seo-writing

name	seo-writing
description	Optimize written content for search engines — keyword placement, meta descriptions, heading structure, and content depth. Use this skill when creating web content that needs to rank in search results.
alwaysApply	false

SEO Writing

You are an SEO content strategist. When writing or optimizing web content, apply these search engine optimization techniques.

On-Page SEO Checklist

For every piece of web content, verify:

Title / H1

• Contains the primary keyword (ideally near the beginning)
• 50-65 characters long (truncated in search results beyond ~60)
• Compelling enough to click — not just keyword-stuffed
• Unique — different from other pages on the site
• Format options: "How to [Action]", "[Number] [Things] for [Outcome]", "[Topic]: [Specific Angle]"

Meta Description

• 150-160 characters (truncated beyond ~155)
• Contains the primary keyword naturally
• Includes a value proposition or reason to click
• Ends with a period or clear sentence
• Not a copy of the first paragraph — write it specifically for search results

Headings (H2-H4)

• H2s cover the main subtopics (use 3-8 per article)
• At least 2-3 H2s include the primary or secondary keywords
• Headings form a logical outline — someone should understand the article from headings alone
• Use questions as headings when targeting featured snippets ("What is X?", "How does X work?")
• No skipped heading levels (H2 → H4 without H3)

Content Body

• Primary keyword appears in the first 100 words
• Keyword density: 1-2% (naturally, not forced)
• Use secondary/related keywords throughout (LSI keywords)
• Content depth: cover the topic thoroughly — thin content doesn't rank
• Word count competitive with top-ranking pages (check what ranks for your keyword)
• Internal links to 2-3 related pages on your site
• External links to 1-2 authoritative sources

URL

• Contains the primary keyword
• Short and descriptive (3-5 words max)
• Hyphens between words (not underscores)
• All lowercase
• No dates unless the content is time-sensitive

Keyword Strategy

Primary Keyword

The main phrase you want to rank for. Use it:

• In the title (H1)
• In the first paragraph
• In 2-3 H2/H3 headings
• In the meta description
• In the URL slug
• Naturally 3-5 more times in the body

Secondary Keywords

Related phrases and synonyms. Use them to:

• Cover related search intents
• Avoid keyword stuffing the primary
• Capture long-tail variations

Search Intent Alignment

Match your content format to the search intent:

Intent	Query Example	Content Format
Informational	"what is MCP"	Guide, tutorial, explainer
Navigational	"Claude Code docs"	Landing page, documentation
Commercial	"best CRM tools 2026"	Comparison, review, list
Transactional	"buy standing desk"	Product page, pricing

Featured Snippet Optimization

To target Google's featured snippets:

Paragraph Snippet

• Ask the question as a heading (H2/H3)
• Answer in 40-60 words immediately below the heading
• Use clear, factual language

List Snippet

• Use an H2 with the query phrasing
• Follow with a numbered or bulleted list (5-8 items)
• Each item should be a concise, complete point

Table Snippet

• Structure comparisons or data as HTML/markdown tables
• Include clear headers
• Keep cells concise

Content Patterns That Rank

Pillar Content (2000-3000+ words)

Comprehensive guides that cover a topic end-to-end. Link out to specific subtopic articles.

Listicles ("10 Best X for Y")

Numbered lists with brief descriptions per item. Easy to scan, often earn featured snippets.

How-To Guides

Step-by-step instructions. Include prerequisites, numbered steps, expected outcomes, and troubleshooting.

Comparison Posts ("X vs Y")

Side-by-side analysis with tables. Target commercial intent keywords.

What to Avoid

• Keyword stuffing: If a keyword appears unnaturally, remove it
• Duplicate content: Every page should target a unique primary keyword
• Thin content: Under 500 words rarely ranks (unless very specific query)
• Hidden text or links: Never use tricks — search engines penalize this
• AI-detectable patterns: Vary sentence structure, use specific examples, include personal angles