SEO Content Creation in the Age of AI Search: A Complete Guide

Most businesses publish content that barely gets any traffic.

Why? Because they don't have a system.

This guide gives you the exact process I've used to generate $100,000s in revenue for companies by creating SEO content. I'll show you how to create SEO content that ranks on first page, gets cited by LLMs like ChatGPT, and converts readers into leads.

Let's dive right in.

What Is SEO Content?

SEO content is any content created to attract search-engine traffic by ranking in search engines like Google.

When people say "SEO content," they're often referring to articles and blog posts, since that's the type of content that drives the majority of results.

However, depending on the context, SEO content can also refer to:

Product and category pages - E-commerce pages optimized to rank for product-related searches
Landing pages - Standalone pages targeting specific keywords or campaigns
Glossaries and resource pages - Reference content defining terms or curated link collections
Videos and infographics - Visual content optimized with metadata and transcripts

The core principles in this guide apply across all these formats, but we'll focus specifically on creating article-style content.

Why Is SEO Content Important for AI Search Visibility?

SEO content is important because LLMs like ChatGPT and Perplexity pull their information from the web, prioritizing sources that combine strong search visibility with unique, valuable insights.

For example, by creating high-quality, search-optimized content, we were able to rank EasyAudit high for commercial and transactional searches like "vanta alternatives."

This got ChatGPT (as shown below) to recommend EasyAudit as a viable solution for speeding up your preparation towards getting a SOC 2 certification:

Here's a more in-depth breakdown of why content is essential for improving your search visibility: Why Is Content Important for SEO (and GEO)?

But before you can start creating content, you need a strategy.

Publishing random articles without a plan risks confusing search engines and LLMs about what your business actually does.

How to Create an Effective SEO Content Strategy

An effective SEO content strategy is a plan that shows what topics to cover and in what order. It's built from keyword research and topical mapping that show you what your audience searches for and how those topics connect.

Here's how to build one:

1. Find Keywords Worth Targeting

The first step is to find and collect content topics that your target audience actually searches for, otherwise known as keywords. Without it, you're guessing what to write instead of targeting topics people actually search for.

Here's how to do it:

1. Identify your seed topic. Write down the main thing your site covers — your product category, core feature, or primary use case. For example, RankUp's seed topic is "seo content software."

2. Define your target audience's main goal(s). What is the overarching outcome your target audience wants to achieve? In RankUp's case, it's that our audience wants to either learn about, find or buy SEO content software.

3. Brainstorm and validate keyword ideas. This is where you generate potential keywords (content topics) and check if they have real search demand.

For keyword ideation, use as many sources as possible:

Competitor keywords - Use an SEO tool to see what your competitors rank for
LLM generation - Give ChatGPT or Perplexity your seed topic and audience goals, then have it generate keyword ideas
Your own GSC - Check what searches your site already gets impressions and clicks for

Wikipedia - Review your topic’s Wikipedia page for covered topics and related references.

SERP analysis - From searching your seed topic and also why not other keywords, collect:
- PAA (People Also Ask) questions,
- potential next searches from "People also search for" section,
- autocomplete suggestions,
- potential keywords from competitor content (URLs, titles, headings, body text, image tags, anchor text)
  P.S. Not every SERP will have all of these elements. Collect what you can.
Related keywords - Insert keywords into an SEO tool and use the "Related Keywords" function
Keyword templates - Create templates from existing keywords (e.g., "[competitor x] vs [competitor y]", "how to [z task]") and have an LLM fill them using different variables or entities.
Lexical relationships - Have LLMs brainstorm variations using word relationships like synonyms, hyponyms (e.g., "best seo tool for beginners" → "best seo tool for experts")

For keyword validation, insert your brainstormed keywords into any SEO tool that shows search volume, difficulty, trend, and other such keyword data.

Keep keywords that have search volume, and also keep zero search volume keywords if they show up as recognized keywords in the tool. Skip keywords that don't appear in the tool at all or seem like random phrases with no search history.

Most people work through ideation and validation at the same time. But you can also collect everything first and validate later if that feels easier.

NB! Don't throw away keywords that look nearly identical or return the same SERP results, you'll need them in the last step.

4. Filter out irrelevant keywords. Remove anything that doesn't align with your product, features, or services.

5. Group related keywords into topic clusters. Organize your filtered list into clusters based on your products, features, or service areas. Each cluster should represent a group of related content topics.

Here are a few examples of keyword clusters that RankUp’s content strategist agent, Magnus, created:

6. Create sub-clusters for similar keywords. Within each topic cluster, group keywords that return the same or very similar SERP results (4+ identical sources, or different sources providing the same info).

Search volume is often the main indicator used to determine which keyword becomes your primary target and which ones are secondary keywords.

Once you've grouped your keywords, you're ready to build your topical map.

2. Create a Topical Map

A topical map is a structured content roadmap that connects your keyword clusters. It shows what order to write and publish your topics in, and helps you visualize how each piece should connect to others, so you avoid having pages on your site that don't pass authority and guide visitors through your site.

