seo-content-writer

---
name: seo-content-writer
description: "Write search-optimized content that ranks on Google using proven frameworks from Ahrefs, Moz, and Google's E-E-A-T guidelines—create helpful, people-first content that satisfies both search engines and readers. Use when: **Write blog posts** optimized for search engines; **Create pillar content** for topical authority; **Optimize existing content** for better rankings; **Write product or service pages** that rank; **Create how-to guides** and tutorials"
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"
---

# SEO Content Writer

> Write search-optimized content that ranks on Google using proven frameworks from Ahrefs, Moz, and Google's E-E-A-T guidelines—create helpful, people-first content that satisfies both search engines and readers.

## When to Use This Skill

Use this skill when you need to:

- **Write blog posts** optimized for search engines
- **Create pillar content** for topical authority
- **Optimize existing content** for better rankings
- **Write product or service pages** that rank
- **Create how-to guides** and tutorials
- **Develop content briefs** for writers
- **Audit content** for E-E-A-T compliance
- **Build topical clusters** around key themes

This skill is particularly valuable for:
- Content marketers creating SEO-driven content
- Bloggers wanting organic traffic
- SaaS companies building content marketing engines
- E-commerce sites needing category and product content
- Agencies producing client content at scale
- Anyone who wants their content to be found on Google

---

## Methodology Foundation

**Sources:**
- Ahrefs - "SEO Writing: 8 Steps to Create Search-Optimized Content"
- Google Search Quality Rater Guidelines (E-E-A-T framework)
- Moz SEO Learning Center

**Core Principle:** SEO writing is about creating the best possible answer to a given query, presented in a way that's easily understood and skimmable, while demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness.

> "Great writing should feel hard. If you can crank out an article by opening a few browser tabs, so can everyone else. But interview someone, read a book, find an esoteric research paper, or collect some data… and your willingness to do something difficult gives you an edge." — Ryan Law, Ahrefs

---


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures production workflow | Final creative direction |
| Suggests technical approaches | Equipment and tool choices |
| Creates templates and checklists | Quality standards |
| Identifies best practices | Brand/voice decisions |
| Generates script outlines | Final script approval |

## What This Skill Does

When invoked, I will guide you through the complete SEO content writing process:

1. **Research the keyword opportunity** - Find topics worth writing about
2. **Analyze search intent** - Understand what searchers really want
3. **Plan for E-E-A-T** - Build expertise and trust signals
4. **Create a comprehensive outline** - Structure for both users and search engines
5. **Write optimized content** - Balance readability with SEO best practices
6. **Optimize on-page elements** - Title tags, meta descriptions, headers
7. **Add internal links** - Connect to your content ecosystem
8. **Review for quality signals** - Final E-E-A-T checklist

---

## How to Use

Provide information about the content you want to create:

**Example prompts:**

- "Write an SEO-optimized article about [topic]"
- "Create a content brief for [keyword]"
- "Optimize this existing content for search: [paste content]"
- "Help me structure a pillar page for [topic]"
- "Analyze this keyword and suggest a content approach"
- "Review this content for E-E-A-T compliance"

**Information that helps:**

- Target keyword(s)
- Your website/business context
- Target audience
- Existing content on the topic (yours or competitors')
- Any unique expertise or data you have
- Word count expectations
- Content type (blog post, guide, pillar page, etc.)

---

## Instructions

### Phase 1: Keyword Research & Opportunity Assessment

#### Finding Keywords Worth Targeting

Before writing, ensure people are actually searching for your topic.

**Keyword evaluation criteria:**

| Factor | What to Look For |
|--------|------------------|
| **Search volume** | Monthly searches (varies by niche) |
| **Keyword difficulty** | Can you realistically rank? |
| **Business relevance** | Does it connect to your offering? |
| **Search intent match** | Can you satisfy what searchers want? |
| **Traffic potential** | Total opportunity including related terms |

#### Quick Keyword Qualification

Ask these questions:
- Does this keyword have search volume?
- Can I create content better than what currently ranks?
- Will this traffic benefit my business?
- Do I have (or can I develop) expertise on this topic?

