Mastering Keyword Strategy: A Guide for SEO Writers and Editors

An orange key on a laptop's keyboard that reads 'keywords'

If you’re an SEO writer or editor, you’ve probably seen the phrase “SEO keyword strategy” thrown around in briefs, checklists, or onboarding documents. But what does it actually mean in practice? And how can you make sure you’re using keywords to support search intent without overloading your content?

I’m Janet Barben, a content writer, editor, and proofreader with experience across many sectors, from crypto to eCommerce. Over the past few years, I’ve written and edited hundreds of SEO articles – many of which still rank well today. I’ve also helped shape keyword strategies for clients, worked with tools like SurferSEO and Ubersuggest, and reviewed content for accuracy and structure. In short: I’ve seen what works, what doesn’t, and what wastes time.

I break down what a strong SEO keyword strategy looks like for writers and editors – no jargon, no fluff. Whether you’re creating new content or optimising existing posts, this guide will help you write and edit with a clear focus on intent and results.

Table of Contents

    Foundations of Keyword Research

    My first step is always keyword research. I look for relevant keywords or search queries to include in my content. The goal is getting search engines to recognise that the content provides useful, relevant answers to the queries people are searching for.

    The Basic Steps for Keyword Research

    Keyword research doesn’t need to be overwhelming. I break it down into manageable steps – starting broad, then narrowing in on the right opportunities to drive traffic and match search intent.

    1. Understand the Target Audience and Search Intent

    Who is my audience? What are they looking for? What questions are they asking? What problems do they want solved?

    This is where search intent enters the chat. Is my audience looking to learn something, make a purchase, or find a specific service? The keywords they use reflect their goal.

    I always try to put myself in the reader’s shoes – what would they type into Google Search? Once I’ve figured that out, aligning the content and keywords with what my audience truly needs is much easier.

    2. Brainstorm Seed Keywords

    Next, I start brainstorming seed keywords. These are broad terms that relate to my core topic and help uncover more specific keyword opportunities.

    For instance, if I’m creating a food blog, seed keywords could be things like “easy recipes”, “cooking tips”, or “healthy meals”. I think about what kind of content I want to produce – recipes, how-tos, product roundups – and jot down everything that comes to mind. Tools like AlsoAsked or Google’s “People Also Ask” are great for sparking ideas around what real people are searching for.

    3. Expand Using Keyword Tools

    With a list of seed keywords ready, I move on to keyword tools. This is where the broad ideas start turning into specific, actionable terms.

    I plug my seed keywords into tools like Ubersuggest, Google Keyword Planner, or AnswerThePublic to discover long-tail variations and identify gaps in existing content. For example, from “healthy meals”, I might find terms like “low-carb dinner ideas” or “quick keto lunch recipes”. These tools give me the data to shape content around what my audience is actively wants.

    4. Analyse Metrics

    Now comes the evaluation stage. I’ve got a list, but which keywords are worth chasing? I review three key metrics for each one:

      • Search volume: How often is this searched each month? High volume is tempting, but usually means more competition.
      • Keyword difficulty: This shows how easily you can rank for a keyword, or not. Lower difficulty terms are easier wins, especially for newer sites.
      • CPC (Cost Per Click): Even if I’m not running ads, a high CPC often signals high intent and commercial value.

    What I’m looking for is a healthy mix – terms that have strong potential but are still realistic for my site’s current authority. From here, I can decide on the keywords and topics I’ll write about and start planning the content.

    Balancing Search Volume and Competition

    This part of the process can be tricky to figure out initially. You need to look for opportunities that offer visibility and achievability. It’s all about choosing your battles wisely.

    High volume vs. Low Competition: Finding the Sweet Spot

    The dream combo: a keyword with high search traffic and little competition. These are rare, but when I find them, I prioritise them. They can deliver excellent traffic without the headache of going up against top-tier sites.

