In online content creation, writing SEO-optimized texts is essential to appear among the top positions on Google. That’s why, in this article, we’ll share some basic guidelines to follow when writing:
How to write SEO texts
When writing texts for SEO, we must take two aspects into account: the creation of valuable content that satisfactorily answers users’ questions, and compliance with the writing rules established by Google
What does Google want?
This is the first thing we need to be clear about: Google wants to show users the content that best matches their search intent. In other words, it wants to offer content that answers users’ questions.
Google seeks to make our lives easier and answer our questions clearly and simply.
How can I find out what content my customers or website users are looking for?
We have already discussed this in other articles, so, as we don’t want to be that annoying teacher that nobody listens to, here is our article on what keyword research is and why it is important for understanding our audience.
Once we have carried out the relevant analysis and are clear about the questions that our target audience has, it’s time to get down to work!
Guidelines for creating SEO texts
DON’T GET CONFUSED! The main thing is to write for the users who are going to read us, and then take into account a series of SEO rules:
Keywords and how to use them
Once the keyword analysis has been carried out, we will choose a main keyword around which the content will be developed. Or, to put it in terms that everyone can understand:
We will seek to answer a specific question from our audience.
It is important that this main keyword is included in the most important parts:
- Urls
- Titles and subtitles
- Highlight within the content
- Image alt attribute
- Metatags: titles and descriptions displayed in search results
BEWARE, we must be careful not to fall into keyword stuffing. That is, the excessive and unnatural use of keywords.
It is important to include keywords, but let us not forget that, although we must take into account how to write for Google, our main objective is to capture the attention of users who visit our website. The content should read naturally and be easy to understand.
Multimedia resources
Visual content is gaining ground.
It is nothing new that more and more visual content is being consumed. Users are becoming more ‘comfortable’ (not to say lazy) when searching for information.
Not only do we want a quick and clear answer, but we also want to be able to obtain it effortlessly.
It could be said that we are moving from being ‘readers’ to ‘visual readers’ (yes, I made up this term). Various media outlets have already echoed this sentiment.
For example, the newspaper La Vanguardia published an article in December 2020 titled “Online video consumption quadruples”, which, although focused mainly on social media and platforms like YouTube, clearly highlights the trend the internet is following.
Within the guidelines set by Google on how to write texts for SEO, we must include:
- Images
- Infographics
- Videos
- Graphics
- Data
Any type of visual information that adds value to the content.
In addition, Google will value all original content more highly. In other words, it is better to use your own image than one taken from an image bank.
Write the content using the language your readers would use
You must consider how your readers write and how they will search for you. Think about writing texts in a way that makes them easy to understand. And not only that… TRY TO STAND OUT!
- ¿Cómo diferenciarme en la redacción de los textos?
If we want to generate effective SEO texts, we must devote some time to research. It is not enough to just have great keywords. We must also take our competition into account:
- Study your competition and analyse what they are doing.
- Keep what works and improve it.
- Add that extra something they don’t have.
Above all, write texts that are original and appealing to your audience.
Trust: who is behind the creation of the content
Users appreciate knowing who is behind a piece of content, and even learning about that person.
The online world is a somewhat cold and dark place (or at least, that’s how it’s portrayed in films). Knowing who is behind the creation of content gives us a sense of closeness and security.
Google values this too. So don’t be shy and take credit by putting your name at the end.
Links and more links
This is another topic that we can talk about at length in SEO. We will explain this aspect in more detail in another article. Simply put, Google values content that is linked to from third-party pages.
If other websites link to us, it must be good content, right?
IT DEPENDS! We must be very careful when trying to boost the SEO of our texts with common practices such as buying links or exchanging links. These practices are frowned upon by the internet giant.
Conclusion
In summary, we would say that the keys to writing texts for SEO are:
- Consider the search intent of the user you are targeting.
- Be original and creative. Do not copy and paste information; that is very commonplace.
- Strive to differentiate yourself: add your own multimedia resources (images, infographics, videos, etc.).
- Write in a natural and appealing way for the user. On this subject, we have attached a PDF on Copywriting written by an SEO expert (please note that it is in English).
- Please note the SEO guidelines established by Google.
Follow all these guidelines and write texts that will get you to the top of Google’s search results!
Si tienes dudas o prefieres que te asesore un consultor SEO ¡No dudes en preguntarnos! Estaremos encantados de ayudarte.
