The SEO-optimized text checklist tech marketers didn’t know they needed

The SEO-optimized text checklist is a must-have for tech marketers looking to improve search performance without compromising clarity or brand voice. This practical, step-by-step guide walks through everything from keyword targeting and content structure to metadata, image optimization, and CTAs—specifically tailored for B2B technology content. Use it to create high-performing assets that rank, engage, and convert.

Spoiler: Your content can rank and resonate.

Writing for SEO doesn’t mean sacrificing substance for search engines. 

So how do you make your content discoverable without sounding like a spec sheet?
With a checklist that’s as strategic as it is practical.  

Bookmark it. Share it. Make it part of your content workflow.

1. Know what you’re ranking for

Translation: Keywords matter. “AI” alone won’t cut it. Before you put fingers to keyboard, step into your buyer’s shoes. What are they searching for—and why? The best SEO strategies begin with insight into audience intent. 

What to do: 

• • Choose one or two primary keywords for each asset. Align them with real questions or problems your audience is trying to solve. 

• • Include long-tail variations that reflect how your buyers actually talk and search. 

• • Analyze competitor content—what’s ranking well, and where can you offer something better? 

• • Use tools such as SEMRush, Ahrefs, or Ubersuggest to evaluate keyword volume, difficulty, and opportunity. 

Storytelling tip: Your keyword should feel at home in your headline. If it reads like an afterthought, rewrite it.

2. Structure like a pro

Don’t hide good ideas behind dense walls of text. Online readers skim first, then decide if it’s worth a deeper read. Good structure helps them navigate—and builds their trust in you. 

What to do: 

• • Use headings logically (H1 for the title, H2s for major sections, H3s for supporting detail). 

• • Create a flow that’s easy to follow, with clear transitions. 

• • Use bullets, bold highlights, and summaries to improve scan-ability. 

Storytelling tip: Structure your post like a podcast episode. Start strong, guide the listener, and finish with a clear takeaway. 

3. Meta data: Your first impression

Meta titles and descriptions are your storefront. Make them compelling. They’re the first thing users see in search results. They should invite clicks, not indifference. 

What to do: 

• • Keep titles under 60 characters. Place keywords near the beginning. 

• • Write descriptions between 120–150 characters. Focus on clarity and value. 

• • Don’t just repeat your title. Offer a teaser that makes readers want to know more. 

• • Use active verbs: “Discover…” “Explore…” “Unlock…” 

Example: 

• • Title: Top Ways AI Transforms Hybrid Cloud Security 

• • Meta description: Discover how smart enterprises use AI to boost visibility and stay ahead of threats. 

Storytelling tip: Pitch it like you’re at a networking event. Keep it sharp and human. 

4. Image SEO: optimize beyond aesthetics

Images enhance experience—but only if search engines can understand them. A strong visual can support your message and boost performance—when properly optimized. 

What to do: 

• • Add alt text that describes the image and naturally includes a keyword when relevant. 

• • Compress files to speed up load time—search engines penalize sluggish pages. 

• • Rename files descriptively (e.g., “hybrid-cloud-dashboard.png”). 

• • Use consistent image sizes to avoid layout issues. 

Storytelling tip: Choose visuals that enhance your story. Skip outdated stock images.

5. Keep It scannable, skimmable, and readable

If your audience can’t absorb it quickly, they’ll move on. Especially in tech, clarity matters more than cleverness. 

What to do: 

• • Stick to short paragraphs (1–3 sentences). 

• • Add subheads every few paragraphs to guide the reader. 

• • Highlight keywords, stats, or insight to capture attention. 

• • Favor clear, plain language—even when explaining complex ideas. 

Storytelling tip: Sound like a helpful expert. Avoid jargon and formality. Be approachable.

6. Link strategically

Internal and external links connect your content—and build credibility. Smart linking helps search engines understand your site, while helping readers dive deeper. 

What to do: 

• • Add internal links to relevant blog posts, case studies, or product pages. 

• • Include external links to trusted sources that validate your points. 

• • Keep it balanced—around 3–5 links per 1,000 words. 

• • Set external links to open in a new tab to retain traffic. 

Storytelling tip: Think like a tour guide. Where should your reader go next?

7. CTAs: Don’t lose them at the finish line

If your content doesn’t lead somewhere, it ends nowhere. A strong CTA is your closing argument—it should make the next step easy and desirable. 

What to do: 

• • Align the CTA with the content (e.g., blog → related guide or use case). 

• • Be clear and action-oriented: “Download the guide” works better than “Learn more.” 

• • Reinforce the CTA in your closing paragraph. 

Storytelling tip: Make your CTA memorable. It’s the scene that sticks with them. 

Bonus tip: Keep SEO sustainable with these two power moves

1. Embrace E-E-A-T

Search engines reward content that shows Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) This is especially important in B2B tech, where your audience expects depth and credibility. 

• • Include author bylines and credentials. 

• • Cite real sources: stats, case studies, research. 

• • Demonstrate industry knowledge with original insight.

2. Refresh and repurpose.

Your best content today can still perform a year from now—if you revisit it. 

• • Schedule regular reviews to update statistics and links. 

• • Optimize based on performance data (e.g., bounce rates, time on page). 

• • Repurpose blog content into webinars, guides, or infographics. 

Storytelling tip: Content is a living asset. Reuse what works and keep evolving it. 

Search engines are smarter than ever—and so are your readers. The best SEO strategy blends structure with substance. Be useful. Be thoughtful. Be findable. 

At Mercer-MacKay, we combine SEO strategy with story-driven content that connects. Whether you’re updating your blog or launching a new campaign, we’ll help you get noticed—and remembered. Reach out.