---

### Phase 2: Search Intent Analysis

#### Understanding What Searchers Want

Search intent is the "why" behind a query. Misaligning with intent means you won't rank, regardless of content quality.

**The Four Types of Search Intent:**

| Intent | User Goal | Content Format |
|--------|-----------|----------------|
| **Informational** | Learn something | Blog posts, guides, how-tos |
| **Navigational** | Find a specific page | Brand pages, homepage |
| **Commercial** | Research before buying | Comparisons, reviews, "best of" |
| **Transactional** | Make a purchase | Product pages, pricing pages |

#### How to Analyze Intent

1. **Google the keyword** - Look at what currently ranks
2. **Identify the dominant format** - Listicle? Guide? Video?
3. **Note common elements** - What do all top results include?
4. **Find the content gap** - What's missing?

**Intent alignment checklist:**
- [ ] Does my content format match top results?
- [ ] Am I answering the same core question?
- [ ] Do I cover the same subtopics?
- [ ] Am I at the same depth level?

---

### Phase 3: E-E-A-T Planning

#### Building Trust Signals Into Your Content

Google evaluates content on four dimensions:

| Component | Definition | How to Demonstrate |
|-----------|------------|-------------------|
| **Experience** | First-hand involvement with topic | Personal stories, original photos, case studies |
| **Expertise** | Knowledge and skill in the field | Credentials, detailed explanations, accuracy |
| **Authoritativeness** | Recognition as a leading source | Backlinks, mentions, awards, industry presence |
| **Trustworthiness** | Accuracy, honesty, reliability | Citations, transparency, updated info, reviews |

#### E-E-A-T Content Tactics

**For Experience:**
- Include personal anecdotes relevant to the topic
- Use original images and screenshots
- Reference specific situations you've encountered
- Share results you've personally achieved

**For Expertise:**
- Add detailed author bio with credentials
- Include "Reviewed by" expert validation for YMYL topics
- Cite specific data, studies, and sources
- Demonstrate deep understanding (not surface-level)

**For Authoritativeness:**
- Link to and cite authoritative sources
- Reference your own original research
- Mention relevant credentials or experience
- Include expert quotes or interviews

**For Trustworthiness:**
- Provide accurate, fact-checked information
- Update content when information changes
- Be transparent about limitations or caveats
- Include proper citations and references

---

### Phase 4: Content Outline Creation

#### Building a Comprehensive Structure

Your outline should include:

1. **Working title** (optimize later)
2. **Target keyword** and related keywords
3. **Search intent summary**
4. **Unique angle** (what makes your content different)
5. **H2 sections** covering all subtopics searchers expect
6. **H3 subsections** for detailed breakdowns
7. **Key points** to cover in each section
8. **Original elements** (data, examples, case studies)

#### Finding Subtopics to Cover

Comprehensive content covers what searchers expect. Find subtopics by:

1. **Analyzing competitor content** - What do top pages include?
2. **Reviewing "People Also Ask"** - Common questions to answer
3. **Checking related searches** - Additional angles to cover
4. **Using content gap analysis** - Keywords competitors rank for

#### Outline Template

```
# [Working Title with Keyword]

Target Keyword: [primary keyword]
Secondary Keywords: [list 3-5]
Search Intent: [informational/commercial/etc.]
Unique Angle: [what makes this different]

## Introduction
- Hook
- Problem/opportunity statement
- What reader will learn
- [Establish expertise/experience]

## H2: [First Major Section]
### H3: [Subsection]
- Key points
- Example or data

### H3: [Subsection]
- Key points

## H2: [Second Major Section]
[continue pattern]

## H2: Examples / Case Studies
- Real-world application 1
- Real-world application 2

## H2: Common Mistakes / FAQs
- Address common questions

## Conclusion
- Summary
- Next steps / CTA
```

---

### Phase 5: Writing Optimized Content

#### The Writing Process

**Step 1: First Draft**
Write freely without perfectionism. Focus on:
- Getting all ideas out
- Following your outline
- Maintaining your unique angle

