SEO writing is an extremely effective weapon if you want to position your website on search engines.
The activity is carried out by the copywriter . He creates useful texts for all users who are looking for information, want to document themselves, look for solutions and much more. These contents, moreover, must be effective and valid in order to obtain a good positioning on search engines, such as Google.
Search engines use software, called spiders, that scan and index web pages. The parameters are designed to provide users with a satisfying, pleasant and fluid browsing experience, which is why it is essential to guarantee them pleasant, useful and original content.
To write for , you need to follow the rules loved by Google and similar, which are the basis of the O copywriting strategy. To get noticed online, you need to know techniques to make your page content stand out among the information present.
Let’s understand writing and its best practices, how to write articles and why they are important to get optimal results.
What is SEO Writing?
SEO writing presents structured content in such a way as to rank high on the first page of search engines, mainly on Google. To do this, a good copywriter must implement some strategies.
The first strategy is to find keywords, create high-quality content that satisfies users, and optimize headers for easy page reading.
In 2020, Search Engine Journal reported that the first site on Google’s results page has a 25% click -through rate . The second site has a 15% click-through rate , while the tenth site has a 2.5% click-through rate . If we talk about the second page of Google, the percentage drops even further and dramatically.
If your site is not ranked high on the SERP, the chances of users finding it organically are very low. Fewer visits equal fewer contacts and less revenue.
The best option would be to invest in advertising campaigns, so as to reach users and attract them to your site. If you have a small budget, invest in SEO writing . It is less expensive and very effective in increasing traffic over time.
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12 Tips for Writing SEO Oriented Articles
Below you will find some valid tips and SEO rules to apply copywriting to your writing and get great results. Let’s find out together what they are.
1. Use headers to your advantage
Headings help Google’s web crawlers understand the post and sections of your site. Crawlers can be equated with your readers who would appreciate an overview of your writing to know in advance what it is about.
We are talking about the title, H1 , and then the subtopics with H2 , H3 and H4 . Subtitles are useful to clarify the contents and include keywords with a high search volume. The right ones will help you increase the chances of optimizing the positioning of your site on the Google SERP.
2. Optimize content for featured snippets
Google’s ” featured snippets ” are simply the most direct answers to search queries entered by users. If you search for a specific question, the search engine can show you the best answer in the foreground. So, you have to include part of the question in your answer to get a snippet.
If the keyword requires a definition, your answer should be about 58 words long to get the featured snippet.
3. Write for people, not Google
There are many rules for writing for optimization, but what you need to know is that those who search on Google need to find an answer. That’s why you need to write quality content that provides detailed answers, visual aids, scannable sections and well-organized subtitles. You need to put buyer personas at the center of your strategy and think about what they want, their challenges and motivations.
Read also ” SEO Semantic Analysis: What It Is and Why It’s Useful ”
Content must be in tune with their weak points to focus on them and find solutions. So it is important to write correct, easy to understand and synthetic topics, using tools for writing content. With some tools you can even measure people’s engagement, establish how much time they spend on your page (Dashboard CRM and CMS), how many visits you get on the blog ( Dashboard CRM and CMS , Semrush) and how much they scroll down the page ( Hotjar ).
4. Put keywords in the Meta Description
If you are inserting a meta description on your post, you are certainly choosing to give greater visibility to the site. In fact, although keywords, subtitles and snippets serve to communicate with the search engine, meta descriptions play an equally fundamental role. It is about describing the content of your article in 155-160 characters .
When you include them, keep them short, use few keywords (1 or 2) and create interesting and unique content to stand out from others online. Most CMS have a box to enter the meta description, so you should have no problem using it easily.
5. Insert alt text on images
The ideal is to insert an alternative text ( alt text ) on each. Image that you decide to attach to the post. In this way, you will provide clarification on what is happening. In the photo and above all, you will facilitate the search. Engine when it tries to understand why that photo is present.
Alt text should be descriptive and include the keyword .
6. Compress images to increase page loading speed
Pages must be able to load quickly: it is known, in fact. That if a user takes too long to load a page, he will abandon the site within a few seconds.
Most of the time, it is heavy and large images that slow down. The loading: if you have images of more than 100 KB. You run the risk of slowing down the speed. To avoid this inconvenience, you could use some ad. Hoc applications and compress the images without losing quality.
By going to Google PageSpeed you can find out if your images. Are slowing down your site by doing a simple analysis.
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7. Start with keyword research
Google processes more than email data seventy thousand queries per second. So if you want to eliminate SERP clutter and outrank your competitors, target keywords and phrases that leads are searching for, otherwise users won’t be able to find you.
You could start by using a keyword bw lists research tool like Semrush and Google Keyword Planner , both of which provide details about user searches. Google Trends , on the other hand, gives you suggestions for identifying the most popular keywords at a specific time.
Look at your competitors to find keywords and use competitive intelligence tools to discover the most important ones for your business. Avoid common words and consider how they change over time, because trends and terms change and you need to be ready to react.
If searches for a certain keyword are slowly decreasing, it could mean that that is not the right word for your marketing.
Read also ” SEO audit: everything you need to know ”
8. Don’t overdo it with keywords
You should never overuse keywords, which should be inserted in a completely natural way, otherwise your posts will be heavy and unreadable. Choose one or two and insert them in a completely natural way and without saturating the content.
9. Choose longer, scannable posts
Contrary to popular belief, Google and other search engines prefer long, detailed posts. This is because they provide more information to understand what your blog or website is about. For example, an SEO article should ideally be between 2,100 and 2,400 words, according to HubSpot .
On the one hand, longer posts can overwhelm readers, so to overcome this problem you can break up your content into scannable chunks of short length. A redundant sentence can be cut into two, while paragraphs can be made up of three sentences or less. Finally, you can use bullet points to help the reader read more easily, especially on mobile devices.
10. Study a link building strategy
If you want to rank on the first page of Google. High in the search results, you need to focus on link building. Every page that links to you is a positive vote from users and makes you rise. In the Google rankings.
Finally, write posts or publications that other sites. Will be willing to link to, and perhaps include valuable resources. Such as thought leadership, interviews, and original data.
11. Make external links to authoritative sites
When creating your website or blog, you can include external links to trusted sites, both to provide more material to your users and to demonstrate to Google that you have performed your research.
Statistics supported by research on influential and convincing websites are useful for building a concrete and useful discourse in order to gain the trust of readers.
12. Insert internal links on your site
Link important pages to your site to help Google create an accurate map and provide your audience with authoritative content from you.
Internal links help keep your readers on your site longer, which leads to decreased bounce rates and increased potential conversions.
When you insert an internal link to your site, use simple language to make the anchor.
Avoid generic invitations and use descriptive keywords. That give an idea of what they will find after clicking on the link. Do not insert forced anchors that lead to featured products. Discounted items, etc.; instead, insert links. That give greater value to the topic of your posts.
