Writing great SEO texts is essential for your Google ranking. Content is King. But good content still needs to be made understandable for visitors and Google through the syntax of the language. A few tips on how Google can read your texts optimally I have written in this article.
The term SEO text is actually a non-word and has also changed significantly in recent years. While a few years ago you wrote contentless texts with as many keywords as possible to rank well in Google, such keyword spamming is punished by Google today. So an SEO text in this sense no longer exists.
Nevertheless, it is helpful to follow some rules and tips so that Google (as well as the user) can quickly identify the content and topic of the text.
Writing SEO texts for visitors and search engines
You should create website texts primarily for the visitor. It’s no use if you shoot up to number 1 on Google in the short term with search engine optimized text, but after a few seconds on your website, users realize that there’s nothing but content-less blah-blah to read. Meanwhile, user signals are an important ranking factor. This means that Google registers exactly which search terms the user is looking for and how long he stays on the website.
Scenario 1: The Super SEO Text
You have created the super SEO text! Your text has exactly the right keyword density and also otherwise an optimal WDF*IDF. You start (due to the low competition in this search area) almost immediately on position 1. Unfortunately, your text has little information for the user except the keyword density and WDF*IDF. You use the right words, the right sentence structure and a good structure – but unfortunately your text has no added value for the visitor. The content offers no new information. This text will quickly rise to the first ranks in Google – but just as quickly fall again.
Scenario 2: The suboptimal SEO optimized text
The text has a low keyword density. The WDF*IDF ratio is also somewhat unbalanced. However, you have information for your visitor that no other website offers. The user gets exclusive information that forces him to read your text – to stay relatively long on your website. You won’t get to the top of Google right away with this site – but your rankings will keep improving in the long run. Just very slowly, because Google can’t really grasp your text, but based on the time spent on your website, it recognizes that your information is valuable for users.
So in the best case you have a great text with exclusive and valuable content. This quickly leads to good rankings and the added value of the information ensures that your website also remains at number 1.
The optimal structure when writing SEO text
The WordPress plugin SEO Yoast can be used as a good help for SEO texts. But do not forget: You should write your texts primarily for the user. But the user also likes a well-structured text. Therefore, there is the following to consider:
Structure text with headings
Internet users are stressed. Internet users have little time. Internet users are looking for a solution or information quickly. This is precisely why a text on the Internet today is not read in a linear fashion like a book, but is scanned for relevant information. The visitor’s eyes slide across the screen and this is where the headlines come in. They are the orientation points in the jungle of letters. Therefore, you should structure your text semantically and provide the individual sections with meaningful headings (keywords should generally also appear in headings).
As a rule of thumb, a heading section should not contain more than 300 words. In addition, semantic units should be separated by paragraphs. This makes quick scanning easier for the user. Therefore, the first sentence should contain the keyword for the respective paragraph (or the topic of the section should be apparent in the first sentence), so that it is already clear to the user (and also to the search engine) what this paragraph is about when reading the first sentence.
Clarify the topic at the very beginning of the text
You may have noticed that some blogs start by just regurgitating the problem (after you’ve searched for it). Some blog articles even consist half only of the problem (“… Today I’ll show you how to write SEO texts properly … With my tips you will learn to create SEO texts …”) to then conclude in the last paragraph with one or two pieces of information (which you could probably already think of yourself). Especially in the SEO field you often read such almost content-less texts. At the moment, such texts still rank relatively well – in the future, however, they will no longer rank in the first places on Google.
These SEO texts were written for the search engine – but illustrate well that especially the beginning of a text has a higher priority for the ranking in Google. Therefore, you should repeat the problem that your text deals with right at the beginning. Because especially the first paragraphs in a SEO text are considered by Google.
I like to write the problem again in the first paragraph – but to provide the visitor with relevant information already in the second or third paragraph. It is important that the visitor does not feel cheated here – after all, he is looking for good content and not to read his problem again in different versions. Keyword user signals – Google also registers when the visitor goes back to the Google results page and continues searching for the same keyword. Thus, the search engine suspects that the problem could not be solved by the searcher through your website.
Technical structure of good SEO texts
A good SEO text is also technically well distinguished. Now all copywriters will groan – most of them don’t know much about HTML. But don’t worry: you don’t really need them either.
The correct headings hierarchy
Your SEO texts contain headings – so that Google can correctly classify the priority of these headings, HTML offers a six-level hierarchy (H1 to H6). This is not about the appearance (i.e. the font size of the headings – this is controlled with CSS), but about the semantics. Here, the H1 marked heading is the most important and the H6 heading is the least important. It can’t hurt to include the keyword (or at least a word from the keyword field) in the heading. Depending on the text length you can use H2 or H3 less or more. For shorter SEO texts you should use the H2 only once and then rather the H3 heading.
Furthermore, the hierarchy is also important. This means in an optimal text comes first the H1 followed by the H2 followed by the H3 and so on. Here is a small list of the different headline sizes:
- H1 – the most important headline appears only once on each subpage.
- H2 – The second most important heading appears only once in short texts. In longer texts you can use this heading two or three times (depending on the length of the text).
