How to Write Website Content that Rank in 2025

Website content is evolving, and what worked a year ago won’t cut it in 2025. With Google focusing on helpful and reliable content, SEOs and content creators need to adapt their strategies.

In Kenya, where businesses rely heavily on digital growth, creating content that meets Google’s standards can make or break your online success.

I have written content for client and personal websites that has seen significant success. Even my 1-month-old website is getting significant success with as little as 16 blog posts.

This is how I do it.

Understand User Intent

User intent is the backbone of content that ranks in 2025. Google is increasingly focused on what users truly want when they type in a search query.

This means your content must align perfectly with the needs of your audience. For Kenyan SEOs and businesses, the stakes are even higher due to the competitive nature of local markets.

Start by researching keywords that capture the intent behind searches. Use tools like Google Keyword Planner or Ahrefs to identify popular Kenyan search terms.

For instance, if someone searches for “best safari tours in Kenya,” they may want information about costs, destinations, or trusted providers. Your content should address these aspects clearly and directly.

• Practical Example: Begin your content by answering the query right away. For instance, if the keyword is “affordable safari tours in Kenya,” start with, “Affordable safari tours in Kenya range from KES 5,000 to KES 25,000, depending on the location and services offered.”

Avoid generalizations or vague introductions. Answer questions directly to improve user engagement, which signals Google that your content is helpful.

Fill Information Gaps

One of the most effective ways to create content that ranks is by filling information gaps. Google rewards content that provides value beyond what’s already available on the first page of search results.

This is especially important in Kenya, where local insights and practical tips can set your content apart.

Start by identifying topics or questions that aren’t well covered by competitors. Tools like Reddit, Quora, or even niche Kenyan forums are goldmines for uncovering what people want to know.

Pro Tip: Try out our YouTube comment analyzer tool to get unique information from comments on YouTube. 

For example, if you’re writing about “starting a small business in Nairobi,” explore forums where users discuss licensing challenges, hidden startup costs, or navigating local tax regulations.

Practical Steps to Fill Gaps:

1. Engage with Subject Experts: Collaborate with industry professionals or entrepreneurs to include unique insights. For example, a seasoned shop owner in Kisumu might share tips on sourcing affordable supplies.
2. Explore Niche Online Communities: Sites like Reddit or Kenyan Facebook groups often have threads with unanswered questions. Use these to enrich your content.
3. Provide Unique Value: Add detailed steps, case studies, or statistics relevant to Kenya that other articles might not cover.

Example in Action: If existing content on “eco-friendly housing in Kenya” lacks details, include tips like sourcing renewable materials locally or navigating government incentives for sustainable building.

In fact, these gaps can provide long-hanging long-tail keywords and queries that you can take advantage of.

Focus on Writing Fundamentals

Creating content that ranks in 2025 means sticking to clear and effective writing principles. Google prioritizes content that is original, well-structured, and easy to read.

For the Kenyan audience, this means offering concise answers upfront while expanding with relevant details.

1. Be Original

Avoid duplicating existing content. Ensure your content offers a fresh perspective by including insights unique to Kenya, such as market-specific examples or local case studies. For instance, a guide on "digital marketing for Kenyan SMEs" could feature examples of businesses thriving through Mpesa integration or county-specific marketing strategies.

2. Answer Queries Clearly

Address user queries directly in your content. When your headline poses a question, answer it immediately in the first sentence or paragraph.

• Example: If your topic is "How to Start a Business in Kenya," begin with, "Starting a business in Kenya requires registering with the eCitizen platform, obtaining a business permit, and fulfilling tax obligations through KRA."

3. Use Subheadings and Lists

Break down your content using subheadings (H2 and H3) and lists to make it skimmable. This not only improves readability but also helps Google understand the structure of your content.

• Pro Tip: Incorporate FAQs or bulleted lists for questions Kenyan users frequently ask, such as “What are the costs of registering a company in Kenya?”

4. Include Localized Keywords

Make your content highly relevant by using keywords tied to Kenyan contexts. For example, “affordable housing in Nairobi” or “best road trips from Mombasa” are more specific than general terms like “affordable housing” or “road trips.”

5. Add Value Above the Fold

The content users see without scrolling (above the fold) must grab attention. Provide key takeaways or a direct answer early on to engage readers and signal relevance to Google.

• Example: If writing about “best farming practices in Kenya,” start with a summary like:
  “Kenyan farmers can boost yields by adopting crop rotation, using certified seeds, and leveraging irrigation systems for arid areas.”

Create Depth, Not Length

In 2025, Google values content that goes deep into a single topic rather than content that skims across multiple subjects.

This means your content should be thorough, relevant, and focused, providing as much value as possible on the primary topic.

1. Dive Deep into a Narrow Topic

Instead of trying to cover everything, focus on a single question or idea and explore it in detail.

