--- 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