Any blogger, writer, journalist, or copywriter who writes for the Internet knows that SEO is important. And yet the more they learn the worse they tend to do, especially since Panda, the Google update that rewards quality content.
To write good SEO texts we just have to use common sense, and in many occasions having a list with these obvious things listed can help, so I hope the following 10 points written by SEO specialists from Trionika (Трионика) will help eradicate some false myths of SEO writing and reaffirm that a text that is good for the user, will always be a good SEO text.
1. Be original: It is essential that the contents are totally original. If we gather information from various sources, condense the information into concepts, and write from scratch from them. Never use cut-and-paste.
2. Keep your target in mind: It’s not the same to write content for a business blog aimed at executives as it is for price-oriented e-commerce. In each case, the public will be looking for one thing, and if we speak to them in a different language than they expect to find, it can increase the bounce rate and be detrimental. If we create the description of a children’s book for the parents, we will have to talk about its educational value, if we create it for the child we will have to tell the elements of the story in an attractive way.
Google takes into account the user’s behavior, so the lower the bounce rate, the more pages seen per user you get, etc. the better results you will get. In English, the search engine also takes into account in a secondary way this language used (average of letters per word) depending on the audience that consumes that content. I have no proof that it works in Spanish, but it is interesting because it makes sense to the user to make the text easier to understand.
3. Create relevant texts: Take into account why the user comes to the page and provide as much relevant information as possible. Always try to generate value and give content that is not in any other place: it can be at an informative level, the format in which it is presented, or the way it is told.
4. Take care of the length: Ideally, rich texts of more than 200 words. Having said that, the main thing is that they make sense in the context they are in. If there is no content for that much, it is better to keep it short than to put in noise without justification.
5. Attention to keywords: The keywords must be in the text. The closer they are to the beginning, the more important they are for the positioning, so it is convenient that the keyword appears in the first 100 words, especially because if the text is talking about it, it comes naturally. In cases where the keyword does not make sense in a larger context (e.g. buying a house) it is better to modify it by adding a link so that it makes sense than to make syntactical mistakes, so we would try to include variations such as “buy a house” or “buy your house”.
The overall density of all pages in a domain is increasingly taken into account rather than the density of each individual page, so do not force too many repetitions of the keyword, or it can be interpreted as keyword stuffing.
6. Create semantic text: Google is increasingly better at identifying synonyms, so once KW’s requirements are met, it is not a bad idea to use synonyms and variations of the same expression. The text will be more natural and richer because we will not repeat the same word or phrase constantly, and Google will also value it.
7. Check spelling and writing: Check that there are no grammatical, syntactical, or spelling errors. Google hates badly written content, as much as it still ranks Yahoo answers, but the user hates it even more. There are few things worse than a badly written page.
8. Use links: Do not obsess about these points. If we are talking about the content of another page, it is good to put a link, and if there is a piece of especially important information -which may or may not be the keyword- reinforcing it with bold will help it stand out within the text. There is no agreement on the weight of bold at the SEO level, and for my part, I don’t think it makes much difference, so take it for what it is: a good way to highlight text for the user.
9. Do not mix contents: If we are making a travel website, and we create a page “Travels Madrid” and another page “Travels Barcelona”, each one has to talk about totally different content. Imagine that we put a keyword from one page to another, for example, “Barcelona has the second largest airport in Spain, after Madrid”. In this case, we would be risking that the Barcelona website starts to position itself in Madrid. If we really want to put it because it is necessary, it is convenient to put the word as a link to its corresponding page, so we indicate to Google that that page is more specific for that keyword.
10. Forget about SEO: These recommendations should be obvious in the creation of content, so that the user and Google understand what a text is about, and that it is as relevant and of the highest quality as possible. To do this, we must ensure that we comply with them, but do not exceed them. Many times we change the style of writing by looking for SEO shortcuts or listening to guidelines from dubious sources. It is better to stick to the simple and personal style, putting ourselves in the user’s shoes and using common sense. And if at any time we hesitate between SEO and user, always the user.
Do you want to know more about this post? You can see how to write an SEO text that positions without getting too technical, with extended information.