Benefits and features in copywriting
How to Write an ICO (or TGE) White Paper
CryptocurrencyLeave a comment

Last updated on Nov 3, 2018.

Let’s talk about how to write a proper TGE or ICO white paper that will not only get investors excited, but buying your tokens.

What is an ICO?

Simply put, when you invest in an ICO you are investing in a company’s idea, and for doing so will get a certain amount of tokens in return for the amount you put in. The value of the tokens will then be determined by interest in the company and its technology, and the performance of the currency once it is available on public exchanges.

An ICO is much like its traditional counterpart, the Initial Public Offering (IPO), however, where an IPO will confer some degree of ownership or voting rights, buying ICO tokens doesn’t necessarily.

Read more on the difference between ICOs and IPOs here.

Since Ripple and Ethereum ran successful ICO campaigns back in 2013 and 2014 respectively, ICOs have become the de facto fundraising mechanism for Blockchain companies. Unfortunately, there isn’t a clearly stated or protected procedure for what Blockchain businesses should do with their ICO profits, leading to an industry of fraudulent ICOs. The most recent case of this was the arrest of Centra’s two founders.

However, it still remains that ICOs are the most important way for most emerging blockchain tech companies to generate interest and raise funds. This has lead to a series of ICO guidelines to which each blockchain team must adhere when releasing a product to the market. One of the strictures is that you should write an ‘ICO white paper’.


More recently there has been a movement away from ICOs to TGEs – Token Generation Events. This has coincided with a move away from pure utility token usage to the inclusion of security tokens which can confer rights to the holder, such as voting rights or operate similar to company shares. As opposed to a coin ‘offering’, these coins are generated with a specific purpose and their value is derived from a tradable asset. Subsequently, this does mean that security tokens are liable to the SEC in the US, and other financial governmental agencies around the world.

What is an ICO White Paper?

An ICO white paper is a document which outlines the technology, uses and risks of a blockchain project. Generally speaking it’s constituted of:

  • 1 part technical analysis
  • 1 part legalese
  • 1 part marketing material

A truly successful ICO white paper will deliver these parts in equal measure, and be able to stand up to extreme scrutiny both by the law and the investor themselves. This is especially important when it comes to Token Generation Events which are offering security tokens, as will be under even closer investigation by governmental entities.

As a rule of thumb, an ICO white paper should include:

  • An overview of the market the company is looking to penetrate.
  • What problem the company is proposing to solve and why they need to be solved.
  • A full description of the system’s architecture.
  • How users will interact with the system itself.
  • An introduction to the team behind the project and their specialisms.
  • Information on the market cap and growth.
  • Plans for, or existing partnerships.
  • The terms and conditions of using the token.
  • The philosophies and ethoses that underpin the company.

If the white paper itself is badly written, this can seriously damage the reputation of the project and in many cases destroy the TGE. So you want a document that covers all the important bases, and does so in a way that interests and entices investors.

If the documentation is too heavily technical you run the risk of alienating your audience, and if it’s not technical enough, it will feel flimsy and as if there’s not enough meat to support the skeleton. Striking this balance is important, and in some cases blockchain startups prefer to create two documents to accommodate the technicalities and legal requirements.

Right. Let’s stop beating around the bush and look at how to write an ICO white paper that will ensure investment and excite the crypto-sphere.

The Problem

The key to pretty much any successful startup is pinpointing a problem that people face, and finding a solution to that problem. The world of blockchain is no different. Before anything else in your ICO white paper, you want to outline a problem in a way that’s relatable and understandable, and in plain english for buyers to engage with.

My product is technical and high-level and most people won’t be able to relate to it,” you say.

Well, that’s no good. If the problem you’re addressing is too complicated for people to understand you’re doing one of two things wrong:

  • You’ve found a problem that doesn’t really need to be solved.
  • You haven’t found a good way of describing the problem.

Back to the drawing board.

Why is this so important? Well, if your readers can’t see the need for your solution in the first place, everything else in your document is an absolute waste of time.

Then, how do you communicate this to the reader? There are a couple of well-worn techniques of persuasion that have been employed since the days of Aristotle: Ethos, Pathos, and Logos 


The Ancient Greek word for character, This requires you show the audience that you’re a credible source and worth listening to. As such, you need to choose the right language appropriate for your audience, the required level of vocabulary for the document, present information in an unbiased way and deliver your content with an expert deftness.

For example: when you introduce the market, slandering other companies in the space will damage your character and make you seem petty. However, introducing competition respectfully and in proper regard for their capabilities will speak highly of your understanding of the industry and the attitudes your business has.


Pathos requires appealing to an audiences emotions. Traditionally this would be used to draw pity or sympathy from an audience, though we can play on far more complex human emotions. In order to employ pathos a writer needs to use meaningful language with an emotional tone that evokes feelings through stories the reader can relate to.

In an ICO white paper you do not want to overdo it with pathos as this is not the place to really pull on the heart strings. Instead, rely on more subtle routes and implied meanings.

For example: invoke pathos through provoking outrage in a reader by explaining to them how their current supplier/system is compromising their data and opening them up to identity fraud and costing them money.


Logos is the logical aspect of persuasion. The way that you can appeal to an audience’s reason.

To invoke logos you want to cite facts and figures, use historical analogies and quote respected publications and people. You will also want to construct logical arguments to which the reader can only really answer, “yes!”

For example: create a real world example that most people will relate to, use direct figures to show the extent to which people are vulnerable, and create an argument for a direct solution to this vulnerability.

We all like to find bargains on the internet, often following links to websites offering discounts. However, the latest studies have sound that 5% of all online transactions are subject to identity theft. With a blockchain-based marketplace identity theft would be ostensibly eradicated. In this day and age, and with the technology we have available, users should be able to shop freely without the threat of identity theft.

Popularity of the problem and understandability of the technology are of paramount importance.

The Solution

The second most crucial part of your ICO white paper is your proposed solution – the product your selling. Now, seeing as this is blockchain technology we’re talking about, your solution is going to be technical and difficult for most to comprehend.

Here’s where you need to be smart.

Accepting that your readers are going to be split into two camps: those that want technical details and those that don’t, you have to consider how you’re going to lay this out.

Can you provide a digestible solution by combining both? Likely not, so split these sections in two. Create a separate technical specification document to get this across without bogging down your white paper.

The Technical Solution

The technical portion of the ICO white paper should be subject to third party fact checking to ensure its underlying principles are accurate and achievable. The terms and conditions of the audit, including the system used and its results should also be disclosed.

Code could also be made publicly available on a code repository. This allows investors to carry out their own evaluations of the system and to explore whether the code itself contains weaknesses, though understandably this isn’t an option for many companies.

The White Paper Solution

When it comes down to actually writing about your product and your solution, it goes without saying that you need to be highly specific, transparent and accurate in what you say. An infographic is a great way to get this across. See an example from the Prixatix white paper:

Privatix white paper solution infographic

It’s easy enough to get bogged down in the technical once more here, but remember that your ICO white paper is also one part sales pitch! Be sure to use this section to engage your investor with the product.

