When you launch your website, you hope to have lots of visitors searching for info or customers wanting to buy products and services.
That does not happen by itself…
To be easily found in Google and other search engines you need good content. The more good texts you place on the website that are valuable for your visitors, the greater the chance that you will end up higher in Google’s search results.
SEO texts are texts in an article that are optimized for search engines. These articles contain the keywords that are important to you. In this way you ultimately drive more visitors to your website.
WPjournalist for example has a page where you can create your own Avatar for your website. The page has been optimized for the words “create avatar” and is now #1 in Google’s search results. There is a lot of demand for making an avatar (sometimes 100s of unique visitors a day, especially at elementary school…) and so many people come to the website.
But how can you write good SEO texts yourself? I go into detail in this article and show you in 5 steps how it works:
- Step 1: determine topic and purpose;
- Step 2: do keyword research;
- Step 3: write SEO texts;
- Step 4: optimize your texts;
- Step 5: publish and promote.
Okay, here we go!
Step 1: determine the subject
What are you going to write about?
On the one hand, the subject has to fit with what your website is about, but it also has to be interesting enough to read. Because of course you want people to read the text.
There are several ways to determine topics for your website.
TIP: brainstorm and make a list of topics or general terms that are important to your website.
At WPjournalist, we are all about building WordPress websites with ThemeForest. Topics might include:
- Website Building
- WordPress Plugins
- Content marketing
After you have a list of keywords, you need to select the best keywords from it. The following criteria are important:
- The keywords match what you offer;
- Many people search on these keywords in Google;
- You have a better chance of beating the competition and getting higher in Google.
TIP: Don’t know how to find suitable keywords? Then there are other tools to expand this list. For example, with Google Trends, which allows you to find related topics.
STEP 2: keyword research
After you have a list of topics, you start doing keyword research. This way you can find out which search queries are interesting for your website to target. The key question is: what do you want your target audience to search for and what do you want to be found on?
To do keyword research, you have an online tool need. There are many and Google itself also has a keyword planner, but I use another tool and that is Ubersuggest. I have already written an extensive article on how this online tool works: Ubersuggest, the best free tool for keyword research.
Ubersuggest is a user-friendly tool for beginners and advanced users and helps you find the right keywords. You have to create an account first and it might also be useful to link your Google analytics account to it for future use.
For example, I want to write something about ‘WordPress plugins’, one of the frequent topics on WPjournalist. You then go to Ubersuggest and type in ‘wordpress plugins’:
Then you get an overview with four parameters:
Search volume: 1900. That means that these keywords were searched for 1900 times in the Netherlands. That is quite a high number.
SEO difficulty: 56. This is the estimated competition in organic search. The higher the number, the more competition.
Paid difficulty: 8. This is the estimated competition in paid search, like Google Ads. Again, the higher the number;, the more competition. This number is significantly lower than for ‘SEO difficulty’, apparently there is little need to use Google Ads of this keyword combination.
Cost per click: 1.73. These are the average costs you pay with Google Ads.
If you scroll down a little further, you get an overview of a keyword ideas. And behind it are the parameters, like volume and SEO density. Here you will also see ‘Trend’, so how the keywords have developed in the recent period.
From this list of keyword ideas you can choose a topic to write about.
Keywords that consist of multiple words are usually the most interesting. These are also called long-tail keywords.
For example, if we look at the keywords ‘wordpress plugins booking’, you can see that it is searched for much less (260) than ‘wordpress plugins’ (1900). But the SD score of ‘wordpress plugins booking’, which indicates how difficult it is to rank high for this keyword in Google, is significantly lower (26) than on ‘wordpress plugins’ (56). A high score of 56 is high and means that there is a lot of competition on the keyword. And therefore it will be difficult to rank high in Google.
So don’t be tempted by a too general keyword. Often more people search on that in Google and so the competition will generally be high with other articles. Longtail keywords are also often more interesting because people who specifically search for these words are also more likely to order the product or service.
Step 3: Writing SEO texts
We are going to write the article!
First you choose the keywords (usually 2 to 3) you want to write about. In addition, it is also important that you have a clear goal for this article. For example, you want people to read more come to know about a particular product, that they sign up for the newsletter, or that they learn more about a particular topic.
TIP: When writing, always keep the target audience in mind. The content and tone of voice of the article should be tailored to your target audience as best as possible.
Make a table of contents for your article, with an overview of the items you want to see come back in your article. This also gives yourself structure for writing the article. Each item represents a subheading and these subheadings are related to the main topic of the article.
Usually writing an article takes several hours. You can also research what others have already written about this article. Use that for your article, but also be sure to include unique content. So something others haven’t written about yet.
Longer articles, the longreads, often score better. These are articles of 1500 to sometimes even 3000 words. Because they contain so much information, search engines often value these articles higher and you will score higher in the search results.
Some more tips to make your SEO texts readable:
- Start with your most important content, this way you immediately grab the reader’s attention;
- Use short and easy to understand words;
- Use headings and lots of white space;
- Make use of lists, bullet points and tables;
- Avoid jargon;
- Use images and infographics;
- Use a readable font.
- Make important words stand out, by making them bold or italicized, for example;
- Write short paragraphs: 2 to 3 sentences or 60 to 80 words.
Step 4: Optimizing SEO texts
Once the text is ready, optimize it. This way you turn it into a SEO text that is more findable in search engines. Here are a few tips on how to optimize the text both technically and in terms of content.
a. Provide a proper SEO title
The headline or title of your article is an important part of your SEO optimization. Google looks at the title to figure out what the article is about.
