It takes both time and practice to learn how to write good SEO texts, but we have put together a list of tips to help you get started with writing SEO content.
Here are nine simple steps on how to create an SEO text.
1. Focus on your most valuable keywords
Getting high visibility in front of the right audience with the help of SEO starts with researching which keywords should be in focus. To determine which topics are most relevant to your business, we suggest using tools such as SEMrush (premium) and Ubersuggest (free).
Start by entering a keyword related to your business. For a florist, a word such as "flower arrangement" can be a good fit.
When you type in the phrase, you will get many topics related to flower arrangements that can give you ideas about the content you should have on your website and blog.
By researching different keywords, you will find useful topics for your SEO texts. When creating texts for SEO, it is important that you include keywords in key elements such as page titles, meta descriptions, headings and website content. But remember, don't stuff your entire content with keywords.
Keyword stuffing used to be a popular SEO technique to increase page rank. However, if you put keywords everywhere in your content, the text will feel artificial and your visitors will not perceive the text as genuine. Therefore, search engines have now stopped ranking content based solely on how many times a phrase appears in a text.
Instead of stuffing your article with keywords, you can try to come up with different variations of your keywords and also try to find alternative keywords. Related keywords make it easier for search engines to understand what your content is about.
2. Write texts based on what your target group is searching for
Furthermore, it is time to create texts that match what the users are searching for. Copywriters can sometimes be a little questioning about this very thing, so we'll look a little closer at it.
When users enter keywords and phrases into Google, it is not always clear what they want with their search.
For example, if someone searches for "sneakers", they may want to buy new sneakers - they are searching to buy. But it may also happen that they want to see what different brands of sneakers are available.
Search intent can usually be divided into four categories:
- Information Search: Searching to learn more about a topic.
- Navigation search: Search for a specific brand or website.
- Transactional search: Search with intent to buy.
- Commercial search: Search for information to choose and buy the right product.
With generic keywords, such as "sneakers", it can be difficult to determine the search intent. However, if someone searches for a long tail keyword such as "buy Arigato sneakers for women" it is easier to determine what they are looking for.
Although long, more specific keywords often have lower monthly search volumes, there is also less competition for them. This means that it is usually easier to rank for long keywords and that you can more easily create SEO texts that match the search intent.
So why is matching search intent so important? Search engines want to display results that match searchers' search queries. If you want to end up high in the search results, you should therefore think about why people search for keywords related to your business.
3. Focus only on quality
When it comes to the length of your texts, there is no magic formula.
Some SEO experts claim that longer content ranks higher in search results, but this is not always true. If your goal with your SEO text is to rank high, you should focus on quality rather than quantity.
Search engines prioritize in-depth and exhaustive content that adds value to readers. If you go deeper into a topic, the text naturally becomes longer, so it is therefore logical that longer texts end up higher in the results.
But it is also possible to rank high in the search results with short texts - if the content matches what users are searching for and provides high-quality information. When it comes to SEO texts, a length of 1000-2000 words is recommended, depending on the topic.
However, consider this number as a guide, not a guaranteed recipe for success with your SEO texts. Some topics work better as 1,000-word blog posts, while others need more than 2,000 words to fully cover the topic.
4. SEO texts for readers and search engines
SEO texts are often about achieving the best positions in search results, but you should also create texts that are engaging and easily accessible to readers.
Make sure your text flows naturally. The fact that you write an SEO text does not mean that the text should sound as if it were written by a robot. Remember, you're writing for human readers—people you want as customers.
It can be good to think: "How do I create added value for readers in a way that existing content does not already?"
Instead of bombarding readers with arguments about why they should buy, you should produce useful content that addresses their pain points and helps them solve their problems.
It is also good to break up the texts to make it easier for the users when browsing the web. If you stick to short paragraphs of two or three sentences, readers can skim the content and absorb the points they consider most important. You can also use headings (with keywords) to divide the content.
