Writing SEO Text In 5 Steps

SEO texts, or search engine optimized texts, are the foundation of search engine optimization. But there’s more to it than just including the right amount of keywords in a text so that Google likes it. Learn how to optimize your content for search engines now!

1. Don’t write for Google

The first and most important tip:  DON’T  WRITE FOR GOOGLE – sounds wrong, but it makes sense. The best strategy for writing for Google is to focus on the user. Google’s algorithm is so complex that it can’t be easily outsmarted with a few tips. This is also necessary to maintain the quality of Google searches.

Google sifts through trillions (that’s the number, by the way: 1,000,000,000,000) of websites to find the information we’re looking for. Various factors on these pages are indexed to determine whether the website answers our search query. To maintain consistently high quality and provide users with the results they need, Google is constantly changing its algorithm. These so-called Google updates can impact current ranking positions to varying degrees, and no one knows what change Google will make next – and this is precisely the reason why content should be produced for people. In our article on EEAT, you’ll learn how to write SEO texts with these factors in mind.

The complexity of the algorithm is difficult to grasp. Some factors are, of course, known, such as links, keywords, dwell time, formatting, or trust – but more on that later.

So, before you start writing content for your website, define your target audience. What do they want? What are they interested in? By defining a concrete target audience, you can best identify your readers’ desires and interests and address them with your text. Factors such as age, gender, marital status, occupation, education, and personal characteristics can be used to identify specific target groups.

With keyword research, you can filter out similar and related keywords and see what else your target audience is interested in – and you’ll have enough material for high-quality SEO texts that really interest your target audience.

2. Unique content creates added value

“Compelling content” – Ever heard of it? It means irresistible, captivating, and simply good content, and it best describes what your content should be like. Your goal should be to provide the best content for a specific topic. Online shops, in particular, are often seen trying to cram as many keywords as possible into an SEO text and rank on Google through linking. However, this often creates no added value for the reader at all. If this added value isn’t present, Google won’t reward it either.

At its best, good content is characterized by the fact that competitors haven’t yet provided this content in the format you’ve chosen. Your text should answer all the questions the reader might have about this topic – even before they think of them. Authenticity and quality are helpful companions here. This also applies to language usage, grammar, and spelling – yes, Google recognizes that too!

Important: Feel free to draw inspiration from other content, but never copy other people’s content! So-called duplicate content is detected and negatively evaluated by Google. This duplicate content is then accessible via two URLs, and Google can’t differentiate which URL should be displayed in the rankings.
If you’re going to add new text to your website, the least you can do is ensure it doesn’t already exist somewhere else. Ideally, you’ll trigger an “aha” moment for the reader by providing them with information they weren’t expecting.

3. Keyword density

After conducting extensive keyword research, for example, using a tool, you should decide on a main keyword. This is about what people might type into the search engine to find your content. However, too high a keyword density can negatively impact your ranking. If you simply insert the keyword as often as possible into your SEO text, this is called keyword stuffing. From Google’s perspective, this is not permitted and refers to a technique in which the search term is used excessively frequently in the metadata, text, and link content.

This results in increased keyword density, which is then classified as spam. Nevertheless, it still makes sense to use the most important search term in the  H1and subheadings, image files, etc.

A general guideline is a keyword density of between one and three percent. However, this shouldn’t be your goal. Your SEO text shouldn’t be optimized for search terms; rather, your search term serves to narrow down which topics are covered. This way, you’ll automatically use the necessary terms. You can then check your text for keywords afterward.

In addition to your main keyword, you should also research relevant secondary keywords to ensure that your SEO text also addresses topics that interest your readers. This way, you achieve two things in one: you use relevant search terms and you provide added value.

By using synonyms and semantic terms, you ensure a varied text structure, good readability, and the possibility of being found under various search terms.

4. What text structure and headings do to your SEO text

It sounds banal, but the structure and layout of your SEO text and its headings are highly relevant. First things first: the headline. The headline is essentially the flagship of your SEO text and is the first thing users see in a Google search. This determines whether readers click or scroll further, so choose it carefully. The main keyword should definitely appear in it. It’s best to place it as early as possible. In general, a good headline should be short, catchy, and informative. Above all, it should promise exactly what the text itself delivers.

What good is a well-written SEO text if no one wants to read it because the headline sounds boring? It should give the reader an idea of ​​what to expect and immediately convince them. If your headline is unattractive, the reader might be put off, and no one will read your text, and if no one clicks, Google will also find out and negatively evaluate the user’s lack of clicking.

Now that the user has reached your website via your appealing headline, they should be greeted by structured text. Subheadings can contain additional keywords, synonyms, and semantic terms, but these should not be the main focus. Subheadings should briefly show the reader what to expect. They serve to structure the entire text and help the reader find their way around. Questions can also be useful here and help Google index the page. Using questions is particularly important for voice search. Someone who used to Google “good Italian restaurant Hanover” might now ask their voice assistant, “Where can I find a good Italian restaurant in Hanover?” Therefore, you should try to ask and answer questions in your SEO text.

You should also pay attention to the hierarchy from h1 to h6. The h1 heading is the most important, the h6 the least important. Google recognizes a certain document structure from this. You can also include an exciting teaser text or a call-to-action button to give the whole thing a framework. Images and graphics also add visual interest to your text. This may also help you be found in Google Image Search.

5. Links and meta description

Next to the headline, the meta description is the first thing the user reads. With a tool such as the SERP Simulator, you can see how much space you have for your description and how it will appear in the SERPs. Google can put this description together on its own, but you can also write it yourself. Don’t rely on the automatically generated description; use the characters to express yourself. The main keyword from the title should appear here as well. You can also use special characters. They attract attention. A clear  CTA (call to action) is also useful and encourages the user to click. Possible phrases are “Read now”, “Order here”, or “Find out more now”.

By using a link, you create connections, which Google sees as a positive. Internal links show readers what else your website has to offer, allowing them to find out more. This increases the time they spend on your website. With outbound links, the page must open in a new tab. Otherwise, you’ll send your reader away from one page and directly to another. Also, only choose meaningful links. Quality is more important than quantity!