How do you write SEO texts?

Do you have a blog, a forum, a website? Wondering how to provide valuable content on them that will help your SEO? In this guide, you will learn how to write texts step by step SEOwhich will help to strengthen the position of your website.

What is SEO and SEO copywriting?

SEOSearch Engine Optimisation is optimisation website and its code, content development and the acquisition of positioning links from other domains. Once you know what's behind the word SEO, you've probably guessed that SEO copywriting involves writing relevant content that meets a number of parameters. However, it is not as simple as it may seem, so how do you get started?

It has become accepted that content posted on blogs, forums and descriptions on websites is aimed at regular users who systematically browse the activities appearing on the web. Nothing could be further from the truth, as a properly positioned website with valuable SEO texts may also attract new readers - those who, via a search engine (e.g. Google.co.uk), type in a word or phrase to answer their question. Google itself claims that the most important ranking factor is favourable on-page content, so it is worth ensuring that it is created according to SEO principles.

How do you choose the best keyword?

If you want to learn how to write SEO texts then you need to know what preferences your potential readers have. Before you start writing an article, it is worthwhile, indeed necessary, to check whether a topic is of interest in a Google search. To do this, you can use one of the most popular tools, i.e. Keyword planner.

• branded keywords, i.e. company names and specific products, e.g. Adidas Epic React,
• general words or phrases, i.e. those that describe general things such as a house,
• slong-tail keywords (so-called long tail), i.e. phrases that specify the query, e.g. "red house in Wrocław".

You cannot choose one type and say that it is the best, because it all depends on the means and our goal, as well as a properly chosen strategy. After all, a local pet shop that does not sell online will not be positioned for nationwide keywords like 'pet shop'. In this case, the following will work better regional positioning or localand the relevant phrase would be, for example, "pet shop Wrocław fabryczna".

How do you write SEO texts?

When looking for information on how to write texts for SEO on the internet, one can find a lot of information and articles that suggest that bold keywords supports positioning (It is also colloquially referred to as 'bolding the text'). What's more, some people choose to bold words and then style the bold so that it doesn't stand out from the rest of the text. They think that in this way users will not be bothered by the bold and Google will index the page better.

According to Moz, the industry's largest portal, such measures have no effect. Google is getting smarter and is aware of such practices, so it has reduced the role of bold in positioning. Nevertheless, it is worth highlighting key sentences, but not for Googleand for its users. It is no secret that when reading an article, people pay attention most to the bold words. Thanks to this you will catch the reader's eye on the most important issues. Furthermore, we stopped using this practice and saw no change in the effectiveness of the positioning.

An important element in SEO is the inclusion of the keyword or keyword phrase in the H1, H2, H3 etc. headings. In contrast to bold text, headings are what content indexing bots and users themselves pay attention to.

How do you write article headlines?

The headline should include a keyword at the beginning, but at the same time the headline itself must be catchy. A title that perfectly describes the entire article will not always be good. It is a good idea to use so-called clickbait (clickbait is a title that exaggerates the content of the article) to attract potential readers. However, it is important to remember that you cannot exaggerate because you want to sell the article, not deceive the reader. However, in all of this you also need to keep your regular audience in mind and tailor your titles to their tastes so that you don't lose them with a title such as "make a million zlotys in five minutes".

How many keywords to include per text and at what frequency?

The correct answer to this question is: it depends. When positioning a sub-page, it is a good idea to focus on a single keyword or phrase, and it is worth doing the same for articles. This is related to the fact that unnecessary repeating keywords is a mistakewhich can do more harm than good. The frequency of the key phrase throughout the article in relation to the content should be about 1%. What's more, Google handles variations of words by cases, so you won't have any problems incorporating words into your content.

Add graphics

When writing an article, remember to add graphics to it, but name them so that Google indexes them well. The first rule is the corresponding image file nameThe graphic must not contain spaces or Polish characters. It is important to place a keyword at the beginning of the image, moreover, when you add an image to the page, in the place of the alternative text, type the keyword with Polish characters. If you are adding more than one image, put the keyword in the name of the image, and after the hyphen, the text describing the image, e.g. "shop-zoological-w-srodku". As you can see, a good method is to separate the individual words with hyphens.

Meta title and description are also important

The meta title and description are the elements that are displayed in search results. Probably when you search for something yourself, you look at the meta titles and descriptions before you go to a particular page. It's a good idea for the meta description and title to start with a keyword and include the most important information that will encourage a potential user to click on just that link. What's more, Google has made changes in the appearance of titles in search results. The length of the title is now indicated by its width in pixels, which is 600 px. It is a good idea to create shorter titles, because if they are longer, they will automatically be cut off, and nobody wants that. What's more, the size of the letters themselves matters too, as large letters take up more space than small ones. 600 px allows you to write approximately 55-70 characters, so it is worth using them wisely. 

Internal linking

I think I have already dispelled some of the doubts about the question How to write SEO textsbut another important element is internal linking. It is based on placing links which direct the viewer to another subpage on the same site. Internal linking makes it easier for users and google robots analysing the content to navigate the site. If you plan and build internal linking well, you will notice the effects on your SEO after a while. The bots indexing a page also analyse the links and move around them, so they will circulate and index your pages.

An important element of linking is appropriate naming, i.e. optimise the word or phrase you are linking to. A phrase housing under which a link will be hidden will achieve far better results than a link hidden under a phrase link here.

Recommended plug-ins

Most websites in Poland are based on WordPress. One of its advantages is the possibility of installing various plug-ins, including those that help optimise content. For our part, we would like to recommend:

SEO not for everyone 

If you've been asking yourself the question "How to write SEO texts", I hope I've at least given you some light on the subject. As you can see for yourself, it is not as simple as it seems. If you start following the advice mentioned above, your publications will definitely be indexed higher. Keep in mind, however, that if you want to further yourself in SEO text writing, you need to spend many hours honing this field.