- Make sure you have an SEO title that excites to click through. By making a bold statement, or a promise, or a list of 7 tips.
- Process your keywords in the title. Preferably at the front, then Google will give it more value. But don’t overdo it either, because the point is to create more attractive titles that appeal to people.
- In addition to the main title, you can also use the keywords in the headings in the article. And of course, you can also put the keywords in the text itself. Don’t do this too often as it is not good for readability. In general, you should maintain a word density of between 0.5 and 2.5 percent per article. You can check these things with the Yoast SEO plugin. You should definitely install that!
- Use around 60 to 70 characters for your title, otherwise Google will not show it in its entirety.
- Headings are indicated with an H1, H2, H3, etc. You can see these in WordPresss editor under ‘paragraph’. For the main headline you use an H1 code, for the intermediate headlines an H2 code.
- Make sure that this title is also is reflected in the URL. For example, if you don’t save the article properly or don’t save it until later, you will sometimes see a number (https://wpjournalist.nl/343567/) in the URL. That is not correct. You have to adjust the URL.
b. Write a catchy meta description
The meta description is the text that appears in Google’s results.
Make sure you formulate it as powerfully as possible, so that the person reading the text immediately knows what the article is about. Again, make the text inviting and stimulating. And do not make the text longer than 156 characters: otherwise the text will not be visible in its entirety in the search results.
. Enrich your text visually with (multi)media
Readers today are very visual and do not like large pieces of text in a row. It is therefore a good idea to alternate the text blocks with other types of content. Think of images, videos, infographics and tables or graphs.
Pay real attention to this. Don’t just place the usual stock photos, but really look for images that reinforce the text. In addition, a photo caption is always good.
In addition to the placement, you can also optimize this multimedia by naming what is on the video or image. This is the so-called “alt text. This is the description of what is on the image so that Google knows what the image is made up of.
The alt text or also called alt tag can be easily entered in WordPress. The image itself also has an input field with the alt tag.
It has another advantage: if the image is not displayed properly in the browser, the alt text will be shown.
. Use internal and external links in your article
Google attaches great value to links in your article. Especially if those links point to valuable information that will allow the reader to learn even more.
It is Google’s mission toorganize all the information in the world and make it universally accessible and usable
Links in an article make your article even more valuable and pass on SEO value: web pages that are linked to a lot will also end up higher in Google’s search results.
However, it is important to place links that are related to the topic and really add value to the article you are reading. If your article is about SEO texts and then you can refer to the Yoast SEO plugin
that can help you with that. You will see that the words of ‘Yoast SEO plugin will be linked.
The same goes for external links, meaning links to other websites. It can be a disadvantage, because then there is a chance that your reader will click away from your website and go read the article on the external site. But you are not omniscient and you make your own article more valuable when you link to external websites. It also increases your credibility by backing up your own article with external sources.
When placing a link to an external source it is good to open the browser in a new tab. You click on the external link and then see the following:
You can turn ‘open in new tab’ on and off here.
This prevents the reader from ‘disappearing’ from your web site.
bsite and can read your article.
e. Make use of the Yoast SEO plugin
There are several tools to check your texts for SEO. One of the best known is Yoast SEO, which can also be downloaded for free. There is also a more affordable version, but the free version already has so many features that you often have enough.
The Yoast SEO plugin is often found below the text and you can do several things with it:
- Entering the focus keywords
- Entering the meta description. The length is checked: green means the length is good, but if you exceed it, it is indicated by a yellow bar.
- This plugin gives all kinds of notifications of what you’re doing right and what can be improved. It indicates how you score on the number of internal and external links, whether the keyword is mentioned often enough, whether the word count is sufficient and much more. So you can see from the plugin what can still be improved. You can do this ‘live’: so > improve something > save the page > and see if you score better afterwards.
Step 5: publishing and promoting
It is always a great moment when you publish an article. It is now accessible for everyone to read! Before you publish it, it is a good idea to read through the text one more time. Put your finishing touches on it and then press ‘Publish’.
After your article is published, you’re not there yet. The article must be brought to the attention of the general public.
Here are a few ways to promote your article:
- Share your article on social media, such as Facebook, Twitter or Instagram. Don’t make a copy with the first lines of your article, but really pay attention to it. Again, create a triggering, catchy text so that people will click on it.
- Share your article through your newsletter. Or ask someone you know if they want to give your article some attention in their newsletter. If it is a special article, you can also consider sharing this one article with your newsletter readers.
- Put a link in other articles on your website that are related to this topic. That way, you give search engines the message that this is an important article.
- Approach the people or companies you mention in the article. Chances are they will also share the article.
- You can look for communities where readers will benefit from your article and you can promote it there. For example, this article could be promoted in the WordPress.org group on LinkedIn.
- Ask other related websites to link to your article. In return, you can offer to link to them as well.
Writing good SEO copy is not difficult, anyone can do it! If you are disciplined and follow the above steps, you can score much higher in Google and other search engines.
Writing an article alone is often not enough, if you also start optimizing and promoting it, chances are your article will rank much higher in Google.
It remains for me to say that you should not write purely for search engines. Be original and creative, write about things that others have not yet published. Pay good attention tot to punctuation and check everything carefully for spelling errors.
Because even that is what Google keeps an eye on….