Use some tried and tested techniques of copywriting to get them amped up:

  • Ask “yes” questions.
  • Appeal to their emotional side.
  • Sell benefits, not features.
  • Use headlines and highlights effectively!
  • Make people feel empowered.
  • Don’t be afraid to show some personality.

Most importantly, and to reiterate above, be honest and clear. Investors can tell when you’re hiding behind false statements and overselling through hyperbole. Transparency and a little bit of earnest are incredibly important in getting people on your side.

The Benefits

Ok, so I mentioned this above, but things this important are worth repeating. Show the reader the benefits of using your product.

Read that again.

Show the reader the benefits.

This is not the same as listing features!

What’s the difference between a feature and a benefit?

Features are details of your products. They’re things like,

Our system processes 10,000 transactions per second.


Our technology creates smart contracts on the blockchain more efficiently than anyone else.

Sure, this is useful information and it needs to be detailed somewhere, but it doesn’t give the reader the incentive to invest in the service.

You need to turn these boring features into demonstrable benefits to the end-user by using the power of good copywriting.

So the above example changes to:

Capable of processing 10,000 transactions per second, IncrediCoin enhances traditional processing speeds of online gaming websites by a factor of 100 dramatically reducing latency between rounds.

You got the key fact in there, but you also showed the reader (a gaming website owner in this example), how their operations will be improved. And more importantly, how they will make more money.

Here’s the long and the short of it: benefits are all about your customers. Not you, not your product. They’re about showing your customer what you can do for them.

This couldn’t be more perfectly outlined than by the following image:

Benefits and features in copywriting

Show your investors that your solution will be taking care of the problem, not what the solution is comprised of.

The Team

Your investors need to see the people behind the project. They need to put a faces to names, otherwise simple human psychology dictates that they won’t feel as personally connected with the product.

Introducing a high value team with considerable and varied experience will certainly peak an investor’s interest, so get this across. Do your key players have previous blockchain successes? Are they doctors, lecturers?…

At the end of the day, your team is what the buyer is really investing in, so you really need to sell their skills and abilities. (Just posting a picture of Ryan Gosling and saying he’s your graphic designer won’t stand.)

Think of this section as micro resumes for each member of the project and write it as such. Get all the important elements across that you would be putting in your own CV if you were looking to get hired for a high-value position.

Again, don’t be afraid to show some personality here. This is people buying into people, so make them read like people.

Here’s what Ambrosus put on their website. It may seem a little like overkill, but for those interested, all the key details about who they are investing in are there to be seen.

Write ICO Whitepaper Team Section

If your developers have worked on past projects, link to these on code repositories. Are members of your team published? Link to the papers. Back up everything you say as much as you can.

Promoter’s location

Those reading your ICO white paper should also be told where the promoter is located. A serious investor will want to be able to identify what rules and legal protections are afforded to them by the jurisdiction of the country the promoter is operating from, and have a sense of accountability in the face of fraud or loss.

So make sure your verifiable address is detailed, a PO box won’t do.

Market Cap & Growth

Whilst there are strong arguments for why market capitalisation is a poor metric to measure cryptocurrency, investors will nonetheless want to see this information. More importantly, they will want to see how their initial investment can grow down the line.

Here is where you should outline your marketing plans, what will be invested in this area and what you hope to achieve with it.

A successful ICO white paper should outline a financial roadmap to show predicted growth based on real world situations and mining if applicable.

The Roadmap

No ICO white paper can come without a roadmap for development of the company and its technology. Investors need to see that it’s scalable, durable and future-proof. But most importantly that it’s able to be commercialised and adopted. Projecting how their investment will grow in the near future.

Additionally, you will want to explain, with a degree of specificity, what the ICO’s capital will be spent on. They need to know that you’re capable of handling the money that they’re putting in, and that by putting it in they are contributing to the project’s development, not your own personal wallets.

So to the roadmap itself. Simply, you need to signpost estimated dates when the investor can expect things to happen. Here’s an example of an ICO roadmap from Request Network:

ICO White Paper Roadmap

Investors want to see a plan that’s been well thought out and is based on set events which they can hold your company to.

Description Of The Token

Here you want to explain exactly how the tokens will be distributed. This means outlining everything from the amount of coins to be released, to pre-sale bonuses to bounty program rewards and everything else in between.

You should explain whether you have protocols in place to burn coins, and show how a token will travel through the blockchain ecosystem.

Your ICO token can have a variety of different functions, though in most cases they are likely to be a utility, security or currency. The functions of these need to be explained simply and directly. In the case that your token generated is a security you need to explicitly state the rights conferred to the buyer.

These are normally:

  • anticipation of future profits in form of dividends,
  • revenue share, or;
  • price appreciation.

For more information on security tokens, read this article on 8 Important Things To Know About Security Tokens

Many companies working on current Token Generation Events will produce tokens using the ERC20 standard for creating smart contracts, which will also need to be explained to the investor, along with the standards and rules that come along with creating a token on such technology.

If you are planning on holding reserve coins, explain how many and how long for, as well as how you may choose to liquidate them.

Risk Assessment

Nothing nowadays is complete without a risk assessment, but in the fraught world of blockchain technology, you’d be a fool to invest without one. As such your blockchain white paper should outline the most significant risk factors that can affect an investor.

Of course, any investment inherits risk by its very nature, but diligent projects will explain any risk associated with:

  • the function of the technology
  • the raising of funds through the ICO/TGE
  • market factors
  • vulnerabilities in the system (including vulnerabilities to hacking and data-loss)
  • legal issues including privacy and data sharing
  • sectoral and regulatory challenges

You should also conduct a risk assessment on your competition, details of which can be included in the white paper. But remember the point from earlier! Do not take this opportunity to slander your competition. Instead, ensure that you’re unbiased and honest in your review. This will speak volumes.


So to recap, here’s a checklist of all the things you need to include in your ICO whitepaper:

  • Introduce your company
  • Introduce the problem
  • Spell out the solution
  • Detail how the solution works
  • Highlight the benefits of your solution
  • Introduce your incredible team
  • Detail the market cap and growth
  • Create a financial and developmental roadmap
  • Describe how the token will work
  • Give an appropriate risk assessment

But remember this is also a sales pitch to garner investment. Ensure that the language you use is captivating, exciting and exacting. Don’t be afraid to individuate your company.

You will also want to beautify the paper, creating graphics that will highlight the copy and do the content justice. A top tip is to pick out key quote and figures, and pull them out from the text to be highlighted. The reader’s eyes will be drawn here and these points will make the most enduring impact on them.

Looking for an ICO white paper writer?

