The key that generally takes my clients from mediocrity to targeted, focused writing is understanding reader intent. When someone searches for a keyword or topic on Google, they have a goal in mind. They might want to learn about a topic. They might need instructions. They might want to see if an item is in stock at a local business. There are countless reasons. Your goal is to determine the most common reasons a user might search for topics relevant to your business and then figure out what kind of content would satisfy them. Then, produce that content.