 1. 01SEO Content and SEO Copywriting: The Basics of Creating Content 2. 02Should You Write SEO Texts for Google, for Users, or for AI Visibility? 3. 03How Is AI Changing SEO Copywriting? 4. 04The Amount of SEO Content and Visibility in Google Search Results 5. 05How Many Keywords Should an SEO Text Contain? 6. 06LSI Keywords and Semantic Phrases in SEO Content Optimisation 7. 07How to Use Keywords and Write SEO Texts Naturally? 8. 08H1, H2, and H3 Headings in SEO Texts 9. 09Bold Text and Highlighting Keywords in SEO Copy 10. 10How to Write a Lead for an SEO Text? 11. 11Table of Contents in an SEO Article 12. 12Content Duplication and SEO/Site Visibility 13. 13Images, ALT Text, and Optimising Graphics for SEO 14. 14Internal Linking 15. 15Varied SEO Content: Multimedia, Infographics, and AI 16. 16Monitoring Google Search Results and Optimising SEO Texts 17. 17FAQ: The Most Common Questions About Writing SEO Texts 18. 18Check Out Also: Share ## SEO Content and SEO Copywriting: The Basics of Creating Content Articles and posts on the internet follow a certain set of rules that need to be followed. This applies both to [SEO](https://justidea.agency/en/services/marketing-agency/positioning-seo/) and to the style of the text you write: when writing a post, remember that these two areas overlap and affect each other. For convenience, I'll split this into further sections covering individual issues. ## Should You Write SEO Texts for Google, for Users, or for AI Visibility? It's a trick question, because none of the answers is fully correct. Good SEO texts should be written for the user, for the Google search engine, and for growing visibility in **AI**. In SEO in 2026, **valuable content**, **expertise**, and **compliance with E-E-A-T principles** matter more and more, so simply stuffing text with keywords is no longer enough. If we forget about the user and create an SEO text stuffed with [keywords](https://justidea.agency/en/services/marketing-agency/positioning-seo/), we might achieve visibility in Google's search results, but we won't interest the reader in the content or increase conversions. After all, effective SEO texts should not only support SEO, they should also build the brand, generate traffic to the site, and encourage the user to take action. On the other hand, if we write unique, valuable content but completely skip SEO optimisation, Google and other search engines may struggle to match the post correctly with specific user queries. Even the best copywriting needs the right heading structure, keyword research, internal linking, and meta tag optimisation. When writing text for SEO, you need to find **the golden mean between readability, SEO,** and **creating content for** AI. Website copy should be written in natural language, contain long-tail keywords, and answer a specific topic and the user's intent. This gives you a better chance of high rankings in search results and better visibility in AI. It's worth remembering, though, that traditional SEO still remains the foundation of effective content ranking in Google. ## How Is AI Changing SEO Copywriting? It's worth remembering that artificial intelligence and AI tools are increasingly supporting [SEO copywriting](https://justidea.agency/en/services/marketing-agency/positioning-seo/) and the creation of SEO content. AI, as a tool, can help with research, competitor analysis, or generating content ideas, but the copywriter's experience, expertise, and ability to create engaging content in line with Google Search's guidelines still matter most. AI tools are also increasingly supporting the analysis of user intent, planning an article's structure, and optimising content for visibility in AI Overview. There are exceptions, though. Some content is created mainly with SEO and search visibility in mind, especially in places that don't generate much user engagement, such as e-commerce category descriptions. Even so, this kind of text should still be useful, readable, and follow the principles of SEO copywriting. In practice, an SEO text should be **understandable for the user**, **easy for Google to interpret**, and **well organised for AI**. A modern SEO text should give a specific answer to the user's query, without artificial padding or filler. ### User Intent and Keywords in Writing SEO Content When writing content, you always need to think about what the **user has in mind when they type a given phrase into the search engine**, and **what they're looking for** when they open your post. If you understand their intent well and give them interesting content, you might win their attention, and from there it's a short step to action. First, take a look at the keywords you've selected for your post. It's on this basis that you'll build your content, following the pattern that the more precise the keywords, the more precise the topic covered in the text. Let me use an example with cars. The phrase “car” is very general. An article ranking for it could talk about what cars are, describe their history, their impact on transport, and so on. If the phrase is expanded, though, to “fuel-efficient car”, the article should be steered towards new eco technologies, or recommended, economical models, along with the car models they come in. Similarly, if someone types “fuel-efficient car under €5,000”, they should get, for example, a ranking of the most recommended, economical cars in that price range. And so on, and so on…. ### How to Write Effective SEO Texts According to the Principles of SEO Copywriting Just as **optimising content for SEO** helps search engine crawlers understand it better, a well-crafted post will also be easier to understand and more interesting for a real reader. Here are a few rules that will help you keep readers engaged with your text. - Write in clear language suited to your reader. Don't let complexity put