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Writing SEO texts

Write for human beings not for the machines | Stand: Nov. 2022
reading time: 6 minutes

The right word at the right time at the right spot – if you heed that you do everything right already basically, when composing SEO texts. This advice is rather scarce, admittedly. The seo-nerd stacks up with a few tricks you need for good SEO texts.

Deep insights the following text has:

If you want to write good SEO texts you should leave out the SEO, first of all. Don’t compose text purely for optimising your site for search engines. Don’t lose track of your users when writing SEO texts. After all, Google will like that as well. For the search engine always gets better (through the Berliner SEO and developments like RankBrain) in recognising what users intend and which website would fulfil these the best.

writing SEO Texts and Content

Writing good SEO texts means to show an interest in the users’ intentions

A typical request for shops is for instance “XY buy online”. Only at first sight, the intention of this search inquiry seems clear. Surely, there’ll be users that purely want to buy the product XY. Such users don’t really need any text, at all. A few bullet points are enough to ensure that they get what they want. You could almost just send them through right to the checkout. These dream customers of web shop owners are exemptions, though. The majority of users searching for the same expect information about the product as well. Which information which user expects and considers as helpful or useful is the core question of all texts suitable for SEO.

For this exact reason SEOs often talk of content rather than texts. For in the end, customers and users only really care about the contents, the points.

Users would like to know, what they can expect from an offer. The “Can I help you?” that every assistant approaches customers in shops with should be born in mind when writing SEO texts. As well as that the reaction of most customers to this question is “No, thanks. I’m only browsing.” For this browsing is exactly what matters in regards of the texts.

Don’t sound like a broken record with SEO texts

Good SEO texts accomplish that users can imagine a product or a group of products in the text (preferably framed with pictures and videos) as if he or she was looking at it in real life. For such an examination expertise is required. Give your readers exactly this expert knowledge. Help them understand your product. Prior knowledge will be very different from user to user. The art of composing SEO texts is to write in a way that both laymen and experts can extract something from your text for themselves.

To remain realistic: this will not always be achieved. If you deal with some topics in more depth you will lose impatient readers. If you write too concisely you will squander the chance to reach those that like to be informed in depth. Therefore no generally binding formula exists you write all SEO texts with. Each product, category or blog text has to decide from the specific product or topic how to address the users.

In most cases, an unemotional, easily understandable language will reach users most likely. Sometimes there are topics or articles, though, that just entertaining. Just think of DJs with SEO texts. They know you have to have more than one record with you for a party. So venture something and provide your website with variety. Not only Google likes Unique Content, but readers do as well. Your SEO texts are part of your online marketing. And the marketing 101 includes that an audience will abandon you if you always present them the same.

With these tricks you help Google to quickly understand your SEO texts

Once again: SEO texts are there for users, first and foremost. It also belongs to SEO texts, though, that Google and other search engines comprehend fast and easily what your texts are about and which intention or which user should be reached with it. The most important points are summarised in the content hand-out, that can be downloaded as PDF above. In this edition a few explanations are added:

  • SEO texts should compromise a minimum of 300 words. Homepage texts can even reach 1000 words, nowadays. After all, not the text volume, but the added value determines what it offers to a user.
  • Check the text for spelling. Google has paid a lot of attention in class!
  • Your texts should be unique. So don’t copy or reword anything from other sources, not even texts like product descriptions of the manufacturers. Almost every seller uses those texts. Such a “duplicate content” will be ignored by Google.
  • Reassure yourself what your keywords are. It’s a good idea to choose a focal keyword that users often search for (it can also be a keyword term existing of more than one word). Utilise synonyms for your keywords. This will increase your chance to give out a relevant result for this search word.

  • Pay attention to a good, clear structure of your text. Section it into at least three paragraph
  • Use subtitles for your paragraphs in which your focal keyword or synonyms are included in. Use headings 1-3 for titles (H1-H2-H3). The H1 is the main title and can only be used once there.

  • The focal keyword should crop up as much in the beginning as possible in the first paragraph. Think of a Wikipedia article. Google loves Wikipedia! There the keyword always stands in the beginning. The effect? Everyone knows straight away what the text deals with.
  • The focal keyword should occur in the text more frequently. A keyword density of between two-and-three percent is considered ideal. The longer the text the lower the keyword density. If used too often using your keyword does more damage than good.
  • The human eye as well as Google thanks you for highlighting the keyword in bold or italic letters from the text. This way, readers can understand at first glance what the text is about – and Google mimics this sort of behaviour. So, which keyword was chosen by the nerd for his article about SEO texts?
  • If it’s suitable feed your SEO texts with external links to sites with high trust. Also internal links to further topics enriches an SEO text if used sensibly. Use the possibility to give links title tags. These tags crop up when you move with your mouse over the link. This might be peanuts, but after all you show Google with this, that you put in all effort to make your text as valuable as possible for your users.
  • Always supplement your texts with pictures and videos when possible. In the alt-tag (the alternative text is shown when pictures can’t be displayed due to technical issues) your focal keyword should be included.
  • If possible your focal keyword should be part of the URL – and that as up front as possible. But be careful. If your URL already ranks you lose this visibility if you change an already existing URL.
  • Write a meta description with 155 characters in which the keyword comes up.
  • Write a site title with roughly 55 characters in which the keyword is included.

    Use a focal keyword preferably for one site only. Google tends to only have one sub-site of a domain to be ranked in the top.

  • Write as clear as possible and as simple as necessary. Short sentences are understandable sentences. Short words are easier to read than long ones. Focus on using verbs since then you automatically write descriptively.

  • Summarise everything important at the end of your SEO texts. This may lead to a call of action – for example: If you still have any questions, the nerd will be enlightened if you contact him!

Content hand-out for writing SEO texts

Download hand-out SEO texts

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