Write blog content optimized for search engines while maintaining readability and value. Use when creating SEO-focused articles or optimizing existing content.
Installation
Install with Codex or Claude Copy this prompt, paste it into Codex, Claude, or another assistant, and let it review the skill page and install it for you.
Write blog content optimized for search engines while maintaining readability and value. Use when creating SEO-focused articles or optimizing existing content.
origin
ECM
Blog SEO Writing
When to Activate
Writing a new blog post targeting a specific keyword or search query
Optimizing an existing blog post that is underperforming in search
Building a topic cluster strategy with pillar and cluster pages
Creating content briefs for writers that include SEO requirements
Auditing blog content for SEO gaps and opportunities
Competing for a specific SERP position against known competitors
First Questions
What is the primary keyword or topic this content should rank for?
What is the search intent behind this keyword? (What does the searcher actually want?)
Who are the top-ranking pages for this keyword, and what do they cover?
What unique angle, data, or expertise can you bring that existing results do not have?
Is this a pillar page (broad topic) or a cluster page (specific subtopic)?
What internal pages should this article link to, and which should link to it?
What is the business goal? (Traffic, leads, conversions, brand awareness?)
Keyword-First Content Planning
Keyword Research Process
Seed keyword. Start with the broad topic or phrase.
Expand. Use tools (Ahrefs, SEMrush, Google Search Console, Google autocomplete, "People Also Ask") to find related queries.
Evaluate. For each keyword, assess:
Search volume. How many people search for this monthly?
Keyword difficulty. How hard is it to rank? (Based on competing page authority.)
Business relevance. Does this keyword attract your target audience?
Intent match. Can you serve this intent well with a blog post?
Select primary keyword. One per article. This drives the title, URL, and H1.
Select secondary keywords. Two to five related terms to include naturally in the content.
Keyword Prioritization Matrix
Keyword
Volume
Difficulty
Business Relevance
Intent Match
Priority
[keyword]
[number]
[low/med/high]
[1-5]
[info/nav/comm/trans]
[1-5]
Search Intent Mapping
Every keyword has an intent. Mismatching intent means you will not rank, regardless of content quality.
Intent Type
What the Searcher Wants
Content Format
Example Query
Informational
Learn something, understand a topic
How-to guide, explainer, listicle
"what is content marketing"
Navigational
Find a specific page or brand
Brand page, product page
"HubSpot blog"
Commercial
Compare options before buying
Comparison, review, "best of" list
"best project management tools"
Transactional
Take action (buy, sign up, download)
Product page, pricing page, landing page
"buy Asana premium"
How to determine intent: Search the keyword in Google. Look at the top 5-10 results. What format are they? What do they cover? That is what Google believes the intent is. Match it.
Article Structure for SEO
H1: Title
Include the primary keyword, ideally near the beginning
Keep under 60 characters for full display in SERPs
Make it compelling for humans, not just search engines
One H1 per page (the title)
Meta Title
Can differ slightly from the H1
50-60 characters (Google truncates at approximately 600px width)
Primary keyword + benefit or hook
Examples:
"Content Pillars: How to Build a Focused Content Strategy"
"5 Sprint Planning Mistakes (and How to Fix Them)"
Meta Description
150-160 characters
Summarize the article's value proposition
Include primary keyword naturally
End with a reason to click (not just a summary)
Example: "Learn how to define content pillars that drive traffic and leads. Includes templates, examples for B2B and D2C, and a step-by-step framework."
URL Structure
Short, descriptive, keyword-rich
Use hyphens, not underscores
Lowercase
No dates (unless the content is inherently time-bound)
H2s are major sections — use primary and secondary keywords where natural
H3s are subsections under H2s — use long-tail variations and related queries
Never skip heading levels (H1 → H3 without H2)
Structure headings as a scannable outline — a reader should understand the article from headings alone
H1: Content Pillars: How to Build a Focused Content Strategy
H2: What Are Content Pillars?
