How to write SEO texts

To write a SEO texts is a difficult task. Several interests need attention and they don’t necessarily go hand in hand, at least not at first sight. But why is it that difficult to write the perfect SEO text? Read on and get tips on how to optimise your texts.

As a SEO copywriter, you must possess the ability to write well and write journalistically. Well, that’s old news – that’s what you do when trying to catch the reader’s attention. What makes the task difficult is the challenge of SEO acting as an impediment when writing a text. I.e. not only should it be a good and easily readable text for your readers, but also for the search engine Google.

Therefore, in the every day of the SEO writer, two different audiences need to be targeted. One of them is the algorithm of Google and the other one is you readers – and they don’t necessarily want the same thing. That’s what makes it so hard. You need to find the exact balance between giving Google the right signals contemporary with the avoidance of filling the text with empty words that make your audience bounce after the first four lines. Who bothers to read a text that keeps repeating itself?


The well-written SEO text

You may feel that you’re in your true element when writing your words of wisdom on the blank paper. The words toss off automatically and you simply have the knack of writing. It’s clearly an advantage, if that’s how you feel, but seen with the glasses of SEO it takes much more to write the well-written SEO text. You need to be aware of certain words which aren’t necessarily the words you would prefer. But with the SEO-glasses, it’s essential to study what the users search for. For instance, it has no effect if you write a text about a USB device if the users search for external hard drive.


The right balance

The experienced copywriter has most likely learned at an early age that a varied and alternating language is preferable. This has become even more relevant along with the development of Google Hummingbird; an algorithm focused on semantics. Google aims continuously at improving its understanding of our language in order to become even more accurate in the results of the user’s search. This aim is being supported by Rankbrain (a part of the Hummingbird-algorithm) that defines the three most important factors in terms of ranking, for this part of Google’s algorithm: semantics, the user’s intention and engagement. Consequently, you should engage your readers and simultaneously make it clear to Google what inquiries your content matches.

In the discipline of SEO, it’s therefore about the balance of building a cloud of related, relevant words, but at the same time making it very clear which words are the most significant. If you write about Mozart, it makes perfect sense to mention: composer, music, notes, symphony etc. These words are making it clearer for Google to know what the subject matter is about. It could also be your cat who you named Mozart, and in that case, you should make use of completely different words to constitute the cloud. In this respect, it’s also important to mention the words that your competitors are using. From Google’s point of view, the most enlarged cloud is frequently the best.

In this example from Searchmetrics, it’s noteworthy that many of the used words in this text are also used by competitors when writing about SEO. Yet, ‘search’ and ‘website’ could advantageously be merged into the text.


Another element is the length of your text. Also here, it’s about going beyond your competitors. Google perceives the length of your text as a positive element. For that reason, you should aim at writing a better and longer text than those you want to beat. Therefore, it won’t work that you have a text consisting of only 300 words, when the others within the specific area, have written smaller novels of at least 1000+ words. So, be creative in order to cover the whole area and illustrate the most relevant and interesting points that the reader finds useable.


Answer the questions

Google wants to be the search engine that quick and easy delivers the answer to the user’s inquiries and questions. If you really want to shine, it’s all about understanding what your readers are looking for and give it to them. What do the wonder at? Which questions do they need to have answered? If you can give them the answers, they have a good reason to read you text and in that manner, you’ll get a big plus in Google’s book.

Here’s a selection of questions that are searched for in relation to broad band:

  • Why choose broad band?
  • Who delivers broad band?
  • How fast can I get broad band?

Here are all the questions illustrated that’s being raised at Google. There’s plenty of usable material for your answer

The right tools are crucial

As you might have sensed, several elements must be correctly positioned, if your text should rank high – both in terms of the readers and at Google. Therefore, it’s essential to make use of tools that lighten your work. At IIH Nordic we use Searchmetrics Suite, that offers priceless information about search engine ideas, an overview of the content of your competitors and where there’s room for improvement.

By using such a tool we become able to focus on creating a well-written SEO text, as the impediments are being served on a silver platter.

However, Searchmetrics isn’t only focused on your texts. It can also give you information on technical elements that needs to be improved on your website, your own visibility over time and much more. In short, it pays off to have the right tools at hand if you need to focus on making your texts rank highest in the search result of Google.

Do you want to challenge and try your strength on the difficult SEO-discipline? Let us help you get started on one of our SEO courses (only in Danish) which prepare you for the task.

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