SEO
What Is Content Writing? 13 Tips for Creating Amazing Content
At Ahrefs, we write a lot of content. We have over 320 blog posts and more than 200 videos published on our YouTube channel—most of which are scripted.
Needless to say, we know a thing or two about creating awesome content that your audience wants to consume.
In this post, we’ll cover 13 best practices you can apply to your own content writing. But first, some basics:
Content writing is the process of researching, planning, writing, editing, and publishing content for the web. It may be a blog post, video script, sales page—anything that gets published online.
Content writing is important because content has the power to help you attract and retain customers.
This is called content marketing, and it’s why you’re reading about content writing on the Ahrefs blog. By educating you on the importance of and best practices for content writing, we hope to increase your awareness, interest, and demand for our product.
Everyone has their own opinion on how to write the best content. The best practices I share below are merely the ones we’ve found to be true over the years and have helped us to thrive in our content creation efforts.
1. Use a template
You don’t have to start content writing from scratch. Most fall into a few types—listicles, how-to guides, reviews, and so on. Because of that, templates for them exist. You can use them as your foundation and fill in your research.
In fact, we’re using a template for this very post.
How do you know which template to use?
It depends on your goal. But if you want your written content to stand the best chance of ranking high in Google and attracting organic traffic, choose one that aligns with what searchers are looking for.
For example, if you Google “content writing” (which you probably did), you’ll see that there are quite a few list posts ranking.
That’s why we went with this angle—because the top-ranking results are a good proxy for what searchers want to see and, as a result, what Google is most likely to rank.
2. Create a proven outline
While a template is enough to get you off the ground, you may not precisely know what you’re going to write about.
For example, we’d hit writers’ block pretty quickly if we tried to write this post from start to finish without fleshing out an outline.
Here’s what it looked like for this article:
How did we figure out what points to include? Some of the points are our unique ideas, but we also took inspiration from the top-ranking pages.
More specifically, we looked for common themes and points among them to better understand the kinds of questions people wanted answers to and the kinds of advice they were looking for.
For example, using the free on-page report in Ahrefs’ SEO Toolbar, we can see a couple of common themes in the subheadings of top-ranking pages.
You’ll notice as you read through this post that we included similar points.
3. Make it share-worthy
People share content for all kinds of reasons. Jonah Berger highlights a few in his bestselling book, “Contagious.” People share things because it:
- Makes them look good or helps back up their own point of view/narrative.
- Makes them feel some kind of emotion, e.g., anger, awe, happiness, etc.
- Is related to current events.
- Offers practical value or utility.
- Has already been shared by many others.
Let’s focus our attention on #5.
Getting some initial shares is the key to setting this flywheel into motion, and one way to do that is to build “share triggers” into your content.
You can find “share triggers” by looking for common link reasons in a similar page’s backlink profile—as links are a form of sharing.
Here’s how:
- Go to Ahrefs’ Keywords Explorer
- Search for a topic you’re writing about
- Look at the SERP overview
- Find a similar article with lots of referring domains
- Click on the number in the Backlinks column
- Skim the Anchor and target URL column for commonalities
For example, if we do this for Big Commerce’s post on affiliate marketing, we see quite a few people are linking because of mentioned stats (probably due to principal #1).
If you’re writing about the same topic, mentioning these or similar stats will likely boost shares.
4. Give your post a unique angle
More than 3.5 million blog posts are published every day. If you want to compete, you have to stand out. Differentiate yourself by tackling your chosen topic from a unique angle.
Here’s an example. Procrastination is not a new topic. Yet Tim Urban’s post on procrastination is one of the most popular on his site (or perhaps even the internet). Why? It’s because he tackled it from an angle that no one has seen before.
Rather than a self-help rant about the perils of procrastination, he decided to explain why it happens using cute illustrations: the Instant Gratification Monkey, Panic Monster, etc.
While there are no surefire ways to come up with “angles,” here are a few mental models you can consider:
- Personal experience – Tried doing something before? Tell them about your experience and your lessons learned. We did that with our post on email outreach and SEO certifications.
- Authority – Are you an expert in the field who can offer unique insights? Then don’t shy away from it. Alternatively, if you’re not an expert, can you interview one? We did that with our post on Google penalties.
