Writing SEO texts isn’t rocket science!

The whole process of composing SEO-optimized texts is shrouded in mystery and myths. It shouldn’t be. The art of SEO texts is hardly a matter of rocket science! But before you begin to typing thoughts across your computer screen, you need to do a little keyword analysis. When you compose SEO-optimized texts, two key questions generally cross your mind:

  • What is the core message?
  • Who will read my text?

But you really need to add a third question to the list as well:

 

  • For which keyword am I writing the text?

Above all, you should have visions of headlines dancing through your mind. The words these headlines contain should grab your readers’ attention. The main key word should be used as close to the beginning of the headline as possible. It should also be short enough to possibly serve as an URL if the keyword makes no sense when used alone as keyword.

From there, you have to give careful consideration to the very first sentences of your text. You should tease your readers, raising the most important question on their minds without completely answering it. Ideally, the opening sentences will address the meta-description. This is the section that will steer the user to your search result in the first place. This meta description is the road sign that led the user to ultimately click your link and not somebody else’s.

Be remarkable!

Every search engine has a hard time handling content that has been posted somewhere else out in cyberspace. Your content must be singular! When doing online marketing, you cannot avoid using the same content in different places on the Web. In such instances, you have to give Google a little technical helping hand that will enable it to come to terms with this duplicate content.

Text length

Writers also constantly wrestle with one other nagging question: Just how long should a text be? Unfortunately, there is no hard-and-fast rule here. The magical number for Google that you hear over and over again is 300 words to 500 words. This indeed may be the sweet spot in some cases. To come up with the best figure, though, you have to size up your competition.
Let’s say that you are going up against a group of competitors (this essentially boils down to the first 10 results of an organic search) who have posted texts packed with 2,000 words to 3,000 words. Obviously, a mere 500 words will not do the trick.

Just a little cutting and pasting can even jam up the works. Just listen to what Matt Cutts of Google has to say on the subject:

Page structure

Professionally designed pages have a clear structure that helps people read the content. Such pages use not only subheads (that ideally should include the keyword or keywords at least once), but also bullet items, italic type and boldface text. Use short sentences.
Write short paragraphs.

Outbound links

Google works on the assumption that a well-researched text will include outbound links. Just like the work of academics, the writer of the text is expected to use external sources and to correctly quote from them. In the Internet, external links are the equivalent of quotations.

Internal links

When you compose SEO texts, make sure that you provide internal cross-references. Google thinks like this: A website that is considered to be an authority in its field will have plenty of high-quality content on hand. As a result, this content can be internally cross-referenced.

Pictures

In addition to composing the perfect text, you should use photographs and graphics to improve the readability and understanding of a topic. Photographs and graphics can easily and quickly highlight the key message of a blog post.

You should keep the following guidelines in mind:

File size: You should work with medium data-file sizes optimized for the Web. Very small images have no impact, and photos of several MB overwhelm the website.

File name: The file name plays an important role in the ranking of an image search. It should precisely describe what is shown on the photo.

ALT tag: The ALT tag was once primarily used to describe the content of a photograph when the photo could not be correctly loaded. It still does this job. But its role in search-machine rankings has become just as important.

Title tag: The meta title should also be used to place a relevant keyword.

WDF*IDF analysis

The WDF*IDF formula is used to determine the relationship between certain words in a blog post and all potential documents on a weighted basis. This formula is primarily used for onpage optimization. The aim is to increase the relevance of a website for search engines. Keyword density by itself is no longer an indicator of a page’s relevance. But you should not indulge in something known as keyword stuffing!!! The WDF*IDF analysis should be your guide, telling you exactly how frequently you should use a term. And, above all, it will tell you which terms you should completely drop from your vocabulary.

 

Reader friendliness

That’s enough technical talk for now. Let’s get back to the real task at hand: the writing. You have to compose a text that the user (aka the reader) will enjoy and may even follow until the very last period. This, too, is tracked by Google. Users who jump off a page soon after accessing it will heighten the bounce rate, an occurrence that can drive down the ranking. Write yourself a mental post-it: Whenever you sit down to write SEO texts, apply the formula SEO = UX (user experience). Something that pleased the user should be moved up!

Have you stuck with us until the end? If so, please tell us what you think! Which tips were new to you? Which ones do you think will most likely improve your ranking?