    Using Medium Competition Keywords for Niche Authority

    Medium competition keywords shouldn’t be ignored either – especially if they’re a strong fit for your niche. If you consistently produce high-quality content around these terms, you can build topical authority over time. In turn, that builds trust with readers and search engines.

    Recommended Tools

    There are plenty of keyword research tools out there, and I’ve tested many of them. Some offer free versions, though there are limitations. Here are my go-tos and what I use them for:

    Great for getting started, especially if I’m already using Google Ads.

    Simple to use and affordable, perfect for beginners.

    Packed with competitive data and in-depth analysis.

    Fantastic for exploring question-based, long-tail keyword ideas.

    How to Interpret and Compare Keyword Data Across Tools

    It’s rare for SEO tools to give the same numbers, because they use different data analysis methods. When researching, I always cross-check at least two sources to spot patterns. If several tools agree that a keyword has decent volume and low-to-moderate difficulty, that’s usually a green flag.

    I combine this data with Search Engine Results Page (SERP) research, current content goals, and an understanding of what’s performing well in my niche to decide which keywords are worth pursuing.

    The Importance of Long-Tail Keywords

    Not every keyword needs to be short or have high volume to deliver value. In fact, I’ve seen long-tail keywords bring in some of the most qualified traffic.

    Higher Conversion Potential

    Long-tail keywords are longer and more specific like “quick vegetarian dinner recipes for beginners”. These terms might not have thousands of searches a month, but they attract users who are further along their journey and more likely to engage with your content or try your recipes.

    Easier to Rank for Specific Queries

    Because long-tail terms tend to be less competitive, they’re a smart way to build traction, especially for newer sites. I also use them to deepen topical coverage, which helps support rankings for broader terms over time.

    On-Page SEO and Strategic Keyword Placement

      • Title tag: Your title tag is the headline that shows up in search results. It’s one of the first things Google (and your reader) sees. Make sure your main keyword (in this case, importance of editing) appears here, preferably near the beginning. Keep it clear, compelling, and under 60 characters so it doesn’t get cut off.
      • Meta description: This summary sits below your title in the search results. While it doesn’t directly affect rankings, it can influence clicks. Use your target keyword naturally and aim to answer the reader’s question or tease the value of the content. Keep it under 160 characters.
      • URL: Clean, simple URLs are better for SEO and user experience. Include your primary keyword in the slug (the part after the domain). Avoid unnecessary words, numbers, or symbols.

        For example,         yourwebsite.com/healthy-vegetarian-dinners works much better than yourwebsite.com/page?id=1234.
      • H1 and subheadings: Your H1 (main heading) should include the main keyword. It tells readers (and search engines) what the page is about. Use related keywords and variations in your H2s and H3s to support the topic and improve structure. It also helps scanners quickly find what they need.
      • First 100 words of the content: Search engines look here to understand the page’s topic. Use your main keyword early on, but do it naturally. It should fit into a clear, engaging introduction that sets the tone for the rest of the piece.
      • Image alt text and captions: Alt text describes what an image shows. They’re also really important for accessibility. You can include relevant keywords if they fit the image’s context. Captions are optional, but when you use them, make sure they add value and reflect the page’s topic.

    Natural Integration Techniques

    You’ve picked your keywords and placed them in the right spots, but now you need to make sure they sound natural. Let’s see how to blend them into your content without it feeling forced.

    Write for Readers First, Search Engines Second

    Something that many writers and editors overlook when working with SEO is that content needs to appeal to readers and search engines. It’s great if your content ranks on Google, but if it doesn’t bring in traffic or lead to conversions, it’s not doing its job.

    Readability matters. If your audience leaves quickly because the content is hard to follow or not useful, your rankings will suffer. Focus on writing content that’s clear and genuinely helpful. That’s what keeps people on the page and keeps search engines happy.

    Use Keyword Variations and Synonyms

    Keyword variations and synonyms help you avoid keyword stuffing and maintain readability. Your content flows more naturally and gives search engines a clearer understanding of what your page is about.