- Crowdsource – Get the opinions of a few experts, like what we did in our SEO job description post.
- Data – Give evidence and numbers behind popular claims in your niche. See our studies on reciprocal link building and blog post length.
- Contrarian – What happens if you do the opposite of what others did?
5. Establish credibility
Don’t expect people to believe you right from the get-go. Tell them why they should believe you. Why you of all people?
- Are you an expert in the industry? Do you have the credentials to prove it? Can people vouch for you?
- Do you have data or evidence backing up your claims?
- Have you done the thing you said before? Did you experience or try it?
As you can see, most of the questions relate to your angle. The angle you choose for your topic will help to establish the credibility you need. But don’t stop there. Tell them.
Scroll back up to the introduction of this post. I told you we have tons of experience creating and publishing content—hundreds of them, in fact.
See what I did there? 😉
6. Show, don’t tell
Giving advice is easy. But don’t leave your audience in the lurch. Show them exactly what you mean and how it can be done. Always include examples of what you’re talking about.
For example (notice what I did there?), when we talk about creating SEO goals, we don’t just give you the framework. We provide three examples of different goals and how they look in the wild.
7. Craft a captivating headline
People won’t click on your post if the headline is dull and uninspiring.
You’ll need to craft irresistible headlines that capture people’s attention and make them want to learn more.
How? Use our three-step formula:
- Pick a format –The content format you choose (listicle, guide, review, etc.) will determine how your headline will look.
- Add a winning angle – If you’ve chosen your angle (from point #3), make sure to tell the potential reader about it.
- Make it human – Use adjectives or figures of speech similar to how you’d casually describe the article to your best friend.
Recommended reading: How to Write an Irresistible Headline in 3 Easy Steps
8. Kickstart your intro with the PAS formula
Headlines convince people to click. Intros convince people to read.
Use the Problem-Agitate-Solve (PAS) formula to create a compelling intro. We use this fairly regularly on our blog.
How does it work? You begin by describing the problem:
Then, you agitate the problem by digging deeper into their pain:
Finally, you show them the way by giving them a solution:
9. Make your post easy to read with the ASMR formula
There’s nothing more daunting than a wall of text.
If your article looks like this, you’ll drive people away. Break it up.
Good content writing creates effortless reading. Use the ASMR formula to design your content for easier reading:
- Annotate – Include sidenotes, blockquotes, call-out boxes, and other elements.
- Short sentences and paragraphs – Use the Hemingway editor to find lengthy, complex sentences and shorten them.
- Multimedia – Use videos, images, GIFs, and tweet embeds to illustrate your points.
- Read your content out loud – Discover areas where your writing doesn’t flow smoothly.
10. Write how you talk
Web content writing is friendly and personal. It’s like talking to a friend. There’s no need to pepper big words or write as if you were publishing in Nature.
Your goal is to communicate, not impress people with your extensive vocabulary. So keep it casual and write like how you talk.
11. Get feedback on your writing
As the creator, you’re too close to your work. You won’t be able to spot your mistakes. That’s why a second person’s opinion can be invaluable.
In fact, at Ahrefs, every blog post and script we write is subjected to that scrutiny. We take turns to read each other’s drafts and offer feedback. We point out things like logical loopholes, choppy flow, unclear points, poorly phrased sentences, and so on.
We even let our readers know that each article is not the work of one person. Rather, it is the effort of many people working together to make it great.
Even if you’re working alone, you can get input from another person. It could be your spouse, your family, or even your co-workers. If need be, join writing communities.
Their input will make your work much better.
12. Answer questions people are asking
If people are searching for answers to their questions, that’s how you know those questions are good topics to write about.
The easiest way to find these questions is to use a free keyword research tool. Here’s how to do it:
- Go to Ahrefs’ free keyword generator tool
- Enter a broad topic related to your niche or website (e.g., coffee, tea)
- Toggle the Questions tab
You’ll see a list of questions related to the topic you’ve entered. These questions are listed in the order of search volume, i.e., on average, how many times per month people search for your target keyword.
The higher the search volume, the more people are searching for it.
