Writing Search Engine Optimized Text

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In addition to technology, links, and user signals, search engine optimized text is one of the cornerstones of discoverability. Read and learn how to write better SEO content.

How to write search engine optimized text?

Maximizing visibility in free search results on Google (and other search engines) is an important goal for many businesses. However, few have a clear and comprehensive picture of how text should be optimized for search engines.

After reading this keyword-optimized text, you should have a better understanding of writing SEO text and you can avoid the biggest pitfalls in the future. This is not a complete guide to Google search engine optimization, because in addition to content, ranking is affected by, for example, site technology, user signals, and access to the site by external links.

How do you choose the right keywords and include them in the right places in your text?
How long should text be optimized for search engines?
Does the text have to be unique or how unique must it be?
Search engines are constantly modifying their algorithms, so there are no complete, timeless answers to these questions, but a good understanding of the basics can be gained through experience and following industry blogs and Google updates.

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SEO title

The main title of this article, “Search Engine Optimized Texts,” is the H1 title (H is equal to the title), and the “SEO title” above is the H2 subtitle. There may be more H3 headings under the H2 heading with longer typings, and it is technically possible to continue with the H4, H5, H6 keys. For search engine optimization, I usually recommend staying at up to three levels, unless the topic really needs H4 subtitles.

When writing search engine optimized text, you need to choose your title carefully. Optimized titles provide search engines (Google, Bing, etc.) with the most important information about where your content is primarily related. If your most popular keywords / keywords / keywords (SEO keywords) are not found in the article titles, it is very difficult to categorize them with those terms. Especially in highly competitive industries and terms, it is almost essential that the terms appear at least at some level in the title and not just in the text. The so-called small number of searches with long tail terms (long or l), the competition is usually lower, so ranking is also possible with lighter measures.

Remember the Orthodox hierarchy when using headings. This means that there is first an H1 heading, then a first H2 heading, and there may be more than one H3 heading under the H2 heading. The logical use of titles creates a clearer structure for the content and makes it easier to read, so you should make the most of them. In the title, however, it should be noted that the balance is maintained in relation to the body of the text and the titles, i.e. the text of a couple of sentences may not deserve its own title. Usually, it goes anyway so that there’s more to write about an important keyword, so paragraphs that are too short aren’t a problem.

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Mapping Keywords with the Keyword Tools

Have you ever wondered what your customers are looking for? If not, you can do it because how else can you meet the needs of your customers if you don’t know what they are looking for. Use keyword tools to find popular topics and ideas for writing content. One particularly important feature of keyword tools is that they tell you how many searches the average search term has per month. The data is available on a monthly basis, so it’s easy to detect, for example, seasonal variations in search behavior and write the right content appropriately before the season.

Keyword tools (such as Google’s Keyword Designer) usually base their data on the same month or the previous year’s annual average, which can give an inaccurate picture of the current search volume for fast-moving new products. . In this case, it may sometimes make more sense to study the evolution of search behavior using Google Trends, for example, which gives a picture of the evolution of search volume with a delay of only a few days.

Unlike Keyword Planner, Google Trends does not directly look at the absolute search volume for a condition, but rather the relative search volume over a selected time period, with search volumes broken down from 0 to 100. On the other hand, the weakness of Google Trends is also that it does not provide data on small search volumes, which is its own challenge.

Trends make it easy to compare two or more search terms over a period of time. In this sense, it provides more accurate data than Google Keyword Planner because it allows you to see with a few days accuracy when something is starting to be a trend. Google Keyword Planner was revamped in 2018, which slightly changed the look of the tool. The tool allows you to find other terms that are in the same subject area or that have been searched in the same context as the terms you typed. Sometimes this “Find New Keywords” feature is very useful, but it also offers a lot of irrelevant recommendations.

And how do you know the terms on which you are already ranked well and driving traffic to your website? The Google Search Console is especially suitable for this purpose, as it shows you the ranking of individual search terms, the number of clicks, the number of impressions (how many times your pages have appeared in search results), and the clickthrough rate.

The Google Search Console is especially good for telling you which of your pages drive traffic well and on what terms. Then, make sure that these terms are found on your pages so that you can increase their relevance in the eyes of Google.

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Choose your keyword battle

The number of search terms ranges from zero to hundreds of thousands per month. Higher search volumes attract more players to optimize their pages for that keyword. As a result, the higher the keyword’s search volume, the harder it is to rank in the search results. On the other hand, terms with a lower number of searches can also be very competitive if they are a specific term for a smaller industry in which all players want to place themselves.

