Content Writing for Search and Humans: Keywords, Intent, and On-Page Tips

Creating content for your website can feel like a balancing act. On one hand, you need to please search engines like Google so they show your pages to potential customers. On the other, you must engage the real people who arrive on your site, providing value and guiding them towards a solution.

The good news is that these two goals are more aligned than ever. Google’s main objective is to provide its users with the best, most relevant answers to their questions. If you focus on creating clear, helpful content for your human audience, you’re already well on your way to mastering the fundamentals of modern Search Engine Optimisation (SEO).

This guide will demystify the process. We’ll break down key terms, explore simple strategies for planning your content, and share practical on-page tips to help you write for both search engines and humans, without getting lost in technical jargon.

First, Some Essential Definitions

Let's start by clarifying some of the core concepts you'll encounter.

• SEO (Search Engine Optimisation): The practice of improving your website to increase its visibility in search engine results (like Google). The goal is to attract more organic—meaning, not paid for—traffic.

• Keyword: A word or phrase that people type into search engines. Think of it as a query. For example, "artisan coffee roasters Bristol" or "how to write a business plan."

• Search Intent: The why behind a search query. Understanding this is crucial. There are four main types:

• Informational: The user wants to learn something (e.g., "what is corporation tax?").

• Navigational: The user wants to find a specific website (e.g., "Puzzle Creative blog").

• Transactional: The user is ready to buy something (e.g., "buy recycled A4 paper").

• Commercial Research: The user is planning to buy but is still comparing options (e.g., "best accounting software for small business").

• Long-Tail Keyword: A longer, more specific search phrase, usually of three or more words. While they have lower search volume, they often signal stronger intent and have less competition (e.g., "eco-friendly packaging for handmade soaps").

• On-Page SEO: This refers to all the optimisations you make on your actual web pages to improve their ranking, from the words you use to the way the page is structured.

• E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): A set of quality signals Google uses to evaluate content. It prioritises content from sources that demonstrate real-world experience, deep knowledge, and a trustworthy reputation.

Building a Simple Content Strategy for Better Content Writing for Search and Humans

Before you write a single word, a little planning goes a long way. A solid strategy ensures your efforts are focused and effective.

1. How to Research Keywords

You don't need expensive tools to start. Your goal is to understand the language your customers use.

• Start with 'Seed' Terms: Brainstorm the basic topics related to your business. If you're a local bakery, these might be "sourdough bread," "birthday cakes," or "vegan pastries."

• Use Google Autocomplete: Type your seed terms into Google and see what suggestions appear in the search bar. These are common queries that people are actively searching for.

• Look at 'People Also Ask': After you search for a term, Google often shows a box of related questions. This is a goldmine for content ideas that directly address user needs.

• Review Your Competitors: Look at the websites of a few competitors who are ranking well. What topics are they covering on their blog or in their service descriptions? What titles are they using? This isn't about copying; it's about identifying gaps and opportunities.

2. Map Intent to Content Type

Once you have a list of potential keywords, think about the intent behind them. This will help you decide what kind of content to create.

• Informational Intent: Perfect for blog posts, how-to guides, glossaries, or FAQ pages. (e.g., "how to choose the right coffee bean").

• Commercial Research Intent: Ideal for comparison articles, product reviews, or detailed service pages that highlight benefits. (e.g., "Sage vs Xero for freelancers").

• Transactional Intent: This is where your product pages, service pages, and pricing pages come in. The language should be clear, persuasive, and make it easy to take the next step. (e.g., "buy fairtrade organic coffee beans").

3. Create a Basic Content Plan

You don't need a complex spreadsheet. Just a simple document will do. For each piece of content, note:

• The working title.

• The primary keyword you're targeting.

• The search intent.

• The type of content (e.g., blog post, service page).

This simple plan gives your content creation purpose and helps you build a library of valuable assets over time.

On-Page SEO Best Practices

With your plan in place, it’s time to write. Here’s how to structure your pages for success.

Page Structure & Key Elements

Think of your webpage as a well-organised document. Headings and meta tags act as signposts for both users and search engines.

• One Primary Keyword Per Page: Focus each page on a single core topic or keyword. This avoids confusion and helps search engines understand what your page is about.

• Headings (H1, H2): Use one H1 (main title) per page, and make sure it includes your primary keyword. Use H2s for your main section headings to break up the text.

• Meta Title: This is the blue clickable title that appears in search results. It should be under 60 characters and include your keyword. It's your first chance to grab a searcher's attention.

• Meta Description: The short text snippet under the meta title in search results. It doesn't directly impact rankings, but a compelling description (under 155 characters) entices users to click.

• Image Alt Text: This is a short, descriptive text for each image. It helps visually impaired users understand the image and gives search engines context. Instead of "image1.jpg," use "woman planting flowers in a sunny garden."

• Internal & External Links:

• Internal Links: Link to other relevant pages on your own website. This helps users discover more of your content and spreads "link equity" (ranking power) around your site.

• External Links: Link out to other reputable, authoritative websites. This can add credibility to your content, but use them sparingly.

A Note on Technical Elements

You don't need to be a developer, but it's helpful to know these terms:

• Page Experience: Google wants to rank pages that provide a good user experience. This includes factors like how fast your page loads, if it's mobile-friendly, and if it's secure (HTTPS).

• Schema Markup: This is a type of code that helps search engines better understand the information on your page. For example, it can tell Google that a string of numbers is a phone number or that a piece of text is a review. Many website platforms have simple plugins to help with this.

Writing for Humans: The Most Important Part

If your content isn't useful or enjoyable for a person to read, no amount of SEO will save it.

• Clarity Above All: Use simple, direct language. Avoid jargon and corporate speak. Your goal is to communicate, not to sound clever. Read your sentences aloud; if they feel clunky, simplify them.

• Make it Scannable: Most people don't read web pages word-for-word. They scan. Use short paragraphs (2-3 sentences), bullet points, bold text, and lots of white space to make your content easy to digest.

• Write with Empathy: Put yourself in your reader's shoes. What are their problems, fears, or questions? Address them directly. Show that you understand their situation before you present your solution.

• Address Objections: What might stop someone from taking the next step? Are they worried about price, complexity, or commitment? Acknowledge and address these potential barriers directly in your writing.

• Make Next Steps Obvious: Don't leave your reader wondering what to do next. Every page should have a clear Call to Action (CTA). This could be "Contact us for a quote," "Download our free guide," or "Shop the collection."

Writing for both search engines and people is a skill that improves with practice. By focusing on your audience's needs and presenting your information in a clear, well-structured way, you create a win-win situation. You provide real value to your readers, and in turn, search engines will reward you with greater visibility.

On-Page SEO & Writing Checklist

Use this quick checklist for every new page or blog post you create.

• Planning:

  • Have I identified one primary keyword for this page?

  • Do I understand the search intent behind it?

  • Is my content format (blog, service page) a good match for that intent?

• Writing & Structure:

  • Is the primary keyword in my H1 title?

  • Have I used H2 headings to structure the content logically?

  • Is the content clear, helpful, and written for my target audience?

  • Have I used short paragraphs, lists, and bolding to make it scannable?

• SEO Elements:

  • Have I written a compelling meta title (under 60 characters) with the keyword?

  • Have I written an engaging meta description (under 155 characters)?

  • Have I added descriptive alt text to all my images?

  • Have I included at least one internal link to another relevant page?

• Final Step:

  • Does the page have a clear Call to Action (CTA)?

If you'd like a hand putting these principles into practice, feel free to get in touch with our team at Puzzle Creative.