Look through the list and make a note of all the relevant questions you could potentially answer with a blog post.
Recommended reading: Keyword Research: The Beginner’s Guide by Ahrefs
13. Keep a commonplace book
How do you constantly come up with unique angles and ideas for your content?
The simple answer is that as a content writer, you should always be researching. Be it books, YouTube videos, articles, or podcasts, you should be consuming content and leveling up your knowledge in your field.
Then, store your newfound knowledge in a commonplace book.
What is a commonplace book?
According to Ryan Holiday, a commonplace book is:
… a central resource or depository for ideas, quotes, anecdotes, observations and information you come across during your life and didactic pursuits. The purpose of the book is to record and organize these gems for later use in your life, in your business, in your writing, speaking or whatever it is that you do.
With this resource by your side, you don’t have to look for ideas when it’s time to write. Just pull them out from your commonplace book.
Personally, I keep my commonplace book on Notion. Here’s a glimpse into how it looks:
This is my first port of call before I draft any of my blog posts.
Final thoughts
To write amazing content, you have to write.
But if you wait for inspiration to strike before putting pen to paper, you’ll never publish anything. Instead, I recommend committing to a content calendar. This is basically a schedule of when you want to publish new content and what content you want to publish.
Setting deadlines will keep you honest, prevent procrastination, and obligate you to publish.
As the famous playwright Somerset Maugham once said:
I write only when inspiration strikes. Fortunately, it strikes every morning at nine o’clock sharp.
Did I miss out on any important content writing tips? Let me know on Twitter.
SEO
Firefox URL Tracking Removal – Is This A Trend To Watch?
Firefox recently announced that they are offering users a choice on whether or not to include tracking information from copied URLs, which comes on the on the heels of iOS 17 blocking user tracking via URLs. The momentum of removing tracking information from URLs appears to be gaining speed. Where is this all going and should marketers be concerned?
Is it possible that blocking URL tracking parameters in the name of privacy will become a trend industrywide?
Firefox Announcement
Firefox recently announced that beginning in the Firefox Browser version 120.0, users will be able to select whether or not they want URLs that they copied to contain tracking parameters.
When users select a link to copy and click to raise the contextual menu for it, Firefox is now giving users a choice as to whether to copy the URL with or without the URL tracking parameters that might be attached to the URL.
Screenshot Of Firefox 120 Contextual Menu
According to the Firefox 120 announcement:
“Firefox supports a new “Copy Link Without Site Tracking” feature in the context menu which ensures that copied links no longer contain tracking information.”
Browser Trends For Privacy
All browsers, including Google’s Chrome and Chrome variants, are adding new features that make it harder for websites to track users online through referrer information embedded in a URL when a user clicks from one site and leaves through that click to visit another site.
This trend for privacy has been ongoing for many years but it became more noticeable in 2020 when Chrome made changes to how referrer information was sent when users click links to visit other sites. Firefox and Safari followed with similar referrer behavior.
Whether the current Firefox implementation would be disruptive or if the impact is overblown is kind of besides the point.
What is the point is whether or not what Firefox and Apple did to protect privacy is a trend and if that trend will extend to more blocking of URL parameters that are stronger than what Firefox recently implemented.
I asked Kenny Hyder, CEO of online marketing agency Pixel Main, what his thoughts are about the potential disruptive aspect of what Firefox is doing and whether it’s a trend.
Kenny answered:
“It’s not disruptive from Firefox alone, which only has a 3% market share. If other popular browsers follow suit it could begin to be disruptive to a limited degree, but easily solved from a marketers prospective.
If it became more intrusive and they blocked UTM tags, it would take awhile for them all to catch on if you were to circumvent UTM tags by simply tagging things in a series of sub-directories.. ie. site.com/landing/<tag1>/<tag2> etc.
Also, most savvy marketers are already integrating future proof workarounds for these exact scenarios.
A lot can be done with pixel based integrations rather than cookie based or UTM tracking. When set up properly they can actually provide better and more accurate tracking and attribution. Hence the name of my agency, Pixel Main.”
I think most marketers are aware that privacy is the trend. The good ones have already taken steps to keep it from becoming a problem while still respecting user privacy.”
