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High rankings driven by successful Search Engine Optimization projects are based on increasing a website's Relevance and Authority.  Relevance is making sure that the content on the website is useful and valuable to the reader, based on the keyword search term they entered into a search engine.  So, writing content for SEO should be focused on writing original, interesting content for the user, while strategically placing targeted keyword phrases within that content to increase the likelihood that the reader will become a customer, while getting high organic rankings.

 When writing web content for users and Search Engine Optimization, the first rule is to focus your writing on your human target audience.  There are several aspects to doing this successfully, including:

• Writing original, high quality, persuasive, naturally flowing content.  Search engines are sophisticated enough today to be able to pick out well written content for people—and rank it appropriately.  They are also capable of identifying content stuffed with keywords, that does not flow naturally and is awkward when read.

• Structuring your content with the reader in mind.  Your website should be developed to be persuasive in nature.  As such, the content on your site is “the persuader”.  So making sure that your content provides your primary value proposition, competitive differentiation, information about your product or service, benefits and questions, so that visitors will be compelled to stay on the site and eventually become your customer.

• Avoiding poor grammar and sentence structure in your content.  Your website is a reflection of your company.  If it is professional with well written content, people will be more likely to have a positive first impression of your company, stay longer on your site, and possible take a conversion step.

• Making sure your content is informative and useful.  It is said that visitors to websites  average 3 to 8 seconds of patience, during which time they will scan your site and decided whether to stay longer or go.  This isn’t much time at all, and means people are skimming a web page, not reading it.  Visitors come to your site with a specific goal in mind.  So it is critical to write content that is concise, easy to read, and easy to navigate.
  
• Write in a friendly, positive tone in the active tense.  Readers don’t like to be preached to, treated like school children, or be expected to read extremely complex content.  Keep your sentences short and in the active tense.  This all helps ensure that the visitor will read far enough to find the information they were searching for when they came to your site.  The friendlier the tone, the easier to read and find the information they  want, the more likely the reader is to convert to being a client.

• Including powerful, compelling, differentiated Calls to Action.  If you own a “for profit” business, the objective of your website is to provide visitors the information they need to help them decide if they will buy your goods and services.  Having clear, crisp Calls to Action easily visible on your web page, above the fold, is essential to providing your visitors with the next step they need to take, when they are ready to take it.

Although content is not the only component that the search engines take into consideration when ranking websites, many think it is the most important.  So if your goal is to rank highly in the organic section of the search engine results pages to attract qualified visitors to your website and convert them into customers, then focus on writing original, interesting, persuasive content geared to your human visitors, but tweaked for the search engines.