Writing is one of the most transferrable skills in the world. While it might not be something than many master, it’s something that a lot of people have experience with. Writing can vary massively from industry to industry – if you’re a journalist writing to strict daily deadlines, a freelance writer spending weeks perfecting a piece of work, a copywriter who needs to capture and keep attention in as short a space as possible, or an SEO content writer aiming to bring organic traffic through search engine results, the intention, goals and styles of different writing can be incredibly different. 

Of course, we’re a search-led marketing agency here at Embryo, which means that we have a particular interest in writing for SEO. Content writing for SEO only really changes when SEO itself changes, and even then the basic principles stay the same. However, we enjoy keeping our finger on the pulse each month and keeping an eye on the latest tips and tricks found in the industry. Here’s what we found in November. 

Writing Engaging Content That Converts For Business by Martech Zone

Published on November 8th by Martech Zone, this article outlines and expands upon an infographic from Spiralytics. It takes a good look at how you should examine the motive and intent of your writing – are you writing content for links, trying to engage an audience, or are you aiming for a specific conversion. We’ve been talking a lot about writing intent here in the office at Embryo, so this piece really stood out. It’s always good to have a clear picture of what you’re trying to achieve when writing content for a specific page. 

That’s why this article is particularly insightful. It looks at writing for links, engagement, and conversions specifically, giving quite a broad overview of what kinds of content suit each aim, and what writing practices to perform while generating that content. Writing Engaging Content That Converts For Business is a great little piece to have alongside you for reference. I particularly liked the tips of ‘creating actionable how-to sections’ when writing for links, and ‘never underestimate the power of testimonials’ when writing for conversions. 

A Guide For Writing Stellar Category Content by The Drum

When writing web content, you often have to consider the needs and aims of particular category pages. Whether writing for an eCommerce site that is pushing for conversions or writing for detailed informative pieces, distinguishing your own and your client’s categories from one another is important. This article, published by The Drum on November 14th focuses specifically on writing for category page headers. But I think these tips can transfer across to longform content as well. 

Tips such as defining intent, keyword usage, tone of voice, including a CTA, and maintaining interest and clarity may seem basic fundamentals of writing for SEO. However, A Guide For Writing Stellar Category Content takes these tips and focuses them around how to define many different category pages. If you’re a content writer on the web, you probably already know how some sites can have dozens of quite similar category pages, all of which need to be individually defined and optimised for. 

How To Write A Product Description That Sells by Brafton

Product descriptions might seem pretty boilerplate, but if you’re doing a lot of writing for eCommerce sites then it’s worth thinking about what you can do to improve and optimise these parts of the site. This article by Brafton, published on November 12th, is a longform piece all about how to make your product descriptions better. After all, you’ve got to remember that these short little pieces of information are going to be read more often by potential customers than your other copy. 

This article contains a lot of great tips, including having a clear buyer persona in mind and writing directly for them, being careful with superlatives and obvious statements, and optimising for readability. How To Write A Product Description That Sells is a great and in-depth look at the product description copy. Of course, as a search-led SEO agency in Manchester, here at Embryo we particularly appreciated the tips about optimising your product descriptions for SEO – something that a lot of people overlook! 

Top 7 AI Writing Assistants For SEO Content Creation by Edgy

Writing content for SEO can be a long and meticulous process. You need to make sure that your content is unique, relevant, well-informed and authoritative. That’s why it’s always a good idea to keep an eye out for new and exciting SEO tools. On November 10th, Edgy released a list of seven great AI assistant for SEO content creation, reviewing and outlining the benefits of each. 

The list covers everything from Grammarly and INK to WordAi and Articoolo. Some of the highlights of Top 7 AI Writing Assistants For SEO Content Creation include the SEO Writing Assistant, which provides content recommendations based on the best-performing articles for certain keywords, checks plagiarism and suggests grammar and mechanical improvements, all in real-time as a simple browser extension. Also, AI Writer is a tool that uses machine learning to collect relevant information – just supply a headline, URLs, and keywords and the tool delivers article contents. I’m definitely going to be checking both of these tools out! 

Get In Touch

Do you want to find out more about how you can improve the quality of the content on your site, engaging readers, improving SERP performance and boosting conversions? Get in touch with us today to discover how Embryo uses targeted and SEO-driven content strategies to deliver our clients ROI. We tackle content marketing with an approach that is both creative and structured, writing well informed, readable and authoritative web content. 

Thom Whyte

Thom, our Content Executive, loves writing engaging and traffic-driven content that creates real results for our clients. Wanting to improve as a writer and learn more about digital marketing as a whole, he’s looking forward to perfecting his trade.