Some URL Parameters Are Already Affected
For those who are on the periphery of what’s going on with browsers and privacy, it may come as a surprise that some tracking parameters are already affected by actions meant to protect user privacy.
Jonathan Cairo, Lead Solutions Engineer at Elevar shared that there is already a limited amount of tracking related information stripped from URLs.
But he also explained that there are limits to how much information can be stripped from URLs because the resulting negative effects would cause important web browsing functionality to fail.
Jonathan explained:
“So far, we’re seeing a selective trend where some URL parameters, like ‘fbclid’ in Safari’s private browsing, are disappearing, while others, such as TikTok’s ‘ttclid’, remain.
UTM parameters are expected to stay since they focus on user segmentation rather than individual tracking, provided they are used as intended.
The idea of completely removing all URL parameters seems improbable, as it would disrupt key functionalities on numerous websites, including banking services and search capabilities.
Such a drastic move could lead users to switch to alternative browsers.
On the other hand, if only some parameters are eliminated, there’s the possibility of marketers exploiting the remaining ones for tracking purposes.
This raises the question of whether companies like Apple will take it upon themselves to prevent such use.
Regardless, even in a scenario where all parameters are lost, there are still alternative ways to convey click IDs and UTM information to websites.”
Brad Redding of Elevar agreed about the disruptive effect from going too far with removing URL tracking information:
“There is still too much basic internet functionality that relies on query parameters, such as logging in, password resets, etc, which are effectively the same as URL parameters in a full URL path.
So we believe the privacy crackdown is going to continue on known trackers by blocking their tracking scripts, cookies generated from them, and their ability to monitor user’s activity through the browser.
As this grows, the reliance on brands to own their first party data collection and bring consent preferences down to a user-level (vs session based) will be critical so they can backfill gaps in conversion data to their advertising partners outside of the browser or device.”
The Future Of Tracking, Privacy And What Marketers Should Expect
Elevar raises good points about how far browsers can go in terms of how much blocking they can do. Their response that it’s down to brands to own their first party data collection and other strategies to accomplish analytics without compromising user privacy.
Given all the laws governing privacy and Internet tracking that have been enacted around the world it looks like privacy will continue to be a trend.
However, at this point it time, the advice is to keep monitoring how far browsers are going but there is no expectation that things will get out of hand.
SEO
How To Become an SEO Expert in 4 Steps
With 74.1% of SEOs charging clients upwards of $500 per month for their services, there’s a clear financial incentive to get good at SEO. But with no colleges offering degrees in the topic, it’s down to you to carve your own path in the industry.
There are many ways to do this; some take longer than others.
In this post, I’ll share how I’d go from zero to SEO pro if I had to do it all over again.
Understanding what search engine optimization really is and how it works is the first state of affairs. While you can do this by reading endless blog posts or watching YouTube videos, I wouldn’t recommend that approach for a few reasons:
- It’s hard to know where to start
- It’s hard to join the dots
- It’s hard to know who to trust
You can solve all of these problems by taking a structured course like our SEO course for beginners. It’s completely free (no signup required), consists of 14 short video lessons (2 hours total length), and covers:
- What SEO is and why it’s important
- How to do keyword research
- How to optimize pages for keywords
- How to build links (and why you need them)
- Technical SEO best practices
Here’s the first lesson to get you started:
It doesn’t matter how many books you read about golf, you’re never going to win a tournament without picking up a set of clubs and practicing. It’s the same with SEO. The theory is important, but there’s no substitute for getting your hands dirty and trying to rank a site.
If you don’t have a site already, you can get up and running fairly quickly with any major website platform. Some will set you back a few bucks, but they handle SEO basics out of the box. This saves you time sweating the small stuff.
As for what kind of site you should create, I recommend a simple hobby blog.
Here’s a simple food blog I set up in <10 minutes:
Once you’re set-up, you’re ready to start practicing and honing your SEO skills. Specifically, doing keyword research to find topics, writing and optimizing content about them, and (possibly) building a few backlinks.