We’re here to help…

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A Guide To ICO Marketing
CryptocurrencyLeave a comment

Ever since Ripple and Ethereum’s successful Initial Coin Offering (ICO) campaigns back in 2013 and 2014 respectively, ICOs have become the de facto fundraising mechanism for blockchain companies around the world.

In 2017 alone there were 435 ICOs raising over £9 million each on average. That’s a total of close to £4 billion, a 5,600% increase on the total of £68.8 million raised in 2016.

It goes without saying that 2018 is going to be a big year for the ICO. But with so many flooding the market, how are you going to stand out from the crowd?

Let’s take a look at how to develop an ICO marketing strategy that will put your product in front of the right investors.

Start With Your Website

A modern website is at the core of any ICO marketing strategy. It’s where investors will go to verify that you are who you say you are, and to find out more information on your offering.

Google recently announced that website visitors will judge your website within the first 50 milliseconds of landing on your page. And in some cases the study found that some users formed opinion on certain design elements in 17 milliseconds.

Importantly, they found that websites with low visual complexity and high prototypicality (how representative the design is of the category of site) were the most appealing.

What does this mean?

Make your site simple and familiar. When a potential investor lands on your website they have an expectation of what a blockchain startup’s site will look like. So deliver what they’re expecting.

Make it easy to navigate and ensure the following features are visually appealing:

  • The company’s logo. Users spent about 6.48 seconds focused on this area before moving on.
  • The main navigation menu. Almost as popular as the logo, users spend an average of 6.44 seconds viewing the menu.
  • The search box, where users focused for just over 6 seconds.
  • The site’s main image. Users’ eyes were fixed here for an average of 5.94 seconds.
  • The site’s written content, where users spent about 5.59 seconds.
  • The bottom of a website, where users spent about 5.25 seconds.

In addition an ICO’s website should also feature certain key elements:

  • A link to download or view your ICO white paper.
  • A roadmap for business and technology development.
  • The team and advisors section outlining the expertise of your staff.

Any and all investors will expect these elements to be featured on your website, and without them your ICO marketing strategy will fail to get off the ground.

Calls To Action

Don’t let potential investors just visit your site and leave. Get them to complete an action whilst they’re there.

Whether that’s to sign up to pre-sale news, register an account or download a wallet, be sure that you’re generating leads to whom you can market your product.

ICO marketing CTA on website

ICO SEO Strategy

A solid SEO strategy is at the heart of any digital marketing strategy. And if you’re serious about creating an ICO marketing strategy, it should be the foundation of your game plan too, especially as you look from the short to the long term.

SEO Content Writing

From website creation to launch, to years down the line, you need to implement a clear content strategy based on keyword research from day one. Whether that’s creating landing pages optimised for service terms, or articles based on user searches.

Your pages will not shoot to Google’s top spots over night. It’s a long old slog to get there, but, as the saying goes,

“The best time to plant a tree was 20 years ago. The second best time to start your SEO strategy is now.”



Google has fully confirmed that securing your website with an SSL certificate has become a ranking factor for SEO. Moreover, the Google chrome browser will begin, from July 2018, to show websites without an SSL certificate as ‘not secure’.

Imagine you create an incredible ICO marketing strategy, get tonnes of users on your site but as soon as they’re there they’re told the site is not secure. Talk about shooting yourself in the foot.

Secure that site.

Off-Page SEO

There is a huge amount of SEO factors that will affect your SERP, all of which we’re not going to get into here. But let’s take a look at one of the most importnat…


Still one of the most important ranking factors, Google is constantly tweaking its algorithm to ensure SEOs can’t abuse backlinks. Whilst it used to be the case that the more links you had, the better, the thinking has changed now to:

Less links from more relevant sites.

Ensure you’re getting links from sites with high domain and page authorities. You can use tools like Moz’s Open Site Explorer to check out potential linking partners.

Moz Open Site Explorer

A lack of an SEO strategy is a strong signal that your ICO’s focus is on the short-term. This is a big no-no.

Investors want to know that they’re going to get a return on their investment, and that means demonstrating future-thinking. A website invisible in search and not secured with SSL certificates will turn off potential investors. Or, worse yet, lead to accusations of fraudulence from the crypto community.

A strong ICO SEO strategy will only develop and blossom overtime, leading to greater and greater returns. So get it done right.

Media & PR

If you’ve followed the steps above you should now have a simple to use, visually appealing and search engine optimised website up and running. Now to the meat of your ICO marketing campaign – actually getting the word out there.

Press Releases

Ever since the inception of advertising, press releases have been the go-to operation for getting your news out there. The world of ICO marketing is no different.

Simply create a one-pager explaining your news, the key facts and figures and your contact details. But don’t do it dull. A press release should be written to get journalists excited and eager to write about your business. And write about it in a way that excites others too.

If you choose to use a PR agency, they will have a whole heap of press connections to spread your release to. However, if you decide to go it alone, here are a few sites to start with:

There are plenty of free and paid for services out there, but if you want to do PR properly (and you don’t have an experienced team in-house), we highly recommend hiring a PR agency.

Guest Posting

There are many blogs and magazines out there that specialise in crypto news, and which will gladly accept guest post content. This is not only a great way to market your ICO, but generate quality backlinks from niche publications.

A lot of these sites will accept free submissions from independent contributors, but charge a rate for companies looking for publicity. Here are just a few sites that accept guest posts to kickstart your ICO marketing campaign:

Again, if you’re looking to submit guest posts, ensure it’s on a website that has a high domain authority for that extra SEO boost.

Social Media ICO Marketing

We all know how powerful social media campaigns can be, and using them properly to create a buzz around your ICO is incredibly effective. However, each channel has their pros and cons and their subtle little nuances. Make sure you’re in tune with what these are so you can best use them to market your ICO.


The Reddit community is astounding. The average Redditor tends to be smart and well informed, eager to get their opinions across and develop discussions. This gives you a perfect environment to stimulate conversation about your ICO.

That said, Reddit also has a reputation for being unforgiving and you are opening yourself up to serious exposure on the site. It’s therefore highly recommended that you hire a community manager that understands the platform.

You can use Reddit to post links about your ICO itself, and should create your own Subreddit that you can self-moderate to create a community around your coin.

For example, VeChainThor have even created a whole master guide to their coin and company on Reddit.


Facebook recently updated its advertising policy to prevent ICOs advertising on its platform, stating,

“There are many companies who are advertising binary options, ICOs and cryptocurrencies that are not currently operating in good faith.”

However, you can still create a company page to update your investors on how your ICO campaign is developing, and there are plenty of both open and closed groups in which you can discuss cryptocurrencies.

Pro-tip: create your own group to guide discussions how you like.


The most popular platform amongst millennials, Instagram is not the most obvious choice for creating ICO marketing campaigns. However, it’s a great way that you can show a different perspective of your brand.

You can use Instagram to develop the more ‘artistic’ side of your company, creating a storybook of images. Alternatively you could use Instagram as a way to show behind the scenes of your blockchain business.

