SEO Content Writing and GEO:How to Rank and Get Cited

From keywords to real content

After organising your website architecture and identifying the keywords for each page, it is time to turn them into content.

In this guide, you will learn how to write clear, useful and well-structured pages to improve their visibility in search engines. You will discover how to optimise each element to create high-quality content and answer users’ search intent more effectively, the third stage of the SEO journey.

What is SEO content writing?

In practice, SEO content writing combines three fundamental elements:

When these elements are applied correctly, a page has a better chance of appearing in search results and attracting organic traffic consistently.

Why is SEO content writing important?

Good SEO content writing helps both users and search engines understand a page’s content easily.

When the information is well organised, answers the search intent and provides a good reading experience, the page has a greater chance of gaining visibility in search results.

Useful, well-structured content also helps strengthen your website’s topical authority and can become a source of organic traffic over the long term.

How to optimise SEO content: structure and format

Now that you know the foundations of SEO content writing, it is time to optimise the different elements that make up a page.

We will examine the main best practices for structuring content and optimising each element to improve its visibility in search engines.

Choosing and placing keywords

Once you have selected the page’s primary keyword, the next step is to incorporate it naturally into the content.

The objective is not to repeat the keyword constantly, but to help search engines understand clearly what the page is about.

The main places where it is advisable to include the primary keyword are:

• the page’s main title (H1);
• the opening lines of the content;
• some relevant subheadings (H2 or H3);
• the page URL;
• the conclusion or closing section.

However, avoid repeating exactly the same phrase too many times. Excessive use can make the content sound artificial and harm the reading experience.

Keyword density

There is no ideal keyword density. What matters most is that the primary keyword appears naturally in strategic places on the page without harming the quality or flow of the text.

As a reference, many professionals use an approximate frequency of 0.8% to 1.5%. In a 1,000-word article, this represents approximately 8 to 15 occurrences of the primary keyword, always used naturally and in context.

SEO content length

The length of a page depends on the topic and the search intent it needs to satisfy. Some content can answer a query perfectly in a few words, while other subjects require broader explanations to cover the topic in sufficient depth.

As a reference, many articles that rank well are generally between 1,200 and 2,000 words long, although some topics require longer content.

Rather than aiming for a particular number of words, the objective is to answer the search intent completely. If a section adds no new information or repeats ideas already explained, it is better to remove it.

Using images and other multimedia elements

Visual elements, such as images, charts, tables or videos, help make content more engaging and easier to understand. They can also highlight the most important information and improve the reading experience.

As a general guide, it is usually advisable to add a visual element every few content blocks, or approximately every 300 to 500 words, provided it adds value and helps explain the information. Avoid adding images solely to increase the page’s length or for decorative purposes.

Whenever you use images, complete the alternative text (alt text). This text describes the image’s content so that search engines and people using screen readers can interpret it correctly.

In WordPress, alt text is added directly from the media library when uploading or editing an image.

Before publishing an image, optimise it by using a modern format, such as WebP, dimensions suited to the page and effective compression to reduce its file size without losing quality. If possible, also use a descriptive filename related to the image’s content.

Using H1, H2 and H3 headings correctly

Headings organise a page’s content and help both users and search engines understand its structure and the topics it covers.

In addition to improving the reading experience, a well-defined heading hierarchy can help certain content sections appear in different search-result formats, such as featured snippets or answers generated by artificial intelligence.

On a well-optimised SEO page, each heading level performs a specific function:

H1

Main page title

It should be unique and represent the content’s main topic. It usually includes the primary keyword.

H2

Main sections

They divide the content according to the main topics or areas developed on the page.

H3

Subsections

They expand on or explain the information within an H2 more precisely.

Structure of an SEO-optimised web page

H1, H2 and H3 headings form the basis of a page’s structure. Using them, you can organise the content logically to make it easier to read and answer the user’s search intent. Although every page can be adapted to its subject and its structure will vary according to the information it needs to contain, most SEO content follows a similar pattern:

H1

Main title

It introduces the page’s central topic and captures the reader’s attention.

Introduction

Introduction

It briefly explains what the user will find on the page and answers their search intent from the outset.

H2

Main sections

They develop the different aspects of the topic in an orderly way. They may include text, images, tables, lists, videos or other visual resources to make the content easier to understand.

H3

Subsections

They expand on or detail the information in each section when necessary.

H4+

H4 and lower levels (optional)

They are used when content requires a more detailed organisation. On most pages, H1, H2 and H3 are sufficient to maintain a clear structure that is easy to follow.

FAQ

FAQ (optional)

It gathers the most frequently asked questions related to the topic and answers them clearly. It can help resolve additional questions and improve the user experience.

