Writing effective content isn’t just about putting words on a page, going with the flow, or picking words at random. Understanding the intent behind each keyword is the make-or-break of the success of your content. Are your users looking for information, ready to make a purchase, or just browsing? The answer will shape your entire content approach.

Start with Keyword Research

Solid keyword research is the bedrock of any successful content strategy. You want to understand your audience, the intent behind their searches, and the type of content that will best meet their needs. 

Start with a tool like Semrush, SE Ranking, or Ahrefs to look at different terms related to your topic. Then, consider looking at your competitors, analyzing what is ranking for them and what isn’t. 

Also, don’t be afraid to branch out during your research process. At Be the Page SEO, we also do what we call ‘keyword discovery,’ where we look at the search results pages, Google Trends, and AI to see what is also populating in those results. 

Short-tail vs. Long-tail Keywords 

Keywords are not equal, and sometimes, there is confusion around which keywords are more important than others. And, honestly, it depends on the goal you have for your content whether you focus on long-tail or short-tail keywords, or maybe both!

• Long-tail keywords aren’t simply phrases with lots of words. They’re terms with lower search volumes but often higher conversion potential. These are great for quick wins and targeting niche audiences.
• Short-tail keywords have higher search volumes and are more competitive. Integrate these once you’re ready to branch out and capture broader traffic.

Intent Based Targeting – Understanding Keyword Intent

Different tools—SEMrush, SE Ranking, Ahrefs, Moz—categorize keyword intent in various ways:

• Informational
• Navigational
• Transactional
• Commercial
• Local (specific to some tools)

Knowing the intent helps your content align with what users are actually looking for during their buyer journey.

Building Trust and Authority with E-E-A-T

Google’s E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—applies to your entire website, not just individual pages. 

If your site doesn’t consistently demonstrate these qualities, it can hurt your rankings. 

Always write for your audience first, not just for algorithms. The value you provide to your readers is what builds your E-E-A-T over time.

Choosing the Right Content Type

Once your foundational research is done, decide what kind of content you’re creating:

• Blog content
• Social media posts
• Landing pages
• Image or video content

Each serves a different purpose and requires a unique approach.

Blog vs. Landing Page Content – What’s the Difference?

I get this question about landing page content and blog content a lot. Content writing really is its own art form because of the nuances that are involved, not only in the prep work that has to happen before the content is written, but even more so when pulling all the information together when writing the content. 

Generally speaking, blog content is meant to inform, and landing pages are there to convert. 

Blog content should be general. You have your landing pages to sell readers on your products or services, but this is not for that. This is, however, an opportunity to show your authority, expertise, experience and build trust (remember E-E-A-T?). 

Enhancing Content with Different Media Types

Incorporate data sets, infographics, case studies, videos, and images to make your content more engaging and informative. These add a visual component that helps the reader understand your content a bit better. 

Including short-form videos, in particular, can increase conversions on landing pages by more than 85%.

Incorporating Entity-Based SEO 

Mention relevant entities—people, places, concepts—directly in your content. This helps search engines understand your topic and improves ranking. Use things like:

• Topic clusters
• Contextual sections
• Internal/external links
• Schema markup

Be Aware of Centerpiece Annotation

Centerpiece annotation refers to the main topic of your page. This is a process Google uses to understand content and how it is indexed. So, make sure to stay focused on your primary topic to help Google and AI crawlers easily identify your content’s purpose. 

For example, if your page is about running shoes, avoid veering off on things not related, such as walking shoes, basketball shoes, etc. 

Writing Content for Intent Based Targeting

Remember that writing content, regardless of whether it’s for your website, social media, newsletters, or other content types, is a step-by-step process. When you focus on intent, value, and clarity for your target audience, you’ll be well on your way to content that not only ranks but also drives real results.

If you have questions or need help with on-page SEO, don’t hesitate to reach out.