Want to know a secret tip for boosting your Insta followers? Drop us a message


Although you cannot use Twitter to advertise your ICO, it still remains a popular platform amongst crypto enthusiasts. It’s the go-to for the latest blockchain news, and spikes in the value of your currency on exchanges will have thousands of users turning to Twitter to find out why.

Be sure to create your own ‘cashtag‘ for your coin using the dollar sign. ($XVG, $BTC, $ETH, etc..)


Quora is a question and answer website where questions are asked, answered, edited, and organised by its community of users.

How does this benefit an ICO marketing campaign?

You can provide answers to active question threads to steer the conversation towards your company, and provide a link to your website. Some of these threads are very high-traffic, and therefore provide excellent exposure for your ICO.

Simply search the site for relevant topics and construct a considered response. Just spamming comments won’t do you any favours.


Although they may still seem to be on the fringes for most, blockchain companies are businesses like any other. And like any other business, LinkedIn presents a perfect platform to publicise and network. Firstly:

  1. Create a company page
  2. Link your employees to the company
  3. Link from the team section on your site to individual profiles

This will give investors the opportunity to check the background of your team, and verify that they know what they’re doing.

Additionally, there are plenty of LinkedIn groups discussing ICOs and crypto. Be sure to get your voice heard here.


Since its inception in 2013, Telegram has rapidly become the go-to for crypto enthusiasts looking for second-by-second discussions on signals, ICOs and cryptocurrency news.

You can use Telegram to create your own channel and push out the latest news to your followers. Do avoid getting involved in too many discussions, however. That can be a slippery slope.

An honorary mention also goes to Discord which functions pretty much the same as Telegram, with a burgeoning crypto community creating discussions there. In fact, since Russia decided to ban Telegram, Discord may become the way to communicate with your Russian investors.

REMEMBER: Investors will check your social media channels as part of their proofing processes. Ensure consistency across all of your accounts.

Email Campaigns

If you’ve nailed the CTAs on your website, you’ll be growing your mailing list minute by minute. Delivering you a direct channel to speak to your individual investor, use this opportunity to re-engage your fans, shout out about the latest news, and encourage investment.

The major trends for email campaigns in 2018:

  • Personalisation and segmentation are absolutely crucial.
  • Users want companies to adopt a more conversational tone.
  • Interactive emails are on the rise, encouraging users to commit actions inside the email.


MailChimp does not allow ICO marketing campaigns to be run on their platform.

With GDPR coming in in Europe, make sure your mailing lists and email campaigns are compliant!

Bounty Programs

Perhaps one of the most crucial aspects of your whole ICO marketing strategy, your bounty program needs to be on point. But what sort of ICO bounty campaigns can you run?

Pre-ICO Bounties

Social Media Bounties

Use social media bounties to encourage participants to share your concept and content on social media. You can then reward users based on engagement levels such as retweets, shares, comments and clicks.

Content Writing Bounties

For those who have high-traffic blogs, or a large social following, a content writing bounty can be run to get reviews written on your offering or technology. Bounty should be rewarded based on unique page views, shares and other important content metrics.

Bitcointalk Signatures

Open to Bitcointalk Jr. Members and above, the participant posts an embedded bit of code in their signature. The bounty is then delivered to forum members who have the highest rank.

Post-ICO Bounties

With the fundraising round completed, now you need to focus on improving your project. And there’s no better way of doing that than through community feedback. The following bounties become incredibly useful at this stage.

Translation Bounties

As the name implies, bounty is tendered based on translations of your content. This could include an ICO white paper, marketing collateral or website translation job.

Bug Report Bounties

Bug reporting is probably the best bounty of them all. It not only garners interest in your company, but also helps discover issues in your code that could be exploited. Win-win.

Note: make the bounty too small and no-one will be interested. Conversely, make it too big and people will think you’re up to something suspicious. Try and find the fine line.

With their popularity being what it is, you may be falling at the first step if you’re not running a bounty program as part of your ICO marketing campaign.

Blockchain Events

Across the globe, blockchain events are happening all the time and present a perfect opportunity to market your ICO campaign. Importantly, events give potential investors the chance to see your team (or some of them) face to face and delivers a sense of accountability. This is invaluable in an industry whose reputation isn’t the greatest to say the least.

Though the costs of running or attending such events may be high, the return you can expect is high too – as long as you are attracting the right attendees.

As interest in blockchain technology and cryptocurrency ramps up across the globe, the ICO market is set to boom. And with regulations and restriction on advertising being updated all the time, the emphasis is on creating an agile ICO marketing strategy that can be resilient to these changes.

Regardless, the main tenets of an effective ICO marketing strategy should be:

  • Accountability
  • Transparency
  • Return and reward

Delivering these consistently across all of your marketing channels, and backed by strong technology, your ICO marketing campaign cannot fail.

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How to Write SEO Content That Works
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Hi! If you’re looking for SEO content writing samples then click here and skip to the end. If not, hello. Relax a little, you’re in for a treat.

The State of SEO Content

Have you ever stopped to consider the sheer amount of SEO content writing that populates the internet?

Practically every site you have ever visited on the web has been optimised for search. That’s millions upon millions of pages populated with billions and billions of words. Keywords and key phrases, long-tail and high value.

Meta-descriptions, page titles, punctuation. Lists, ordered and unordered.

And behind all that, sat at their desk, is a copywriter tapping away at their keyboards.

You don’t know their names, but they’re the storytellers of your online experience. The creators of your digital narrative. Getting you to click on search results, funnelling you through the page, they write the unheard story of your browsing habits.

You’ve seen so much of it, but you are probably still oblivious as to what it is and what it does. If not, why else are you looking for SEO content writing samples?

So let’s get down to it.

How do you write SEO content that REALLY works? Let’s look at the key factors and see some SEO content writing samples that will get you scaling those search results.

Coming Up With Keywords

This is the core of your content writing. The foundations upon which you will want to build your copy. And much like the foundations of any structure, if you get it wrong here, well, the rest of it is going to collapse.

Perhaps not collapse. Poor keyword choices can’t collapse your whole website, but it will mean that the return on your investment will be minimal. If anything at all.

So you need to find the best keywords to be targeting. How do you do this? There are a few tools that should be in any SEO copywriter‘s arsenal.

Keyword Planner

Look, let’s be honest. When we’re talking about SEO content, we’re talking about going up the ranks on Google. Sure, Bing and Yahoo should be a consideration, and maybe Yandex and Baidu depending upon your market. But Google is really the big boy in the playground.

So what better tool to find keywords than Google’s own Keyword Planner? Well, maybe there are some, but we’ll get to those in a second.

Keyword Planned for how to write a blog topics

Search for the base keywords that are relevant to you, and the Keyword Planner will display other keywords you can target. You can arrange these by relevance, cost-per-click, competition and monthly search volumes.