For instance, an article on "solar energy solutions in Kenya" should discuss specific aspects like installation costs, government incentives, and how to choose the right panels for regions like Turkana or Nairobi.

Example in Practice: For "How to Start an Online Shop in Kenya," you could include sections on:

• Popular e-commerce platforms like Jumia or SkyGarden.
• Integrating Mpesa and card payments.
• Navigating logistics with local courier services.

2. Keep Content Relevant Throughout

Ensure all subtopics connect to the primary focus. For example, if the main topic is "affordable living in Nairobi," your subtopics should address things like housing, transport, and shopping rather than veering off into unrelated areas like Nairobi’s nightlife.

3. Add Detailed Subsections

Each subsection should expand meaningfully on the main topic. Use bullet points, examples, and case studies to provide depth.

• Example: In a section on “eco-friendly homes in Kenya,” detail specific building materials like makuti (palm leaves) or mabati (corrugated sheets) and where to source them locally.

4. Include Data and Statistics

Adding relevant numbers and case studies boosts credibility. For example:

• “In 2023, Kenya’s solar market grew by 20%, with over 200,000 new households adopting solar energy solutions.”

5. Relate to Kenyan Contexts

Discuss issues or opportunities unique to Kenya.

For instance, if writing about “remote work setups,” include tips on choosing reliable internet providers in rural areas or navigating power outages with backup systems.

Improve Engagement with Smart Structure

User engagement signals are key to ranking content in 2025. Google tracks metrics like time spent on your page, bounce rates, and interactions. Structuring your content strategically can boost these signals.

1. Use Attention-Grabbing Intros

Hook readers with a clear answer or bold statement in the introduction.

• Example: Start an article on “Affordable Cars in Kenya” with, “Did you know you can get a reliable car in Kenya for as low as KES 400,000? Here’s how.”

2. Break Content into Logical Sections

Use subheadings, short paragraphs, and lists to make your content easy to read. A well-organized structure encourages users to stay on the page longer.

• Example: For “Best Road Trips in Kenya,” use subheadings like “Top Routes from Nairobi,” “Must-See Stops,” and “Travel Tips for Safety.”

3. Optimize for Scannability

Readers skim online content. Use bold text, numbered lists, or bullet points to highlight key takeaways.

• Pro Tip: Include a summary box at the beginning of the article with quick answers or tips.

4. Add Interactive Elements

Engage readers with videos, infographics, or polls. For example, a travel guide could include a poll asking users to vote for their favorite destination in Kenya.

Optimize for E-A-T

Google’s focus on Expertise, Authoritativeness, and Trustworthiness (E-A-T) ensures that only credible content ranks. To boost E-A-T:

1. Highlight Author Expertise

Showcase the author’s credentials, especially if they have relevant experience. For instance, a blog on “Kenyan Tax Filing Tips” should note the writer’s accounting background or experience working with KRA.

2. Link to Authoritative Sources

Use trusted Kenyan and international references to support your claims. Link to sites like the Kenyan Government Portal, credible news outlets, or global organizations like WHO or UN for factual backing.

3. Showcase Firsthand Experience

If you’re discussing a topic like “Best Restaurants in Nairobi,” include personal reviews, photos, or direct insights to establish trust with your readers.

4. Avoid Errors

Ensure all your facts are accurate. Incorrect information, like outdated government policies or wrong statistics, can hurt your credibility.

5. Balance Facts and Opinions

Clearly separate factual data from your own perspective.

For example, state the average cost of solar panels in Kenya as a fact, then share opinions on the best providers based on personal or client experiences.

Use Strategic Internal and External Links

Linking smartly within and outside your website boosts both SEO and user experience.

1. Add Internal Links

Guide readers to related content on your site to keep them engaged longer.

• Example: If writing about “How to Register a Business in Kenya,” link to an article on “Top Legal Requirements for Kenyan Businesses.”

2. Use Relevant Anchor Text

Ensure the clickable text is natural and descriptive. Avoid stuffing keywords unnecessarily. For instance, “Learn more about Mpesa integrations” is better than “Click here for Mpesa.”

3. Link to External Authority Sources

Reference reputable sites to support claims or data.

• Example: For “Kenyan Real Estate Trends,” link to a trusted source like Cytonn’s market report or the Kenyan Land Commission.

4. Avoid Overlinking

Use links sparingly and strategically. Too many links can confuse users and dilute their value.

Also, have short and descriptive anchor texts when linking internally. Do not use vague anchor texts which do not show a user what to expect on the intended link.

Creating content that ranks in 2025 requires a strategic approach tailored to Google’s evolving algorithms and your audience’s needs.

If you want professional guidance to optimize your website for better rankings and results, book our SEO services today at https://collinsmeroka.co.ke/contact-us.

Let us help you grow your business online!