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The Dos and Don’ts of Content Writing That Improves Your SERP Rank

There’s this little thing that most businesses chase. It’s called SERP rank. You’ve been writing content, slapping some keywords here and there, and thinking that’s enough to land you on the coveted first page of Google? Too bad Google doesn’t hand out participation trophies and is not a fan of keyword stuffing or lazy attempts at SEO.  

To boost your SERP rank, there’s a bit more strategy involved. Don’t worry – this isn’t some rocket science, but it does require a good understanding of what works in SEO content writing services and how to make your content stand out for both Google and your audience. Stick with us, and you’ll learn the dos and don’ts of writing content that improves your SERP rank and stop your content from living the sad, forgotten life of page 20.

The Do's: How to Stop Begging Google, 'Please, Just Notice Me!'

1. Do Focus on Quality Over Quantity

If you find yourself cramming more words into an article just because you think length = quality, stop right there. This isn’t an academic writing competition where extra points are awarded for word count.

There’s no way around it: high-quality content is key to climbing that SERP ladder. Just sprinkling a few fancy keywords in between some half-baked thoughts isn’t going to cut it. No, no. Content writing services that churn out mediocre material are doing themselves (and their clients) no favors.

Want to climb the ranks? You need to provide something of value. Whether you’re writing a blog, crafting website copy, or working on a product description, aim to give readers what they want: information that solves problems, answers questions, or entertains. Google rewards content that is useful and engaging.

What works?

  • Solve problems. Address your audience’s pain points.
  • Be informative. Give value, not just words.
  • Engage your audience. Use humor, facts, or personal stories – anything that makes the content stick.
  • Content doesn’t need to be long; it needs to be purposeful. When writing for web content writing, the goal should always be to educate, entertain, or solve a problem for the reader. Google rewards useful, original content that speaks directly to the user’s search intent.

Pro Tip: Stay on top of current trends in your industry. This isn’t a “set it and forget it” kind of deal. Content writing and marketing is an ongoing commitment, one that’s constantly evolving. Google notices when a website is relevant and timely.

2. Do Optimize for SEO (But Don’t Overdo It)

This isn’t about stuffy keyword stuffing – nobody’s got time for that. But SEO content writing services have made it clear that getting your content in front of Google means being savvy with optimization. That doesn’t mean cramming every sentence with SEO-friendly phrases. It’s more about knowing how to use those golden keywords strategically.

  • Start with good keyword research. Write website content that’s focused on terms your audience actually types into Google.
  • Make sure those keywords show up in the right spots: titles, headers, meta descriptions, and naturally within the body of the text.
  • Don’t overdo it. Google has a sixth sense for keyword stuffing. So, make sure the keywords flow naturally—don’t make it look forced.

Example: If you’re offering ‘SEO content writing services,’ throw that phrase in places like your title, subheadings, and meta descriptions—but avoid sounding like you’re reading from a dictionary.

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3. Do Make Content Scannable

No one has time to read an entire paragraph these days—unless you’re writing an academic essay. For the rest of us, scannable content is the way to go. Use bullet points, short paragraphs, and subheadings. It’s 2025, people. Nobody’s going to sit through a wall of text.

  • Break up paragraphs.
  • Use headings that describe the content, making it easier for readers to skim and find what they’re looking for.
  • Highlight important points, but don’t go overboard with bold and italics. This isn’t a game of “who can use the most formatting.”

4. Do Include Internal Links

One of the secrets to improving your SERP rank? Internal linking. Internal links don’t just help users navigate your site. They help Google crawl your website and understand the relationship between your pages.

Here’s how internal linking works to your advantage:

  • Links should be relevant. Link to other articles or pages on your website that relate to the current content.
  • Avoid over-linking. Don’t just link for the sake of linking. Too many internal links can confuse the reader and disrupt the flow of your content.
  • Done right, internal linking will spread the link equity throughout your site, improving the SEO for each individual page.

