12 SEO writing tips to earn visibility [2026]

 

Tushar Pol

In 2026, people are searching across Google, ChatGPT, and other AI-powered tools, not just scrolling through traditional search results. Your content needs to be discoverable in all these places.

In this guide, you'll learn what SEO writing is, why it matters, and 12 tips for creating content that gets found everywhere it counts.

What is SEO writing?

SEO writing is the process of writing content to earn visibility in search engines like Google and AI platforms like ChatGPT, Perplexity, and Gemini.

At its core, SEO writing combines two things: genuinely helpful content and smart optimization. If you focus only on optimization, people won't engage with your content. If you write amazing content but ignore optimization, nobody will find it in the first place.

Key optimization practices include:

• Finding and targeting the right keywords your audience searches for

• Matching search intent so your content format aligns with what users want

• Structuring content with clear headings so search engines and AI platforms can surface your content properly

• Using internal and external links to show relationships between different pages and establish credibility

Why is SEO writing important?

SEO writing is important because it helps you increase the reach and visibility of your content.

People are likely searching for topics you have expertise in on Google and AI chatbots. When you write with SEO in mind, your content has a higher chance of being discovered through these platforms, driving consistent organic (free) traffic month after month.

Unlike paid advertising that stops working the moment you stop paying, well-optimized content keeps delivering results. It's an investment that appreciates over time.

Let's look at a concrete example.

It also shows up in answers to 157 prompts on AI platforms, according to our AI Visibility Toolkit.

A lot of that success comes from SEO writing best practices we'll cover below.


Before you start writing

Before you start, take some time to do research. The research and planning you do upfront will shape how well your content performs in search engines and AI platforms. Skipping these steps often leads to content that struggles to rank or get cited in AI platforms.


1. Find your primary keyword

Choosing the right primary keyword is important because it tells search engines and AI systems what your content is about and when to show it.

Each piece of content you write should be optimized for one primary keyword. This is the main term (or phrase) you want your content to rank for in search engines and be associated with in AI answers.

To find your primary keyword, use Semrush’s Keyword Magic Tool.

Type your topic into the search bar and enter your domain name in the “AI-powered feature” space. Then, select your target location and click “Search.”

The tool will show you potential candidates for your primary keyword.

Having access to all these keywords is great. But how do you know which one to choose as your primary keyword?

Here are some tips to consider.

Your primary keyword should:

• Be relevant to your content. It should reflect the main topic of your content and be relevant to your industry.

• Have a decent search volume. Enough people should be searching for that keyword. What constitutes a decent search volume depends on the niche of your website. Look at the “Volume” column to see how many people search for each keyword.

• Be within your reach. It shouldn't be too difficult for you to compete for. Look to the Personal Keyword Difficulty (PKD %) column to see how challenging this keyword would be for your specific website. The lower the percentage, the easier it'll be to achieve visibility.

For example, you might choose “dog behavior training” as your primary keyword if you’re writing content about this topic.

This keyword has a search volume of 2,900 searches per month and a Personal Keyword Difficulty score of 46%, meaning it's competitive but within reach.

So, it’s definitely a good primary keyword to target.

(Targeting a keyword means using it in your content. We’ll see how to do that correctly later in this guide.)

2. Choose your secondary keywords

Secondary keywords help you gain visibility for multiple related terms and usually have less competition than primary keywords.

What counts as a secondary keyword:

• Synonyms of your primary keyword

• Related subtopics

• Long-tail variations (highly specific terms of your primary keyword)

Find secondary keywords using Semrush’s Keyword Magic Tool.

First, see whether your primary keyword has a default grouping on the left-hand side.

If it does, click on it. And you’ll see all the related keywords belonging to that group.

These keywords are close variations of your primary keyword. And they can make for great secondary keywords to target in your content.

Another effective method is to use the "Questions" tab on the left-hand side. This will show you all the questions that people are asking related to your topic.

Some of these questions (secondary keywords) might be worth addressing as subtopics in your content.

