How to Write Website Content
What Is SEO and Why Does It Still Matter?
SEO stands for Search Engine Optimization. It’s the practice of writing and structuring your website in a way that helps Google understand and rank your content.
Think of it this way. You could write the most helpful article about web design in Malappuram. But if Google can’t tell what the article is about, or can’t tell that your website is trustworthy, that article will sit on page 10 where nobody looks.
SEO helps search engines see what you’ve written and match it to the right searches.
Keyword Research for Beginners
Keywords are the words and phrases people type into Google. You need to know what those words are before you write.
There are four types worth knowing:
Primary Keywords – The main topic of your page. One per page. Example: “web designer Malappuram”
Secondary Keywords – Related terms that support the main topic. Example: “affordable website design Kerala,” “WordPress developer Malappuram”
Long Tail Keywords – Longer, specific phrases with less competition. Example: “how much does a website cost for a small business in Kerala”
Question Keywords – Questions people type into Google. Example: “How do I get my website on the first page of Google?”
Free tools like Google Search Console, Ubersuggest, and Google’s autocomplete feature can help you find these. Even typing your main topic into Google and looking at the “People also ask” section gives you a solid starting list.
On-Page SEO Checklist
Once you have your keywords, you need to place them correctly on your page. Here’s exactly how:
SEO Title
This is the title that appears on Google search results. It should include your primary keyword and be under 60 characters.
Example: Web Designer in Malappuram | Rishan Ads
Meta Description
This is the short description under your title in search results. It doesn’t directly affect rankings but affects click rate. Keep it under 160 characters and include your primary keyword naturally.
Example: “Looking for a web designer in Malappuram? I create fast, modern websites for local businesses. Let’s build something together.”
URL Structure
Keep your URL short and descriptive. No unnecessary words.
Good: yoursite.com/web-design-malappuram Bad: yoursite.com/page?id=234&cat=services
H1 Tag
Every page gets one H1 tag. It’s the main headline. It should include your primary keyword and tell the reader exactly what the page is about.
H2 Tags
H2 tags are your main section headings. They organize your content and help Google understand its structure. Your secondary keywords can appear here naturally.
H3 Tags
H3s are sub-sections within an H2. Use them when you’re breaking a section into smaller parts.
Internal Linking
Link from this page to other relevant pages on your website. This helps visitors explore more content and helps Google understand your site’s structure.
Example: If you’re writing a blog about SEO, link to your SEO service page somewhere in the article.
External Linking
Link out to credible, relevant sources. Citing Google’s Search Quality Rater Guidelines or linking to a Moz article on a technical topic shows Google you’re connecting your content to trustworthy information.
Image Optimization
Compress your images so they load fast. Use descriptive filenames. Not “IMG_4892.jpg” but “web-designer-malappuram.jpg”
Alt Text
Alt text is the description you add to images. It helps Google understand what an image shows, and it helps visually impaired users with screen readers. Write it descriptively.
Example: alt=”Rishan, freelance web designer working on a website in Malappuram”
Mobile Friendliness
Over 60% of web traffic comes from mobile devices in India. If your website doesn’t work well on a phone screen, Google will not rank it well. Check your site on a real mobile device, not just by making your browser window smaller.
Content Writing Rules for SEO
Writing for SEO doesn’t mean writing for robots. It means writing clearly and thoroughly enough that both humans and search engines can easily understand what you’re saying.
Natural keyword placement – Use your keyword where it fits logically. In your first paragraph, in a heading or two, and a few times throughout the article. If you have to force it, leave it out.
Topic relevance – Every section of your article should relate to the main topic. Don’t go off on tangents that don’t serve the reader.
Readability – Short paragraphs. Simple sentences. White space between sections. Good readability keeps people on the page longer, which is a positive signal for Google.
Content depth – Surface-level articles don’t rank. Google favors content that covers a topic thoroughly. A 2,000-word article that genuinely educates will outperform a 400-word article that barely covers the basics.
E-E-A-T: What It Means and Why It Matters
Google uses a concept called E-E-A-T when evaluating content quality. It stands for:
Experience – Have you actually done the thing you’re writing about? A web designer writing about web design projects they’ve completed is more credible than someone summarizing what they read elsewhere.
Expertise – Do you know your subject well enough to teach it? You don’t need a degree, but your content should demonstrate that you understand the topic deeply.
Authoritativeness – Are you recognized as a credible source in your field? This builds over time through backlinks, mentions, social proof, and consistent quality content.
Trustworthiness – Does your website and content inspire trust? Clear contact information, real testimonials, honest claims, and professional presentation all contribute to this.
E-E-A-T is especially important in fields like health, finance, and legal advice. But it matters for any website that wants to rank well and be trusted.
What Is AEO? Answer Engine Optimization Explained
AEO stands for Answer Engine Optimization. It’s about writing content in a way that answers questions so clearly and directly that search engines can feature that answer at the top of results, often without the user needing to click through.
You’ve seen this happen. You Google something and the answer appears right at the top in a box before the search results. That’s called a featured snippet. Getting your content into that box is what AEO is designed to do.
Why AEO Matters More Than Ever
Voice search is growing fast. When someone asks their phone “What is the best SEO tool for beginners?” or asks Google Assistant a question, the assistant reads back one answer, not a list of ten links. Your content has to be that answer to get mentioned.
AI assistants work the same way. When someone asks Gemini or ChatGPT a question, they also pull single, direct answers. Content optimized for AEO has a much better chance of being that source.
