SEO Content Writing Explained in Plain English

SEO writing is one of those terms people nod along to in meetings right before secretly Googling it later. Don’t worry, we wrote this so it would find you after that meeting.

Let’s just get into it.

What SEO Writing Content Actually Means

SEO writing content is content written so people can find it on search engines and enjoy reading it once they do. It’s the balance of two things:

1. Search engines: Making sure your content is structured in a way that search engines like Google understand.

2. Humans: Making sure it’s interesting, useful, and worth sticking around for.

When you put those together, you get blogs, web pages, and guides that show up in search results and actually help you win new business.

Why SEO Writing Content Matters

If your content isn’t showing up in search, it’s invisible to potential customers. Worse still, if it shows up but it’s boring or uninformative, people click away. SEO writing fixes both problems by making your content findable and readable. SEO matters because: 

• Your buyers are searching right now: Whether it’s “best SaaS onboarding tool” or “how to choose an engineering consultant,” people start with Google.

• Good content builds trust: Showing up consistently with clear answers makes you the go-to source in your space.

• SEO saves money: Organic traffic means you’re not paying for every single click like you do with ads.

• SEO content supports sales. Strong SEO content answers questions before prospects even book a call.

The Key Elements of SEO Writing

1. Keywords (but done smartly)

Keywords are the words and phrases your customers actually type into search. In SEO writing, they’re used naturally in titles, headers, and body copy so Google knows what your page is about.

2. Structure (the part Google cares about)

Headings, bullet points, and short paragraphs aren't just formatting tricks. They make your content easier to read and help search engines understand what’s most important.

3. Links (the way content connects)

Good SEO writing includes internal links (pointing to other pages on your site) and sometimes external links (pointing to authoritative sources). Both show Google that your content is part of a bigger conversation.

4. Readability (the part humans care about)

You don’t win points for sounding like a textbook. The best SEO content is conversational and clear, while still showing expertise. If someone can read your page without effort, they’ll stay longer, and Google notices.

5. CTAs (calls to action)

Every piece of content should give the reader a natural next step: download something, book a demo, read another article, or get in touch.

What SEO Writing Isn’t (Plain English Edition)

• It’s not keyword stuffing. Jamming “best software platform” into every sentence makes you sound like a broken record.

• It’s not gaming the system. Google updates constantly to reward helpful content. Tricks won’t last.

• It’s not just blogs. Landing pages, service pages, FAQs, and white papers all benefit from SEO writing.

• It’s not optional anymore. If you want people to find you online, SEO writing has to be part of your strategy.

Examples of SEO Writing in Action

• Blog Post: A SaaS company publishes “Top 5 Onboarding Mistakes (and How to Avoid Them).” It ranks for “SaaS onboarding mistakes,” brings in product managers searching for answers, and drives them to book demos.

• Service Page: An engineering firm writes a detailed page about “Structural Design Services in Seattle.” Local businesses find them when searching for that exact phrase.

• Guide or Whitepaper: A healthcare brand publishes “How to Choose a HIPAA-Compliant Platform.” It ranks for compliance-related keywords and positions the company as a trusted authority.

Why Businesses Struggle Without SEO

Most businesses already have great knowledge, but they don’t package it in a way that Google or buyers can use. Without SEO writing, your best insights sit hidden. With it, they become discoverable assets that keep working for you long after they’re published.

Borrowed Pen’s Approach

We take the complexity out of SEO writing. Our process looks like this:

1. Research first. We learn your industry, audience, and competitors.

2. Strategy second. We build a plan that ties your goals to search intent.

3. Writing always. Content that sounds like you, not a robot.

4. Optimization baked in. Titles, headers, links, and structure done right.

5. Ongoing support. Tracking performance and refreshing content so it stays relevant.

We don’t see SEO writing as a box to check. We see it as a way to make sure your best ideas are always visible, searchable, and impactful.

How SEO Writing Helps Your Sales Team

Good SEO content isn’t just for marketing. It makes sales easier, too:

• Prospects arrive better informed.

• Common objections are answered before the first call.

• Sales reps have blog posts, guides, and pages they can share directly with leads.

Marketing and sales finally work in sync.

How You Can Get Started

If you’re ready to dip your toe in:

• Audit your current content. Are your pages optimized for keywords your buyers actually use?

• Start with one core topic. Create a blog or guide around it and build supporting pieces.

• Use simple SEO tools (like Google Search Console) to see what you’re already ranking for.

• Keep publishing consistently. SEO writing is a long game, but it compounds over time.

SEO writing content isn’t something to be intimidated by. At its heart, it’s about writing clearly and strategically so the right people can find you and trust you. Done well, it becomes a steady engine for growth, one that keeps paying off month after month.

If you’d like your content to show up in search and connect with the people looking for you, we’d love to help. Borrow our pens. We’ll write it so both Google and your buyers say yes.