You can also discover secondary keywords by analyzing competitors in Organic Research.

Enter a specific page's URL and click "Search." (Make sure that “Exact URL” is selected from the drop-down in the next screen.)

In the "Overview" report, look at "Top Keywords." These are terms the competitor's content appears for.

Click "View all keywords" to see the complete list and identify secondary keywords worth targeting in your own content.

3. Analyze search intent

Analyze search intent to figure out what kind of content users want when they search your keyword.

For blog posts, your primary and secondary keywords will likely have informational intent. This means users want to learn something about a topic.

And the best way to teach them about a topic is to use the right content format.

Some common content formats include:

• How-to guides

• List posts

• Step-by-step tutorials

• Definition posts

• Comparison posts

You can find out which content format works best for your topic by looking at the search results for your query.

For example, we see that the top results for "dog training for beginners" are how-to guides that share dog training techniques and tips.

Similarly, when you ask ChatGPT about this topic, it provides structured how-to guidance with step-by-step training methods and beginner-friendly tips.

So, if you were to target this keyword (and related secondary keywords), you need to structure your content to loosely match this format. Doing so will improve your chances of ranking well and being cited by AI platforms.


The writing stage

Now, it’s time to start creating your content.

The following tips will help you create content that’s both helpful for readers and optimized for visibility in search engines and AI platforms.


4. Make an outline

Create an outline before you start writing because it helps you organize your ideas, cover important subtopics, and structure your content in a way that's easy for both readers and machines to understand.

Without an outline, it’s easy to miss important points, repeat yourself, or create a confusing flow.

A strong outline also helps ensure your content aligns with search intent. It forces you to think about how to integrate the questions readers want answered and the order in which to address them.

For SEO blog writing, your outline should include:

• Your main title (H1)

• Primary sections (H2s)

• Supporting subsections (H3s and H4s where necessary)

• Key talking points for each section

As an example, if you're writing about "dog training for beginners," your outline might look like this:

5. Create quality content

Create quality content because that’s what search engines and AI platforms want to surface in search results.

But what is quality content? It's content that:

• Is accurate

• Provides value to your audience

• Is original and unique

• Is up-to-date

Don't just summarize what other articles say on the topic. Bring something new to the table that proves you know it.

• Draw on firsthand experience: If you've done the thing you're writing about, share specifics: what worked, what didn't, what surprised you.

• Cite credible sources: Link to original research or studies to support ideas that could be challenged.

• Share original data or examples: Run a small experiment to test ideas you're writing about, and then include the findings in your article.

• Quote subject-matter experts: If a topic falls outside your expertise, interview someone who has expertise or first-hand experience with the topic. Even a few quotes can lift your content’s quality in a meaningful way.

By prioritizing quality this way, you build trust with your audience, establish yourself as an authority in your niche, and increase your chances of being cited by AI platforms as a reliable source.


6. Leverage keywords in your content

Work your researched keywords into your content naturally. Search engines and AI platforms read those words to figure out what your page covers and when to surface it.

But avoid keyword stuffing at all costs.

Keyword stuffing is the practice of repeating keywords excessively throughout the content in an unnatural way. It’s a tactic some use to try to manipulate their way to better visibility.

See how the example below is doing it wrong:

Keyword stuffing makes your content look spammy to both search engines and readers. Worse, it can trigger penalties that tank your rankings and make AI platforms less likely to cite your work.

To check whether you’re using keywords correctly, try Semrush’s SEO Writing Assistant.

It highlights when any of your keywords are used in an unnatural way.

Import your page content into the tool and start making changes directly in the content editor.

7. Structure content with subheadings

Well-structured content with clear subheadings helps Google, ChatGPT, and other platforms understand what each section covers, making your content easier to rank and cite.

Subheadings (H2-H6) are miniature titles that divide your content into sections. They're important for SEO blog writing because they:

• Make your content easier to read and understand. Readers can quickly scan and find the information they need.

• Help you use keywords naturally. Subheadings provide natural opportunities to incorporate keywords and related terms without forcing them.