5. Do Optimize for Mobile

No one is opening their laptop just to read a blog post anymore. People are glued to their phones, and if your content isn’t optimized for mobile devices, you’re in big trouble. Google loves mobile-friendly websites, so if you want to rank well, you need to make sure your content looks good on every device.

Bonus Tip: Tools like Google’s Mobile-Friendly Test can help you find any issues with your site’s mobile optimization.

6. Do Use Compelling Meta Descriptions

You can write incredible content, but your meta descriptions are just as important. The meta description is the snippet that shows up under your title in search results. If it’s dull or doesn’t entice people to click, what’s the point?

  • Write something snappy, direct, and clear.
  • Include the target keyword and ensure it summarizes the content accurately.
  • A strong meta description encourages clicks, which is vital for SEO content writing services.

7. Do Write Content for Your Audience (Not Just Google)

There’s a reason why “write content for website visitors” is always on the advice list: without an audience, even the best SEO efforts are useless. Think of it this way: you might technically rank higher in Google with keyword-heavy, technical jargon, but if your audience isn’t sticking around to read the article, what’s the point?

Get into your audience’s head. What are they searching for? What questions are they trying to answer? Answer those questions. Give them real, useful content. Your content writing needs to resonate with readers, not just Google’s algorithm.

The Don’ts: Avoid These Blunders for Better Results

1. Don’t Overload Your Content with Keywords

The good old keyword stuffing technique: it used to be the shortcut to SERP success. It’s not anymore. Google’s algorithm has gotten way smarter than that, and it penalizes sites that overuse keywords just to rank higher.

Sure, keywords are important, but they should never compromise the readability of your content. It’s not copywriting vs content writing—it’s about balance. Too many keywords? You’ll sound robotic and weird. Too few? Well, you won’t rank.

Rule of thumb: Use keywords strategically and naturally. If your content reads like a robot wrote it, it’s time to inject some soul into it (or at least a pun).

2. Don’t Forget to Proofread

You’d be surprised how many websites with amazing content get knocked off their high SERP perch because of careless mistakes. Grammar, spelling, punctuation – it all matters. Google wants to see polished, professional work, and if your content is riddled with errors, it won’t rank as well.

  • Use tools like Grammarly or Hemingway to clean up your content.
  • Double-check for typos, especially in those important sections like your headings and meta descriptions.

3. Don’t Skip the Meta Descriptions

You’ve spent all that time crafting killer content, but you can’t forget the meta description. That little snippet is like a billboard for your website. If it doesn’t do its job of attracting clicks, all your effort in creating great content might go to waste.

  • Keep meta descriptions under 155 characters.
  • Make sure they’re compelling and contain your primary keyword.
  • Avoid making it sound like an afterthought. Write it with as much care as the actual content.

4. Don’t Use Duplicate Content

Google can sniff out duplicate content from a mile away, and it doesn’t like it. If you’re pulling content from elsewhere (even from your own pages), you’re asking for a penalty. Every page of your website needs to have unique content that serves a purpose.

Pro Tip: You’re writing content for the web, not for an academic paper. If you find the need to reference something directly, always cite the source, but don’t just copy-paste.

5. Don’t Ignore Analytics

Content creation isn’t a “set and forget” thing. Once that content is out there, it’s time to track its performance. Google Analytics, Google Search Console, and other SEO tools can help you understand how your content is doing.

  • Check bounce rates, time on page, and organic traffic.
  • If something’s not working, tweak it. Content writing and marketing is all about refinement and continual improvement.

Say So Long to Content Writing Frustration - Quokka Media’s Here!

If content writing feels like a nightmare, Quokka Media’s the nightlight. The team at Quokka Media can assist with all your content writing needs, making sure every word works like a magnet, making people stop scrolling and start clicking “Read More.” Your content will not just attract eyeballs, it will generate leads and boost your profits.

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