- H3 – this heading can be used several times, but also not more than 3 times in shorter texts and about 6-8 times in longer texts.
- H4 – there are hardly any limits here, since this heading has hardly any relevance for Google, but can be used for longer texts to divide the text.
- H5 – compared to H4, this heading has even less relevance and really only serves to structure the text.
- H6 – the least important heading of all.
The headings are marked up using HTML. If you are using WordPress, you can markup your headlines in text mode as follows: <h6>This is a H6 Headline</h6>.
Do not use continuous text only!
In addition to the body text and the headlines, there are other ways to make an SEO text interesting. From my own experience I can say that these possibilities significantly enhance your text not only for the search engines. Other possibilities of the distinctions are:
Lists can serve as a bulleted list and/or as a summary. They should definitely be used (and if only as a summary of a preceding continuous text). This allows the visitor to grasp information quickly and in a structured way at a glance, and the search engine also gives lists a higher priority than normal continuous text. The HTML markup for an unnumbered list is as follows:
To liven up a text, it sometimes makes sense to use a quote. This may not make sense for every SEO text or topic – but should be considered when writing a text. Quotes have a lower priority than lists, but give your text more diversity.
Admittedly: Images do not belong to the topic of SEO texts, but Google still values images as added value to a text. Therefore, your subpage should not only consist of a desert of text, but also be enhanced by images. And not only Google likes that, but also the user. Of course, it is important that relevant images are used here. Many bloggers use images that have nothing to do with the text in question. You should avoid that.
Video marketing is the magic word of the last years. I have also written about this in one or two blog articles. Videos don’t have much to do with your text – but they can significantly increase the visit time and most users like to watch them. So if there is a relevant video on your topic, you should include it in your website.
SEO texts and keywords
Further above I have already mentioned that keywords should occur in SEO texts – but not completely meaningless or spammy. This has been pushed to the extreme by SEOs in recent years, so that a keyword density of more than 4% (the exact percentage is still disputed among experts) leads to Google’s punishment – no matter how great or relevant your text is. From my own experience, however, I can say that this percentage also depends heavily on the subject area.
But not only the respective keyword should appear in your search engine optimized text. A few years ago, the method of optimal keyword density was replaced by the WDF*IDF formula. What WDF*IDF exactly is, would go beyond the scope here and has already been discussed in many other SEO articles. In addition, I believe that this formula only plays a role for extremely highly competitive keywords. In summary, the WDF*IDF can perhaps be explained like this (SEOs will crucify me now): It is not only about the keyword, but about the word field of the keyword. In other words, related terms.
As an explanation, here is an example: I am writing an SEO text for a bakery. Of course, I use the main keyword (or focus keyword) bakery – but that should not be it. If I write about a bakery, I should also use words like flour, rolls, bread, poppy seed bun, etc. …. use. These words are indirectly related to the bakery, of course, and suggest to the search engine that this is about a bakery. The more diversity in the keywords, the better the ranking (assuming valuable content).
Find suitable keyword fields
If you write really good content on a topic and know the subject matter, you don’t really need to worry about these word fields – the related words will automatically come into the text through the great content. However, if you are unsure about your word field, there are so-called WDF*IDF tools that analyze your competition and provide you with word fields related to your topic. This can be helpful for particularly competitive keywords to improve your SEO text ranking.
Another tip to find keyword word fields (and to find more ideas for your topic) is to sit down before writing an SEO text and write down related words or even look at the competition, which words are used here. In the best case you use all the words of the competition and in addition even more own words.
The length of the SEO text
It has been proven that Google likes longer texts. It seems absurd or perverse – but unfortunately it is a sad reality in everyday copywriting. So sometimes a lot helps a lot. Of course, you should make sure that your text for the search engine is not only convincing in quantity, but also in quality. It’s no use to anyone if you write content-free advertising texts. At least not completely. There are ways to inflate a text even in terms of content (yes, this is really absurd) without losing the user. Examples or alternative descriptions are just two ways here.
The length of an SEO text naturally determines the visit time of your website and thus positively influences the user signals.
Writing SEO texts correctly Conclusion
This was just a small insight into writing SEO texts that really rank. Please don’t misunderstand the tips: Even with these SEO tips, you won’t get a text without content to rank #1 in Google. Content is king and this is not only a great SEO phrase, but will become more and more important in the future. It’s not about tricking Google, but delivering great and unique content to the user first and foremost. My tips for the optimal SEO text then only serve as a catalyst. However, these tips are not just nice additions, but from my own experience I can say that a great content, which is incorrectly formatted, also needs easily times half a year to rise to number 1. And especially with current topics, this is the final blow for your traffic.
I hope I could help you with this article. Please note that this is my know-how, which I have collected over years and by means of many tests. From the density of the content I could have made four blog articles out of it. However, I don’t think much of this chunky knowledge provision. When I started with all this SEO stuff and read through the SEO blogs, I noticed that in every article, no matter how long, there were actually only one or two really helpful tips. That really hindered the whole learning process and also cost me some frustration.
In this article I tried to do it differently and hope I could help you with it.