How to Write Content for AEO
Use question-based headings. Structure your H2 and H3 headings as actual questions your audience is asking.
Instead of: Benefits of SEO Write: What Are the Benefits of SEO for Small Businesses?
This is exactly how people phrase searches and questions to AI tools.
Write direct answers immediately after each question heading. Don’t build up to the answer over three paragraphs. Give the answer in the first two to three sentences. Then elaborate.
Example:
What is SEO? SEO stands for Search Engine Optimization. It’s the process of improving your website and content so that Google and other search engines rank it higher when people search for related terms.
That’s your featured snippet. Clean, direct, complete. The explanation that follows can go into more detail.
Keep answer paragraphs short. Featured snippets are typically 40 to 60 words. Your direct answer paragraph should hit somewhere in that range.
Include FAQ sections. A dedicated FAQ section on your page or blog post gives both Google and AI tools a structured set of questions and answers to pull from. This is powerful.
Use FAQ Schema markup. Schema is code you add to your page that tells Google “these are questions and answers.” This increases your chances of getting featured snippet placement. Most SEO plugins for WordPress can add this without you needing to know any code.
What Is GEO? Generative Engine Optimization Explained
GEO stands for Generative Engine Optimization. While AEO focuses on getting featured in search result snippets, GEO is about getting your content recognized and referenced by AI tools like ChatGPT, Gemini, Claude, and Perplexity.
These tools generate answers. They don’t just return a list of links. They synthesize information from multiple sources and create a response. For your content to be part of what they synthesize, it needs to be the kind of content they trust.
Why GEO Matters
More and more people are skipping traditional search. A student in Malappuram looking for the “best digital marketing course” might now ask ChatGPT instead of opening Google. If your institute or your content isn’t reflected in that AI response, you don’t exist to that student.
GEO is how you build presence in AI-generated answers.
GEO Writing Rules
Write with clarity. AI tools are better at referencing content that explains things cleanly. Avoid vague language. Be specific.
Instead of: “We provide effective digital solutions” Write: “We build WordPress websites for small businesses in Malappuram, starting at ₹20,000”
Use entity optimization. We’ll cover entities in detail in the next section, but the short version is this: mention specific, recognizable things in your content, like tools, places, people, and organizations. AI systems understand the real world through entities.
Structure your headings logically. A well-organized article with clear H2 and H3 headings helps AI tools understand your content’s hierarchy and extract information accurately.
Cover topics completely. Don’t write a partial answer and expect AI to fill in the gaps. If you’re writing about Instagram Ads, cover what they are, how they work, who they’re for, what they cost, and how to set them up. Full coverage signals that your content is a reliable source.
Include expert insights. AI systems prioritize content that shows real knowledge. Share your opinion. Reference your experience. Make statements that only someone with real expertise would make.
Support claims with data. Specific numbers, statistics, and case study results make your content more credible to both readers and AI systems. “We helped a resort in Wayanad increase website bookings by 40% in three months” is more valuable than “We help businesses grow.”
Entity SEO: What It Is and Why It Matters
An entity is a specific, real thing. A person, a place, a product, an organization, a concept. Entities are how AI systems and modern search engines understand the world.
Instead of seeing your website as a collection of keywords, Google and AI tools increasingly see it as a collection of entities and their relationships.
Here’s what that looks like in practice:
When your content mentions WordPress, AI systems recognize that as an entity: a specific content management system. When you mention Google Search Console, that’s a specific tool entity. When you mention Malappuram, that’s a geographic entity.
By naturally mentioning specific entities in your content, you help AI understand what your website is actually about, more accurately than if you just repeated keywords.
What Is LLMO? Large Language Model Optimization Explained
LLMO stands for Large Language Model Optimization. It’s the newest layer in content strategy, and it’s specifically about making your content visible and citable within large language models like ChatGPT, Claude, Gemini, and similar tools.
While GEO is about generative search engines, LLMO is broader. It’s about your brand being woven into the knowledge base that AI tools use.
Why LLMO Is Important
Think about the last time you asked ChatGPT to recommend a tool, a service provider, or an agency. It gave you names. Those names exist in its training data because they published enough high-quality content, got mentioned on enough credible websites, and established enough digital authority that the model learned to associate them with that topic.
LLMO is how you become one of those names.
For a local freelancer or a small business, this matters. When someone in Malappuram asks an AI assistant “who is a good web designer near me?” or “which digital marketing agency in Kerala should I hire?”, the answer will eventually pull from web-sourced information. The question is whether your name and brand are visible enough to be part of that answer.
LLMO Writing Rules
Define things clearly. When you mention a concept, define it. AI tools learn from clean, definitional content. If your article clearly defines what “local SEO” means in the context of a Malappuram business, that clarity gets indexed as authoritative.
Use step-by-step explanations. Numbered steps and clear processes are easy for AI systems to understand and reference. “How to set up Google My Business in 5 steps” is easier for an LLM to cite than a rambling paragraph about the same topic.
Include original insights. AI systems increasingly value content that adds something new to a topic, not just summarizes what’s already said. Share observations from your own work. Include client outcomes. Add a perspective that only someone with real experience would have.
Mention your brand naturally throughout. Not aggressively. Just consistently. Over time, your brand name associated with your area of expertise helps AI models make that connection.
Publish case studies. A real case study about how you helped a business, with specific results, is exactly the kind of content that AI systems cite when answering “who has done X successfully?” It’s concrete, credible, and uniquely yours.