    For example, if your main keyword is “easy dinner recipes”, you might also use phrases like “quick weeknight meals”, “simple home-cooked dinners”, or “30-minute recipes”. These variations support semantic search, which helps Google see the bigger picture of your topic. They also keep your writing more interesting for readers. Use them where they fit naturally to keep your message clear and your SEO on track.

    Maintain Sentence Flow and Clarity

    The modern content consumer tends to skim read, meaning any content you put out must flow well and be concise and clear. Varied sentence length, bullet points, text boxes, and infographics add visual interest to the text and help keep the reader’s attention.

    Keyword Density

    The old rule of sticking to a strict percentage is no longer relevant. Rather than aiming for a specific keyword count, focus on making your content semantically relevant and valuable.

    Google now cares more about the context and quality of your content than how often a keyword appears. The goal is to write naturally, ensuring your keywords fit into the flow without overusing them. Quality content that answers the reader’s query will always win over keyword stuffing.

    Internal Linking Optimisation

    When optimising internal links, use descriptive anchor text that’s tied to your target keywords. This helps search engines understand the relevance of the linked page and improves overall navigation for your readers.

    Another effective strategy is building topical clusters. By linking related content, you create a stronger content structure and signal to search engines that your site has depth on specific topics. This boosts your chances of ranking for broader keyword themes and makes it easier for users to explore more of your content.

    Common Mistakes to Avoid

    Avoiding these common missteps will help make your content SEO-friendly and reader-friendly.

      • Keyword stuffing: Cramming too many keywords into your content makes it sound unnatural and can annoy your readers.
      • Overuse of exact-match keywords: Repeating an exact phrase too often can result in awkward writing and a poor reading experience.
      • Ignoring user intent: Focusing solely on keywords without considering what your audience actually wants can lead to content that misses the mark.
      • Forgetting to optimise headings and images: These elements make your content more structured and engaging.

    Evolving Content Optimisation Strategies

    SEO best practices have come a long way and are still evolving. What worked five years ago might not work today, and staying on top of those changes keeps your content visible and competitive.

    Impact of Google Algorithm Updates

    Recently, Google has emphasised quality, relevance, and user intent more. Updates like BERT and the Helpful Content Update are all about helping users find genuinely useful content – written by people, for people.

    This shift means it’s no longer just about fitting in the right keywords. Google’s getting better at understanding language and context, so exact-match keywords don’t carry the same weight they used to. Instead, it looks at the bigger picture – what your content is about, how well it answers the reader’s question, and whether it’s helpful.

    That’s good news for writers and editors. It gives you more freedom to write naturally, rather than forcing in keywords. The key takeaway? Prioritise the reader. If your content is easy to read and actually helpful, it’s far more likely to perform well in search.

    AI-Generated Content Considerations

    AI tools can be incredibly helpful for generating content quickly, but they’re not perfect.

    One common issue? Keyword misuse or repetition. AI-generated drafts often overuse exact-match keywords or place them in awkward spots that disrupt the flow. This can hurt readability and make the content feel robotic.

    That’s where editors come in. Your role is essential in shaping AI content into something that sounds human, aligns with a brand’s voice, and meets SEO best practices. 

    It’s also important to check for keyword balance. Are they used naturally? Do variations show up where they make sense? Is the content really answering the user’s search intent? A few thoughtful edits can turn a bland draft into something helpful and high-performing.

    In short: AI can give you a head start, but it still needs a human touch to get it over the finish line.

    Semantic Search and Entity-Based SEO

    Topic relevance matters more than ever. It’s not just about targeting a single keyword anymore, but covering the broader subject meaningfully. Including related terms, concepts, and commonly associated questions helps search engines see your content as comprehensive and useful.

    For example, if you’re writing about “plant-based diets”, it makes sense to also mention things like “nutrient-rich foods”, “meal planning”, or “vegan protein sources”. These related terms add depth and help reinforce the topic.