**Step 2: Optimization Pass**
Ensure SEO elements are in place:
- Primary keyword in first 100 words
- Keywords used naturally throughout
- Proper header structure (H1 → H2 → H3)
- Sufficient depth on each section

**Step 3: Readability Pass**
Make content easy to consume:
- Short paragraphs (2-4 sentences)
- Bullet points and numbered lists
- Tables for comparing information
- Visual breaks every 300-400 words

#### Writing Best Practices

| Do This | Avoid This |
|---------|------------|
| Write in active voice | Passive constructions |
| Use "you" directly | Third-person distance |
| Break up long sections | Walls of text |
| Include specific examples | Vague generalizations |
| Define technical terms | Unexplained jargon |
| Show, don't just tell | Abstract claims without proof |

#### Content Quality Checklist

- [ ] Does it fully answer the searcher's question?
- [ ] Is it more comprehensive than competitors?
- [ ] Does it include original insights or data?
- [ ] Is the information accurate and current?
- [ ] Would an expert approve of this content?
- [ ] Is it actually helpful to the reader?

---

### Phase 6: On-Page Optimization

#### Title Tag

The most important on-page element.

**Best practices:**
- Include primary keyword (preferably near the beginning)
- Keep under 60 characters
- Make it compelling (not just keyword-stuffed)
- Match search intent
- Stand out from competitors

**Title tag formulas:**

```
[Number] [Adjective] Ways to [Desired Outcome]
How to [Achieve Result] in [Timeframe]
[Topic]: The Complete Guide for [Year]
[Topic] vs [Topic]: [Angle]
What Is [Topic]? [Benefit or Hook]
```

#### Meta Description

Doesn't directly impact rankings but affects click-through rate.

**Best practices:**
- Stay under 155-160 characters
- Include primary keyword naturally
- Add a call-to-action
- Expand on the title (don't repeat it)
- Address the searcher directly

**Meta description template:**
```
Learn [what they'll learn]. This guide covers [key topics]
to help you [achieve outcome]. [CTA like "Read more" or "Get started"].
```

#### Header Structure

Proper header hierarchy helps both users and Google understand your content.

```
H1: Main Title (only one per page)
  H2: Major Section 1
    H3: Subsection
    H3: Subsection
  H2: Major Section 2
    H3: Subsection
  H2: Major Section 3
```

**Header tips:**
- Include keywords naturally (not forced)
- Make headers descriptive and specific
- Use headers to enable scanning
- Front-load important words

#### URL Structure

- Keep short and descriptive
- Include primary keyword
- Use hyphens between words
- Avoid dates (unless news content)
- Remove unnecessary words (a, the, and)

**Good:** `/seo-content-writing-guide/`
**Bad:** `/2024/01/15/the-ultimate-guide-to-writing-seo-content-for-your-blog/`

---

### Phase 7: Internal Linking

#### Why Internal Links Matter

- Help Google discover and understand new pages
- Pass link equity to important pages
- Keep users engaged on your site
- Build topical clusters

#### Internal Linking Best Practices

| Do | Don't |
|----|-------|
| Link from relevant context | Force unnatural links |
| Use descriptive anchor text | Use "click here" |
| Link to related content | Link to random pages |
| Update old posts with links to new | Forget about older content |
| Prioritize important pages | Spread links equally |

#### After Publishing Checklist

- [ ] Add internal links from existing relevant content
- [ ] Link to related posts within the new content
- [ ] Update pillar pages to reference new content
- [ ] Check that important pages have sufficient internal links

---

### Phase 8: E-E-A-T Review

#### Final Quality Check

Before publishing, verify:

**Experience signals:**
- [ ] Personal experience or case studies included
- [ ] Original images/screenshots where relevant
- [ ] Specific examples from real situations

**Expertise signals:**
- [ ] Author bio with relevant credentials
- [ ] Accurate, well-researched information
- [ ] Appropriate depth for the topic

**Authority signals:**
- [ ] Cites authoritative external sources
- [ ] Links to supporting evidence
- [ ] Positions author/brand as knowledgeable