This is what the structure of a topical map looks like:

You can build a complete map for all clusters at once or create one cluster at a time, it’s entirely up to you. That said, it’s best to build the topical map cluster by cluster rather than hopping between clusters, regardless of whether you’re doing them all at once or not.

Here’s how to create a topical map for a cluster:

1. Define your core product/feature topic. This is the keyword you will target with your product/feature page.

2. Identify your pillar topics. A pillar topic is a keyword that represents a group of related keywords. It's the main topic around which all other related topics revolve and link back to. In each cluster, there are two pillar topics: a commercial pillar and an informational pillar. The commercial pillar topic represents competitor comparisons and review-related content. The informational pillar topic represents educational content.

3. Add supporting topics in logical order. Once the pillar topics are identified, start adding supporting topics to your topical map. The supporting topics are all the other keywords in your keyword cluster. As you add each new topic to the map, ask: "What should I publish next so I can link it back to existing content?"

4. Connect all clusters eventually. Separate keyword clusters should link to each other where relevant. The goal is a fully connected content ecosystem where readers (and search engines) can move naturally between related topics.

Now let’s look at how you can turn your topical map into an actionable content plan so you can start executing your strategy.

3. Create a Content Plan

A content plan turns your topical map into an actionable publishing schedule. It lists exactly what topics to write on and in what order, so you can execute your strategy without constantly referring back to the map structure.

Here’s an example of a content plan that RankUp’s Magnus created for me:

You don't have to create a content plan if your topical map is clear enough to follow directly. But a plan can be helpful if you want a simple checklist format, need to hand off topics to a writer or teammate without explaining the full map logic, or prefer organizing topics by week or month.

Here's how to create one:

Use whatever format works for you. A simple spreadsheet, project management tool, or even a numbered list in a doc is fine. You just need a place to list topics in order and optionally divide them by weeks or months.
Pick one branch from your topical map to focus on. Covering one branch (cluster) at a time builds authority faster than creating content across multiple separate branches at once.
Start from your pillar topic. Choose which pillar topic (commercial or informational) and its supporting topics you want to start covering first.
Add supporting pages in sequence. After the pillar, list out the supporting topics that branch from it.
Organize by month. Plan one month of topics, publish them, check what performed well, then plan the next month. This lets you spot trends and double down on what's actually working.

You don't have to finish an entire cluster in one month. Choose your publishing volume based on how much time you can invest, but aim for at least 8 articles per month to achieve growth at a good pace.

Once your strategy is set, you’re ready to begin writing the actual content for each topic.

P.S. If you've never done keyword research, created a topical map, or built a content plan before and this feels too complex or if you're simply looking for a way to streamline these tasks, RankUp's AI strategist agent, Magnus, can handle it all for you in minutes.

"How does it ensure quality work?"

Magnus is trained to ask for your product/service knowledge, and industry expertise where needed.

Rather than doing everything in one go, the process is collaborative: Magnus does the heavy lifting while you provide input to guide his work.

If you’d like to see Magnus in action, you can book a call, and I’ll show you how this wizard does its magic.

How to Write High-Quality SEO Content

You create high-quality SEO content by:

picking a topic,
analyzing what competitors did to rank and what gaps you can fill,
organizing your headings into an outline,
and finally actually drafting the content.

Here's how to execute each step:

1. Select a Content Topic

If you're just starting out, select your pillar topic first.

If you've covered your pillar topic, move onto the supporting topics.

If you've decided to create educational content, pick the supporting topic that connects most naturally to your pillar.

For example, RankUp's pillar is "seo content". Good next topics would be "why content is important for seo" or "how do you write seo content" - they're directly related and easy to link from our pillar page.

If you can't internal link a topic smoothly to your existing content, choose a different topic.

2. Analyze the SERP Before You Write

Before writing anything, analyze the Search Engine Results Page a.k.a SERP of the keyword you are trying to rank for to understand what competitors did well and what information gaps they left. This tells you what it takes to rank and how to meet search intent better than the current top-ranking content.

Here's how to do it:

Search your keyword and analyze the top 3-5 ranking articles. Look for patterns in how they approach the topic:

What angle did they take? Some articles lead with data, others with personal experience or contrarian takes. Identify their approaches, then think about how you’ll differentiate yours.
How is their content structured? Note down their H2/H3 headings, the order of sections, and which topics they prioritize early vs. later in the article.
What unique insights did they include? Look for original data, specific examples, tools they recommend, or perspectives that make their content stand out from generic advice.
Where are they linking internally? Check which related articles they reference - this reveals their content strategy and gives you ideas for your own internal linking.

Also scan the SERP for features like "People Also Ask" questions, autocomplete suggestions, "People also search for" sections, and other such elements. These give you hints about what information to cover beyond the main intent.

You're ready to create your outline when you can answer: Why should someone read my content over competitors' content?

3. Create a Content Outline

Next, lay out your H1, H2s, and H3s. The outline will determine what topics you cover and in what order.

