Did you know Google now processes more than 16.4 billion searches every day—over 5.9 trillion per year? With search engines and AI tools reshaping how people discover information, it’s more important than ever to write content that connects with both humans and algorithms.
And, with more use of search engines daily than ever before, it is critical that marketers are writing original content with search engine optimization (SEO) in mind to increase both the quality and quantity of organic website traffic. However, writing for SEO now means more than sprinkling in keywords. It’s about understanding search intent, delivering authentic value, and creating helpful, well-structured content with a “quality over quantity” approach that AI and search engines can easily interpret.
To help brands refine their content marketing strategy, the GRIT team is sharing seven up-to-date tips for writing SEO content that aligns with today’s Google SEO best practices and positions your brand for success in an increasingly AI-driven search world.
Tip #1: Start with Search Intent and Keyword Strategy
As we have shared in the past, it is important brands do not waste valuable time and money implementing low-ranking keywords into their content. That remains true, but the game has evolved. Today, keyword strategy starts with understanding search intent: what users actually hope to accomplish when they type (or speak) a query. Are they researching, comparing, or ready to make a purchase?
Use tools like Google Analytics 4, Google Search Console, Google Keyword Planner, Ahrefs, or SEMrush to analyze search behavior, traffic patterns, and related terms. Explore conversational tools like AnswerThePublic or AlsoAsked to uncover question-based keywords that power Answer Engine Optimization (AEO)—the art of writing concise, credible answers that can appear in Google’s AI overviews and chat-based search results.
And don’t overlook the value of long-tail keywords and semantic search, which relate to capturing how real people talk and think, not just what they type. The goal is to build content around the intent behind a search, not simply the words themselves.
Tip #2: Optimize Structure and Placement
A long-held best practice in SEO content writing suggests that incorporating keywords as soon as possible in the development of original content is beneficial. That early placement in long-form content still matters, but readability and structure now matter more. Use your target keywords naturally within the first paragraph to establish context, then repeat them organically throughout the blog post or article.
Write short, scannable paragraphs that summarize key points early. Include clear, concise answers near the top of each section—helping both readers and Google identify your content as “helpful.” These AEO-friendly snippets are often what surfaces in voice search and AI-powered search results.
Formatting counts, too. Incorporate bullet points, bold text, and summary statements to improve website optimization and ensure search engines can parse your copy effectively.
Tip #3: Use Headings and Subheadings Strategically
Breaking content down under headings and subheadings has many advantages. It enhances user experience, facilitates Google’s page scanning, and increases your chances of being featured in AI overviews and featured snippets.
Each page should include only one H1 tag (your primary title), followed by H2s and H3s to organize subtopics. Think of each heading as an opportunity to answer a specific question your audience might search for—phrases like “What is…”, “How to…”, or “Why does…” are especially valuable for search engine optimization.
By structuring your content this way, you make it easier for users and AI to navigate, while signaling to Google that your content demonstrates E-E-A-T: Experience, Expertise, Authoritativeness (or Authority), and Trustworthiness.
Tip #4: Focus on Content Depth and Intent, Not Just Word Count
While it remains important for marketers to keep in mind that thoroughly answering their target audience’s questions is a priority when developing content, the ideal length is now defined more by depth than by hitting a specific word count.
Instead of chasing arbitrary targets, focus on writing content that fully satisfies search intent. For some topics, that may be 800 words; for others, it may be 2,000 words or more. What matters most is quality, structure, and topical completeness. To enhance completeness, consider building content clusters that connect related posts through a deliberate internal linking strategy—showing Google and your readers that you’re an authority on the subject at hand. This approach establishes topical authority, enhances your link-building efforts, and helps your site rank for multiple keywords within a theme.
Tip #5: Strengthen Your Internal Linking Strategy
As we touched on in the previous tip, Google looks at internal links to better understand what the content on a specific page is about. A strong internal linking strategy helps users and web crawlers move logically through your site, improving engagement and indexing for search results.
Use descriptive, keyword-rich anchor text (avoid notes like “click here”) and link only where it provides real value. Balance internal links with high-quality external links to reputable, authoritative sources to further reinforce trust signals.
Done right, internal linking enhances your site architecture, distributes ranking power across key pages, and supports local SEO by connecting content around geographic or service-specific topics.
Tip #6: Write Meta Descriptions That Earn Clicks
The meta description is the content summary that appears under each specific search result. While meta descriptions don’t directly influence rankings, they can significantly improve the click-through rate (CTR), which sends positive engagement signals to search engines.
Always keep descriptions under 160 characters, incorporate your primary keyword, and write them in natural, conversational language. Think of your meta description as a mini elevator pitch: short, clear, and benefit-driven. Additionally, consider adding your city or region name in the meta to improve local visibility.
Tip #7: Optimize Visuals for SEO and Accessibility
Visual content plays a powerful role in both engagement and search visibility. Images, videos, and graphics not only make your pages more compelling—they also send valuable signals to search engines
When uploading media, follow these best practices:
- Use descriptive file names and alt text that include relevant keywords.
- Compress files to improve Core Web Vitals and overall site performance.
- Add captions or transcripts for accessibility and AEO compatibility.
- Apply schema markup so Google can better interpret multimedia content.
- Keep your Google Business Profile up to date with location-specific photos and details to enhance local SEO visibility.
By optimizing every visual element, you enhance your website optimization, strengthen Google SEO signals, and deliver a better experience for both users and algorithms.
Ready to Elevate Your Content Strategy?
SEO is evolving fast, but the foundation remains the same: create content that’s helpful, trustworthy, and human-centered. Whether you’re refreshing existing pages, planning topic clusters, or looking for ongoing SEO services, GRIT can help you strengthen your strategy.
As a full-service creative agency, we combine data-driven insights with creative storytelling to help brands and businesses thrive in an era shaped by AI and answer engine results.
Reach out to our team of digital and content marketing professionals to learn how we can take your brand’s digital presence to the next level.