Writing SEO texts – food to delight Google & Co.

A website’s success is founded on technological excellence – and SEO content. Google and the web’s other search engines are now smart enough to distinguish between low-quality content (the chaff) and high-quality editorial wheat. What does SEO content have to achieve in order to rank high in search engine results? The following tips from Apostroph should help boost your website’s chances in the rankings game.

Writing SEO texts – food to delight Google & Co.

TIP 1   SEO text that achieves your communication goal

Set yourself a couple of goals for your web text. Do you want to showcase the expertise of your company, e.g. with technical content? Or are you looking to promote or sell a product or service? Perhaps your aim is to boost your reputation, e.g. with content about your company history or profiles of your organisation?

  • Decide which style and tonality best suits your communication goal. Is your content purely informative, or should it be couched in emotional language to achieve its aim?
  • Attention-grabbing images and videos add appeal and vibrancy to your text, while graphics imbue it with credibility and clarity. Visual elements are rewarded by search engines.

TIP 2   Content that appeals to your target audience

Good SEO web text doesn’t set out to please the search engine. Instead, it should deliver tailored content for defined target audiences by knowing their needs, solving their problems and providing useful information. You know your target audience best. So: what simplifies or improves their lives?

  • Define your target audience: business customers, consumers, key characteristics and needs.
  • What benefits are you offering? Can you provide information or useful advice? Can you solve problems?
  • Search engines reward SEO text that’s unique. Write content that’s specific to your company – it really pays off.

TIP 3   Keywords that get ranking results

Determine your keywords from the standpoint of your target audience. What are the search terms that direct them to your pages?

  • Your main keyword encapsulates precisely the content of your SEO text for your target audience’s search. People don’t use the exact same search terms for the same thing, so weave slightly varying keywords into your text to cater for a variety of search terms. à Fiduciary, accounting, bookkeeping, payroll; or child seat, child car seat, car seat for children
  • Carry out keyword research and find out how often your keyword appears in searches.
  • Avoid keyword stuffing: Google considers frequent use of the same keyword to be less relevant content and moves the website down the rankings. A 300-word text about child car seats should contain the phrases “child seat” or “car seat for children” no more than three to nine times (1-3% of the number of words in your text).

TIP 4   Text structure that’s easy to read

Make life easy for your audience by offering them clearly structured text. High-quality, unique content in a format that’s user-friendly will keep them coming back for more.

  • Your main headline (H1) must contain the main keyword.
  • The headline is followed by a teaser (lead, intro) of two to four sentences that tells your audience what it’s all about. Depending on your communication goal, your text should end with a round-up/conclusion and/or a call-to-action sentence.
  • Divide the text below the teaser into clear, logical sections provided with informative subtitles. This helps search engines and your audience to quickly scan the text for relevance.
  • Length of word, sentence and text? Short words and sentences are best in terms of user-friendliness. Your SEO text must be at least 300 words long to be recognised by Google as relevant content.
  • Boost your website’s chances by inserting internal links in the SEO text or placing a list of up to three links at the end.

CONCLUSION: good SEO text keeps one thing in mind, namely, the expectations and needs of the target audience. Search engines reward high-quality websites where content is king. 

Apostroph translates, optimises and writes SEO-compliant web content – with the magic keywords and features designed to move your website up the rankings.

Let's talk about how to get your content across to users in all language versions.

I’m looking forward to talking to you about SEO.
Tatjana Greber-Probst
Head of Marketing

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