See how the example on the right is much easier to scan for information?

You need to structure your content similarly.

First, write a catchy title that includes your primary keyword. This will be your H1 (the first heading in your content).

Then, organize the rest of your content with relevant H2 subheadings, H3 subheadings, and so on.

(H2 subheadings should support your H1, H3 subheadings should support your H2s, etc.)

Like this:

These subheadings are a great place to include your secondary keywords naturally.


8. Make your content easy to read

Readable content keeps users engaged longer, signals quality to search engines, and makes it easier for AI platforms to extract and cite information accurately.

If your content is difficult to read, users will bounce off your page (and likely never come back). This behavior signals to search engines that your content is low quality, hurting your rankings. And poorly structured content is harder for AI platforms to understand and cite properly.

Using subheadings is a good start. But there are other things you need to do to improve readability:

• Use short sentences and paragraphs. This will make your content more scannable and digestible.

• Use simple and clear language. So readers of all levels can understand your writing.

• Use visuals. Images, infographics, videos, graphs, or other visual assets are powerful tools that can enhance your content and make it more engaging.

• Use bullet points and numbered lists. They’re great for presenting information in a clear and concise way. They help both readers and AI platforms identify key points quickly.

Run your content through Semrush’s SEO Writing Assistant to measure its readability.

The tool tells you how easy it is to parse:

It also highlights words or sentences that could be rewritten to enhance readability.

9. Add internal and external links

Internal and external links help search engines and AI platforms understand your content’s relationship with other pages and establish trust.

Internal links point to other pages on your own website. They direct readers to other valuable, relevant content.

External links (also called outbound links) are links that point to pages outside your website, typically when citing sources or providing additional resources.

When linking, make your anchor text (the clickable link text) descriptive and relevant to the destination page.

Only link where it naturally makes sense. Forced or excessive linking hurts user experience.

For instance, in an article about dog training for beginners, you can add internal links to other pieces of content that provide more information on topics such as:

• How to stop unwanted behaviors

• Indoor vs outdoor training methods

• How to socialize your puppy properly

Also, it’s a good idea to provide an external link any time you’re referencing:

• Statistics

• Reports

• Surveys

• Case studies

• Interviews

Adding external links to authoritative websites for sourcing purposes shows that your content was created with accuracy and credibility in mind.

But statistics and research do change over time. So, make sure you link out to the most up-to-date information available.


10. Create an optimized title tag and meta description

Title tag and meta description control how your content appears in search results and often determine whether someone clicks or scrolls past your page.

Here’s what they look like in traditional organic search results:

Search engines use these elements to understand your content's topic. Users read them to decide whether to click. And AI platforms often reference them when determining what your content covers.

So, it's worth optimizing both elements carefully.

Follow these tips when crafting your title tag:

• Make sure your title tag entices users to click. You can use power words, numbers, and brackets for that.

• Include your primary keyword in your title tag (preferably at the beginning). This will help you rank for that keyword and show relevance to the user’s query.

• Keep your title tag around 55 characters long. So Google doesn’t truncate it in search results.

And these guidelines apply to your meta description:

• Use active voice. This will improve clarity by addressing users directly.

• Use action verbs. This will nudge users to click through and explore your article. So, use phrases like “learn more,” “find out,” or “dive deep.”

• Keep it brief. Google cuts off meta description after about 105 characters on mobile. So, keep it to one to two short sentences to stay below that threshold.

• Use your target keyword. This will signal to users that your page covers the topic they want to learn about.

Here’s an example of a good title and meta description that follows these principles:

• Title tag: Dog Training 101 [Complete Beginner's Guide for 2026]

• Meta description: Discover effective dog training methods. Learn commands, schedules, and techniques from pro trainers.

11. Optimize your URL slug

Optimize your URL slug because search engines look at it to understand your content’s topic and AI platforms use it when evaluating and citing sources.

A URL slug is the last part of your page’s URL.

