Guia Matthieu Clawfu Skills SEO Content Writer

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

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:

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:

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:

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

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

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

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