It doesn’t work without it: In addition to technology and offpage SEO, good content is one of the pillars of search engine optimization. Anyone who wants to be found on the Internet needs tailor-made SEO texts – ideally right from the start of the company. Creating, evaluating and adapting these to the changing requirements of search engines is a full-time job and requires foresight as well as an eye for details.
What is an SEO text?
SEO articles are designed to read by search engines. At the same time, an SEO text is only really good if it offers added value for the reader. Its content is created with the keywords from a keyword research. An accumulation of keywords, as it was often found in the past when Google was still evaluating texts according to keyword density, is not easy to read. And Google now also recognizes whether a text has added value. A structured structure, depth and the complete treatment of the subject are essential, because the search engine climbs high-quality, holistic texts particularly high. Content experts from an SEO agency know exactly how to prepare the text creation accordingly and create valuable content.
Perfectly prepared: the basics of SEO texts
SEO texts and ballet have one thing in common: Both look easy and are full of work. The content optimization starts before the actual writing of the texts. Which keywords are actually relevant and which writing style is the right one is mainly determined by what exactly is being searched for and by whom.
The search intention: What are you looking for?
What are my users looking for when they want to find my product or service? The solution to which problem or the answer to which challenge does my offer provide? What content can answer the questions that users may have in this context? These questions seem to be elementary and yet are often neglected. The result: incorrectly chosen keywords that do not even reach the actual target group. A precise idea of the search intent, on the other hand, helps to write precise SEO texts that provide added value for the user.
The target group: who is looking?
What age or gender is my target group? Are they B2B or B2C customers? Is the topic intended for a wider audience or for professionals? The target group or the so-called buyer personas also influence the choice of keywords, the questions to be answered, the structure of the text and thus what the ideal SEO text looks like. This can vary greatly depending on user requirements. In addition, the target group also decides on the wording of the SEO text.
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Valuable content for users and Google – this is how it works
If an SEO text is approached too superficially, there is a high risk that it will already be circulating thousands of times on the Internet in one way or another. Content that is not only unique, but does not bore the user and offers him exactly what he is looking for – and maybe even more, has better chances. The following tips will help you to create good SEO texts.
Treat issues holistically
The internet is full of content on just about anything. If you want to rank high, you have to offer what others don’t. However, that does not mean that looking at the competition is prohibited. On the contrary: What does it do very well? And what can be done better? Comprehensive coverage of all relevant content on a topic is often the weak point of large companies that produce a lot of content on different topics. A text that really answers all the relevant questions is gratefully accepted by the users – holistic content is the keyword here!
Structure the text sensibly
The basic structure of every SEO text is its structure. The subheadings of the individual sections indicate its content and show the reader what the text is about and what information he can expect. When structuring a text, it is also determined how far it goes into the depth of the topic and whether it covers all relevant questions. The subheadings should run like a red thread through the entire text and provide orientation for the reader. Readers-friendly sections, bullet points, and lists offer further options for creating well-structured content out of bulges.
Avoid keyword stuffing
An SEO text would not be without keywords. However, the reader should not stumble upon them. Mentioning individual terms too often can even make Google’s rating worse, because the search engine now recognizes whether it is a high-quality text or a content filled with keywords. It is important that relevant keywords are included and, if possible, also appear in the headings, but that the result still reads naturally and well. To classify the page correctly, synonyms and semantically related terms also help the search engine.
Find and cover niches
So-called long-tail keywords that cover niches are often a good choice for securing ranking positions. These are longer phrases that have less search volume than short queries, but are all the more specific. Example? The term “dog food” is searched for with 33,100 searches per month. It is not only difficult to rank on it, the user could also mean any possible food. “Hypoallergenic dog food” has significantly fewer search queries (1,900), but is much more precise. In comparison, the long-tail keyword “hypoallergenic dry dog food” has the fewest search queries: only 110 per month. The term is very specific for this and secures the target group that is precisely looking for this product on the optimized page. This example can be applied to any industry and any topic.
Pay attention to user signals
The so-called user signals help Google to further improve its own search results and are becoming increasingly important for SEO texts. These are the signals that users send to the search engine when they visit a website. A long dwell time and a low bounce rate signal to Google, for example, that the user found the content on the page useful because he stayed longer on it and clicked through the offer. As a result, Google ranks this page better. In order to be able to generate positive user signals, it is important to consider how the content can be upgraded when planning the content. Informative or entertaining content in connection with images, videos, tables or further internal links contribute to positive user signals and thus to the success of the site.