We can recognize a good text by the fact that it is specific, absorbing and as written with a simple language thanks to which we can easily understand complicated things. However, a text written for a website, and even more so a blog, if we want it to be effective it has to have one more function: positioning. We have to follow the language standards, but also SEO standards – search engine optimization. How to write a text which follows the rules of SEO?
Text length and the Google ranking position
One of the most frequently asked questions regarding writing text which align with SEO is the question about its length. It is even more repeated because there is no one definite answer. It is important to realize that Google significantly more often promotes long texts than short ones. Most commonly it is assumed that the average number of symbols, which significantly improves the search results, is between 8:00 to 10:00 symbols, or about 4-5 pages standardized text (Times New Roman, font 12, 1.5 spacing, 2.5cm margins)
However, it is not about “pouring water” on several pages, just to get the right length of text. If the text will be shorter however a lot more precise, filled with general phrases and long-tail phrases and also it will attract the attention of the reader – it will work better than a really long but a less content-rich entry. Not all topics can be written about a lot, and other topics you can deplete in 4000 to 5000 signs. It also would be pointless to post such a long text on your home site. These short texts are much more effective, which encourage the reader to enter the section with longer texts or straight to the blog.
You have to ask yourself the question: can you cover the topic deep enough in a short text so that the reader doesn’t have to look any further? Does the competition drain the topic and have very insightful and technically correct entries?
Phrases in an SEO text
Asides from writing an essential text, one of the basic activities is to fill it with key phrases. Key phrases are words which the user types into the search engine in order to find content on a given topic. We can guess what the user should type in order to find our website, however it is much better to use tools which will show us the popularity of a phrase in a given topic and choose one to three phrases based on which we will position ourselves. How saturated with them attacks should be? It is said that the optimal situation is three times on every 1000 symbols, however, this is a tendency not specific instructions from Google.
When choosing the phrases, it is important to be aware that it will be difficult to position yourself on the most popular ones, if we are not moving and a niche or a very narrow specialization. To the rescue come here the long-tail phrases, which are different from the common ones in length and precision and the effectiveness of positioning. For example:
- Generic phrase: running shoes
- Long-tail phrase: women’s forest running shoes
The vast majority of users while searching for running shoes will enter the generic phrase and will then counter the best-positioned shops and services, with whom it is difficult to compute. If in our text we will have a long tail phrase, the users which are looking for women’s forests running shoes (and not for the road or general ones) have a high probability to come to us. Of course, there is much less of specific users, however, they are more defined in their needs and more leaning to a purchase Ann is only looking for a shop in which they can realize this purchase. Therefore, this is a two-edged blade however when used consciously and with planning, it helps greatly with positioning.
The most commonly asked question in this topic is “Should we conjugate the phrases?” the answer is yes. In the years 2015-2016 Google launched a system learning the conjugations of words, and full sentences, that’s why we can (and should) place phrases in the text in a way that makes them most natural
Titles, mid titles, and metadata
A good text is legible and absorbing however to achieve this you don’t have to be greatly talented. It’s enough to take care of its structure. A long text should be divided into sections with mid titles and the sections themselves should be divided into paragraphs. it is good to assume that one paragraph uses up one thought.
Google robots analyzing the text check how the title of the text and its mid titles are coherent with waters in the paragraphs. It is easy to figure out that creating clickbait titles which in no way magic the text is quite risky. Because the text will exist in the short-run however its position will quickly start falling.
A good Method then is using the potential search questions as titles and mid titles and writing the paragraph in a way that it is an answer to the basic mid-title-based questions (as well as the primary question). If we can manage to put in there a key phrase, then we can make Google robots that much happier.
Metadata (meta title and the meta description) are respectively the title of the page and its short description (1-2 lines in grey), which we see in the search results.
Technical requirements of metadata are maximum 60 signs for the title and maximum 160 signs for the description. When it comes to writing them, we follow the same rules as with the titles and made titles: they were supposed to encourage the user to click or define the content of which the essential development you can find in the text. It is good to put a key phrase in it.
To write for Google or the reader?
At the end we should absorb the most important piece of advice regarding writing texts following the SEO standards: primarily we write the text to satisfy the reader first – and after that Google comes second. Does this mean that the above advice is unimportant? No. On the contrary: these are suggestions from Google themselves, who have a user-friendly policy and “humane” positioning calculations, where the well-being of the user comes first.
It is important to remember about these rules and follow them, but only to the moment where are, the text doesn’t lose naturality, essential value, and the user’s attention. It is possible now we will forget to place in the text a phrase (or we will not put them consciously because they won’t sound natural), and the text will be positioned well because it will answer important questions to the user and in turn, it will be frequently visited and fully read. And that is our goal.