How to write SEO features and articles

This week’s copywriting blog looks at writing SEO articles.

SEO articles can be used for your own website or marketing, or for submission on an article marketing site.

If you’re thinking of writing an SEO article to drive traffic to your website and promote your business, it’s vital that you incorporate your key words into interesting content. In other words, no one wants to read a dull article stuffed full of the same key words repeated.

Whether you’re an accountant or an artist, a designer or a dog walker, if you’re writing an SEO article or feature on your own profession you have the advantage of knowing your subject inside out. Crafting your experience into a feature or article is another skill, however. The good news is that the more you do it, the better you’re likely to get at it.

The structure of an SEO article

Every feature, whether 100 words or 1,000 words, needs a structure. An author I used to work with said that all his books had a beginning, a middle and an end, but not necessarily in that order. Poetic licence is great in the world of creative fiction but not so helpful when you’re writing a newspaper feature or an SEO article.

Think hard about the message you want to get across, introduce it in the first sentence or paragraph, elaborate upon it in the body of the article and sum it up in the conclusion. And remember, you’re not in the countryside so don’t ramble!

The tone of your SEO feature

When writing about your business, your best approach is to turn it round and ask yourself: “What do my clients need to know?” This is the best way to engage with current customers and attract potential new clients.

A well-written SEO article will have five key features:

1. It will tell the reader something interesting;

2. It will include the right number of key words – and variations of key words – without affecting the flow of the article;

3. It will have the correct spelling and grammar and use consistent language;

4. It will avoid dense paragraphs and unnecessarily long sentences;

5. It will include a call to action or a link back to your website.

Telling the reader something interesting is absolutely key. It doesn’t matter how far up in Google rankings you are and how many people land on your page if they give up on the article after the first line.

Too many SEO articles read like a list of key words, instead of a feature that would sit comfortably on the page of a newspaper or magazine.

So here’s a tip before you start. Take a look at your trade magazine, pick out the features that you found interesting enough to invest your time in reading and think about how you can take a similar approach to crafting your own SEO feature.

For more information on SEO features, please see Press releases and SEO articles

For details of Writing for Business Seminars, please see our Events page


An example of an SEO article provided by Key Words for a local furniture company

March 2012

Sofas for spring

Spring is here, the sun is shining once again, but unfortunately it’s highlighting just how shabby your sofa has become.

It’s easy to forget about your sofa. It sits happily in a corner of your living room and, for many years, you sit happily on it – often alongside a partner, some kids and a couple of pets. Then one day you notice that something is different. Your sofa is looking a little tired. The springs have sprung for the last time. The fabric has become so shiny you can see your face in it. You find some coins down the back of your sofa and they are no longer legal tender.

You have to face up to the truth – it’s time to get a new sofa. But where to start?

Choosing a new sofa can be a daunting task, after all, there’s a lot of choice out there and you will be living with your new sofa for some years. As well as selecting the right sofa or sofa suite combination for the size of your room and household, you also need to think about colours, fabrics and style.

The trick is to see buying a new sofa as an opportunity rather than a chore. Here’s why:

1. Room for manoeuvre

A new sofa will give you the opportunity to change the layout of your room. A sofa suite will allow you to alter your seating arrangements, for example, if your kids are growing into teenagers, you may want to swap your old three-seater sofa for a smaller two-seater sofa and two armchair combination. Modular or corner sofas can help you make the best use of your available space, or if you’re an empty nester, you may prefer to switch to a three-seater sofa with two large cushions, giving you space to spread out.

2. A fresh start

Buying a new sofa may inspire you to update your décor. A sofa can be a great focal point for your living room or it can work as the accent colour to complement your chosen colour scheme. A neutral brown or cream sofa can be brightened up with colourful scatter cushions. Equally a bright-red leather sofa can look stunning in a living room decorated in neutral contemporary shades of grey.

3. Comfort and joy

The comfort factor of a new sofa is not to be underestimated. We tend to put up with things for years and then wish we’d changed them sooner. With advances in technology, you’ll find modern sofas can offer a lot more support, especially if you remember sitting on your current sofa to watch the Queen’s Silver Jubilee.

4. Sticky fingers

If you’re thinking about practicality, especially if you have younger children with permanently sticky fingers, many fabric sofas nowadays have washable covers that you can detach and pop in the washing machine. Leather sofas have become more affordable and if you shop around you can find a hardwearing and easy-to-clean leather sofa that is practical while adding a touch of luxury to your living room.

5. A change is as good as a rest

If you often have visitors over, you might want to consider adding a sofa bed to your sofa suite. If you’re on the go all day or your feet have seen many years of service, a recliner sofa can offer the ultimate in relaxation.

If you’re still not convinced it’s time to put your old saggy sofa out of its misery, consider this: we spend an average of four hours a day watching TV, so you might as well be sitting comfortably!

For fabric and leather sofas, sofa suites, recliner sofas and corner sofas, take a look at Furniture Choice’s extensive sofa collection online at: or call our friendly team on 0800 035 0700. We offer high quality sofas without the high price tag and free delivery to most of mainland UK.


Creative, affordable copywriting that will help you sell your products and services. From blogging packages and web content to press releases and e-marketing, we offer professional copywriting in Huddersfield and Leeds and across West Yorkshire and the UK.



Read my monthly column in The Eye magazine, interviews with top authors in Excelle magazine, features written for Around Town magazine and a variety of articles written for the national press.



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