Good article – how to write it

Table of content

Knowing how to write a good article can significantly impact the results you get. Modern texts are not ordinary notes, but meet a number of conditions. What? We write about this in the article below.

What makes a good article?

Effective content always takes into account the assumed marketing goals as well as the target group, so that the message is clear and tailored to the needs of readers.

The constant characteristics of a good article are:

  • creativity
  • uniqueness
  • clarity
  • reliability

Moreover, taking into account the fact that more and more texts are published on the Internet, another important element is adapting the content to the requirements of search engines. This procedure is performed as part of SEO copywriting and is still gaining in importance.

How to write a good article?

Creating an appropriate article is a multi-stage process that includes:

We see that the writing process itself is the final element of the entire task. The earlier steps are no less important, so let’s take a closer look at them.

Come up with an idea

Easier said than done, right? Not necessarily, because nowadays the Internet offers many tools to support a copywriter’s creativity. The most popular of them is AnswerThePublic, which generates many topic suggestions based on a keyword phrase.

So if you want to write an article, but you’re not sure where to start – first specify an interesting topic that will be a point of reference. It is best if it is searched for quite often and relatively uncompetitive. It sounds like a dream, but fortunately, it can be realized – to do this, you need to define the appropriate phrases, which we will discuss in the next stage.

Choose keywords

Keywords are words that the user enters into the search engine. Choosing the right phrase will therefore allow your article to be displayed to more people.

Unfortunately, with great popularity, the chance that other companies will also fight for it increases – so you need to compromise and choose a keyword with a favorable proportion. In other words, a phrase that is too general will be competitive, which will delay or prevent the article from gaining visibility, while a phrase that is too niche will not generate any traffic to the website.

You can perform this procedure in two ways. The first one is manual search, which involves entering a given phrase and identifying competing websites. If large portals appear, it is a sign that the word is too short, so it should be expanded. You can easily do this by looking at ready-made suggestions from Google.

The second method is more “professional” and involves using a keyword search engine, or more precisely, a dedicated tool that determines the popularity and competitiveness of phrases based on specific numerical data. This solution is definitely more accurate, but it involves the cost of purchasing the program.

Plan your construction

A clear information structure is crucial for the article to be attractive and well positioned. To do this, you need to specify what messages are the most important, and then based on them, correctly write headlines for SEO.

The principle here is quite simple: the overarching topic (title) consists of subordinate information (H2 headings), which are described by smaller H3 headings, and so on.


Let’s define the phrase “What running shoes to choose” as the main subject of considerations. Sub-headings that refer to the title are “summer shoes” and “winter shoes” – after all, the choice of footwear depends, among others, on the season, so it is worth separating this information.

Then we can specify the topic “summer shoes” by adding smaller headings “summer shoes up to N30, 000” and “summer shoes over N30,000”. Thanks to this, we further narrow down the information to a specific price range, expanding the range of keywords for which the article can be searched.

Why add headings?

This SEO structure brings a number of benefits.

First, users can find the information they need more easily. If someone is looking for summer running shoes in a budget of N10,000, they do not have to read the entire article, but just read this one headline. Thanks to this, it will save time and the website will have a better impact on it, influencing its image effects.

Secondly, as we have already mentioned, using keywords in many variations improves the visibility of the article. For this reason, expanding the phrase may generate additional traffic to the website.

One could say, two birds with one stone. Without a doubt, a good article must contain well-arranged headings that ensure a clear structure of the content.

Write a good article

At this stage, we have a specific title, key phrases and headings. All that’s left to do is start writing a good article! This is the most obvious stage about which, ironically, we can say the least. This is because a professional article will look different for each company. This is closely related to the specific target group, industry and the scope of information covered.

However, it can be assumed that a good article is one that meets all the features listed at the beginning. Moreover, it should be preceded by research to create content only based on reliable sources. A bibliography below the text is welcomed by both readers and search engine algorithms.

If you want to see what professional content looks like in practice, check out our copywriting portfolio.

Perform SEO optimization

The last step in creating an article is nothing more than a set of several features that need to be implemented to maximize visibility in the search engine. These include:

In addition, it is worth formatting, i.e. adding paragraphs, bolding the most important information, highlighting definitions, etc. An attractive article will always be rated better than plain text without colors.


  • Creating a professional article is a multi-stage process in which the most important roles are played by: an encouraging title, accurate keywords, a clear information structure, reliable and interesting content, as well as optimization for positioning.
  • Following these steps will maximize your business results.
  • A good article can significantly impact sales results, but first it must be written properly. We hope that after this guide you already know how to do it.

Olayinka Oni

I am a versatile content writer and copywriter with over 3 years of intense work experience. In addition to writing marketing copies, website contents, articles, blogposts, UI/UX contents, product descriptions, social media contents, and landing pages, I'm also skilled in Search Engine Optimization (SEO), digital marketing, and business development.


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