Anyone with a website, be it an online store, a news portal or a personal project, aspires to be found by the most common search engines, such as Google, Bing or Yahoo. Fewer and fewer users take the trouble to enter the full address of a web page in their browser. Instead, it is common to use just a word or phrase, from which a list of custom results matching those search terms will be returned – always sorted in descending order of importance. The user will be able to choose the website that best answers their question, which is why the competition between the pages to position themselves in the best positions is increasing. The key to this lies primarily in content optimization. The following 10 points will help you write SEO content that will naturally attract the reader through search engines.
Offer valuable content in your SEO texts
There are many ways to optimize a text according to SEO criteria, but none of them will be really useful if the reader is not taken into account. The search engines are build to offer the best results to the users for their search. For this, the most common search engines, such as Google, Bing, etc., use algorithms that assess the relevance of a certain web page to the user. This depends largely on the content of the web page, so an optimal SEO content should correspond thematically to the search term or terms for which it was optimized, in addition to being readable and offering valuable information to the user. At best, the content should provide an exact answer to the search term. So, if you aspire to create first-rate SEO content, the content of the page should focus on whether the page should be reserved for a specific topic and offer useful information that responds to relevant searches in that subject area.
Avoid duplicate content
The reader, but also the readers, as well as the search engines, appreciate exclusive and novel content: it is what is known as unique content. The exact copying of product descriptions or press releases is still a fairly common practice on the net that makes it difficult to appear at the top of the results pages, the so-called SERP – Search Engine Result Pages. Plagiarism not only denotes a lack of style but is ruthlessly detected and penalized by search engines. This is why it is recommended to avoid duplicate texts if you want to create quality web content – also in the case of your own texts that appear repeatedly on the same web page.
The explanation is provided by the search engine algorithm that, in its effort to offer a satisfactory user experience, strives to find varied content for the same search. If it finds two identical texts, it shows the original version of the text, while the copy is relegated to the last places in the ranking and, in the worst case, it is excluded from the results index. In this sense, it is important to note that duplicate content not only has a negative effect on the subpages where it appears but can have an impact on the reputation and relevance of an entire domain.
Adjust the length of your content to each topic
From the update to the Google Panda update to Google, content sets the tone. Content is king is the motto today. The landscape in the SEO area has changed, so if previously a length of 200 or 300 words was enough for good positioning, today it is recommended to develop longer texts if you want to obtain a good ranking. Content is very important and it is that the attention to updating the Panda algorithm was not directed solely to the length of the text. Today search engines, but the search engine, thanks to increasingly sophisticated algorithms, can analyze and assess the amount of information on a given page and, thus, the added value for the reader.
This is possible thanks to semantic analyzes and measurements of user activity that show, for example, the time spent on a page – a sign of interest and, therefore, an indicator of the quality of the content. Since the length of texts cannot be strictly defined for all topics equally, the number of words in the optimized texts should be adjusted to the complexity of each topic. Given the difficulty of granting a certain number of words to each subject area, the length of a text optimized for SEO should be directly proportional to the degree of complexity of the corresponding topic. More content by itself does not mean better ranking. By contrast, search engines value well-constructed texts with good argumentation and reliable sources.
Find the right keyword density
To measure the relevance of a web page, search engines use keywords, as they allow the classification of content in relation to a certain area or topic. This is why, before preparing an SEO text, it is important to define the topic that will occupy the website and carry out a search for the most relevant keywords for the information, products or services it offers.
These keywords can be grouped into clusters or groups of semantically related terms that can be used as a basic structure to create a web page optimized for search engines, for example, as categories. However, to integrate them into an SEO text, you must take into account a certain density of keywords. The standard recommendation is between 1 and 3 percent, although, since it is about offering a readable and meaningful text for the reader, the number of keywords will ultimately depend on each particular case.
We should avoid, however, a simple accumulation of keywords, since they make reading difficult and will be penalized by the search engine robot. Instead, it is recommended to resort to the use of synonyms and all kinds of possible variations in order to cover the semantic field of a topic.
Structure your content with formatting elements
In addition to aspects such as the quality of the information and the density of keywords, the classification of a page also improves the way of structuring the content, that is, with titles, subtitles, paragraphs, enumerations, etc.
Titles and subtitles play a key role in optimizing content. From their English name, ” headline”, they are classified from most to least significant (in HTML code from “h1” to “h6”). The main title is “h1” and must contain the main keyword of the text. The other subtitles, “h2” and “h3”, may contain the secondary words. It is rare to find more subdivisions in a text and somehow it is better to avoid them for readability. Instead, it is worth using lists and enumerations, which also improve the positioning of the text.
The bold is another resource that very valid HTML code may appear as “b” or “strong”, although only the second tag is detected by the search engines as an indicator of the relevance of a word or group of words.
Use internal links to strengthen SEO content
Optimized web pages are an ideal means to control the circulation of links and strengthen the most relevant pages of a domain. the links, both internal – on the same page – and external – to external pages – improve the user experience by offering additional information to that which the reader finds in the text, which, if it is an SEO text, should deal with a single subject. It is important to keep in mind, however, that every time a text is linked to an external page, it is this that benefits, since the linked page is given by giving Google to understand that it has authority on a certain topic. So, before doing so, it is worth reviewing the domain to see if an internal link could be included instead, thus favoring its own subpages that do not have any external link. In both cases, it is important to use a text or a word that allows search engines to associate the content with a particular topic.
Update your content regularly
Another variable that search engines use to position a web page is the actuality of the content it offers. A very well elaborated but obsolete content does not benefit at all, but more to the contrary. Domains that refresh their content often rank visibly better on SERPs than those that don’t. Online stores or company pages, where it is difficult to vary the content regularly (product or category descriptions, history and organization chart of the company), have the resource of maintaining blogs, news categories or press sections, where they can be offered to visitors news with some regularity, thus increasing their visibility in search engines.
Multimedia content increases the value of your content
Along with the formatting and structuring elements such as titles and subtitles, lists and classifications that were previously seen before, visual content is also an optimal way to attract visitors to a website and thus improve its positioning. Search engines especially value those pages that offer added value for offering information in different media.
Optimize your images according to SEO criteria
Search engines cannot “read” the images themselves, so to position a project, robots must be offered information that they can interpret. To position the images of a web page well, the relevant keywords must be added both in the file name and in the image title, without forgetting that large and high-definition images (photos, graphics) are valued and are valued better. more positively than small ones.
In order to signal to search engine robots the suitability of an image with the corresponding theme, it is extremely important to include the word or keywords also in the HTML code of the images, that is, in the title ( Title ) and in the description ( Alt ). The first one appears when you hover the mouse over the image, while the second one appears when, due to technical problems, the image cannot be shown temporarily available.
Use Keyword Optimized Meta-Tags to enrich your SEO content
When a user executes a search, they receive as a response a list of results in the form of summaries: these are called Snippets, which consist of a URL or address, a title and a brief description of the content that can be found on each page. In order to get a good position, it is crucial to create these descriptions, called meta descriptions, including some keywords, so that the first impression that the user gets of a web page can be controlled perfectly.
I hope you learned something from this article. If you have any additional tips for SEO content optimization, please add it in the comments box below.
Digvijay Rajddan is Marketing Manager at Design By Lavassa and has served as the Head of Conversion Marketing at Planet Web Solution. He’s an expert in inbound marketing and lead generation.