1. The document provides tips for creating SEO-optimized content, including analyzing search intent, covering topics fully, adding unique elements, and using reader-friendly writing techniques. 2. To understand search intent, the document recommends analyzing the top-ranking pages to determine the common content type, format, and angle based on the keyword. Covering topics fully involves digging deeper into those pages to identify subheadings, related keywords, and frequently asked questions. 3. Additional tips include adding "link triggers" by identifying common anchor text from linked pages; using annotations, multimedia, and conversational language to engage readers; and giving the content a unique spin through personal experiences or crowdsourced perspectives.

1. 1. Match search intent
Create the right kind of content for the keyword you’re targeting. Fail to do that, and ranking will
be an uphill battle. In the SEO world, this concept is known as search intent, i.e., the why behind
a search query. To analyze search intent, we can simply look at the top-ranking pages to figure
out the three Cs of search intent.
1. Content type
What type of content is Google mostly ranking? Typically, the types are:
a. blog posts,
b. product pages
c. category pages
d. landing pages
e. videos
2. Content format
Content format applies mostly to informational content. Example formats include:
a. how-tos
b. listicles
c. ews articles
d. opinion pieces
e. reviews
3. Content angle
This is the main selling point of the content. Typically, you’ll be able to see a dominant
angle on the SERPs.
● easy
● fast
● cheap
2. Cover the topic in full
Google wants to rank the most relevant, useful result on the first page. So your post should
show that it deserves a place there.

2. Search intent is one aspect of this process. But analyzing the three Cs only gives you a
high-level overview of the intent. To better understand what your content should cover, you need
to dig deeper by further analyzing relevant top-ranking pages, i.e., pages that are similar to what
you’re going to create.
Look for common subheadings
Subheadings offer quick insights into what searchers are looking for, especially if there are the
same or similar ones across the top-ranking pages.
Look for subtopics among keyword rankings
A page doesn’t just rank for the main keyword; it also ranks for other keywords that fall under
the main topic (i.e., subtopics). If we can find out what these subtopics are (with Ahrefs.com
Content Gap tool), we can also cover them on our page.
Look at People Also Ask boxes
If you search for something in Google, you’ll see a SERP feature known as a People Also Ask
(PAA) box. You can use tools like AlsoAsked to pull all the PAA questions related to the keyword
you’re targeting.
Look at the pages manually
Finally, nothing beats simply analyzing each page manually. Click the top-ranking pages on the
SERPs and go through each one by one. You’ll learn a lot that way.
3. Add “link triggers”
You’ll want your content to be able to earn links. We can do this by understanding why people
are linking to the pages you wish to beat—and then apply those insights to your post. To find
out, let’s take one of these URLs, paste it into Ahrefs’ Site Explorer, and check the Anchors
report. This shows the most common words people use when linking to the page. The goal isn’t
to simply copy-paste these ideas into your post. It’s to analyze why.
4. Make reading easy with the ASMR
formula

3. Reading is a transaction. Your readers are basically trading their time for your words. If there’s
any point where they feel like the content is too burdensome to read, they’ll hit the “back” button.
So make sure your content is designed and written in a way that’s comfortable for reading. Do
this by following the ASMR formula:
1. Annotations – Adding notes, sidenotes, and other elements like blockquotes and
call-out boxes helps break up the monotony of the post.
2. Short sentences and paragraphs – Long sentences are hard to follow. Find instances
where you used transitional words like “and,” “because,” and “that.” Break them up into
shorter statements.
3. Multimedia like videos, images, and GIFs – Including these can help illustrate your
points without having to add extra words.
4. Read your copy out loud – Doing so lets you pinpoint areas where your content
doesn’t flow smoothly.
5. Speak your audience’s language
The main goal of copywriting is to persuade. But nothing can be more unpersuasive than
reading something that’s obviously written by someone who’s an “outsider.” If you’re not using
those terms, it’ll be apparent to the reader you’re not in tune with the niche—which will turn
them off.
If you’re unfamiliar with the jargon, terms, pains, problems, desires, and wants of your
audience, then you’ll have to find out. Browse the communities where your target audience
hangs out. These can be places like:
● Facebook groups
● Reddit
● Slack communities
● Quora
● Blogs
● Forums

4. 6. Write like how you talk
There’s something about business that makes people all stiff, uptight, and overly formal. People
may overlook it at an event, but they won’t overlook it in your copy. After all, nothing screams
“stop reading now” more than a piece of content written like an academic report filled with
meaningless jargon.
Don’t make this mistake. Good web copy is casual. It’s like you conversing with a friend—except
that your “friend” is a reader on the internet.If you’re worried that your copy sounds too
business-like, you can paste it into Hemingway. It’ll keep your content simple, clear, and casual.
7. Give your content a unique spin
It’s important to match search intent. It’s also important to cover the topic in full—at least as
much as possible. But don’t mistake this as a call to create copycat content. You still have to
give your content a unique spin. Why? A few reasons:
1. If your content is like everyone else’s, then the reader has no reason to read yours over
the others. They can easily choose another and be done with it.
2. We’ve established that links are important. But people usually link because of something
unique and original. If your article is the same as others, then there’s no reason to link to
it.
3. If your content doesn’t stand out on the SERPs, the searcher has no reason to click it
either.
SEO copywriting is a balance between giving searchers what they want and saying something
unique and original. This can be in the form of a unique angle, unique tips that only you know,
unique resources like checklists and templates, or something from your personal experience.
How do you create something unique?
Here are a few tips:
1. Actually experience something – There’s no substitute for personal experience. If
you want to write about intermittent fasting, actually fast then write about it.
2. Talk to experts – Sometimes, it’s impossible to actually do or experience something.
But someone else probably has. Talk to them and get their advice and perspective.

5. 3. Analyze data – Do research and study something—get actual numbers behind popular
claims in your niche.
4. Crowdsource – Get the opinions of multiple experts.
5. Consider the opposite – Is the opposite side always false? What if it was true? Think
about it and, if possible, find evidence to justify your position.
8. Use the “inverted pyramid” method
Most pages seem to bury important information. This format is known as the inverted pyramid.
It’s a journalism technique where you give people the essential information before the
non-essential.

6. From an SEO perspective, giving readers the information they’re looking for without them
having to work for it may help to reduce pogo-sticking—bouncing back and forth between pages
on the SERPs—and improve dwell time.
Applying this idea is simple. In your introduction, answer the main question you’re
targeting.
9. Use a table of contents
Consciously or not, the reader is always checking if your content fulfills what they’re looking
for. If it says it has the answer to their question, then they’ll keep an eye out to see if it’s true. If
it’s not, they’ll leave. This is why you should add a table of contents.
10. Use the PAS formula
A quality introduction keeps the reader sliding down your page’s “slippery slope,” whereas a
poor intro sends them back to the SERPs. If you want a simple way to write a kick-ass intro,
consider using the Problem-Agitate-Solve (PAS) formula.

7. At this point, you may have a question. We now have both the inverted pyramid and the PAS
formula as potential intros. Which one should you use?
The answer lies in the topic you’re targeting.
If there’s a direct answer—“What are SERPs?” — then use the inverted pyramid. If the
topic is targeting a problem or pain point—“How to build links”—then you can consider
using the PAS formula.