them off reading further - Use understandable examples and visualise concepts so readers can grasp them more easily - Use benefit-driven language, and try to tell the reader directly what you expect from them - Stick to the topic and don't stray from the post's original purpose - When writing, apply the inverted pyramid principle: pack as much information as possible into the opening part of the post, and expand on it afterwards ## The Amount of SEO Content and Visibility in Google Search Results For the text to be clear and not overwhelm the user, you need to work out a structure that divides it into paragraphs, each with its own heading. A single paragraph shouldn't exceed 150-300 words (1,000-2,000 characters with spaces). The text's overall length shouldn't be less than 400 words (around 2,500 characters with spaces), and ideally it should be longer than your competitors'. This is easy to check: type in the example keyword you want to be visible for, go to a competitor's page, copy the text from their page, and check how many characters it contains. You can use the tool [https://ile.liter.pl/](https://ile.liter.pl/) for this. It counts both characters and words. ## How Many Keywords Should an SEO Text Contain? Keywords, their inflected forms, synonyms, and semantic phrases should appear naturally in the text. What matters most is keeping the content natural and aligned with **user intent**, rather than artificially stuffing the text with keywords. ## LSI Keywords and Semantic Phrases in SEO Content Optimisation This is an unusual topic, because despite its rather ominous-sounding name, every one of us uses LSI keywords unconsciously when writing text. It's worth being aware, though, of what LSI keywords actually are and how you can use them when planning your post. **LSI keywords** are phrases related in meaning to the topic and keywords of the article. For example, when writing a post about sushi, related phrases might include chopsticks, Asian cuisine, a rolling mat, rice seasoning, and so on. When writing about a given topic, it's good practice to list the most relevant semantic (related) phrases and write the text in a way that includes each of them at least once. This approach helps you cover the topic more thoroughly and acts as a kind of **checklist** for the author. **LSI keywords also matter enormously for SEO, and for several reasons:** - they let you include more varied long-tail phrases in the text - **they introduce variety**, eliminating the situation where a text is oversaturated with 1-2 keywords - **most importantly**: the search engine algorithm scans texts looking for phrases and semantic connections. If a given post has a lot of them, it can mean that it covers and thoroughly explores a broad topic area, so it's worth placing it a little higher 🙂 Where can you find **semantic phrases**? If you don't want to limit yourself to dedicated tools (which of course exist), it's worth looking up the given topic on Wikipedia, which is a real goldmine of semantic phrases. Finally, there are also the suggestions Google offers while you're searching. ## How to Use Keywords and Write SEO Texts Naturally? In the first section, we concluded that when writing text, we should find the golden mean between writing for SEO and writing for users. On paper, it sounds simple, but how do you do it in practice? Luckily for us, there are methods that let you write text in a way that makes SEO invisible to the average user, while still letting you weave in awkward keywords (like, for example, “profesjonalny fryzjer Kraków” (professional hairdresser Kraków)). Of course, there are as many schools of content optimisation as there are SEO specialists, but thanks to widely shared knowledge, we can highlight a few rules that will certainly help “smooth out” a text full of clunky, obviously-inserted keywords. Here they are: - **Punctuation marks and stopwords**: stopwords are words search engines don't take into account because they carry little meaning and don't affect identification. These are, for example, conjunctions or very common words that frequently appear in queries. Combined with punctuation, which is also ignored by the algorithms, stopwords can significantly widen the ways you can use a given phrase. Warning: you should only use stopwords within the body text of the article itself. You should avoid them, however, in headings, the title, the meta description, image alt texts, and so on, where you should use the unmodified form of the phrase. - **Inflection**: this is where things get a little more complicated, because Google is getting better at interpreting inflected forms of phrases, although the algorithms are still best adapted to English-language queries. The phrases “profesjonalny fryzjer Kraków” (professional hairdresser Kraków) and “profesjonalny fryzjer w Krakowie” (professional hairdresser in Kraków) aren't one and the same keyword, but in practice, if one of these phrases ranks highly, it will, in a sense, “pull” all the similar ones up with it, so they should also rank fairly high. It's also worth noting that the singular and plural of the same phrase are two completely different keywords. - **LSI keywords and synonyms**: semantic phrases were already covered in the previous point, so it's worth simply noting that, together with synonyms, they have a fundamental impact on diversifying a text. You might ask yourself: does it really matter that much? Do you need to apply these practices, given that Google can handle a plain phrase perfectly well even if we haven't reworked it in the ways above? The answer is one word that comes up in a great many (if not all) aspects of SEO: VARIETY. Google values it above all else, and while it may understand a phrase repeated several times in exactly the same form, a text that uses inflected forms, supporting keywords, synonyms, and semantic phrases will matter far more to it. This shows that the text is interesting for the user and covers a broad topic area, and these are exactly the kinds of posts Google likes best. **Interested in creating and publishing effective SEO content?** ## H1, H2, and H3 Headings in SEO Texts A text should contain only one title marked with the

