How to write SEO content that ranks

Last updated 12 October 2026 · By the XKey team

How do I choose what to write about?

Start from the questions customers already ask you on the phone, by email and on site. "How much does a new boiler cost?", "Do I need planning permission for a garage conversion?", "How long does a kitchen fit take?" Each one is a search somebody types into Google every day.

Then check the wording people use with the keyword generator, and see how hard the search is with the keyword difficulty checker. Our keyword research guide covers this in more depth.

Why should each page target one search?

A page that tries to rank for everything usually ranks for nothing. Give each page one main search and its close variations: one page for "boiler servicing", another for "boiler repair". Two of your own pages chasing the same search compete with each other, so merge them into one stronger page.

What should a page say first?

Answer the question in the first two or three sentences, then explain. If someone searches "how much does a new boiler cost", give the price range straight away, then cover what changes it. Searchers who get their answer quickly stay, and AI assistants such as ChatGPT and Google's AI Overviews tend to quote pages that answer clearly – see AI search optimisation.

How should I structure a page?

• One main heading (H1) that says what the page is about.
• Subheadings (H2s) phrased as the questions people ask. They make the page easy to skim and match how people search.
• Short paragraphs, lists and tables for prices, steps and comparisons.
• A clear next step – call, get a quote, book – and links to related pages (see internal linking).

How long should SEO content be?

As long as it takes to answer the question fully, and no longer. Google has no minimum word count. In practice a service page that covers prices, process, areas and common questions often runs to several hundred words, while a quick answer might need less. Padding a page to hit a number makes it worse.

How do I make content easy to read?

Write the way you'd explain it to a customer: short sentences, everyday words, and jargon explained the first time you use it. The word counter shows length and reading ease, and the SEO check scores readability for each page.

What makes content trustworthy to Google?

Show first-hand experience: your own photos, real examples and prices, who wrote it and their qualifications, and when it was last updated. Google's guidelines call this experience, expertise, authoritativeness and trust (E-E-A-T). Never copy text from other sites or a supplier's catalogue – check with the plagiarism checker if you've had help writing.

Can I use AI to write content?

Google doesn't ban AI-assisted writing; it penalises unhelpful pages made mainly to rank, however they're written. If you use AI for a first draft, add what only you know – real prices, local detail, photos and opinions from the job – and check every fact.

Frequently asked questions

How often should I add new content?

Regularly enough to keep up with what customers ask, but quality matters more than frequency. Updating and improving existing pages often helps as much as writing new ones.

Should I start a blog for SEO?

A blog helps when it answers questions your customers search for and links to your service pages. Posts that are just company news rarely bring search visitors.

How do I write a good title for a page?

Put the main search first, keep it short enough to show in full, and make it worth clicking. Our title tag guide and title tag checker cover the details.