SEO Keyword Planner Content Samples


Ahrefs is one of our favourite SEO tools for finding keywords. It gives you serious info on your keywords, the competition you’re going to face and what you’re going to need to do to outrank them. This is pretty much everything you need to know about writing SEO content.

Blog Writing SEO Content Sample

Ahrefs will help you with:

  • competitive analysis
  • keyword research
  • backlink research
  • content research
  • rank tracking
  • web monitoring

In the keywords ideas section you can input your base keyword and get more content ideas, much like the keyword planner.

Time for Meta Text

If keywords are the core, meta tags are the skeleton of your SEO content writing. They’re the keyword-informed backbone upon which you build your on-page copy.

As with most things, there’s plenty of debate on what tags to use, how important they are and how to optimise them. So let’s break it down simply.

What are meta tags?

Meta tags are small snippets of text (or meta data) embedded within your website’s code that explain the page’s content. Your users will not see the tags in the content itself, instead meta tags are read by search engines and browsers.

They will be written in HTML in the <head> of your page. But don’t worry, you don’t need to know how to code in order to use them. Depending upon which platform your website has been created there will be native tools that allow you to add meta tags to your content, as well as a host of plugins to help you get the most out of them.

If you’re on WordPress, for instance, Yoast is an absolute diamond. But we’ll get back to that in a minute.

Let’s first look at the two major meta tags you need to use for SEO.

Page Title

Here’s what the code looks like:

<meta property="og:title" content="How to Write SEO Content That Works [Plus Content Samples!]" />

This is the title of your page and the heading that will be displayed in Google’s search results. It should contain your main keywords, of course, but in a way that ensures your target audience is going to click your link.

Google generally displays only the first 50-60 characters of your title. You can include more, of course, but it’s best to keep it under 60.

That means you’ve only got 60 characters or less to grab their attention.

Meta Description

<meta property="og:description" content="Do you need to know how to create SEO content that will not only ensure the top positions, but will get the click too? Come and take a look at some of the best SEO content writing samples and get inspired." />

In case you don’t recognise it, this is the blurb that’s displayed on the results page. Once again you need to be sure that your content keywords are placed in the meta description. And you also need to make sure you’re tantalising your potential visitor into wanting to find out more.

Pro-tip: check what your keyword competitors are saying and make sure yours sounds better!

There are plenty more meta tags that you can use, but these are the most important when it comes to writing your SEO content. These include content-type, viewport, robots and social tags. For more information on meta tags you can find a comprehensive list here.

IMPORTANT: Whilst the ‘keywords’ meta tag is still in circulation, it’s regarded as defunct by Google and the SEO community. This is because it’s so prone to abuse. So whilst you can use it, it’s best avoided.

Writing Killer Meta Tag Titles

It’s not good enough to just write the your keywords in your meta tags. No! You need to be doing much more than that.

We are talking about copywriting at the end of the day…

You need to know how to write killer page titles that grab the attention. Grab that click. Get people PUMPED!

Firstly of all, put your important keywords at or near the beginning. Simple.

Searchers scan results in split seconds so if they don’t see words relevant to their query you’ll just be over looked.

Which brings us neatly onto our next point. BE BOLD.

Writing perfect title tags isn’t just science. It’s an expression of your brand and your values, so talk in your brand’s tone of voice.

Optimise Those Page Titles

Siege media splits optimising title tags into 5 ‘reference’ points to improve your CTR:

  • Price
  • Freshness
  • Volume
  • Speed
  • Brand


Pretty self-explanatory. If your price point is lower than the rest of the market, let it be known. And don’t say cheap! If possible, let your users know what your products or services cost exactly.

This doesn’t simply extend to price. The same applies to things such as interest rates.


It was predicted that more content would be produced in 2017 than in the previous 5,000 years of human existence. This lead to an update on Google’s freshness algorithm  and this impacts your title tags.

Make sure they’re up to date and relevant!


Use the volume of your content to show just how comprehensive your copy is. If it’s a listicle say how many items are on that list. People want to know that you’ve got lots of info for them, so tell them.


We live in an on demand society. People want things here and now. So if your business is focused on delivering services within a short timeframe, specify this here too. Do you do next day delivery? How long to master the course you’re selling?


If your branding is on point, this could be the most powerful inclusion in your page title. Just stating your company name could ensure the click-through and smash the top spots.

Excellent Meta Title Examples

So let’s look at some great examples of SEO titles.

Here’s an extremely simple change to the page title from Coderwall which produced a 14.8% lift in CTR.

Title Tag Coderwall

See, it needn’t be complicated. All RankScience did here was add the word ‘example’ to Coderwall’s title. After implementing this site-wide Rank Science have seen month-to-month CTR growth of 8%. That’s huge.

Here’s another great example taken from Digital Current showing how using more ‘human’, descriptive language can help:

SEO Title Tag Example

The title in the second search result tells you nothing about what’s on the page. And no-one is going to bother reading the meta description to find out. That means no clicks, regardless of your search position.

Here are some further examples of how to improve the allure of your meta titles:

Meta Title Improvements

In fact, if I’m honest with you, their infographic on improving your title tags for CTR is just absolutely boss. See it in full here.

Crafting Clickable Meta Descriptions

Here’s where you can have a bit more fun. With up to around 300 characters to play around with, you get to craft a meta description that is not only informative, but seductive. Emotive.


You can use this space to get across your brand’s tone of voice and generate that all important click. So let’s look at the top tips to improve your meta descriptions…

Make People Curious

Do not read that as click bait. People are sick of click bait. Instead think of ways that you can peak the searcher’s curiosity and get them through to your website.

How do you do this without saying, “number 35 will BLOW your MIND!” Well, pose ponderous thoughts:

  • Discover how to…
  • Have you ever considered…
  • What would you do if…

Take this as an example of a meta description that peaks your curiosity:

How to write meta descriptions that cliiiiick

Not only have they nailed the volume reference as outlined above, but the meta description is putting the reader in the driving seat. Asking them to invoke their own imaginations and giving a sense of the mysteries that await them on the other side of the click.

Sell Your Benefits

That does not mean sell the features of your product or service. Those can come later. This means tell the reader what the benefits of those features will be to their everyday lives.

Get them excited about how clicking your link is going to improve their job, their appearance, their income, their commute…

Yoast Meta Description Copywriting example

Higher rankings, more visitors and a better site? Yes please! So read on to find out the features of Yoast that will get you there.

The only criticism I have is that that line could be moved to the top. Push the features to the forefront.

Present Your USP

What’s so great about you? Do you have an exclusive product that can’t be found anywhere else? Do you have the largest collection of products on the market? Are you including incredible extras in your services?


Great! Use your meta description to talk about them.

Let’s look at how Barclays are using their meta descriptions to encourage people to work for them as an example:

Barclays meta description example

Not only are they outlining their benefits, as spoken about above, they’re telling you how these benefits are exclusive to the brand.