Here's an example of a search-optimized content outline which RankUp's content manager agent, Lyra, created for me:

Here's how to create an SEO content outline:

Start with your H1. Review the headlines your competitors are using. Your H1 should include your primary keyword and clearly communicate why the searcher should read your article instead of a competitor’s.
Decide on your core sections. Here's how to figure out what topics to cover:
- Competitor articles - Look at the top 3-5 ranking articles. Are there topics the majority of them cover? If most competitors start with "What is X," you should probably cover that too.
- Logical flow - Think about what question comes next in the reader's mind as they move through your content. Consider what topics you need to cover to actually deliver on the promise you made in your H1. I explain this in more depth in this clip right here:
- SERP features - Review the SERP features you identified earlier. They might reveal additional topics worth covering.
End with a CTA section. Add an H2 at the end that invites readers to take the next step (e.g., booking a call or signing up for a trial).
Add an FAQ section (if it makes sense). If you found relevant questions from SERP features or have noticed that leads and customers frequently ask questions that don’t fit naturally into the main content, add an FAQ section after your CTA H2. If you’re still unsure what to include, check out this clip:

Fortunately, you no longer have to create outlines manually. If you want to know how to create a search-optimized outline fast, check out this guide: How to Create a SEO Content Outline (Fast)

Once your outline is set, you’re ready to start drafting the content.

4. Write the Content

Draft each section using search-optimized structure while delivering unique insights and value that fulfill the article's main promise.

Below each heading in your outline, use this structure:

Direct answer - A short 1-3 sentence summary that directly addresses the main idea/question of the section.
Expansion - Explanations, examples, analogies, and other details that fully cover the section’s topic.

Here’s a short clip of me explaining why direct answers are super important for your site's AI search visibility:

Direct Answer Checklist:

Keep it to 3 sentences max - Answer the core question concisely without covering every detail (that's what the expansion is for)
Use a certain tone - Avoid uncertain phrases like "might," "could be," or "try to." Sound confident so search engines and LLMs trust you're addressing the main point
Mirror the heading - If your heading is a question, like for example "What is SEO content?", start with "SEO content is..." Use the same 2-3 word chunk from the heading in your answer
Make it standalone - Someone reading only the direct answer should understand the main point without needing the rest of the article. Include relevant entities and avoid vague references like "here you can find"

Expansion Checklist:

Ask "what's next?" - After the person reads the direct answer, what's the next question on their mind? Use that to guide what details, examples, or context to add.
Keep it value-dense - Every sentence and paragraph should have a reason to exist. If you can remove it without disrupting the flow or leaving the idea incomplete, cut it. A well-written piece of content is like a well-made burrito. This clip explains it perfectly:
Include your unique insights - Add your own data, opinion, or first-hand experience whenever possible. This is what makes your content stand out. In this short clip, I explain why this matters more than ever and the cost of sounding like everyone else:
Add visuals strategically - Use infographics for visualizing processes or concepts, tables for comparisons, and images to show uncommon actions or things. I explain this in more detail in the short clip below:
Write directly to the reader - Use second person ("you," "your," etc) as if you're talking to them, not describing things to a third party.
Mix up formatting - Use bullet points, numbered lists, and short paragraphs (max 4 lines on desktop) to make content easier to scan and consume.
Use max 1 internal link per section - Make it highly relevant (if it's not, readers won't click). Place your most important internal link first, as it passes the most authority.
Add 2-3 external links - Link out to other websites when citing statistics or referencing external sources.

Note: The direct answer + expansion structure applies to your core body sections and FAQ section. Your intro and CTA sections work a bit differently.

Writing Your Intro

Your intro should be short (max 4 paragraphs) and accomplish three things:

Hook the reader - Grab their attention with something relevant and engaging.
Confirm relevance - Make it clear this content is for them and addresses their situation.
Confirm expectations - Make it clear they'll get what they came for.

If you want an example of a good intro, check out the one I wrote for this guide ;)

Writing Your CTA Section

Your CTA should smoothly connect your product to what the reader just learned. Show how your product or feature helps them get the outcome they're looking for.

For example, if your article is a how-to guide related to your product or service, position your product/service as the solution, like this:

Create Unique, Search-Optimized Content Fast With AI Agents

Search is getting smarter.

About 50% of consumers now intentionally use AI-powered search tools like ChatGPT, Perplexity, and Google's AI overviews to get answers and make buying decisions.

As a result, driving traffic to your business's site is only getting harder.

Simply optimizing content for search isn’t enough anymore. You now have to prove real field expertise, and producing that kind of content usually takes days, if not weeks.

But with RankUp, turning your knowledge into high-quality SEO content is easy and fast.

RankUp is a team of AI agents that creates unique, search-optimized content for both Google and LLMs using your product/service knowledge and industry insights. The agents handle all the heavy lifting end to end, using just the input they request from you.

If you want high-quality content created fast that gets you traffic from AI search and actively promotes your product or service, book a call to see the agents in action.