How Do You Write Website Content That Ranks on Google and Also Sells? The Complete Guide from WSO
The internet is flooded with information, and everyone wants people to read their content specifically. But writing website content isn’t just “writing something nice”. It requires a smart strategy that combines two key worlds: search engine optimization (SEO) and marketing writing (copywriting). Our ultimate goal at WSO is to produce content that doesn’t just launch you to the top of Google’s search results, but also persuades visitors to become paying customers. Let’s dive in and learn how to do it right.
The winning combination: SEO and copywriting
For content to win, it has to dance at two weddings at once:
- Speaking to Google (SEO): Content that Google understands and loves is content that uses the right keywords, is well structured, and is relevant to search queries. Google wants to give users the best answer to their question – and your content needs to be that answer.
- Speaking to the customer (copywriting): Great content isn’t only crawled by search engines – it’s also read by people! It must interest, persuade, evoke emotion and push to action. If Google found you but the visitor didn’t connect with the content, we’ve achieved nothing.
Step 1: Keyword research – the foundation of all content
Before you write a single word, you must understand what your audience is searching for. Keyword research is the most critical stage.
- How do you do it? Use tools like Google Keyword Planner, Ahrefs, Semrush or even Google’s search bar (autocomplete suggestions and “People also ask”).
- What are you looking for?
- Main keywords: General terms with high search volume (for example: “SEO”).
- Long-tail keywords: Longer, more detailed phrases (for example: “how to choose an SEO company in Tel Aviv”). These are usually less competitive and indicate a stronger intent to buy or act.
- Search intent: Is the user looking for information (“what is SEO”), a comparison (“SEO vs. PPC”), or wanting to make a purchase (“SEO course price”)? Understanding the intent will help you tailor your content.
- Result: A list of relevant keywords, prioritizing words with reasonable search volume and not-too-high competition. One main word for each page/article, plus several secondary words.
Step 2: Building the content structure – information architecture
Like a strong house, quality content needs foundations and a clear structure. Google loves organized content, and visitors will appreciate it too.
- Main heading (H1): This is your page’s heading (usually the heading you see at the top of the page). It must include the main keyword and be clear, short and click-worthy (for example: “How to write content that ranks on Google and sells”).
- Subheadings (H2, H3, H4): Divide your content into logical sections with subheadings. This improves readability and lets visitors scan the content easily. Include secondary keywords naturally in these headings.
- Short paragraphs: Avoid “walls of text”. Short paragraphs (up to 3–4 lines) are easier to read, especially on mobile.
- Lists and bullets: Use numbered or bulleted lists to detail important points. This makes complex information easier to digest.
- Bold text: Bold important words and phrases (keywords, key points) to catch the reader’s eye and help Google understand the page’s topic.
Step 3: Writing that sells: copywriting principles
Now that you have the foundation, let’s talk about how to write content that speaks to the customer and moves them to action.
- Start strong (the hook): The first paragraph should grab the reader immediately – an interesting question, a surprising statistic, or a promise to solve a problem.
- Focus on the customer (not on yourselves): Instead of talking about how great you are, talk about the customer – what are their problems? What are their pains? What are their dreams?
- Solutions instead of features: Instead of “our machine has 1,000 horsepower”, write “our machine saves you hours of work every day, so you can spend more time with your family”.
- Light, accessible language: Write as an equal, in clear, everyday language. Avoid overly professional jargon, unless you’re writing for an expert audience.
- Stories and examples: People love stories. Examples from real cases (case studies) or simple analogies can turn dry content into something interesting and clear.
- Call to action (CTA): Every page or article on your site must end with a clear call to action. What do you want the visitor to do now? “Contact us”, “Leave your details”, “Buy now”, “Download the free guide”. Make sure the CTA is prominent, clear and motivating.
Step 4: SEO optimization within the content (on-page SEO)
Once you’ve written the text, make sure Google understands exactly what it’s about.
- Including keywords naturally: Spread your main and secondary keywords throughout the text. Note: don’t “stuff” them! Integrate them naturally so they fit logically into the sentences.
- Keyword density: There’s no magic number, but repeat the main keyword several times throughout the page, and the secondary keywords less. Focus on naturalness.
- Internal links: Link to other relevant pages within your site. This helps Google understand your site’s structure and also improves the visitor’s experience. An example of an internal link is this link to website building.
- Image optimization: Give the images on your site clear file names (for example:
organic-seo.jpg) and descriptive alternative text (alt text) that includes relevant keywords. This helps Google understand the image and is also good for accessibility. - Meta description & title tag: These aren’t direct ranking factors as they once were, but they’re critical for attracting clicks in the search results. Write a clear page title that includes the main keyword. Write an inviting meta description (up to 150–160 characters) that summarizes the page and includes an implied call to action.
Step 5: Ongoing updates and maintenance
Your content isn’t a monument. The digital world changes, and so do customers’ needs and Google’s updates – always keep track of the changes made by Big Brother (Google).
- Review and update: Go over your old content. Is it still relevant? Is there new data? Can it be improved?
- Track performance: Use Google Analytics and Google Search Console to see how your pages appear in searches. Which words bring traffic? Where do visitors drop off?
- Evergreen content: Write content that stays relevant over time and doesn’t depend on current events. It’s a digital asset that keeps bringing traffic months and years after it was published.
In summary, writing website content that ranks on Google and also sells is both an art and a science. It requires understanding of keyword research, the right structure, persuasive marketing writing and technical optimization. By combining all of these correctly, you’ll build a digital asset that serves your business faithfully.
At WSO, we’re experts in creating winning content that speaks to both Google and your customers. If you want your site to appear at the top of the search results, attract quality traffic and turn visitors into customers, contact us today and let’s talk about how we can help you achieve that goal!