    Another way to strengthen your content’s semantic signals is using structured data. This extra information added to your HTML helps search engines understand the context of your content – like whether you’re writing a recipe, a product review, or an FAQ. Structured data doesn’t just support SEO; it can also lead to rich results in search, like featured snippets or review stars.

    When you focus on meaning over mechanics, and provide real value around a topic, you’re not just optimising for search – you’re building content that earns trust and keeps people reading.

    Optimising for Voice Search and Featured Snippets

    As search habits shift, so should your content strategy. More users search by voice, and featured snippets are often the first thing they see (or hear). To show up in these spots, your content must be clear, conversational, and structured for quick answers.

    Use Natural Language and Question-Based Headings

    Voice searches sound more like everyday conversation. Think “What’s the best way to store fresh herbs?” rather than “herb storage tips”.

    To match this tone, aim for headings that reflect real questions your audience might ask. Tools like AnswerThePublic or Google’s “People Also Ask” box are great for inspiration.

    Provide Concise, Structured Answers

    Right after a question-based heading, jump straight into a clear answer. One or two short sentences that directly address the query work best. This increases your chances of being pulled into a featured snippet or read aloud in voice search results.

    Use Lists, Tables, and Bullet Points

    Search engines love structure. Lists, steps, and bullet points make it easy for Google to extract quick answers and display them in snippets. They’re also easier for your readers to scan, which helps keep them engaged.

    Keep It Contextual

    Even when writing short, snippet-friendly sections, make sure they’re part of a broader, relevant topic. Voice search and featured snippet optimisation work best when your content already has strong semantic signals and meets user intent.

    By writing naturally, structuring your answers clearly, and anticipating the questions your audience is asking, you give your content the best chance to rise to the top – literally.

    Updating Old Content

    Part of maintaining an SEO strategy is going back and optimising (or re-optimising) old posts. It’s best to keep on top of this, otherwise, it can become a mammoth task and negatively impact your ranking. This is how I use keyword research to optimise posts:

    Re-audit Keyword Strategy

    Analyse the keyword strategy that you used for the post originally. Check how the post is performing for the main keywords. If it’s performing well with the intended keywords, leave the page as is and perhaps consider other forms of optimisation, like Conversion Rate Optimisation (CRO). 

    However, if the post is not performing well for its intended keywords, you need to choose a strategy to improve it. One option is to identify which relevant keywords the post is ranking for, then optimise the post to target those keywords instead of the original main keyword. Alternatively, you can analyse why the main keyword is underperforming and adjust the content to target it more effectively.

    Add New Long-tail Variations

    When working on your strategy, identify which long-tail keywords would be beneficial to target. Make sure they’re relevant to the topic and can be incorporated smoothly into the text. 

    If they’re in question form and you’re struggling to find a spot for them in the text, you can consider adding them in an FAQ section at the bottom of the post. 

    Refresh Metadata and Internal Links

    Updating all the metadata means making sure it contains the main keyword and is relevant to the content. You can also add extra internal links to the post. Just check that the anchor text is relevant to the post and (ideally) hits a target keyword. 

    Why a Thoughtful SEO Keyword Strategy Pays Off

    A solid SEO keyword strategy isn’t just about finding the right terms – it’s about understanding how to use them with purpose. In my work as a writer, editor, and content strategist, I learned that flexibility is key. What works today might not work next month, especially as algorithms shift and user behaviour changes. That’s why it’s so important to stay curious, keep learning, and revisit older content to see where to improve it.

    To recap: know your audience’s intent, choose keywords that match that intent, and structure your content around those terms without forcing them in. Make your content easy to read, useful to the reader, and built for long-term performance. And above all, don’t be afraid to evolve your process. The best SEO keyword strategies are the ones that grow with you.

    Headshot of SEO writer and editor Janet Barben

    Janet Barben

    Janet Barben is a full-time editor based in Cape Town, South Africa. She works primarily as an SEO editor and content writer across both B2B and B2C sectors. When she’s not polishing prose or crafting content, she enjoys gardening, crocheting, and getting lost in cosy fiction.