What does SEO oriented writing mean?
The write-oriented SEO is nothing more than the ability to write lyrics that can position themselves in the best of Google, according to the requests made by users. Writing texts in an SEO perspective, therefore, means being able to write content that perfectly meets the needs of Google but, also and above all, of those looking for information on search engines.
Despite this, many agencies and many freelancers continue to believe that the meaning of SEO oriented writing can be simplified into a concept: inserting keywords (often at best) in the body of the text and in the tags of the page. This belief remains well-rooted, even if now Google prefers to reward the quality and relevance of the contents, compared to texts full of keywords and difficult to read for users.
According to a recent study dedicated to ranking factors on Google, the overall relevance of the contents is more valid than the word count and the keywords scattered in the body of the text, in the title, in the description or in the H1 tag. This result brings us to a single conclusion: to write SEO oriented texts one must never forget the art of good writing. The study, in fact, shows that the true success of positioning on search engines occurs only when the SEO rules are combined with those of the writing made for users.
Now more than ever the two arts are essential, for this reason, today we want to give you some small tips for drafting Google proof texts, able to satisfy the research intent of your users (even potential ones).
5 Tips For Writing Seo Texts
Having SEO copywriting knowledge is a must-have for anyone involved in online writing. This does not only mean knowing how to write attractive texts, but it means finding the right keywords to use, mapping them, and having an idea on how to position them strategically within the content produced. Here are some tips to write SEO oriented.
1. Think about keywords
Before writing impactful content, you will need to understand what keywords to position it for. No content will ever be found on search engines if it does not contain keywords and is not placed within the SERP.
To be able to find the keywords to use in your texts, you must, first of all, understand how users would look for you on Google and start with keyword research. There are many useful tools to do it: SEO Zoom, LSI Graph, Ubersuggest, Google Suggest, and the AdWords keyword planning tool, to name a few of the most used. In this way, you will be able to make a nice matching of the keywords most sought after by users in your sector and you will understand which ones to use to create an ad hoc editorial calendar.
2. Study your competitors
Still, in terms of SEO writing, you will certainly have to do an analysis of the competition, understand what keywords they are positioned with, and, consequently, try to do much better to overcome them within the SERP. Warning: we are not telling you to copy the contents of your competitors but only to check how and why they received a good positioning for certain keywords.
To do this job there are specific tools such as SEO Zoom or SEMRush, both very functional to understand the organic positioning of competitors.
3. Optimize your texts and images
First of all, to understand how to use the main keyword and the related ones, you will have to create a sort of storyboard that will help you define the structure of the content. Once created, you will have to be careful to insert your keywords inside the Tag title, in the alt attribute of the image, in the Meta description, and in the main Tags (H1, H2, H3, etc.). In addition, there are other factors that influence the positioning of content. One of these is precisely the use of bold on keywords and main concepts, which in addition to helping Google understand the focus of the content, greatly facilitates the reading for users.
In short, to properly optimize your texts, here is a short handbook to always keep in mind:
- Use one or more keywords in the Tag title and in the Meta description, provided they remain readable for users;
- Be careful of the permalink, which must contain the reference keyword;
- Add internal links to the website, creating a structure similar to, for example, Wikipedia;
- Add the main keyword in the H1 ;
- Use H in order (first H1, then H2 and so on);
- Use bold on the keywords and main concepts of the article;
- Don’t forget to insert the ALT attribute on the inserted images ;
- Use the featured snippets to open the content for Voice search ;
- Create a storyboard to better understand the topic, so as to create an article as complete as possible.
4. Write naturally
As you will have understood by now, writing SEO content means, first of all, creating useful texts for the user. For this reason, Raunak Pandey (Co-founder of Maiden Stride) advises you to think about the 5W rule (who, what, when, where, why + how) and apply it within your article. Contrary to what is done for press releases, however, you will not have to concentrate the 5W within a single paragraph, but you will have to spread them within your article, in a natural way.
Another trick to write with ease and create an immersive reading for the user (therefore a content that knows how to respond to his needs) is to ask questions, from time to time, to which to give answers. In this way you will push the user to reason with you, responding to all his needs (even to those he still doesn’t know he has).
5. Take care of the shape
The last tip, certainly not in importance, is to take care of the form of what you write. In the first draft, write down what goes on in your head, without focusing too much, nor erasing anything.
In fact, very often, when you write for work, you linger for a long time on the concepts and, by rereading them, it seems that they no longer have any logical sense. For this reason, you have to write straight away. Once you have finished the paragraph, re-read it, review the form, erase errors, and weak concepts. In this way, you can lay the foundations for good content, “felt” and endowed with its own personality.
Finally, be very careful about spelling mistakes. Maybe one can go into the background, but a text chock full of spelling mistakes (and horrors) is the best way to lose credibility in the eyes of users.
After writing comes to the analysis of the results
How to tell if you’ve done a good SEO oriented writing job? Obviously by measuring the results obtained with the individual articles. Positioning in SERP is not immediate and it takes a few months to reap the first fruits, for this reason, we recommend that you periodically analyze (once a month it is ideal) the progress of your keywords.
Once again tools like SEO Zoom or SEMRush come in handy, which will allow you to monitor the progress of the keywords used, so as to modify the strategy if something has not worked, or implement the positioning of those with potential, but not yet featured on the front page. In short, the SEO writing work does not stop only at the writing of the texts, but also affects aspects of strategy and analysis, fundamental for the success of the positioning.