Content•8 min read

Writing Content That Ranks: Practical Guide (Not Theory)

The actual process of creating content that ranks — from keyword to published post. No fluff, just what works.

Benas Bitvinskas

Benas Bitvinskas

Co-Founder at Soro·

Everyone says "create great content." Nobody explains what that actually means or how to do it.

Here's the practical process for creating content that ranks — the workflow that actually works, not theoretical best practices.

Step 1: Understand what you're actually optimizing for

Before writing anything, be clear on what Google wants for this keyword.

Decode search intent

Search intent = what the person typing this keyword actually wants.

Four intent types:

Informational: Wants to learn something

  • "what is SEO"
  • "how to make coffee"
  • "why do dogs bark"

Navigational: Wants to go somewhere specific

  • "facebook login"
  • "Ahrefs pricing"
  • "Nike website"

Commercial: Researching before buying

  • "best running shoes"
  • "iPhone vs Samsung"
  • "Ahrefs review"

Transactional: Ready to take action

  • "buy running shoes online"
  • "Nike Air Max 90 price"
  • "sign up mailchimp"

Why intent matters:

If you write an informational article for a transactional keyword, you won't rank. Google knows what users want and shows content that matches.

Study the current results

Search your target keyword. Look at what ranks:

What content type dominates?

  • Blog posts? (informational intent)
  • Product pages? (transactional intent)
  • Comparison pages? (commercial intent)
  • Videos? (might need video content)

What format do top results use?

  • How-to guides
  • Listicles
  • Comprehensive guides
  • Quick answers

What do top results cover?

  • What sections/topics do all top results include?
  • What's the depth of coverage?
  • What questions do they answer?

This tells you the minimum bar. Your content needs to match this type and format while being better.

Related reading:

Step 2: Plan before you write

Create a content brief

Before writing, outline:

Target keyword: The primary keyword you're optimizing for

Secondary keywords: Related terms to include naturally

Search intent: What the searcher wants (determined from step 1)

Content type: Blog post, guide, listicle, etc.

Target length: Based on what ranks (usually match or exceed top results)

Required sections: Topics all top results cover

Differentiator: What will make yours better/different

Outline the structure

Map out your headers before writing:

H1: [Title with primary keyword]

H2: [First major section]
  H3: [Subtopic]
  H3: [Subtopic]

H2: [Second major section]
  H3: [Subtopic]
  H3: [Subtopic]

H2: [Third major section]
...

Good outlines answer:

  • What questions does this keyword imply?
  • What do all top results cover? (must include)
  • What do top results miss? (opportunity to be better)
  • What's the logical flow from start to finish?

Write the introduction

Your intro needs to:

  1. Hook the reader (acknowledge their problem/question)
  2. Establish credibility (why should they trust you)
  3. Preview what they'll learn (set expectations)

Don't:

  • Start with dictionary definitions
  • Bury the value in paragraphs of context
  • Use generic openings ("In today's digital world...")

Do:

  • Get to the point quickly
  • Show you understand their problem
  • Promise specific value

Write the body

Use clear headers:

Headers help both readers and Google understand structure. Include keywords in headers naturally.

Bad header: "Section 3"
Good header: "How to Optimize Title Tags for SEO"

Write scannable paragraphs:

Most readers scan before reading. Make scanning useful:

  • One idea per paragraph
  • 2-4 sentences per paragraph
  • Lead with the key point
  • Use bullets and numbered lists

Include the elements searchers expect:

If every top result includes a comparison table, include one. If they all have a "common mistakes" section, include one. Missing expected elements = incomplete content = lower rankings.

Add original value:

What can you include that competitors don't?

  • Original examples
  • Personal experience
  • Unique data or research
  • Better explanations
  • Actionable templates

This is what makes your content worth ranking above others.

Step 4: On-page SEO (don't overthink)

Title tag

The most important on-page element.