Terms with a lower search volume are also usually closer to the purpose of purchase if the general search term is followed by specific terms related to recruitment, such as “price”, “comparison”, “New York” or other city, etc. One of the most challenging things in search engine optimization is identifying to your pages.

Search terms for large volumes are attractive, but in many cases it makes more sense to build an organic traffic stream from smaller streams, especially if you are not among the largest players in the industry.

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Keyword targeting

What? The purpose of keyword targeting is to ensure that only one page is optimized for a particular term, as more people compete for the top spot in search results. If you try to rank on multiple pages with the same term (this is possible, of course), search engines may interpret these pages as duplicates.

When two identical pages compete on the same site, search engines choose the best page from the search results from their own perspective, or at worst, either. One way to alleviate the problem is to link from a less important page to a more important page and edit at least the main title and the title so that the search term is not in the main part. For example, another way is to put noindex and / or canonical tags on the page that you don’t want to prioritize with that term.

Units, and keyword inflection

There’s a lot of thought about whether Google understands inflected words, plurals, or even synonyms. The answer is yes and no. Finland is such a small search market that many terms have a small search volume, which means that Google has not yet learned to fully understand them and combine all words on the same topic and different inflectional and plural forms. Due to Google’s limited understanding of inflections, I personally prefer to use basic forms without inflections whenever possible.

Google understands synonyms even less than inflections. It is therefore important that they are used in text and headings. In many industries, many nicknames and abbreviations are rooted in the professional vocabulary and are used even more often than the original “official” term. For example, you write search engine optimization much more often than search engine optimization or search engine optimization.

Slang words or nicknames can crack in the product manager’s ear, but you may want to consider using them if the customer uses them on a daily basis at work. In some cases, however, I noticed that, for example, the term affordable Google affects misleading logging machines. This may seem like a rather trivial aspect at first, but companies may miss a favorable price picture without using the term cheap in their text.

SEO title and meta description

The most important metadata for an article page is the title and meta description. As a rule of thumb, I use their English names so that they are not confused with other content, such as the H1 title or the description text of a category page. The title of the page is the title that should appear in the search results, and the meta description is the description below it.
Entering this information is optional, but Google selects the parts of the page that it chooses best as the title and description. This is a lazy and ignorant option because in terms of search engine optimization, the title is one of the most important optimization measures, but also the easiest, as long as you know what you are doing. In many cases, the easiest way to increase the ranking of existing content is to make the titles search engine optimized.

Typically, by default and automatically, the page title is the H1 title of the page, followed by the company name or web address (for example, Sample Products | sample page.fi), and the description is the text that contains the search term. However, you’re interested in better visibility on Google, as well as opportunities to influence the appearance of search results, so you might want to consider filling out metadata. In the title, you may want to take advantage of the most important keyword (possibly a couple if there is enough space), but don’t just list comma-separated words because Google doesn’t like it. This stuttering of too many keywords in the same space is called keyword stuffing.

The title can be 55-65 characters, depending on the size of the letters and characters you use, because instead of characters, Google is more interested in the number of pixels. Today, the maximum title length is 600 pixels. You can read more about the title and test your own titles on the MOZ page.

In a meta description, you need to describe the content of the page in more detail and get a Google user interested in your site. The purpose of the meta description is to increase the clickthrough rate of search results. The description can be up to about 150 characters long. Google tried to show up to 300 characters in search results in early 2018, but eventually reverted to its previous model. Within a few months, several SEOs (I) had had time to write or recommend writing a large number of longer meta descriptions, but eventually all the work was wasted.

Image Search Engine Optimization

Google likes that pages are not just text. In addition to headings, they give the page a structure, such as charts, tables, and lists. When using images, it is important to name the images so that the file name contains an important keyword. Sometimes image files don’t have such a simple renaming (for example, in multinational companies, an image file can be used by many organizations in different countries), so another option is to take advantage of alternative names for images that appear in the page code in search engines. This means that the image is given an alternate name, so search engines understand what the image is.

Optimized image naming increases your chances of being included in Google Images search results, which is especially important for visual products.

Orderly and unordered lists

Lists can be numbered (<ol> or ordered list) or bulleted (<ul> or unordered list). Note that lists should not be specified in the page source code <ol> or <ul> rather than just adding a number or a ball to the beginning of the line. This feature is standard on most publishing systems, so you hardly need to think about it. For example, here’s a list of things to keep in mind for SEO headlines:

Only one H1 header per page
Use headings in the correct hierarchy H1, H2, H3 …
Don’t go too deep into the sections (H4 …)
If possible, include the most important keywords in the titles
Choose the term with the highest search volume OR the term with the lowest search volume as the main keyword if it is easier to rank high.
Don’t squeeze multiple keywords together in the same title
Use titles in proper proportions with other content.