**Trust signals:**
- [ ] Information is current and accurate
- [ ] Sources are properly cited
- [ ] No misleading claims
- [ ] Clear about any limitations or caveats

---

## Examples

### Example 1: B2B SaaS Blog Post

**Context:** Writing a blog post for a project management SaaS targeting "project management best practices"

**Keyword Analysis:**
- Primary: "project management best practices"
- Secondary: "project management tips," "how to manage projects effectively"
- Intent: Informational (people want to learn techniques)
- Difficulty: Medium-high (competitive but achievable)

**E-E-A-T Approach:**
- **Experience:** Include examples from real projects the team has managed
- **Expertise:** Author is a PMP-certified project manager with 10+ years experience
- **Authority:** Reference PMI standards and cite recognized methodologies
- **Trust:** Include data from industry studies, link to authoritative sources

**Outline:**

```
# 15 Project Management Best Practices That Actually Work [2024]

## Introduction
- Hook: Why most projects fail (cite statistic)
- Promise: Practices that prevent failure

## What Makes a Practice "Best"?
- Evidence-based effectiveness
- Scalability across project types

## H2: Planning Best Practices
### Define clear objectives with SMART goals
### Create a realistic timeline with buffers
### Identify risks before they become problems

## H2: Execution Best Practices
### Daily standups that don't waste time
### Document decisions, not just tasks
### Build in regular check-ins

## H2: Team Management Best Practices
### Match tasks to strengths
### Create psychological safety
### Celebrate small wins

## H2: Tools and Systems Best Practices
### Choose tools that match your workflow
### Automate repetitive tasks
### Maintain a single source of truth

## H2: Case Study: How [Company] Reduced Project Delays by 40%
- Real example with specific results

## H2: Common Mistakes to Avoid
- Planning paralysis
- Skipping stakeholder alignment
- Ignoring early warning signs

## Conclusion
- Summary of key practices
- CTA: Try our project management tool
```

**On-Page Optimization:**
- Title: "15 Project Management Best Practices That Actually Work [2024]"
- Meta: "Discover proven project management best practices from PMP experts. Learn planning, execution, and team management techniques that reduce delays and improve outcomes."
- URL: `/project-management-best-practices/`

---

### Example 2: E-Commerce Category Page

**Context:** Writing SEO content for a category page selling running shoes

**Keyword Analysis:**
- Primary: "best running shoes"
- Secondary: "running shoes for beginners," "cushioned running shoes"
- Intent: Commercial (researching before buying)
- Format needed: Buyer's guide with product recommendations

**E-E-A-T Approach:**
- **Experience:** Staff have tested shoes; include first-hand impressions
- **Expertise:** Partner with a podiatrist or running coach for expert input
- **Authority:** Link to running publications, shoe testing methodology
- **Trust:** Honest pros/cons, clear affiliate disclosure, real customer reviews

**Content Structure:**

```
# Best Running Shoes of 2024: Tested by Runners

## Quick Picks: Our Top Recommendations
[Table with top picks by category]

## How We Test Running Shoes
- Miles run in each shoe
- Testing on different surfaces
- Runner profile (foot type, experience)

## Best Overall: [Shoe Name]
- Expert verdict (2-3 sentences)
- Pros and cons (bullets)
- Best for: [runner type]
- [Image with runner wearing shoes]

## Best for Beginners: [Shoe Name]
[Same structure]

## Best Cushioned: [Shoe Name]
[Same structure]

## Best Value: [Shoe Name]
[Same structure]

## How to Choose Running Shoes
### Understanding Your Gait
### Cushioning vs. Responsiveness
### When to Replace Running Shoes

## Expert Tips from [Podiatrist Name]
[Quote and advice from expert]

## FAQ
- How often should I replace running shoes?
- What's the difference between road and trail shoes?
- Do expensive shoes make a difference?

## Methodology
- How we selected shoes to test
- Our testing process
- Our scoring criteria
```

**Trust Signals:**
- "Reviewed by [Podiatrist Name], DPM"
- Real testing methodology disclosed
- Customer reviews integrated
- Clear affiliate disclosure