tag. To better show the text's structure and mark out subheadings, the author has tags from

to

available, representing progressively lower levels. When designing the text's structure, it's worth remembering that lower-level headings, such as

, should sit within higher-level ones, in this case

. You should also remember not to place a single lower-level heading directly under a higher-level one. Example of an incorrect heading hierarchy - H1 - H1 H3 H2 Example of a correct heading hierarchy - H1 H2 - H2 H3 - H3 - H3 ## Bold Text and Highlighting Keywords in SEO Copy It's important that keywords are marked with the **** tag, which not only visually bolds the font, drawing users' attention, but also helps indexing robots better understand and pick out the important elements. The phrases highlighted this way should be the keywords a given page is being optimised for, or key fragments of the text. Remember to use this sparingly: one or two bolded phrases per paragraph. ## How to Write a Lead for an SEO Text? The lead should be an **extension of the H1 heading**. Its content should summarise the text and form the basic minimum you want to convey to the user, while also encouraging them to read on and learn more. It should contain around 35-45 words (roughly three sentences, or around 200-300 characters). Keywords should appear within it, especially in the first sentences. A common practice is to bold the entire lead using the **** tags to catch the reader's attention. You can see this on popular portals that publish many articles a day. ## Table of Contents in an SEO Article When browsing different articles, you'll often come across a table of contents near the beginning (after the lead or after the first image). This happens especially with long, complex articles. Although it looks like a table of contents, it's actually a summary of the whole article. By including this element, users can quickly scan the list and check whether the problem they're looking for is covered in the article. Everyone's in a hurry online, especially mobile users. That's why including a **summary at the start of the article** will certainly be appreciated by the people visiting your site. Below the summary, it's also worth including a link to an article covering a similar topic. This way, a user who doesn't find the information they wanted might use the link provided and stay on your site. ## Content Duplication and SEO/Site Visibility We can't allow a situation where content on our site is **duplicated**, or, worse, **copied from another site**. If Google's crawlers detect a duplicate, Google can impose penalties on our site that will severely limit or completely block it from appearing in search results. Writing a unique description can help you stand out among dozens of identical pages. A unique description can also help you stick in the minds of the users who visit your site. ## Images, ALT Text, and Optimising Graphics for SEO Images are an element that helps illustrate the content better and add a touch of variety. They also help generate traffic to the site by appearing in Google Images. It's recommended that texts have at least one image. It's usually placed between the **lead** and the rest of the article. It's important that every image we include has an [ALT attribute](https://justidea.agency/en/services/websites/website-seo-audit/). The alt tag comes from the English word “alternative” and is a very important element in a site's SEO. Besides its main function, displaying alternative text if an image fails to load, it also helps indexing robots understand what's shown in the image. The more information Google has about what's on the page, the greater the chance our site will appear in search results. We can also add a “[title](https://justidea.agency/en/services/websites/website-seo-audit/)” attribute: it doesn't matter quite as much for SEO, but thanks to it, a user hovering their cursor over an image will see the description we've prepared. It's good practice, then, for every image to have this attribute. You should also remember that images used on your site should be the right size and format, and shouldn't exceed a safe file size. The “heavier” the images you use, the longer your site will take to load. You can take care of image size by compressing them, for example with the tool [https://squoosh.app/](https://squoosh.app/) or another one. Typing “image compress” into a search engine gives you a range of tools that work in a similar way. The optimal solution is for an image to weigh less than 100 KB. ## Internal Linking The texts we publish should include internal linking, that is, links within the text pointing to other pages on our domain. This is linking via hyperlinks. Remember that such a link should be based on an anchor, a keyword that clearly shows what page is behind the link. If you're drawing on other posts, or consider them similar in topic and helpful, it's worth linking to them, even if they don't belong to your domain. This will certainly have a positive effect on the authenticity of your text and give readers more useful content they can find via your site. Remember that a user navigating your site through hyperlinks can get lost very quickly, so it's worth making sure your [anchor text](https://justidea.agency/en/services/marketing-agency/positioning-seo/) is clear. ## Varied SEO Content: Multimedia, Infographics, and AI As we all know very well, Google pays attention to the content we publish on our site. It's also worth remembering that it can assess our posts in terms of **accessibility** and the degree to which they can **interest users.