May
How to write a good text for SEO? How to choose the right keywords and what are the so-called long tail phrases? Which tools should a professional SEO copywriter use? Here are some tips that will help you position your website.
Define the topic of the article
The most important element in SEO copywriting is undoubtedly the appropriate selection of the topic of the text. We cannot forget that we write primarily for people, not for Google bots. The times when a collection of dry facts packed with key phrases were attractive to the Google search engine are long gone. When planning an article, we can use trends and “hot topics,” but remember not to copy texts from other websites. Google considers such content unattractive and notes that it is not the result of your work. So try to approach a topic – even a trending one – in a fresh and, if possible, original way.
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Do not duplicate the topics of articles from your own blog – this may result in keyword cannibalization, i.e. a situation where two or more entries compete for high positions for a given phrase. Google has trouble deciding which article to consider as the “top” article, which negatively affects search results and website traffic. Keyword cannibalization does not apply to articles in news media, where duplication of main phrases is a natural phenomenon due to the nature of this type of portals.
Make an SEO text ladder
A very helpful tool in constructing SEO-optimized texts is creating a ladder, i.e. an article plan. This solution not only helps to organize the entry, but also sensitizes the copywriter to the fact that each section of the text should answer a specific query of a potential user. This is how all positioning activities can be described in a nutshell: the SEO solutions we use are intended to help Internet users find answers to the questions they ask. It is worth keeping this belief in mind not only when writing articles, but also when optimizing the website.
Keywords
SEO copywriting is primarily associated with creating texts filled with keywords, i.e. phrases and queries related to a given topic, most often entered into the Google search engine. There are plenty of platforms – paid and free – that offer searching and analyzing keywords for specific queries (e.g. shelves for the living room). There is so much that you can get lost. So what is worth paying attention to?
First of all, I suggest looking at the popularity of keywords, i.e. the number of searches for a given phrase. As is commonly known, the greater the competition, the harder it is to break through – so it is worth including both high-ranking keywords (the popular and frequently used ones) and those slightly lower in the ranking in the text.
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It is also worth considering what phrases we want to position our website for. In the case of local businesses, I recommend using regional phrases, i.e. those related to the company’s location (e.g. modern washing machines in Zamość). If your website is already in Google search results, i.e. appears in the SERP, you can use the positioning tools offered by Google Search Console. This platform allows us to check what keywords were used by users who viewed our website.
Use long tail phrases
In texts we often use the so-called long tail phrases. These are phrases that usually consist of more than 3 words. They specify the user’s intentions and are more likely to lead to conversions to the website, which is why SEO copywriters like to include them in descriptions and articles. These phrases are also less competitive and are recommended to companies that have a limited SEO budget.
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Headings and title
Another key aspect in SEO copywriting is the title and headings. It is important that each of them contains keywords. In order for the Google search engine to be able to determine what is the title, headline, and what is the content of the article, appropriate HTML tags must be used. For the title, this will be the H1 tag that should appear on the page only once. We mark headings and subheadings with analogous H2 and H3 tags. An article organized in this way certainly has a chance of ranking higher in the SERP.
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Use meta title and meta description tags
Another important element is editing the meta title and meta description. These are, respectively, links and short descriptions that we see in Google search results.
It is worth ensuring that both the meta title and meta description contain keywords and suggest answers to questions asked by users searching Google. For example from this image: meta title and meta description can encourage a person who is thinking about hiring a marketing agency to visit the website. The Wide Vision blog entry clearly responds to this need and gives the user what they are looking for in Google.
Internal linking
Let’s get back to the article on the website – after all, it’s an entry about SEO copywriting. In your text, include links to other materials published on your website, preferably thematically related to the article. Not only will this make it easier for the user to absorb the most reliable information, but it will also make the Google indexing bot index your entire website faster. Internal linking procedures create a grid that shortens and facilitates the Google bot’s journey through our website.
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However, avoid posting external links to other websites. Such links (usually) weaken the power of SEO.
Sign your name under the article
Google likes it when articles are signed with your name and surname. In this way, a blog entry is more credible, and the author of several texts on similar topics may be recognized by Google as an expert in a given field. The exception, of course, is content posted e.g. on sales platforms or online stores, where the signature of the author of the text is not required.
Post high-quality graphics and videos
This is a very important element – after all, it is about the quality of your website. What’s more, caption your videos and images by weaving keywords into the descriptions. Rather, refrain from adding images as part of the website background, and opt for adding graphics that are a separate entity on the website. How to check which solution has been used? See if the image from your entry can be saved to your computer’s hard drive. If not, there is a good chance it is part of the background of the page.
Be patient and post regularly
Remember that SEO copywriting is only one element of the SEO strategy. It will not bring results if our website is not bot-friendly, contains tags that exclude indexing, or its structure is disordered and prevents positioning. Also, remember to write systematically – Google no longer takes into account the age of the domain or page in its ranking, but focuses on the quantity and quality of content. The more you publish good quality content, the greater the chance that your website will be more visible in the Google search engine.
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