---

## Checklists & Templates

### Pre-Writing Research Checklist

```
KEYWORD RESEARCH
□ Primary keyword identified
□ Search volume verified
□ Keyword difficulty assessed
□ Business relevance confirmed
□ Secondary keywords listed (3-5)

SEARCH INTENT ANALYSIS
□ Top 10 results analyzed
□ Dominant content format identified
□ Common subtopics noted
□ Content gaps identified
□ Unique angle determined

E-E-A-T PLANNING
□ Experience element identified (what can you share?)
□ Expertise element identified (credentials, knowledge)
□ Authority signals planned (sources, citations)
□ Trust signals planned (accuracy, transparency)
```

### Content Brief Template

```
CONTENT BRIEF

Target Keyword: ____________________
Secondary Keywords: ____________________
Word Count Target: ____________________
Content Type: ____________________

SEARCH INTENT
What searchers want: ____________________
Content format needed: ____________________

COMPETITOR ANALYSIS
Top 3 competing URLs:
1. ____________________
2. ____________________
3. ____________________

What they do well: ____________________
What's missing: ____________________

UNIQUE ANGLE
Our differentiator: ____________________
Original data/experience: ____________________

REQUIRED SECTIONS
□ ____________________
□ ____________________
□ ____________________

E-E-A-T REQUIREMENTS
Author credentials: ____________________
Expert review needed: □ Yes □ No
Original elements: ____________________
Sources to cite: ____________________
```

### On-Page SEO Checklist

```
TITLE TAG
□ Primary keyword included
□ Under 60 characters
□ Compelling and clickable
□ Matches search intent

META DESCRIPTION
□ Under 155 characters
□ Includes keyword naturally
□ Has call-to-action
□ Expands on title

HEADERS
□ Only one H1 (page title)
□ H2s for major sections
□ H3s for subsections
□ Keywords in headers (naturally)

CONTENT
□ Keyword in first 100 words
□ Keywords used naturally throughout
□ Comprehensive coverage
□ Original insights or data
□ Proper formatting (lists, tables)
□ Images with alt text

URL
□ Short and descriptive
□ Includes keyword
□ Uses hyphens

LINKS
□ Internal links to related content
□ External links to authoritative sources
□ Anchor text is descriptive
```

### E-E-A-T Audit Checklist

```
EXPERIENCE
□ First-hand experience demonstrated
□ Original photos/screenshots included
□ Personal anecdotes or case studies
□ Specific examples from real situations

EXPERTISE
□ Author bio with credentials present
□ Expert review for YMYL topics
□ Demonstrates deep topic knowledge
□ Technical accuracy verified

AUTHORITATIVENESS
□ Cites recognized authorities
□ Links to reputable sources
□ References original research (if applicable)
□ Industry recognition mentioned

TRUSTWORTHINESS
□ Information is accurate and current
□ Sources properly cited
□ No misleading claims
□ Transparent about limitations
□ Contact information accessible
□ Privacy policy/terms present
```

---

## Skill Boundaries

### What This Skill Does Well
- Structuring audio production workflows
- Providing technical guidance
- Creating quality checklists
- Suggesting creative approaches

### What This Skill Cannot Do
- Replace audio engineering expertise
- Make subjective creative decisions
- Access or edit audio files directly
- Guarantee commercial success

## References

**Primary Sources:**
- Ahrefs Blog: "SEO Writing: 8 Steps to Create Search-Optimized Content"
- Google Search Quality Rater Guidelines
- Moz SEO Learning Center: On-Page SEO Guide
- Google Search Central: Creating Helpful Content

**Additional Resources:**
- Hemingway Editor (readability)
- Grammarly (grammar and clarity)
- Ahrefs/Semrush (keyword research)
- Clearscope/Surfer SEO (content optimization)

---

## Related Skills

- **skyscraper-technique** - Building linkable content assets
- **content-writing** - General content writing principles
- **copy-frameworks** - Persuasive writing structures
- **keyword-strategy** - Comprehensive keyword research
- **landing-page-copy** - Conversion-focused page copy
- **headline-formulas** - Compelling title creation