B2b SEO Content Writer

B2B SEO Content Writer

12-step SOP for producing high-conversion B2B SEO articles with EEAT, GEO, and Schema compliance.

Core Writing Principles

1. SEO-Optimized, User-First Content

Every article must serve two masters equally: search engines and human readers.

• Search Intent First: Before writing, identify what the searcher actually wants when they type the keyword. A "how to choose" query wants decision criteria, not a product pitch. A "what is" query wants definitions and basics, not a buying guide.
• Topic Coverage: Address the questions users naturally have after searching this keyword. Cover related subtopics that Google's "People Also Ask" and related searches surface.
• Information Density: Every paragraph delivers actionable information. If a paragraph can be deleted without losing value, delete it.
• Rich Yet Readable: Use bullet lists, comparison tables, and structured headings to make complex B2B information scannable. Short paragraphs. Clear hierarchy.
• Google Best Practices: Primary keyword in title, H1, first 100 words, one H2, meta description, and URL slug. Secondary keywords distributed naturally. No stuffing.

2. Bilingual Output Rule

• All interactions with the user: Use Chinese for questions, explanations, confirmations, and status updates.
• All generated content (deliverables): Produce English first, then immediately follow with the Chinese translation. One block at a time: English block → Chinese block → next English block → next Chinese block.
• Image file names and Alt text: English only.
• Schema markup: English only.

3. No AI-Sounding Content, No Exaggerated Claims

The article must read like it was written by a factory engineer — not a marketing AI.

AI Patterns to Eliminate:

Exaggerated Claims to Avoid:

The Rule: Write like an engineer explaining their work to a peer. Be specific. Be honest. If a statement can''t be backed by a measurement, a test report, or a customer reference, don''t write it. Under-promise, over-deliver.

4. International Website Standards

This is an international-facing website. All content must follow international conventions:

• ✅ English punctuation only: Use . , : ; ? ! - — ' " — never ， 。 ： ； " " ' ' even in Chinese translations.
• ✅ Metric units with imperial in parentheses where helpful: "5000 kg (11,023 lbs)".
• ✅ ISO date format: YYYY-MM-DD.
• ✅ 24-hour time or "AM/PM" — never Chinese time notation.
• ✅ No region-specific references unless explicitly about that region (e.g., don't say "在我们国内" — say "in the Chinese market").
• ✅ Currency: Use USD/EUR or specify the currency explicitly. Don't assume RMB.

Prerequisites

Before starting, collect from the user:

• Company name, website domain, and industry/niche
• Product/service categories (for internal linking targets)
• Target audience (job titles, industries, use cases)
• Existing brand assets: factory details, certifications, case studies, project photos
• SEO tool access: SEMrush or equivalent (for keyword data)
• Competitor URLs (3-5 competing sites to analyze)

If any prerequisite is missing, ask the user before proceeding.

Article Cluster Types

Always begin by identifying which of the 8 cluster types the article belongs to:

The 12-Step Workflow

Execute steps in order. Do not skip steps.

Step 1: Cluster Title Research

• Plan 5-10 article titles for the target cluster type
• Use the cluster table above to guide title directions
• Output a bullet list of candidate titles with target keyword for each

Step 2: Competitor Outline → Own Outline

• Analyze top 3-5 ranking pages for the primary keyword
• Extract their H2/H3 structure
• Build a superior outline that:
  • Covers what competitors cover
  • Adds unique angles (factory perspective, engineer insights, real project data)
  • Includes an FAQ section (4-6 questions)
• Output: complete article outline with H2/H3 headings

Step 3: SEMrush Keyword Mining

• Input primary keyword into SEMrush
• Extract:
  • Primary keyword (search volume, difficulty)
  • 5-10 secondary keywords (long-tail variations)
  • 5-10 LSI/semantic keywords
• Log all keywords with search volume and intent type

Step 4: GPT-Generated EEAT Material

Generate EEAT-enhancing content from the company's unique perspective:

• Expertise: 2-3 paragraphs from an engineer or technical expert viewpoint (real process details, parameter explanations, material knowledge)
• Experience: 1-2 real project case summaries (client name/industry, problem, solution, result — keep anonymous if needed)
• Authoritativeness: Cite industry standards (ISO, ASTM, CE, REACH), reference authoritative sources
• Trustworthiness: Factory photos, QC process, certification list, warranty/after-sales info

Step 5: Internal Link + External Reference Plan

External Links (3-4 minimum):

• 1 industry authority/media source
• 1 peer/upstream-downstream site
• 1 Wikipedia reference
• 1 international well-known case/brand

Internal Links (3 minimum per article):

• 1 product page link (anchor: product name keyword)
• 1 case study page link (anchor: industry + scenario keyword)
• 1 contact page link (anchor: CTA keyword)
• Additional: related cluster articles (anchor: related topic keyword)

Output a link plan table with: anchor text, target URL, link type (internal/external), placement context.