For example, according to Ahrefs’ Keywords Explorer, the keyword “neopolitan pizza dough recipe” has a monthly traffic potential of 4.4K as well as a relatively low Keyword Difficulty (KD) score:
Even better, there’s a weak website (DR 16) in the top three positions—so this should definitely be quite an easy topic to rank for.
Given that most of the top-ranking posts have at least a few backlinks, a page about this topic would also likely need at least a few backlinks to compete. Check out the resources below to learn how to build these.
It’s unlikely that your hobby blog is going to pay the bills, so it’s time to use the work you’ve done so far to get a job in SEO. Here are a few benefits of doing this:
- Get paid to learn. This isn’t the case when you’re home alone reading blog posts and watching videos or working on your own site.
- Get deeper hands-on experience. Agencies work with all kinds of businesses, which means you’ll get to build experience with all kinds of sites, from blogs to ecommerce.
- Build your reputation. Future clients or employers are more likely to take you seriously if you’ve worked for a reputable SEO agency.
To find job opportunities, start by signing up for SEO newsletters like SEO Jobs and SEOFOMO. Both of these send weekly emails and feature remote job opportunities:
You can also go the traditional route and search job sites for entry-level positions. The kinds of jobs you’re looking for will usually have “Junior” in their titles or at least mention that it’s a junior position in their description.
Beyond that, you can search for SEO agencies in your local area and check their careers pages.
Even if there are no entry-level positions listed here, it’s still worth emailing and asking if there are any upcoming openings. Make sure to mention any SEO success you’ve had with your website and where you’re at in your journey so far.
This might seem pushy, but many agencies actually encourage this—such as Rise at Seven:
Here’s a quick email template to get you started:
Subject: Junior SEO position?
Hey folks,
Do you have any upcoming openings for junior SEOs?
I’ve been learning SEO for [number] months, but I’m looking to take my knowledge to the next level. So far, I’ve taken Ahrefs’ Beginner SEO course and started my own blog about [topic]—which I’ve had some success with. It’s only [number] months old but already ranks for [number] keywords and gets an estimated [number] monthly search visits according to Ahrefs.
[Ahrefs screenshot]
I checked your careers page and didn’t see any junior positions there, but I was hoping you might consider me for any upcoming positions? I’m super enthusiastic, hard-working, and eager to learn.
Let me know.
[Name]
You can pull all the numbers and screenshots you need by creating a free Ahrefs Webmaster Tools account and verifying your website.
SEO is a broad industry. It’s impossible to be an expert at every aspect of it, so you should niche down and hone your skills in the area that interests you the most. You should have a reasonable idea of what this is from working on your own site and in an agency.
For example, link building was the area that interested me the most, so that’s where I focused on deepening my knowledge. As a result, I became what’s known as a “t-shaped SEO”—someone with broad skills across all things SEO but deep knowledge in one area.
Marie Haynes is another great example of a t-shaped SEO. She specializes in Google penalty recovery. She doesn’t build links or do on-page SEO. She audits websites with traffic drops and helps their owners recover.
In terms of how to build your knowledge in your chosen area, here are a few ideas:
Here are a few SEOs I’d recommend following and their (rough) specialties:
Final thoughts
K Anders Ericsson famously theorized that it takes 10,000 hours of practice to master a new skill. Can it take less? Possibly. But the point is this: becoming an SEO expert is not an overnight process.
I’d even argue that it’s a somewhat unattainable goal because no matter how much you know, there’s always more to learn. That’s part of the fun, though. SEO is a fast-moving industry that keeps you on your toes, but it’s a very rewarding one, too.
Here are a few stats to prove it:
- 74.1% of SEOs charge clients upwards of $500 per month for their services (source)
- $49,211 median annual salary (source)
- ~$74k average salary for self-employed SEOs (source)
Got questions? Ping me on Twitter X.
SEO
A Year Of AI Developments From OpenAI
Today, ChatGPT celebrates one year since its launch in research preview.