This runs through the whole concept of this arm of the bank; Youniquely is built on the premise that you’re going to get something here you can’t get anywhere else.

The Body Beautiful

Now to the body of your text.

Let’s first take a look at how users actually read webpages before we get into the nitty gritty of on-page SEO. Over to the experts at Nielsen Norman Group for this one.

Back in 2006 they found that most users scan written content in an ‘f-shaped pattern of reading’.

This pattern is characterised by the reader’s eyes fixated at the top and left side of the page.

  1. The reader scans across the upper portion of the page.
  2. They move down slightly and scan across, but a shorter distance than above.
  3. Their eyes move vertically down the page, scanning the left hand side.

Neilsen Group F Shaped Web Content Scanning

What do we take away from this? Well…

  • The first lines of your text receive more views than any other.
  • The first few words on the left of each line receive more views than the others.

Now, this isn’t an exact science, and not everyone will read your pages like this. There are other reading patterns:

  • The layer-cake pattern is when the reader scans headings and subheadings and skips the body text.
  • The spotted pattern is when the reader scans chunks of the text as if they’re looking for some specific text.
  • The marking pattern is when the reader’s eyes just focus on one spot as they scroll down the page.
  • The commitment pattern is when the reader reads everything on your page. (This is the pattern you want, obviously.)

In fact, the f-shape pattern is the worst case scenario, so it’s the best place to start when creating your content.

How Do We Use This Information?

So let’s say someone comes to your webpage and they’re hell-bent on scanning your content in an f-shape. How can we ensure that we still get them to take away what we want?

Here’s how to best structure content on a webpage:

  • Include the most important information in the first two (small) paragraphs.
  • Use bold headings to highlight the important points.
  • Begin these headings with the most important words!
  • Highlight small groups of content with a border or using a different background colour.
  • Use bold to spotlight important phrases.
  • Format links properly and ensure they’ve got the right anchor text.
  • Use bullet points to breakdown important info that needs to be remembered.
  • Cut out any waffle. Seriously. Do it.

Writing On-Page SEO Copy

The Opening Paragraph

Look at the first paragraph as your elevator pitch. You want to narrow down your whole premise into a sentence or two to assure your reader that not only are they in the right place, but you’re the right person to tell them what they want to know.

How do you do this?

  • Be explicit
  • Be straightforward
  • Be confident

Importantly this paragraph should contain your keyword, or an iteration of it. One of my favourite ways of doing this is by posing a question and stating that you have the answer.

Let’s take the keyword ‘save money on car insurance’ as an example:

Do you want to save money on car insurance? Read our 5 top tips on reducing your insurance bill.

For SEO purposes you’ve got the keyword out there right away. You’ve also engaged the reader and explained that you have the solution that they’re looking for. Of course, perhaps some people aren’t looking for your 5 top tips, but in that case they know you’re not the article for them.

Don’t try and please everyone by being vague!

Calls To Action

Any webpage should have a purpose. Unless you’re creating an encyclopedia, you’re either looking to make a sale, generate a lead or instigate an action.

This should be done throughout your post by using various CTAs. In regards to SEO, this is the perfect place to position further keywords. Let’s take a look at an example:


Here you’re introducing a sense of urgency, reusing the keyword and (hopefully) creating an action.

Lists, lists, lists

If you’re clued up on SEO, you’ll know all about Google’s answer box (also known as featured snippets). Shooting you to the top spot of Google, this is the perfect way to generate click-throughs.

There are a variety of ways that we can optimise for Google’s featured snippets, but let’s look at how we can use lists.

Constituting around 19% of all answer boxes, the list feature maxes out at 8 points and usually has a title lifted from your page. Therefore, to optimise, ensure you’re putting the keyword above the list on your page and including more than 8 items so that the searcher will click through to your site to find out more.

Let’s look at an example of this optimised:

Google SEO answer box

Nice and easy.

There is plenty of competition to get into these boxes, so be sure you’re conducting proper research!

Hi! I’m A Heading!

Your headings need to be attractive and summarise what the paragraphs below are about. This allows your reader to quickly scan through your text and find the part that’s most applicable to them.

Whilst some SEO experts say that headings aren’t important for SEO, we disagree. Well structured, smartly used keywords in headings can work wonders for long-tail keywords and capture some important searches.

If possible, using these headings as anchor text in your navigation is an excellent little trick…

Final Words

Creating a considered text structure is extremely important for SEO, but also your readers, who, after all, are the most important thing.

Using the tips above will ensure that your on-page copy is optimised for searches, though just writing your content in this way isn’t enough to get your site to Google’s top spots. There are many factors such as page speed, code optimisation and backlinks that are incredibly important too.

Need help working on your on-site copy?

We offer free SEO reports…

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How to Write a Blog
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How To Write A Blog

It’s 2018 and the whole world is online. Say hello, everyone! You have the ability to talk to over 7 billion people – but how are you going to get your voice heard? 7 billion other voices are pretty damn loud, and as of 2017 there were 440 million blogs on Tumblr, Squarespace and WordPress.

On top of this 76.3 million posts are made on WordPress each month. And this figure has likely increased astronomically since the stats were recorded.

Whether it’s just to get your opinion out there, to sell your products or to boost your business, you’ve likely heard that writing a blog is the route to go down.

With so many other people thinking the same thing, the more savvy amongst you will not be asking yourselves ‘how to write a blog’, but ‘how do I write a successful blog?’

Thankfully you’re in the right place. We’ve been writing blogs for businesses and brands for years now and have all the inside knowledge you could need to get yourself out there. It’s not easy, it’s not quick, and this post is long. So if you’re already tired by the thought of it, take a look at our blog writing services instead.

Ready? Let’s begin.

How To Start A Blog

So you’ve decided you want to start a blog. Great news. Here are the steps you’re going to have to take to get yourself up and running. (Of course, some of you will already have a website and a niche, in which case jump to the ‘How to Write a Blog‘ section.)

  1. Find a niche to blog about.
  2. Pick a domain name.
  3. Choose a blog writing platform.
  4. Secure hosting.
  5. Finally, how to write a blog!

Find A Niche

If you’re a business then it should be pretty obvious what your blog should be about. We’re a writing business, for example, so we write blogs about writing. Makes sense, doesn’t it?

If you’re going to start a blog as an individual then things become a little more exciting. And perhaps a little more daunting.

Where do you even begin?

Again, it’s fairly self-explanatory when you start to pare it back.

Be Passionate

Write a blog on something you’re passionate about. If you have no interest in your topic it will shine through in your words and people won’t bother reading it. Do you really like cars? Write about them! Do you really like languages? Why not create a blog on the things you find fascinating about linguistics?

Be Broad

Find a blogging topic that is broad enough to write about. One of the keys to a successful blog is consistent content production. So if all the information in your chosen topic can be contained in just 5 blogs, it’s not going to get you very far.

