To have any chance to get to the first page of Google, you have to find the right balance between SEO-friendly content and human readability. Since search keywords are one of the most important aspects of SEO, you have to analyze what are the best keywords for your business before you even start to write any content. Brainstorm different words and phrases you think people are looking for, and use trusted tools such as Google AdWords (link) to help select the best keywords to use. Also important is to consider how much competition there is for each keyword or phrase, to determine if you have any reasonable chance to rank for that keyword. It might be better to find niche keywords where you can rank high, rather than focus on highly used keywords where you’ll end up at the back of the pack.  Work to find the right balance.

When doing keyword research, don’t forget about readability.  Having too high a keyword density content, so called “keyword stuffing” can be penalized by search engines, as well as being difficult for your site visitors to read who may decide not to return to your site.

Whatever you are writing about, become an expert on that topic. By posting several articles on the same topic, search engines will assume you know what you’re talking about. Choosing a targeted area of expertise will help you get on that coveted first page of search results.

Make sure it is easy to read on the screen, and check if your website is friendly for other devices (cell phones, Androids, iPads, etc). Break up the text into subcategories so it will be organized and easy to read, and use images effectively to help make your point. Using subcategories is a way to repeat keywords without readers noticing.  And subheadings make the text easier to read from the screen.
There are a few basics to help keep your writing style clean.  First, choose a headline to attract your readers, put conclusions at the beginning of the article, get to the point in the first paragraph, then expand upon it, and write only one idea per paragraph so not to confuse readers.

One of the best formats is using lists instead of paragraphs. Lists are easier to scan through than paragraphs, especially if you keep them short.  Studies have shown that people can only reliably remember 7 things at a time, so by keeping your lists short, it helps your readers remember them. Use only the words you need to get the essential information across. As much as you might love to write, respect your readers’ time.