SEO Texts
First and foremost, it's important to say: The pure "SEO text" doesn't really exist anymore today. Rather, when we talk about search engine optimization, we refer to natural content in which the criteria that make a good SEO text are almost effortlessly incorporated.
Regardless of whether SEO texts want to sell something today or not, they will not be read without appealing added value and will remain unnoticed by the search engine. SEO copywriters are increasingly becoming or already are journalists and editors. Content creators must primarily focus on the quality of the content - not on the frequency of important keywords. An SEO text should address the needs of the readers and provide assistance and information. A first step towards more visibility is taken.
SEO in terms of the search engine
Google will adapt. The goal of its algorithm is ultimately the simulation of the users. And the question is not whether this endeavor will succeed, but how quickly and how well the programmers of the search giant will implement this directive. Meanwhile, the priorities are clearly set. Ideally, good SEO writers manage to design content that complies with the search engine's guidelines and achieve this with user-friendly content. It goes without saying that both directives will eventually be very congruent.
How do you write a good SEO text?
There are different aspects to consider when writing an SEO-optimized text. So we start with the analysis of our target audience.
Determine target group
Before starting with any content, one should first determine the target audience for which it is to be created. Those who have already created buyer personas can use them to determine the target audience. Once this is established, questions like addressing with "du" or "Sie," and whether the tone should be casual or more formal, are directly clarified.
Unique Content
Actually, this explains itself: every content should be unique so that it is highly rated by Google. Of course, you can't always reinvent the wheel with familiar topics. However, it's about highlighting the USPs of an article or store and describing why the product/service makes sense for the target audience. You should avoid blunt copy and paste here – both from outside and within your own page. This is known as duplicate content. It doesn't only occur with copying entire text passages, but already when certain word sequences and sequences are copied one-to-one.
Insert keyword
For SEO, one thing is particularly important: keywords. You should determine a main keyword for your SEO text. This should appear in different places, but definitely in these places:
In the introduction of the text
In the H1 headline and in at least one H2 headline
In the alt description of an embedded image
In the meta description and in the meta title.
Keywords help to be found better among the large variety of results on Google for a specific topic. Tools like Google's Keyword Planner or KWfinder by Mangools can help to find a suitable main keyword. In the research, one should definitely always research secondary keywords and synonyms that can be incorporated into the SEO text.
Attention: The main keyword should appear frequently enough, but keyword stuffing should not be done, as this can also lead to penalties from Google. The WDF*IDF analysis can assist with this.
WDF*IDF analyses and semantic environments
What used to be keyword density has been replaced in recent years by "within document frequency." This is set in relation to "inverse document frequency." However, the principle still holds: Anyone striving for truly high-quality content will naturally fall within the range of this "natural language." SEO texts have healthy frequencies, depending on the synonym capacity of the key or the possibility of rephrasing, which have a WDF value between 0.35 and 0.45. This can be measured with an analysis tool. In modern strategies, truly important keywords that are essential for an online presence also appear in many texts with moderate frequency. Semantic environments can also be checked with appropriate tools, but they always occur more or less automatically in a sensible text. Nevertheless, a quick check is highly recommended for every content creator.
SEO texts and their structure
A structure adapted to modern reading habits makes life easier for us and the search engine. Internet users mostly do not want to waste time reading large texts but prefer to scan them to find the information relevant to them. SEO content creators are not afraid to generously but sensibly divide text content and provide the corresponding sections with suitable H2 and H3 headings. In this way, you score points with both the search engine and the reader. Additionally, a text should have an introduction and a conclusion with a call to action.
Meta data, alt tags, links
Meta-data is not immediately readable at first glance to the page visitor. However, they are needed so that the search engine can read them and display the data correctly in the SERPs, i.e., in the search results.
Meta Title and Meta Description
The title and the description are displayed in the snippets of search results, for example by Google. Both have a maximum width, so you should be careful not to exceed this character count. For the meta title, you should aim for 64 characters, and for the meta description, 144 characters. If this limit is exceeded, there's a risk that Google will automatically cut it off. The main keyword should be at the beginning of the meta title and should also appear in the description. A short and concise teaser with a call to action more likely encourages searchers to click. Despite all the effort, Google might still provide an alternative meta description.
Alt-Tags
A good SEO text also includes embedded images. These images are provided with alt tags that are meant to describe them. Ideally, the main keyword is also included in them. Alt tags help Google "read" images, and they are displayed when, for example, the image cannot be loaded. For visually impaired people, the alt tag is an aid for accessibility, as it can be read aloud by a program.
Links
A good SEO text should also have links that, for example, link within a page. For this, a good, descriptive anchor text is needed, in which the anchor text can then be embedded. Internal links are important to make a website more crawlable for Google. The better the linking structure among each other, the more the relevance increases.
Links to other pages should be set with caution because, in case of doubt, the visitor will then leave your own page and move on to another.
Más créditos para SEO, por favor.
Other features that an SEO text may gladly fulfill, when it also makes sense to the reader, include highlighting important sentences or phrases, tables, or lists. A page attractively prepared with images and videos will also be better liked by the reader and the search engine.
In conclusion, it can be said that good content is not necessarily magic and will likely be increasingly written in editorial offices in the coming years. Internet users and website operators alike benefit from this development, as it follows the simple but wise credo, "those who are serious will be seen," to put it plainly!