Conclusion

Conclusion

It summarises the main ideas and brings the content to a close.

CTA

CTA (call to action)

It invites the reader to take the next action. It can appear at the end of the page to conclude the content or contextually within the text when useful, for example to recommend related content, download a resource or access another page on the website.

SEO writing best practices

Good SEO content writing is not only about using keywords. It should also make reading easier, answer the search intent clearly and help users find the information they need quickly.

To achieve this, it is advisable to apply the following best practices.

Turn your ideas into content that is ready to rank.

Exaldia brings together keyword research, search intent, assisted writing, and SEO and GEO optimisation to help you create content within a clear workflow.

• Silo architecture
• Keyword research
• Content planning
• Automation

Explore Exaldia

Designed to organise, create and optimise content from a single workspace.

Most users do not read a page from beginning to end. They usually scan the content before stopping at the sections that interest them most… although we hope that is not the case for our readers!

To make the page easier to read:

• use paragraphs of three to five lines;
• write clear, direct sentences;
• develop one idea per paragraph;
• avoid sentences that are too long or complex.

When a subject requires a more extensive explanation, you can use longer paragraphs, provided the text remains fluid and easy to understand.

A well-organised page allows users to find the most important information quickly.

To achieve this, it is advisable to:

• use lists to present steps, recommendations or resources;
• use bold text only for the most important concepts;
• divide the content with descriptive headings and subheadings;
• leave enough space between paragraphs and sections to make reading easier.

Avoid very long blocks of text or excessive use of bold type because they can make the content harder to read.

Each section should answer a specific question and provide useful information. Avoid repeating concepts already explained or adding content solely to increase the page’s length.

Make sure there is a natural transition between the different sections so that the text flows smoothly and each idea leads to the next.

Before publishing content, ask yourself whether each paragraph provides genuine value to the reader. If an explanation adds no new information or does not help them understand the topic better, it is preferable to simplify or remove it.

In SEO, clear, useful and well-organised content generally performs better than a long text filled with repetitive information.

How to optimise the SEO title and meta description

The SEO title (title tag) and meta description are the elements usually shown in search results. Their purpose is to help search engines understand the page’s content and encourage users to click the result.

It is important not to confuse the H1 with the SEO title. The H1 is the visible title within the page and forms part of the content, whereas the title tag is an HTML element that appears mainly in search results and the browser tab. Although they can be identical, they are often optimised separately.

How to optimise the SEO title

The title tag should describe the page’s content clearly and attract the user’s interest.

To achieve this, make sure you:

• include the primary keyword;
• describe the content precisely;
• place the keyword near the beginning when this remains natural;
• keep it approximately 50 to 60 characters long to reduce the risk of truncation in search results.

Even when you define the title tag, Google may show a different title in its results if it considers that another version represents the content better or answers the user’s query more precisely.

How to optimise the meta description

The meta description is a short summary of the content that may appear below the SEO title in search results. Although it is not a direct ranking factor, it can influence the click-through rate (CTR) by helping the user decide which result to visit.

A good meta description should:

• summarise the page’s content clearly;
• include the keyword naturally when relevant;
• encourage the user to click;
• remain approximately 140 to 160 characters long to reduce the risk of truncation.

As with the SEO title, Google may show a different extract from the content if it considers that it answers the search more effectively.

How to configure them in WordPress

In WordPress, the title tag and meta description can be configured easily with SEO plugins such as Rank Math or All in One SEO.

These tools allow you to edit both elements separately for each page and display an approximate preview of how they may appear in search results.

What is GEO, and how does it relate to SEO?

Whereas traditional SEO aims to rank a URL in organic results to attract clicks, GEO (Generative Engine Optimisation) aims to help generative engines, such as Google AI Overviews, Perplexity or ChatGPT Search, understand, summarise and cite your content in their answers. GEO can therefore become a new source of visibility and traffic for your website.

The two strategies are complementary: content optimised for GEO follows the foundations of SEO, but presents the information so that AI models can process it efficiently.

How to write content optimised for GEO

Apply the BLUF format (Bottom Line Up Front)

Answer briefly and directly at the beginning of each section before adding detail or nuance.

Create independent semantic blocks

Each section (H2 or H3) should make sense on its own without depending on the page’s previous context.

Use lists and tables

They organise complex information, make comparisons easier and structure data for extraction by LLMs.

Replace vague claims with precise information

Replace ambiguous phrases with data, context and verifiable sources.

Cover the topic to the right depth

Answer the main intent and the key secondary questions without adding filler.

These are not strict rules, of course, but recommendations that should be adapted to the nature of your content.

