How to Balance Keywords with Creative Writing
Peter Bagi Peter Bagi
Content Writing
May 16,2018

How to Balance Keywords with Creative Writing

When it comes to writing your website, the words you choose to string together are what will attract search engines and keep your audience reading. So how can you find that perfect balance between what Google wants and what users want? How can you optimise your content for SEO rankings without compromising the quality of your creative writing? (or sounding too “salesy”)

Well, there isn’t really a “perfect” balance.

Think of growing sunflowers. Your keywords are the seeds. You plant them deep into the soil of your pages, then you water them with creative writing until the flowers bloom.

Nobody sees the seeds, do they? They only see the beautiful sunflowers that grew from them. Yet, without those keywords you planted, people wouldn’t see your content at all (because it wouldn’t be ranking).

Let’s talk about everything you need to know to grow your own creative keyword garden.


What is creative writing?

It’s any content that captures a person’s attention and makes reading as enjoyable as possible. It could be telling a story, humorous, poetic, or just have a delightfully efficient form.

Creative writing in online content is essential, as it not only hooks your audience in, but also separates you from competitors. You could have the same general content (or service) as someone else, but if people are reading your pages longer and interacting more with your content, search engines will believe your content is more relevant. That means a higher rank.


Typing Tips

Getting creative writing and keywords to work together isn’t a tough process. We’ve put together some tips that you can incorporate into your effective, creative writing.

Highlight Keywords

If you begin by writing your content in Word, highlight your keywords in red as you type away. This will keep you aware of how many keywords will end up on your page, letting you focus a bit more on the creative writing side of things. It’ll also make it obvious if you’re cluttering or repeating keywords too often – something that you want to avoid.

Clever Long Tails

e.g. Carpet cleaning services Brisbane

Let’s say you have a great long-tail keyword, but it’s a doozie. The one above doesn’t really roll off the tongue (or page), but there are ways you can fit it naturally into a sentence.

e.g. We have the best carpet cleaning services Brisbane has to offer.

Engaging Keyword Titles

e.g. Bed Frames, Brisbane

As search engines give more value to keywords in titles, they’re a fantastic place to put them. But what if you wanted to have a more eye-catchy title, like: Get the best sleep in Brisbane. How can you use keywords and embrace creativity? Well, you could try and combine them.

e.g. Bed Frames for the Best Sleep in Brisbane

Working With What Users Search

Keeping a mind on how users search and the language they use is an important part of reaching them. Sites like Answer the Public are designed to show you what people are searching on any topic.

Answer the Public
Image sourced from Answer the Public.

These are great places to find the phrases users want answers for. So if you have a business that provides a carpet cleaning service, what can you do with this information? We can see that people want to know what deep carpet cleaning is. So you could write about that topic under the heading: what is deep carpet cleaning? Or you could mention that your service exceeds the benefits of regular vacuuming by providing deep carpet cleaning.

Putting Creative into Dull

If you don’t really have the space for charming, story-like content, you can still be creative. Even if all you need to do is talk about the bare facts of your product. That’s because ‘creative’ can come in the form of rich and concise data.

e.g. Each pen made by our craftsmen contains the finest ink that points with our precise trademark head.

LSI Keywords

Latent Semantic Indexing (LSI) keywords are any terms that relate to or define your standard keywords. Google uses these for two big reasons:

  1. To work out if your content is talking about basketballs or fancy Cinderella balls (i.e. to understand the exact context of your content)
  2. To ensure your content is full of even more relevant information.

This gives you some breathing room in your writing and means you don’t have to hit those exact phrases every single paragraph. And if your content is really good, then you’ll be rewarded for it.


Cultivating your online content with both keywords and creative writing is the simplest way to organically reach consumers. However, even if your sunflowers are already reaching into the sky with golden fingers, this is an ongoing process. You need to tend to your garden regularly to keep reaping the rewards.

And if you don’t have the time? Well, that’s what our content writers are for, of course.

Content Writing
May 16,2018
Peter Bagi

Author: Peter Bagi

Peter is a Content Executive at Search Factory | iProspect. His interests include walking along the beach at sunset and writing bios about himself in third person.

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