At the same time, you don’t want to go too broad and be washed out by more specialised publications.

Be Bold

As we already outlined above, there are lots of blogs out there. Lots! LOTS AND LOTS! But that shouldn’t hold you back. If you want to be successful in anything you do, you need to take on competition and out-rank them.

So if your topic has already been covered, don’t let that deter you.

Look at it like this: there are people interested in it! Just find the unique angle you can approach the topic from. Or find a way that you can improve upon the content that’s already out there.


Learn To Steal

Well, not steal. Of course, we don’t encourage theft or plagiarism, but find blogs that you will be in competition with and start to dissect what makes them successful. Look at:

  1. What topics they cover
  2. How they write
  3. How do they construct posts
  4. Where they publish

It’s more learning than stealing, and we should really change that heading, but a touch of sensationalism doesn’t hurt sometimes…


There are plenty of tools out there that can help you start writing a blog. One that you’ll find many blog writers espousing is Buzzsumo

Buzz Sumo Blog writing social shares

(You might want to click on the picture to get a proper look.)

This is a great tool to analyse what content performs best for any topic or competitor, and find key influencers to promote your content in your niche.

As you can see from the shot above, it will tell you the topics that have been shared the most so you can understand what sort of content goes most viral in your niche.

Pick A Domain Name For Your Blog

Well, we thought we would cover pretty much every aspect of creating a blog in this post. So, let’s talk a bit about domains. If you’re already over this, skip on down below.

If not…

A domain is the ‘address’ of your site. It’s the bit that comes after the www.. Regardless of whether you’re hosting on WordPress, Wix or wherever else, you will have to come up with a unique name for your site. This shouldn’t be too much of a problem, but as you can’t change it (without buying another domain), there are a few things you need to know.

What To Call Your Blog

1. Do your homework and find out where’s best to buy a domain from. A lot of registrars will use incredible deals to get you in on a contract, set you up on an auto-renew and hike the prices in year 2. Be careful!

2. Make sure your address is easy to remember and type. People on the internet don’t want to spend time sitting around thinking.

3. If you can, get a ‘.com’. There are hundreds of domain extensions to choose from nowadays, with industry specific terms such as ‘.design’, ‘.actor’ and ‘.horse’ to name but a few. The catch? most people will still assume you’re on a .com, so it’s best to just grab one of them. You can always point your .com domain to another.

4. Avoid trademarked domains. Seriously. It might seem like a smart idea, and we’ve all heard that story about the one guy who bought 21st Century Fox, but it’s just not worth the hassle.

5. Make sure your blog’s URL is as unique as possible. You don’t want people going to your competitors by mistake!

6. If you’re very serious, buy up other domain extensions. This stops others copying you and trying to steal your traffic.

Now you’re set.

Hosting Your Blog

Once you’ve secured a name, you need to actually host your blog. Once again… If this is way behind you, just skip ahead.

You basically have two options: free or self hosted. As you imagine, one you don’t pay for, the other you do. But what you choose should depend upon what you’re using the blog for.

So let’s take a look at the pros and cons of free vs. self hosted blogs.

The Pros of Free Blog Hosting

1. Perhaps the most obvious thing in the history of things ever, free blog hosting is free.

2. With the free blog hosting platforms it’s pretty easy to get started without any knowledge of HTML or CSS.

The Cons of Free Blog Hosting

1. Free blogs aren’t the most professional. You’ll have the hosting domain’s address tacked on to yours which lets everyone know that you’re not paying for it. And whilst free stuff is good, appearing cheap isn’t.

2. Your design and functionality options are pretty limited. You won’t be able to add plugins or customise your code quite as extensively as a self hosted blog will allow you to.

3. The amount of server space and bandwidth given to your blog will be pretty limited – you’re not paying for it after all.

4. If you’re starting a blog with a view to make advertising money, you might not be in luck. Most free hosting packages will limit your advertising options.

In many cases you will be able to pay a small fee to remove the host’s address from your URL. And many services like WordPress will offer a more robust paid-for version, giving you limited options, but professional security.

Pros of Self Hosting your Blog

1. Perhaps most importantly with self hosting, you have complete control over your site. You can completely customise its layout, add plugins, put whatever you want on the site, display as many adverts as you want.

2. If you need to make any changes to your code, you have complete access to go in and change your PHP files, your .htaccess files, your server…

3. Whilst it’s not free, you can generally get a hosting package for just a few pounds a month.

Cons of Self Hosting your Blog

1. You will have to pay. Obviously.

2. If you don’t know anything about servers, or coding you’re going to find it tricky. That said, it’s pretty easy to learn these things, and there are plenty of hungry developers out there who would love to help you out for a bit of cash.

Let’s just boil that down…

If you are looking to just get your toes wet, don’t have much experience with website and a small budget, free hosting is fine.

If, however, you’re serious about learning how to write a blog, want to turn it into a business and know just a little about websites, host yourself.

The Top Blog Writing Sites

There are lots of blogging websites out there to choose from, so before we look at how to write a blog, let’s have a look at where you will be writing it.


Let’s start with the biggest boy of them all. 29.2% of all websites on the Internet are powered by WordPress. Which is a lot when you consider there are 1.3 BILLION websites live on the internet. I’ll leave you to do the maths there.

Wordpress how to write a blog guide post

The fact is that WordPress has become the absolute go-to for bloggers and website owners worldwide. In their own words:

“Beautiful designs, powerful features, and the freedom to build anything you want. WordPress is both free and priceless at the same time.”

An open source platform, WordPress is so successful because:

1. It works out of the box. There’s very little configuration and setup, and most installs will take no longer than 5 minutes. That’s quick.

2. It’s designed to be used by everyone. You don’t need to know what AJAX and PHP are, you can even get away with not knowing what HTML and CSS are. However, if you do, WordPress presents a perfect platform for you to play with.

3. It’s updated all the time. The developers behind the scenes are constantly tinkering away to provide bug fixes and improve usability.

4. It’s lean and fast. WordPress’s core is predicated on an agile system which delivers incredible functionality for users. And if the functionality isn’t there in stock, there’s a plugin that will be able to do what you want.

5. It’s simple, simple, lemon, simple. The aim of the program is to make writing a blog as simple as humanly possible – and it’s working. Take a look at some of the older versions of WordPress if you want to see how far it’s come.

So should you use WordPress for your blog?

Yes. WordPress is great for:

  • Personal blogs
  • Company websites
  • eCommerce websites
  • Forums
  • Magazines

There really is no end to that list. And with 11,310 themes to choose from on ThemeForest alone, the design options are huge.



Yoast is an SEO plugin for WordPress that will save your life as a blogger. Simply install it on the backend of your website and it will check all of your writing to make sure it’s optimised for the web.