The importance of authority and brand in GEO

As generic AI-produced content becomes widespread, generative engines prioritise sources with a demonstrable reputation.

To strengthen your authority in both SEO and GEO, it is advisable to work on the following areas:

• Topical specialisation: focus on a clear niche to become a recognised authority.
• A distinctive voice and approach: provide analysis, well-supported opinions and original research.
• Consistent publishing: maintain a coherent editorial direction and update content regularly.
• Brand recognition: build a recognisable, reliable brand so that users and search engines identify your website as a trusted source.
• Domain authority: earn backlinks and mentions from other reliable websites to strengthen the credibility and authority of your domain.

How to create SEO and GEO content with artificial intelligence

Artificial intelligence (AI) can accelerate tasks such as research, structuring, drafting and the optimisation of drafts. However, it does not replace your judgement: the final quality depends on your ability to guide the process, verify the information and add your own value.

AI tools for creating SEO content

There are two main types of tools you can use:

Flexibility

General-purpose AI assistants

They offer considerable freedom to research, generate ideas, structure content and write. However, you are responsible for defining the instructions and organising the whole workflow.

ChatGPT

Claude

Gemini

Guided process

Specialist SEO tools

They include dedicated modules for writing and optimising SEO content. Their workflows are already optimised according to industry best practices and are updated regularly to adapt to changes in search engines.

Exaldia

Surfer SEO

Neither option is better than the other because they are complementary. AI assistants provide flexibility, while specialist SEO tools offer a more guided and structured process.

For this reason, at Scale & Own we recommend combining them to benefit from the advantages of each.

What is an LLM, and what is a prompt?

Before using these tools, it is important to understand two basic concepts.

LLM (Large Language Model)

It is the artificial intelligence model used by tools such as ChatGPT, Claude or Gemini to interpret instructions and generate content.

Prompt

It is the instruction you give to the AI. It can include the objective, context, audience, structure, tone and expected format.

Instead of making an ambiguous request such as “write about coffee”, specify the target audience, search intent, content angle and desired format.

A good prompt improves the result, but does not guarantee that the information is correct. AI can misinterpret an instruction, omit details or generate apparently convincing data that is not true.

Nor is there a single infallible prompt. The best results come from an iterative process: provide an initial instruction, review the answer and add further directions until you achieve the expected result.

Our method for creating content with AI

At Scale & Own, we use a simple method to benefit from AI without sacrificing content quality. Instead of generating a complete article with a single prompt, we divide the process into several stages to achieve better results:

Research

Structure

Section-by-section writing

Optimisation

Human editing

Research

Use AI to explore the topic, identify frequently asked questions, gather ideas and detect the main subtopics that should be included.

Structure

Ask the AI to organise the information into a logical heading and subheading structure suited to the search intent.

Section-by-section writing

Write each section separately rather than generating the entire article in one pass. This gives you better control over the angle, depth and consistency of the content.

Optimisation

Review keyword integration, heading clarity, topic coverage and readability.

Human editing

Check the accuracy of the information, remove repetition, improve the style and add your own experience, examples or knowledge.

How to review AI-generated content: E-E-A-T

Never publish AI-generated content directly without reviewing it first and applying the following method whenever possible:

Principle	Application to AI-generated content
Experience	Add your own examples, screenshots, tests or real cases.
Knowledge	Correct technical inaccuracies and add depth where necessary.
Authority	Support important claims with recognised original sources.
Trust	Verify the data, correct any errors and keep the content up to date.

AI can help you produce a first draft, but you are responsible for turning it into reliable, useful content that differs from the generic text already available online.

Key fact

The study that coined the term GEO (Aggarwal et al., KDD 2024) found that adding statistics, quotations and credible sources could increase the visibility of content in AI answers by up to 40%. Repeating keywords, the old SEO tactic, no longer works: today, those who provide verifiable data win.

What to remember about SEO and GEO content writing

The recommendations in this guide should not be understood as universal or rigid rules. Every project is different, and both SEO and GEO are constantly changing, as are artificial intelligence tools.

Rather than memorising specific techniques, what matters is understanding the principles behind them so that you can adapt to changes and make better decisions.

Maintain a critical mindset, experiment with new tools, keep learning and stay up to date. In an environment that changes so quickly, your adaptability, curiosity and own judgement will make the difference.

What comes next?

Although content is the foundation of any SEO and GEO strategy, it is not always enough on its own to gain visibility. Your domain’s authority remains an important factor in strengthening your website’s credibility and increasing its chances of ranking and being cited by search engines and generative engines.

In the next lesson, you will learn what backlinks are, how to earn quality links and how they can help strengthen your domain’s authority.