Here’s an example:

Follow these best practices when choosing your slug:

• Include your target keyword. This can help search engines and AI platforms understand what your article is about and surface it for relevant queries.

• Use hyphens to separate words. Hyphens are the standard way to separate words in a URL slug.

• Avoid using dates. Dates in your URL slug can make your article look outdated.

• Be concise and descriptive. Long or confusing slugs are harder for readers to remember and for AI platforms to parse.

By following these tips, you can create an optimized URL slug that helps your content perform better in search results and makes it easier for AI platforms to identify and cite your work.


12. Get feedback on your content

Have someone else review your content before you publish it. It's easy to overlook mistakes and weak spots when you're deep in your own draft.

At Semrush, every article we publish goes through at least one round of editorial review. You'll see this in the byline of every post, where an editor is listed as a contributor.

If you have an editor on your team, ask them to read through the content and point out:

• Misalignment with the search intent

• Structural mistakes

• Sections where the flow feels off

• Parts that need clarification

• Sentences that could be tightened or simplified

• Claims that need a source or example to back them up

• Factual errors or outdated information

Once you've received the feedback, make the necessary changes. Your content will be in much better shape and ready to publish.

SEO writing is just the first step

The 12 tips above will help you create content that's optimized for both search engines and AI platforms. But SEO writing is just the first step of a much bigger process.

Once you've got the writing side down, the next steps are:

• Promoting your content so it earns backlinks

• Tracking its performance in both traditional search and AI platforms

• Updating it regularly to keep it accurate and relevant

We've linked to resources to guide you on those next steps.

The right tools make all of this easier. An SEO and online visibility platform like Semrush helps you find keywords, analyze competitors, optimize your writing, and track AI visibility from one place.

https://tinyurl.com/3empf5yd

The Road To ERM: Using the Balanced Scorecard to Implement Enterprise Risk Management.

 

Originally Appeared in Public Risk, by the Public Risk Management Association. Reposted with Permission.

By Elizabeth Cooper
The balanced scorecard provides a structure that may help public risk managers travel down the path to ERM with fewer bumps and maybe just a little bit faster.

https://tinyurl.com/5bs8kymn

Poor Communication is Holding You Back, Try This

 

You might be in a poor communication loop where -

You don't know what's happening.

You react instead of respond.

You're unsure of roles.

You lack feedback.

You're confused.

Where does this lead?

Nowhere.

Poor communication costs time, money, and relationships.

40% of performance differences stem from communication breakdowns (McKinsey & Company)

So, how can we step out of the loop?

The What, Why, and How

1. Clear Communication

   • What it is: Being straightforward and easy to understand in your messaging.

   • Why it is important: Clear communication ensures that everyone is on the same page and reduces misunderstandings.

   • How to improve: Use simple words and avoid jargon. Before sending a message, ask yourself if it’s easy for anyone to understand.

2. Concise Messaging

   • What it is: Delivering your message in a brief and to-the-point manner.

   • Why it is important: Concise messaging saves time and helps maintain the audience’s attention.

   • How to improve: Focus on the core message. Remove any unnecessary details or redundant words.

3. Concrete Information

   • What it is: Providing specific and tangible details in your communication.

   • Why it is important: Concrete information makes your message credible and actionable.

   • How to improve: Use examples or data to support your points. Avoid vague statements.

4. Correctness

   • What it is: Ensuring accuracy and correctness in your communication.

   • Why it is important: Correct information builds trust and prevents confusion.

   • How to improve: Double-check facts and figures before sharing. Use spell check tools to avoid errors.

5. Coherent Structure

   • What it is: Organizing your message in a logical and orderly way.

   • Why it is important: Coherent structure helps your audience follow and understand your points easily.

   • How to improve: Outline your message before writing. Ensure each part connects well to the next.

6. Complete Content

   • What it is: Including all necessary information in your message.

   • Why it is important: Complete content prevents the need for follow-up questions and ensures the audience has everything they need.

   • How to improve: Check if your message answers the who, what, where, when, why, and how. Make sure no key details are missing.