Formula: [Primary Keyword] - [Hook/Benefit] | [Brand]

Length: 50-60 characters (Google truncates longer)

Requirements:

  • Include primary keyword (preferably early)
  • Compelling enough to click
  • Accurate to content

Meta description

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

Length: 150-155 characters

Include:

  • Target keyword (gets bolded in results)
  • Clear value proposition
  • Call to action or curiosity hook

URL

Keep it short and descriptive:

  • Good: /writing-content-that-ranks
  • Bad: /blog/2026/01/31/how-to-write-content-that-will-rank-in-google-search

Headers (H1-H6)

  • One H1 per page (your title)
  • H2s for major sections
  • H3s for subsections
  • Include keywords naturally, don't force them

Internal linking

Link to relevant content on your site:

  • Related articles (contextual links in body)
  • Category/pillar pages
  • Products/services if relevant

Internal links help Google understand your site structure and pass authority between pages.

External linking

Link to authoritative sources when citing statistics or claims. This adds credibility and helps readers.

Don't overdo it — 2-5 external links per article is usually sufficient.

Step 5: Make it comprehensive (not just long)

The comprehensiveness principle

Google wants to show results that fully satisfy the search. Content that partially addresses the topic loses to content that covers it completely.

Comprehensive ≠ Long

A 3,000-word article that rambles isn't better than a 1,500-word article that covers everything relevant concisely.

How to be comprehensive:

  1. Cover all subtopics top results cover
  2. Answer related questions (check "People Also Ask")
  3. Address common objections/concerns
  4. Provide actionable next steps
  5. Include examples and evidence

The depth vs. breadth balance

Go deep when:

  • Topic is complex and requires explanation
  • Your audience needs detailed guidance
  • Depth is your differentiator

Stay broad when:

  • Topic is simple and over-explained
  • Audience wants quick answers
  • Depth would be padding

Match the depth to what the searcher needs, not an arbitrary word count.

Step 6: Edit ruthlessly

Cut the fluff

Remove:

  • Obvious statements ("SEO is important")
  • Filler phrases ("It's important to note that...")
  • Unnecessary preambles
  • Redundant explanations
  • Generic advice everyone else has

Improve readability

  • Short sentences
  • Active voice
  • Simple words
  • Clear structure
  • Logical flow

Tools:

  • Hemingway Editor — Flags complex sentences
  • Read your draft aloud — catches awkward phrasing

Verify accuracy

  • Fact-check claims
  • Verify links work
  • Check statistics are current
  • Ensure examples are accurate

Inaccurate content erodes trust and may get flagged in search quality evaluations.

Step 7: Optimize for engagement

Add visual elements

  • Screenshots where helpful
  • Charts for data
  • Diagrams for processes
  • Images that add value (not stock photo filler)

Include interactive elements

  • Table of contents for long articles
  • Jump links to sections
  • Expandable FAQs
  • Calculators or tools (if applicable)

Reduce friction

  • Fast-loading page
  • Readable fonts and spacing
  • No intrusive pop-ups
  • Mobile-friendly layout

After publishing: The work continues

Monitor performance

After 2-4 weeks:

  • Is the page indexed? (Search Console)
  • Any impressions appearing?
  • Any early rankings?

After 2-3 months:

  • Ranking progress for target keyword
  • Traffic from organic
  • User engagement signals

Update and improve

Content that ranks often needs refreshing:

When to update:

  • Rankings drop
  • Information becomes outdated
  • Competitors publish better content
  • New relevant subtopics emerge

How to update:

  • Add new sections for completeness
  • Update outdated information
  • Improve sections that underperform
  • Add new examples and data

Updated content often outranks competitors who published-and-forgot.

Common content mistakes to avoid

Writing what you want vs. what they search:
You're optimizing for searcher intent, not your interests.

Skipping the research:
Assuming you know what should rank without checking what does rank.

Over-optimizing:
Stuffing keywords unnaturally makes content worse, not better.

Ignoring structure:
Walls of text without headers, bullets, and visual breaks.

One-and-done publishing:
Content needs maintenance. Publishing isn't the finish line.

Copying competitors:
Rewriting what already ranks creates "me too" content. Add original value.

The bottom line

Writing content that ranks:

  1. Match search intent exactly
  2. Plan structure before writing
  3. Cover the topic comprehensively
  4. Optimize on-page elements (don't overthink)
  5. Edit ruthlessly for clarity
  6. Update based on performance

It's not magic. It's process. Execute consistently, and rankings follow.

Related reading:

Content WritingSEOContent MarketingWriting
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