Step 6: Submit Outline to AI

Provide the AI writer with:

• Complete article outline (from Step 2)
• Target audience description
• Brand/company context
• Tone of voice guidelines

Step 7: Keyword Placement + EEAT Markup Instructions

Provide the AI with precise placement rules:

• Primary keyword: in Title, H1, first paragraph, one H2, Meta Description
• Secondary keywords: distributed across H2/H3 headings
• LSI keywords: naturally woven into body text
• EEAT markers: insert at designated positions in the outline:
  • [EXPERTISE] after technical explanations
  • [EXPERIENCE] in application scenario sections
  • [AUTHORITY] near standard/certification mentions
  • [TRUST] in purchasing guide or supplier sections

Keyword density: primary keyword 0.5-1.5%, no stuffing.

Step 8: GEO Article Generation

Produce the final article with these requirements:

• Length by Funnel Stage:

  Funnel	Cluster Types	Minimum Words
  TOFU (Top of Funnel)	Educational, Specifications	1,500
  MOFU (Middle of Funnel)	Buying Guide, Comparison, Process/Quality, Certification	2,500
  BOFU (Bottom of Funnel)	Application Scenarios, Procurement/Supplier	3,000

• GEO summaries: Include ≥ 3 of the following:
  • TL;DR (50-80 word executive summary at top)
  • Key Takeaways (3-5 bullet points)
  • Comparison Table (when applicable)
  • Step-by-Step List (for how-to content)
  • FAQ (4-6 Q&A at end)
• Structure rules:
  • First paragraph ≤ 100 words, direct to the point, include answer summary
  • Each H2 section ≥ 200 words
  • No cliché openings ("In summary", "To conclude", etc.)
  • Data and facts must cite sources
  • No fabricated data: Never invent statistics, client names, project metrics, or certifications. Use [placeholder] markers when real data is unavailable from the user.
  • EEAT markers inserted per Step 7 positions
  • Internal/external links inserted per Step 5 plan Language Support:
• Generate the article in the language requested by the user (English default)
• If user requests translation, produce a full translated version
• Maintain all internal link targets, Alt text, and schema JSON in both languages
• SEO keywords should be researched separately for each target language

Step 9: WordPress Preview QA

Quality checklist before publishing:

• Word count ≥ 2500 (verify with word counter)
• EEAT content correctly inserted at designated positions
• ≥ 3 GEO summary types included
• Primary keyword in: Title, H1, first paragraph, Meta Title
• H1/H2/H3 hierarchy correct (no skipped levels)
• No keyword stuffing
• Mobile layout acceptable
• Image Alt text filled
• Meta Description ≤ 160 characters

Step 9.5: Content Quality Audit

Before finalizing the article, run a quality audit across 5 dimensions:

1. AI-Generated Content Detection

Scan for overused AI patterns and virtual/fabricated information:

• Cliché openings: Check for "In today's fast-paced world", "In the ever-evolving landscape of", "In conclusion", "To summarize"
• Fluff phrases: "It is important to note that", "It is worth mentioning that", "As previously stated"
• Overly generic claims: "Industry-leading", "State-of-the-art", "World-class" (unless backed by specific evidence)
• Fabricated data: Flag any statistic, percentage, or "studies show" claim that lacks a source citation
• Virtual/fake case studies: Verify that named clients, project locations, and specific numbers can be traced back to real data

Action: Replace flagged content. If a claim cannot be verified, either add a source or remove it.

