Are SEO texts not the strongest link of your site? Are you slowly but surely losing positions in the search? Perhaps the low visibility of your site is due to the text content. In this article, we will explain how to write and design SEO texts that will bring your site to the TOP 10 search results, be useful to users and relevant to their queries.
What are SEO texts and where to place them?
SEO texts are text content created and designed according to the rules of search promotion: a structure is formed, keywords are entered, elements are added – subheadings, lists, tables, indents between paragraphs. It is a mistake to think that the more optimized texts you place on the site, the higher you will rise in the search. In order not to do extra work, you need to figure out on which pages of the site you need to place SEO texts, and on which not. To do this, use a simple method – analyze the TOP competitors in search engine results for the queries you need. After you have decided on the pages you need to work on, proceed to the next step – filling out the brief and compiling technical tasks for writing texts.
The process of creating optimized text content
The standard scheme for working on texts on the site looks like this.
The optimizer fills out the brief together with the site owner in order to correctly understand the scope of business and the specifics of the product that will be described in the text.
Then the optimizer draws up the terms of reference (TOR) for writing the text, in which he indicates all the necessary requirements, and sends it to the copywriter. Also, the optimizer can write the text on his own, but this is rather an exception to the rule, since to promote high-frequency queries, you need voluminous and high-quality SEO text.
The copywriter prepares the text, then sends it for review.
The optimizer checks the uniqueness, volume and structure of the text. After that, it adds to the Webmaster service to protect the text from copying and places it on the site.
How to draw up a TOR for writing a text?
Brief
Before the formation of the terms of reference, as mentioned above, a brief or questionnaire is drawn up.
The brief is needed in order to understand:
what is the target product or service that your company offers;
what is the purpose of writing the text – to inform the reader or sell a product or service;
how the professional SEO company differs from its other.
Text volume
The first question that you will ask after filling out the brief is the volume of the text. The main rule to be followed is that the text should have such a number of characters to fully answer the questions “What do we sell?”, “How do we sell?”, “Why do you need to buy or order from us?”.
To view the number of characters in a text, click the Word Count button on the bottom bar of your Microsoft Word document.
Key phrases
In the terms of reference for a copywriter, it is important to indicate keywords for promotion to the TOP (usually no more than 3-4), additional (depending on the topic of the article, usually additional words are needed for a more complete disclosure of the topic).
Specify the required density of these words in the text (% of keywords in the text depends on the analysis of competitors’ pages in the TOP-10 and the theme of the landing page).
If you are promoting highly competitive queries, it is desirable to include your keywords in headings and subheadings in the text. Therefore, in the TOR it is important to indicate in which particular headings you would like to see them.
Important! New search engine algorithms take into account not only occurrences of keywords, but also intent – the user’s intention. For example, a user wants to see a review of a new iPhone model, drives “review for iPhone 11 pro” into the search bar, clicks on a link from the search results and gets to a page with a product card. Of course, a person will close the site and continue searching. Therefore, be guided by common sense, readability and naturalness.
Lemmas and LSI keys
If the key phrase “cuts the ear”, then it is better to break it into lemmas – individual words in the initial form. It makes no sense to count the occurrences of keywords and lemmas, they all should only organically fit into the text. Keep in mind that content should remain easy to read.
In order to improve the ranking of the page, it is worth using latent semantics (LSI-keys) – synonyms, search suggestions, highlights from snippets and other words or phrases that set the topic, are relevant to user requests and help to reveal their essence.
Writing patterns
High-quality SEO-text not only promotes the site in the TOP-10 search engine results, but also increases the conversion of orders from the site. In order for site visitors to turn into buyers more often, use models for writing commercial texts.
How to format the text correctly?
A sheet of text is unlikely to interest anyone. For ease of perception, the text must be correctly formatted, which will directly affect behavioral factors.
Titles
The h1 heading is most often used only once at the top of the page, this is the first thing that the visitor’s eye falls on, so the h1 should be bright and memorable in order to make you want to read the entire text. Subheadings h2-h6 should be composed in such a way that, after reading only them, the visitor understands what will be said in the paragraph. In order for the text to rank well, headings need to use occurrences of words from queries.
Images
Help the visitor to the site in the perception of information. Text diluted with pictures is easier to read, but don’t get carried away – the image should match the content of the text.
Lists and tables
Help improve the perception of the text.
Paragraphs
Should have logical completeness and contain about 500 characters.
Obviously, the text should not contain grammatical and spelling errors. Also use familiar fonts, do not get carried away with italics, bold, different colors, underlining and be careful with font sizes.
Mandatory requirements for texts
Uniqueness
Write the text yourself, do not copy-paste from other sources. You can avoid sanctions for non-unique content, but still you will not reach the goal – in any case, the page with plagiarism will rank below the original source resources.
Water content
The content on the page should be useful and without unnecessary words.
Keyword Density
Keywords need to be organically and naturally woven into the text. If there are more than 5% of direct occurrences of keywords on the site page, then the search engine can evaluate the text as low-quality (spam) and apply sanctions – filters.
After placing the texts, the work on optimizing the site page does not end.
Carefully monitor the position of the site in the search and make changes in a timely manner. Even the most elaborated text eventually becomes outdated and loses its relevance. This is due to the fact that new competing sites appear, the product or service itself, demand changes. Therefore, it is important to make updates and monitor how users react to these changes.
Use our recommendations, increase the visibility of your sites and get new customers from the Internet.
