SEO Writing: 11 Tips for Better Content

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Anyone who has a website wants users to be able to find it on common search engines such as Google, Bing or Yahoo. For this reason, different webmasters compete to have their websites appear in the first results. One key to achieving this is good content optimization. The following 11 points will help you in SEO writing so that you can create texts that attract your target audience in a natural way.

1. Provide readers of your SEO texts with value-added content
There are many ways to optimize a text according to SEO criteria, but none of them will be really useful if the recipients are not taken into account. The reason for the existence of search engines is precisely to offer the user the best results for their search. To do this, the most common search engines, such as Google, Bing, etc., use algorithms that assess the relevance of a given web page for users. This depends largely on the content of the web page, so optimal SEO content should correspond thematically with the search term or terms for which it was optimized, as well as being readable and offering valuable information to the user. In the best case, the content should offer an exact answer to the search term. So, if you want to create first-rate SEO content, the content of the page should focus on a specific topic and offer useful information that answers relevant searches in that subject area.

2. Avoid duplicate content in SEO texts
Both readers and search engines appreciate unique and fresh content: this is what is known as unique content . Copying product descriptions or press releases exactly is still a fairly common practice on the Internet, which makes it difficult to appear at the top of the results pages, the so-called SERP – Search Engine Result Pages. Plagiarism or duplicate content not only denotes a lack of style, but is also detected and probably penalized by search engines.

Advice
If you offer SEO texts in several languages ​​or in different localizations, subpages of your web project may be wrongly classified as duplicate content. In this case, there is a simple solution: hreflang . Find out how it can be used.

This is why it is advisable to avoid duplicate text content if you want to create quality web content (even in the case of your own texts that appear repeatedly on the same web page). The explanation is given by the search engine pharmaceuticals email database algorithm, which, in its desire to offer a satisfactory user experience, strives to find varied content for the same search. Therefore, if it finds two identical texts, it generally only shows the original version.

Note
It's important to note that duplicate content isn't just relegated to the bottom of the rankings or excluded from the results index. It can also impact the reputation and relevance of an entire domain.

3. Adjust the length of your SEO content to each topic
With the Google Panda update, the SEO landscape has changed. Whereas previously a length of 200 or 300 words was sufficient for good positioning, today it is recommended to write longer texts if you want to obtain a good ranking. “Content is king” is the motto. Panda's focus is not only on the length of the text, but thanks to increasingly sophisticated algorithms, the search engine can analyse and assess the amount of information on a given page and, thus, the added value for readers.

This is made possible by semantic analysis and measurements of user activity , which show, for example, the time spent on a page – a sign of interest and therefore an indicator of the quality of the content. Given the difficulty of assigning a certain number of words to each subject area, the length of an SEO-optimized text should be directly proportional to the degree of complexity of the corresponding topic. More content does not in itself mean better ranking. On the contrary, search engines value well-constructed texts with good arguments and reliable sources.

4. Use a balanced density of keywords
To measure the relevance of a website, search engines use keywords, as they allow the classification of content in relation to a specific area or topic. This is why, before creating an SEO text, it is important to define the topic that the website will cover and perform a search for the most relevant keywords for the 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 website optimized for search engines, for example, as categories.

However, to integrate them into an SEO text, a certain density of keywords must be taken into account. The standard recommendation is 1 to 3 percent, although, since the goal is to offer 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 this makes 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 to be able to cover the semantic field of a topic.

Advice
The factors to consider when optimizing content will depend on the platform. If, for example, you want to sell a product on Amazon, it's worth taking a look at our article on SEO for Amazon .

5. Structure content with formatting elements
In addition to aspects such as information quality and keyword density, other SEO factors for ranking on Google can also help the way you structure your content, i.e. titles, subtitles, paragraphs, lists, etc.

Titles and subtitles play a fundamental role when it comes to optimizing content. Based on their name in English, “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” can contain secondary words. It is rare to find more subdivisions in a text and, in some ways, it is better to avoid them for the sake of readability. Instead, you can use lists and enumerations, which also improve the positioning of the text.

Bold is another very valid resource that in HTML code can appear as “b” or as “strong”, although only the second tag is detected by search engines as an indicator of the relevance of a word or group of words.

6. Use internal links to strengthen SEO content
Optimized web pages are an ideal way to control the flow of links and strengthen the most relevant pages of a domain. Links, both internal (on the same page) and external (to external pages), improve the user experience by offering additional information to what the reader finds in the text, which, if it is an SEO text, should deal with a single topic. It is important to keep in mind, however, that every time a text is linked to an external page, the linked page benefits by letting Google know 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 subpages of your own that do not have any external links.

In both cases, it is important to use a text or a word that allows search engines to associate the content with the particular topic. However, if you want to protect the popularity of the page, it is not a good idea to forget to classify these external links with a “nofollow” attribute, so that the search engine robots are “misled” from taking this link into account when calculating our reputation, thus maintaining the flow of links within the domain.