SEO Yoast Blog writing analysis

It will check if you’ve used the keyword the right amount of times, whether you’ve used headings appropriately, have enough links in the text…

SEO Yoast how to write a blog keywords

Furthermore, it will review your writing and check whether it’s easy to read and appropriately written. This won’t always be applicable to your blog – if you’re writing about fluid dynamics for instance, your Flesch Reading Ease test will score poorly.

That’s not necessarily because it’s written badly, but because you will be using more complicated language. So read these indicators within reason.


The emphasis on Squarespace websites is aesthetics. Just take a look at their own website to see what I mean.

They want to deliver a website that’s responsive, refined and pretty to look at. As such, for blogs or businesses for which aesthetics are important, Squarespace is definitely a solid shout.

Squarespace’s Key Features

1. They will make you look like you know what you’re doing. Squarespace blogs are pro and they will make your users pay attention. Remember… “become an authority

2. They have a powerful eCommerce option. In this department they massively out-beat WordPress, making it incredibly simple to make an online store that really sells. Importantly, it’s extremely easy to customise your Squarespace shop.

3. Squarespace has its own proprietary marketing and optimisation tools to get your website noticed.

4. They provide free*, unlimited hosting with a whole host of perks, including:

  • free 2048-bit SSL certificates
  • a content delivery network to deliver your website fast
  • advanced security from DDOS attacks
  • 24/7 customer support
  • guaranteed up-time for your site

*Whilst they say hosting is free, what they mean is that hosting is included in the monthly payment that you have to make to the platform. This is just £10 a month for personal sites, and £15 a month for business sites. Not bad.

Finding Topics To Write About

Right. So you have a purpose for your blog, you’ve got a domain and hosting and you’ve chosen the best platform to write your blog on. Nice. Now let’s get down to the actual hard task of how to write a blog.

Open the page, add new post and…

WAIT! First you need a topic. But where do you go about getting one those? Well, hopefully you have some of your own ideas, but is it worth writing about?

Thankfully you don’t just have to guess, there are host of tools out there which will help you understand what topics to write a blog about. Let’s get into them…

Infinite Suggest

Infinite suggest for how to write a blog post topics

Our new favourite tool. Partially because of the David Foster Wallace pun, and partially because it’s really bloody good.

A free, easy to use and fast tool, Infinite Suggest gives you never ending google keyword suggestions. Just plug in your main keyword and then crawl through the list for more suggestions, longer tail keywords and related topics. You can even add more keywords ad infinity to dig deep for topics.

Google Keyword Planner

Keyword planner is a tool created by Google to help advertisers find the best terms for search engine advertising. However! You don’t need to be running a campaign in order to use it, making it a perfect tool to discover new blog topics.

It shows you invaluable insights into the sorts of searches people are making and you can get keywords for different locations and languages.

Keyword Planned for how to write a blog topics

Just enter the keywords that you’re looking for, and check the amount of searches per month. These will either be between 10-100, 100-1000, 1000-10,000… You don’t get an exact figure, but this will give you an indication of the topic’s popularity.

There’s also the option to download the keyword report to a .csv file so you can play with the data.


Ahrefs is a powerful SEO tool that can also be used to come up with topics for your blog. It helps you to learn why your competitors are ranking so high and what you need to do to outrank them.

Which is pretty much everything you need to know when it comes to SEO content writing.

Blog Writing SEO Content Sample

Ahrefs will help you with:

  • competitive analysis
  • keyword research
  • backlink research
  • content research
  • rank tracking
  • web monitoring

The keyword ideas section will take your base keyword and give you the data on similar searches that users are performing, as well as showing you how your competitors are ranking for those search terms.

How To Write A Blog Post

Ok, we’re finally here. Let’s look at how to write a blog post.

If you’ve done everything above, you’ll be eager to get started now. So let’s begin, as with all things, at the beginning.

Write A Captivating Intro

You’ve managed to get someone on your blog. Well done! But now you need to make sure they stick around. This is particularly important in 2018 when ‘dwell time‘ has become a considerable ranking factor for SEO.

This means writing a headline that will grab the reader from the very first second! You don’t want them jumping ship before they’ve got to the meat of your blog post.

There are four main way that you can achieve this:

  • Make a joke – but make it a good one. No one likes a groaner.
  • Grab them with an interesting fact or stat.
  • SMASH them with something shocking that ensure’s they want to know more.
  • Be empathetic and direct. People want to know you’re talking to them.

Once you’ve caught the reader in your web, explain to them neatly and succinctly what your blog is about. Give them a reason as to why reading your content will enrich their lives.

Plan Out The Post

Now, of course you’re eager to get started now. But hold your horses! Just diving straight in with your content without an understanding of how you are going to structure the post can lead to an incoherent mess.

Using separate sections, lists, infographics and images will make break up what might otherwise be a huge wall of text. No one wants to read a huge wall of text, no matter how good the content is.

So how do you do it? Well, it’s simple. Just write out a list of headings that you want to include and arrange them in the order that makes sense. Then…

Write The Post!

Ok. Website sorted. Topic sorted. Blog template sorted. Now let’s get into it…

Of course we can’t tell you what sort of style to write in. That’s your business. Just make sure that you’re talking to your readers using words that they understand and try to make it captivating.

Yoast’s tool (outlined above), will help you understand whether you’re producing copy that will work on search engines, but remember this – there’s a lot more to blog writing than simply writing for Google. Write for people first, and search engines second!

When writing your post be sure to credit sources properly when necessary. And whilst it might seem like a bad idea to link to other people’s blogs, it actually shows that your information is well sourced and researched.

For more information on correct credit attribution visit the creative commons website here.

Writer’s Block

Suffering from writer’s block? Don’t worry, it happens to everyone. Thankfully there are a few things that you can do to help get your flow back:

  • Use a thesaurus to find that word that’s on the tip of your tongue.
  • Eliminate all your distractions. Ommwriter is a perfect place to think and write.
  • Stuck on a particular part of your blog? Just skip it and move on to another piece. You can always come back later.
  • Going out for a walk is incredible to get your mind working again.
  • And if you fancy, take your computer with you and write somewhere else. A new environment can trigger new thoughts and ideas.
  • Call someone up to talk about your ideas. Or anything else.
  • Read! It’s insane how many writers you talk to who don’t actually read other writing. This will breeze through your brain and bring with it a whole new perspective on things.

Don’t go and watch television. That’s really not going to help.

Proofread & Edit

Oh, we’re close! But don’t go posting that blog just yet! No. We need to proofread and edit!

This can be hard for you to do yourself, because if you’re like most writers you’ve spent hours pouring over your content already and you won’t pick up mistakes. What I suggest is that you either:

1. Get a professional copy editor to proofread your work for you. Or you could ask a friend very nicely…

2. Give yourself a break! Take some time off, do something else and come back to edit with fresh eyes. I can’t tell you quite how valuable this is!

Done? Amazing! Let’s post your blog! But, wait, have you looked at your blog post’s format? Perhaps it’s worth going over that too…

Thinking about using our blog writing services?

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