Try talking with ChatGPT, our new AI system which is optimized for dialogue. Your feedback will help us improve it. https://t.co/sHDm57g3Kr
— OpenAI (@OpenAI) November 30, 2022
From its humble beginnings, ChatGPT has continually pushed the boundaries of what we perceive as possible with generative AI for almost any task.
a year ago tonight we were probably just sitting around the office putting the finishing touches on chatgpt before the next morning’s launch.
what a year it’s been…
— Sam Altman (@sama) November 30, 2023
In this article, we take a journey through the past year, highlighting the significant milestones and updates that have shaped ChatGPT into the versatile and powerful tool it is today.
a year ago tonight we were placing bets on how many total users we’d get by sunday
20k, 80k, 250k… i jokingly said “8B”.
little did we know… https://t.co/8YtO8GbLPy— rapha gontijo lopes (@rapha_gl) November 30, 2023
ChatGPT: From Research Preview To Customizable GPTs
This story unfolds over the course of nearly a year, beginning on November 30, when OpenAI announced the launch of its research preview of ChatGPT.
As users began to offer feedback, improvements began to arrive.
Before the holiday, on December 15, 2022, ChatGPT received general performance enhancements and new features for managing conversation history.
As the calendar turned to January 9, 2023, ChatGPT saw improvements in factuality, and a notable feature was added to halt response generation mid-conversation, addressing user feedback and enhancing control.
Just a few weeks later, on January 30, the model was further upgraded for enhanced factuality and mathematical capabilities, broadening its scope of expertise.
February 2023 was a landmark month. On February 9, ChatGPT Plus was introduced, bringing new features and a faster ‘Turbo’ version to Plus users.
This was followed closely on February 13 with updates to the free plan’s performance and the international availability of ChatGPT Plus, featuring a faster version for Plus users.
March 14, 2023, marked a pivotal moment with the introduction of GPT-4 to ChatGPT Plus subscribers.
Screenshot from ChatGPT, March 2023This new model featured advanced reasoning, complex instruction handling, and increased creativity.
Less than ten days later, on March 23, experimental AI plugins, including browsing and Code Interpreter capabilities, were made available to selected users.
On May 3, users gained the ability to turn off chat history and export data.
Plus users received early access to experimental web browsing and third-party plugins on May 12.
On May 24, the iOS app expanded to more countries with new features like shared links, Bing web browsing, and the option to turn off chat history on iOS.
June and July 2023 were filled with updates enhancing mobile app experiences and introducing new features.
The mobile app was updated with browsing features on June 22, and the browsing feature itself underwent temporary removal for improvements on July 3.
The Code Interpreter feature rolled out in beta to Plus users on July 6.
Plus customers enjoyed increased message limits for GPT-4 from July 19, and custom instructions became available in beta to Plus users the next day.
July 25 saw the Android version of the ChatGPT app launch in selected countries.
As summer progressed, August 3 brought several small updates enhancing the user experience.
Custom instructions were extended to free users in most regions by August 21.
The month concluded with the launch of ChatGPT Enterprise on August 28, offering advanced features and security for enterprise users.
Entering autumn, September 11 witnessed limited language support in the web interface.
Voice and image input capabilities in beta were introduced on September 25, further expanding ChatGPT’s interactive abilities.
An updated version of web browsing rolled out to Plus users on September 27.
The fourth quarter of 2023 began with integrating DALL·E 3 in beta on October 16, allowing for image generation from text prompts.
The browsing feature moved out of beta for Plus and Enterprise users on October 17.
Customizable versions of ChatGPT, called GPTs, were introduced for specific tasks on November 6 at OpenAI’s DevDay.
Screenshot from ChatGPT, November 2023On November 21, the voice feature in ChatGPT was made available to all users, rounding off a year of significant advancements and broadening the horizons of AI interaction.
And here, we have ChatGPT today, with a sidebar full of GPTs.
Screenshot from ChatGPT, November 2023Looking Ahead: What’s Next For ChatGPT
The past year has been a testament to continuous innovation, but it is merely the prologue to a future rich with potential.
The upcoming year promises incremental improvements and leaps in AI capabilities, user experience, and integrative technologies that could redefine our interaction with digital assistants.
With a community of users and developers growing stronger and more diverse, the evolution of ChatGPT is poised to surpass expectations and challenge the boundaries of today’s AI landscape.
As we step into this next chapter, the possibilities are as limitless as generative AI continues to advance.
Featured image: photosince/Shutterstock
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