Bonus: By adding videos, images and graphics to your SEO texts, you can increase your ranking and get your visitors more engaged.
5. Add internal links to other valuable content
Speaking of links, you should also think about internal links when creating your texts.
By adding links to relevant content on your website, you make it easier for visitors to find content on your site that matches what they searched for, answers their questions and gets to know your company better. Internal linking is an important part of the structure of your website and the navigation on it, but it is also important for SEO.
By linking to new content on your website from already existing posts, search engines can more easily search through and discover your new content. Making it easier for search engines to index your content also increases your chances of ranking high in search results.
So the next time you're writing SEO text, think about how internal links can make it easier for both readers and search engines to navigate and find the content on your web page.
6. Encourage visitors to share your content
When Google ranks content, they look at the number and quality of the backlinks you have on your page.
When reputable web pages link to the content on your page, your page automatically appears more trustworthy - and search engines rank your content higher in the search results.
However, the relationship between social media shares and a website's ranking is a little more nebulous. Social media is not something that directly affects SEO ranking, but being on social media can definitely increase interest (and thus also the number of links!). In addition, valuable traffic is sent back to your website with the help of social posts.
It is therefore still important to write SEO texts that are easy to share online. You can make it easier by including social media sharing buttons and call to action buttons that encourage people to like and share your content.
If people like what they see, they may also link back to your website, improving your SEO value.
7. Include call to action buttons for more conversions
You should create SEO texts that perform well in search results and provide added value to readers. But if visitors get to the end of a page or blog post and don't know what to do next, you've failed.
When writing SEO copy, you should include clear and inspiring CTA buttons that tell readers what to do.
Do you want them to download a guide? Sign up for your newsletter? Buy a product?
Then you have to tell them what to do!
Make sure your calls to action are clearly visible on your website and word them in a way that conveys the exact value your users get when they click on them.
You can write valuable content that ranks high in search results, but if you don't get your visitors to convert, your content will be of marginal benefit. Using calls to action, you can close deals and drive conversions through your SEO content.
8. Review analytics and optimize the SEO texts regularly
Finally, don't forget to review analytics for your website and how well your content is performing.
With tools like Google Analytics, you can easily monitor Key Performance Indicators (KPI), e.g. most visited and most converting content.
If you find that a certain type of content or topic works particularly well for your business, you can tailor your strategy to create similar content.
It is also important that you update your texts regularly so that they are kept current.
Both search engines and readers love fresh content, and by optimizing your website using information from your analytics, you can create content that not only ranks at the top of search results, but also converts valuable leads into loyal customers.
Don't forget to revise your SEO texts over time to make sure it works!
9. Optimize in the right places
When writing texts for SEO, you need to make sure to include your keywords in the following places:
- Title tag: The title of your tag that appears in search results should include your most important keyword. Although you can also include related keywords in your title tag, do not make the title tag unreadable.
- Meta description: Meta descriptions that appear under your title tag in the search results are not only a factor that affects ranking, but it also makes it easier for users as the words that match a search, e.g. "local flower delivery", is highlighted in bold in the meta descriptions. Use your most important keyword at least once in your meta description.
- H1 Tag: Your H1 tag acts as a title on the page and should mimic your title tag. It should contain your most important keyword and match what the title tag promises, such as giving tips or instructions about something. In the same way as with the title tag, your H1 tag should also be readable.
- Headings: When writing for SEO and users, you should include several different headings to make the text easy to read. If you can, include your most important and related keywords in your headlines. However, keep in mind that the content must be readable. Don't go too far in your optimization.
- Paragraphs: You should also use your keywords throughout the content. However, make sure you insert them as naturally as possible into the text. If you force keywords in, it can make the text clumsy and unnatural and thus also more difficult to read.
By adapting your content to search engines and users, there is a greater chance that you will achieve what you want with your SEO text. You'll rank higher in search results and readers will value your content, which will help you achieve your bigger goals, like getting new leads and sales.