7. Courteous Tone

   • What it is: Communicating in a respectful and considerate manner.

   • Why it is important: A courteous tone fosters a positive environment and strengthens relationships.

   • How to improve: Use polite language and acknowledge others’ efforts. Avoid negative or harsh words.

8. Feedback and Adjustment

   • What it is: Seeking feedback on your communication and making necessary adjustments.

   • Why it is important: Feedback helps you improve and ensures your message is received as intended.

   • How to improve: Regularly ask for feedback from colleagues. Be open to suggestions and willing to make changes.

Clear Communication

My team was working on a project with a tight deadline. Everyone was working hard, but we kept running into the same problem: misunderstandings about tasks.

One day, a team member missed an important detail in the project brief, causing a major delay. This happened more than once, and it was clear that our communication wasn't working well.

I decided we needed to focus on more clear communication.

Here’s how we tackled the issue:

Simplified Messages

I started by making our project updates more simple. Instead of long emails, we used bullet points and short sentences. We made sure each update only included what was necessary.

Direct Communication

I encouraged team members to ask directly if they were unsure about any task. We used brief, clear questions and answers to avoid confusion.

Regular Check-ins

We set up short (10 min or less) daily stand-up meetings where everyone could quickly share their progress and ask questions. This way, any unclear points were addressed immediately.

Clarified Expectations

At the start of each new task, I outlined exactly what needed to be done, by whom, and by when. I avoided vague language and made sure to be specific about our goals and steps.

By making our communication clear, we not only met our deadlines but also worked more efficiently and reduced stress.

Here's how you can make it real over the next 4 days:

Day 1: Observe and Reflect

• Choose one of the 7 C lessons you want to work on this week.

• Notice how you usually communicate in emails, meetings, or chats.

  • Do you tend to use long sentences?

  • Are you often unclear or vague?

  • How do others respond to you?

• Write down a few notes about what you observe.

• ChatGPT Prompt to Help: "Today I want to improve my [chosen lesson]. How can I observe and take notes on my current communication style to better understand what I need to work on?”

Day 2: Simplify Your Next Message

• Take a message you need to send and simplify it.

• Whether it's an email, a report, or a quick chat, rewrite it using more simple words and shorter sentences.

• Cut out any unnecessary details.

• Aim to make it as clear and to the point as possible.

• ChatGPT Prompt to Help: "Today I want to practice simplifying my [chosen lesson] in a message. Help me rewrite this [email/report/chat] to make it clearer and more to the point."

Day 3: Ask for Feedback

• Share a piece of communication and ask for feedback.

• Pick an email or a note you’ve written and ask a colleague to review it.

  • Ask them if it’s clear and easy to understand.

  • Do they see any points that could be better explained or simplified?

• ChatGPT Prompt to Help: "I need to ask a colleague for feedback on my [chosen lesson]. How should I ask them to review my communication and what specific questions can I ask to get useful feedback?"

Day 4: Apply What You’ve Learned

• Use what you’ve learned over the past few days in your next communication.

• Take your notes from Day 1, the simplified approach from Day 2, and the feedback from Day 3.

• Apply these insights to a new message or conversation today.

• Try to be more clear, more concise, or more accurate, depending on your chosen lesson.

• ChatGPT Prompt to Help: "I want to use everything I’ve learned this week to improve my [chosen lesson]. Guide me on how to apply these changes to a new message or conversation today."

Communication is the heart of every successful team.

Our words have the power to unite or divide, build or break.

Clear and concise messages cut through confusion and inspire action.

Being respectful and accurate earns us the trust of our peers.

Bottom line: Better communication = better results.

Unlock the potential of every conversation.

Until next week and with lots of love,

Justin

This Week’s Growth Recommendations

Book To Read:

"Effective Public Relations" by Scott M. Cutlip and Allen H. Center (see it here)

TED Talk to Watch

"10 Ways to Have a Better Conversation” by Celeste Headlee (see it here)

https://tinyurl.com/mpjrupje