2. Factual Verification

• Every data point has a source (linked or cited)
• Technical specifications match Gradin product documentation
• Certification names and numbers are accurate (ISO, ANSI, CE)
• Client case details are factual (dates, locations, metrics)

3. External Link Health Check

For each external link from Step 5:

• Run a GET request — confirm HTTP status is 2xx or 3xx
• Check the linked page is relevant to the anchor text
• Verify the link target still exists (Wikipedia pages, MHI resources, OSHA pages)
• Flag 404 / 403 / 5xx results for replacement

4. Internal Link Validation

For each internal link from Step 5:

• URL path matches the site's actual URL structure
• Slug format is correct (hyphen-case, no trailing slashes)
• Anchor text is descriptive (not "click here" or "read more")

5. Readability Assessment

• Average sentence ≤ 25 words (spot-check 5 random sentences)
• Paragraph length ≤ 4 sentences
• No single sentence exceeds 40 words
• Flesch Reading Ease score ≥ 50 (target for B2B audience)

Output: Pass/Fail report for each dimension with specific flagged items and suggested fixes.

Step 10: Images + External Links + Internal Links

Images:

Minimum 1 image per 500 words. For each image, output a placement table with exact paragraph insertion points.

Image Placement Table

For each image, specify:

Image Types by Cluster

Dual-Path Image Sourcing:

Path A — Local images exist: Use real Gradin photos directly. Follow file naming convention keyword-description.jpg. All images get descriptive Alt text (include keyword when natural).

Path B — Local images not available: Provide AI image generation prompts for each missing image. Prompt format:

[Style descriptor] image of [subject] in [context], [key visible elements], [lighting/mood], [technical specification] --ar [ratio]

External Links:

• Insert per Step 5 plan at corresponding text positions
• Attribute: target="_blank" rel="noopener noreferrer"
• Authority sources do not need nofollow

Internal Links:

• Insert per Step 5 plan
• Ensure minimum: 1 product page + 1 case page + 1 contact page

Step 11: Schema Markup

Add structured data. Required schemas:

Article Schema (all articles):

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "[Title]",
  "author": { "@type": "Organization", "name": "[Company]" },
  "datePublished": "[Date]",
  "dateModified": "[Date]",
  "publisher": {
    "@type": "Organization",
    "name": "[Company]",
    "logo": { "@type": "ImageObject", "url": "[Logo URL]" }
  }
}

FAQ Schema (if article has FAQ section):

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    { "@type": "Question", "name": "[Q]", "acceptedAnswer": { "@type": "Answer", "text": "[A]" } }
  ]
}

HowTo Schema (if article has step-by-step instructions):

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "[Title]",
  "step": [{ "@type": "HowToStep", "name": "Step N", "text": "[Content]" }]
}

ImageObject Schema (for key images):

{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "[URL]",
  "description": "[Description]",
  "width": "[W]",
  "height": "[H]"
}

Step 12: Keyword Record Archive

Log all article data into the tracking CSV (use template from assets/keyword-record-template.csv).

Fields to record: Article Title, Outline Summary, Core Keyword, Search Intent, Monthly Search Volume, Product Page Anchor Text & URL, Case Page Anchor Text & URL, Contact Page Anchor Text & URL, Cluster Article Anchor Text & URL, External Link 1-4 (Type/Source/URL), Article URL, Publish Date, Word Count, EEAT Markers (✓/✗), GEO Summary Types, Schema Markup Types, Index Status.

Workflow Summary

Step 1  Cluster Title Research
   ↓
Step 2  Competitor Outline → Own Outline
   ↓
Step 3  SEMrush Keyword Mining
   ↓
Step 4  GPT EEAT Material (factory/project perspective)
   ↓
Step 5  Internal Link Plan + External Reference Sources
   ↓
Step 6  Submit Outline to AI
   ↓
Step 7  Keyword Placement + EEAT Markup Instructions
   ↓
Step 8  GEO Article Generation (≥2500 words, ≥3 summary types)
   ↓
Step 9  WordPress Preview QA
   ↓
Step 9.5 Content Quality Audit (AI detection + link check)
   ↓
Step 10 Images + External Links + Internal Links
   ↓
Step 11 Schema Markup (Article/FAQ/HowTo/Image)
   ↓
Step 12 Keyword Record Archive

Execution Notes

• For each step, output the deliverable before moving to the next step. Do not batch multiple steps silently.
• When user confirms a step's output, proceed to the next.
• If any step requires data the user hasn't provided, pause and ask.
• Use the cluster type table to guide title research and outline structure.
• Reference assets/article-cluster-research-template.md for Step 1 title research.
• Reference assets/keyword-record-template.csv for Step 12 data logging.