H2: Why Content Pillars Matter for SEO
H2: How to Define Your Content Pillars (Step by Step)
H3: Step 1: Identify Business Goals
H3: Step 2: Research Audience Needs
H3: Step 3: Map Your Expertise
H3: Step 4: Find the Overlap
H2: Content Pillar Examples
H3: B2B SaaS Example
H3: D2C Brand Example
H2: Common Mistakes to Avoid
H2: Content Pillar Template
Introduction (First 100 Words)
Hook the reader immediately — do not waste the first paragraph on filler
Include the primary keyword in the first 100 words
State what the reader will learn or gain
Establish credibility (data point, experience, or framing)
Keep it short — three to five sentences maximum
Body Content
Break text into short paragraphs (two to four sentences)
Use bullet points and numbered lists for scannable information
Include images, diagrams, or tables to break up text and add value
Bold key phrases and terms (helps scanners AND signals relevance to search engines)
Answer "People Also Ask" questions directly — use the exact question as an H2 or H3
Use transition sentences between sections to maintain flow
Conclusion
Summarize key takeaways (not a full recap — the highlights)
Include a clear CTA (related content, newsletter signup, product trial, download)
Do not introduce new information in the conclusion
Internal Linking Strategy
Internal links distribute page authority and guide users through your content.
Rules
Every new post links to 3-5 existing relevant posts. Plan these before writing.
Update 3-5 existing posts to link to every new post. This is frequently skipped and matters enormously.
Use descriptive anchor text. "Learn more about content pillars" not "click here."
Link to pillar pages from cluster pages, and vice versa. This builds the topic cluster.
Do not over-link. One internal link per 200-300 words is a reasonable density.
Answer the question directly in 40-60 words immediately after the H2 that asks the question
Use clear, factual language (no opinions or hedging in the definition)
List Snippets
Use ordered or unordered lists with clear, concise items
H2 should contain the query (e.g., "Steps to Create Content Pillars")
Table Snippets
Use HTML tables with clear headers
Comparisons and data sets trigger table snippets
"What Is" Pattern
## What Are Content Pillars?
Content pillars are three to five core themes that serve as the foundation
for all content creation in a marketing program. Each pillar aligns with
a business goal, addresses a specific audience need, and represents an area
of brand expertise. Every content piece maps back to a pillar.
Content Length Guidelines by Intent
Intent
Typical Length
Rationale
Informational (simple)
800-1,500 words
Quick answer, definition, how-to
Informational (comprehensive)
2,000-4,000 words
Ultimate guide, deep dive
Commercial (comparison)
1,500-3,000 words
Thorough comparison with criteria
Listicle
1,500-3,000 words
Depends on list size and depth per item
Thought leadership
1,000-2,000 words
Opinion-driven, not length-driven
The real rule: Be as long as necessary and as short as possible. Analyze top-ranking pages for your keyword — match or exceed their depth, not their word count.
E-E-A-T Signals
Google evaluates Experience, Expertise, Authoritativeness, and Trustworthiness.
How to Signal E-E-A-T in Blog Content
Experience. Include first-hand examples, original data, screenshots, case studies. Show you have done the thing, not just read about it.
Expertise. Author bylines with credentials, link to author bio pages, cite sources.
Authoritativeness. Earn backlinks, get cited by others, build topical authority through comprehensive coverage.
Trustworthiness. Accurate information, clear sourcing, updated content, no misleading claims, HTTPS.
Practical E-E-A-T Checklist
Article has a named author with a bio and credentials
Claims are supported by data, examples, or citations
Original insights or first-hand experience is included
Sources are linked (not just referenced)
Content is factually accurate and current
The article has been reviewed by a subject matter expert
Publication date and "last updated" date are visible
Common Pitfalls
Keyword stuffing. Repeating the keyword unnaturally damages both rankings and readability. Use the keyword in the title, H1, first paragraph, one to two H2s, and meta description — then write naturally.
Ignoring intent. A 3,000-word guide for a query that needs a quick answer will not rank.
No internal linking plan. Orphan pages (with no internal links pointing to them) struggle to rank.
Skipping meta descriptions. Google may auto-generate them, but a well-written meta description improves click-through rate.
Writing for search engines, not people. Google rewards content that satisfies users. Write for humans first, optimize for search second.
Publish and forget. Update high-performing articles regularly. Freshness is a ranking signal for many queries.
Quality Gate
Before publishing an SEO blog post:
Primary keyword is in the title, H1, URL, meta description, and first 100 words
Search intent is matched (content format and depth align with top-ranking pages)
H2/H3 hierarchy is logical and includes secondary keywords naturally
Meta title is under 60 characters and meta description under 160 characters
3-5 internal links are included, pointing to relevant existing content
3-5 existing posts have been updated to link to this new article
Content includes original value (data, examples, frameworks) beyond what competitors offer
E-E-A-T signals are present (author, sources, experience)
Content is scannable (short paragraphs, lists, bold text, images)
CTA is clear and relevant to the content and audience