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Search engine optimized text length

Various search engine optimization texts have taken into consideration the optimal length of the search text (Moz, Search Engine Journal, Yoast …), and although the scores of the longer texts are often higher, the length is certainly not considered blindly because the correlation between length and length in the ranking may not be cause and effect. . The reasons for investing may be elsewhere. In my experience, longer SEO texts tend to perform better than shorter ones, but there are certainly differences between situations and sectors. The requester can look for a quick answer to a very trivial question, in which case the long text has no added value. Also keep in mind that the length of your content is only one thing that can be affected by SEO terms.

Sometimes the quality and relevance outweigh the quantity and short content for search engine optimization can meet Google’s information needs. In this case, longer professional language can be completely irrelevant. For example, if someone Google searches for a meter in a particular field, they might not be interested in reading 300 words about meters or how it works, but they want the meter to be found quickly, easy to use, and work as it should.

There are several recommendations on the Internet for the amount of text on a page, which vary greatly and are often based on averages that do not take into account other factors or simple speculations about how Google’s algorithm works. I don’t recommend enslaving by following general out-of-context recommendations, but consider on a case-by-case basis whether this page fully answers my client’s question and what other added value I could offer without doing a lengthy self-assessment.

Some topics are such that they haven’t had much to write about. For example, the texts of the product groups in online shops can be left blank, unless the topic is particularly known to the author. For example, the following helpful questions might inspire you:

What different products belong to the category?
How are they different?
What are the main characteristics of the products, ie the points of sale?
How do you choose the right product?
In what context / environment is the product used?
When is the product used?
What is the user base of the product?
How are the products used?
What other products are used with these products?
What should you consider or watch out for when using or buying?
And so on.
When writing SEO content, keep in mind that your readers are likely to include many different people with different starting points for understanding the content. Writing is a balance between what is too technical as a professional language for a beginner and what is not necessary for a professional. While not everyone can always be happy, it’s good to be aware of different audiences during the writing process.

SEO text writing checklist

Start planning based on what you want your site visitors to do.
Search for your keywords and choose the most searched terms related to your goals.
Try to optimize the page clearly for the theme and possibly for some of the theme’s terms. If necessary, create new pages if the theme contains individual important terms from which you can write your page.
Note the most important keywords at least in the title, H1 title, and text.
Use subtitles, images, and catalogs in your content to make the page more enjoyable to read. Pay attention to keywords everywhere.
Full (longer) text is often better than a stub, but isn’t meant to crawl hard next to it to get more length. The goal is to help the person coming to the page and get them to do the desired actions.

How many keywords did you find in the text?

Hope this SEO content was helpful and you can learn something about search engine optimized writing. You may have already guessed that there is a bit of meta-humor involved in writing this article because this text made up of search engine optimized text is search engine optimized specifically for terms engine optimized text. search and SEO text. So, in its own way, this is at the same time a test of how properly optimized text can appear in search results. There are obviously no guarantees for this, but experimenting.

Frequently Asked Questions section

SEO text can often increase the desired length and search terms by adding related frequently asked questions. Some of these questions have been collected so that you should take advantage of them at the title level. Due to variations in people’s search behavior, it’s a good idea to consider words with longer questions and phrases in Google Optimization if they have a search volume. For example, when looking for instructions, people may start searching for “how to …”, “when …”, “what …”, “where …” and so on. If the search volume for such a phrase is high, you should use it as is in the title and answer the question in the article. For search terms, search queries can include, for example:

Q: How long can a page title be?
A: The recommended title length is about 55-65 characters, but most importantly, the number of pixels in the title does not exceed 600 pixels.

Q: What’s the best keyword tool?
A: The best keyword tool depends on your intended use. You can already do a lot with Google’s (free) tools like Keyword Designer and Search Console. Keywordtool.io is a good example of a commercial tool.

In this article, several related keywords have been used throughout the text. The search volume for terms is so small that it doesn’t make sense to create your own articles for them, but keep in mind that it’s not advisable to include a huge number of terms in the same text. In this random order, a list of related keywords.

Search engine optimization
SEO title
SEO description
SEO meta description
Seo meta
SEO meta title
SEO content
Keyword optimization
Google search terms
Search Google
Google visibility
Visibility on Google
Website optimization
Search Engine Optimizer
Google Search Engine Optimization
SEO optimization
SEO Search Engine Optimization
What is Search Engine Optimization
Search Engine Optimization Guide
Google optimization
Search engine optimization for ecommerce
Image search engine optimization.

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Umesh Choudhary