** It's worth showing that our site doesn't just offer unwieldy blocks of text, and that it can be varied and convey knowledge in many different ways. We can do this in various ways, here are a few of them: - **a numbered or bulleted list**: an excellent way to organise information and present it clearly - **images**: already mentioned above, a mandatory element of every article. There's nothing stopping you from including more images in a post, though - **videos**: adding multimedia to text has many benefits. It can extend the knowledge shared in the article, while also linking to your YouTube channel. This lets you promote both information channels at the same time - **a Google map**: if the post you're writing includes addresses or other geographic data, it's worth including a Google map you've prepared in advance, with the addresses marked. This lets users visualise what you're writing about, and easily save the map to their own account. This can be especially useful on travel blogs - **charts and infographics**: these let you visualise data, making it easier to present a topic clearly. What's more, content backed by this kind of media gains credibility Studies show that articles using the media and multimedia listed above are cited up to six times more often than those that don't, and the more citations you get, the greater the recognition and authority your site will have. ## Monitoring Google Search Results and Optimising SEO Texts Publishing an article doesn't mean the work on that post is over. After waiting 2-3 weeks, you should analyse the post's visibility for the keywords you targeted, and optimise the post if needed to improve its rankings. It's also worth checking which keywords Google has associated with your post, and whether they match the topic of the post. Finally, it's worth enriching the text with another batch of keywords. **If you have any questions, or would like us to help you with your content marketing strategy, interactive agency JustIdea is always at your disposal.** ## FAQ: The Most Common Questions About Writing SEO Texts **How Do You Write SEO Texts According to the Principles of SEO Copywriting?** SEO texts should be created for both users and search engines. In practice, this means using keywords naturally, having a good heading structure, appropriate readability, and creating valuable content in line with the principles of SEO copywriting. **How Many Keywords Should an SEO Text Contain?** There's no single ideal number of keywords. What matters most is the natural use of keywords, synonyms, and semantic phrases within the context of the whole piece of content. Modern SEO focuses more on quality and matching user intent than on artificially packing in keywords. **Does Google Detect Text Written by AI?** Google doesn't judge content solely on whether it was created by AI. What matters most is the quality of the content, its usefulness, its uniqueness, and how well it follows the principles of E-E-A-T. **How Do You Increase an SEO Text's Visibility in Google and AI?** To increase your visibility in Google search results and AI systems, it's worth using an appropriate heading structure, internal linking, long-tail keywords, and multimedia, and answering users' questions specifically. **What Are Long-Tail Keywords?** Long-tail keywords are longer, more precise keywords, for example “how to write SEO texts for Google”. They usually face less competition and better match users' specific queries. **Does Text Length Matter for SEO?** Yes, but the length of the content should mainly come from covering the topic thoroughly. Valuable SEO content should comprehensively answer users' questions, without artificial padding or filler. **How Do You Write an SEO Text for Google and AI?** To write an SEO text, it's worth combining the user's needs with optimisation for search engines. Well-prepared SEO content should answer specific queries, contain keywords and internal links, and follow the principles of SEO copywriting. ## Check Out Also: - [Google Business Profile SEO](https://justidea.agency/en/services/marketing-agency/google-business-profile/) - [New from JustIdea: GPSR Module for PrestaShop Now Available on Addons!](https://justidea.agency/en/blog/new-from-justidea-gpsr-module-for-prestashop-now-available-on-addons/) - [How to Remove Negative Reviews From Google?](https://justidea.agency/en/blog/how-to-remove-negative-google-reviews/) ![Jakub Rogoziński](https://justidea.agency/obrazy/jakubro-f418c732.webp) Written by [Jakub Rogoziński](https://justidea.agency/en/author/jakub-rogozinski/) SEO Specialist Have a question about this article? Write to us. Want this in your business ## Let's turn this knowledge into results in your store 30 minutes about your numbers. 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[All certificates and awards](https://justidea.agency/en/our-awards/) Read on ## See also [SEO 22 April 2026 Content Recycling for AI: How to Refresh Old Articles in 2026? Wiktoria Podorska](https://justidea.agency/en/blog/content-recycling-for-ai-refreshing-old-articles/)[SEO 20 May 2025 Topical Relevance: The Secret to an Effective Content Marketing Strategy Łukasz Zontek](https://justidea.agency/en/blog/topical-relevance-content-marketing-strategy/)[SEO 30 July 2026 Reddit and UGC in Google Search Results: What It Means for Your Content Strategy Małgorzata Walo](https://justidea.agency/en/blog/reddit-and-ugc-in-google-search-results/) Contact ## A conversation about your numbers: 30 minutes The call is led by a new business specialist. When we get into the details of an account, the specialist for that channel joins in. We reply within one business day. 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