My SEO Style Guideline You Can TOTALLY Steal For Your Writers

Feel free to copy/paste this into your internal documents for your staff writers who might be new to SEO.

Esther Jordan
7 min readNov 21, 2022


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Here is a style guideline I created as generic copy for any small or large company to share with their team of writers. This is great to share with your co-workers or your team of copy writers as an inter-office document. Feel free to copy and paste this into your internal documents!

Style Guideline for [Name of Company]

[Name of company] adheres to Google’s best practices. This is a style guideline to simplify the process of writing for these platforms. In the following pages are examples of how you should be writing and what to avoid that would make a negative impact on the site’s ranking.

First, let’s consider grammar. As a writer, you have a variety of audiences to cater to. Some are researching scholarly articles, while others are looking for more light hearted information. For [company website], the focus will be on crafting content that matches marketing standards.

Content that matches these parameters needs to be more on the light hearted side. Easy to read material and simple sentence structure is key. If you have ever written for a publisher, then you know complex ideas and lengthy conjunctive sentences are okay since the audience is niche and will grasp the material easily. Usually, this material cannot be easily expressed in one small sentence.

However, in SEO copywriting, the material needs to be concise, yet informative. Get to the point, let the keywords define the intention of the paper, and stick to the outline given by the marketing team. Fairly simple and easy to manage, right? We thought so too.

Give the instructions and suggestions below a read through and get back to us if you have any questions.


Passive Voice — Passive voice is when the subject matter is written about in past tense. Avoid using passive voice unless you are referring to an actual event in history. Use active voice when writing content so it feels very current and relative. It’s no fun when you’re having a medical crisis and the information feels…



Esther Jordan

Quantumplation. Legal writer. SEO marketer, writer, and editor for 15 years. High fashion model. Former children and adult special-needs counselor. Risk taker.