How to write content for SEO

How to write content for SEO

Any blogger, copywriter, journalist, or copywriter who writes for the Internet, knows that SEO is important. And yet the more they learn, the worse they tend to do, especially from Panda, the Google update that rewards quality content.

To write good SEO texts we just have to use common sense, and in many cases having a list with these obvious facts listed can help, so I hope that the following 10 points will help to eradicate some false myths of SEO writing and reaffirm that a text that is good for the user will always be a good SEO text.

1. Be original: It is essential that the content is totally original. If we collect information from several sources, condense the information into concepts, and write from scratch from them. Never use cutters.
2. Keep your target in mind: It is not the same to write content for a business blog aimed at executives than for price-oriented e-commerce. In each case, the public is going to look for something, and if we speak to them in a different language than they expect to find, it can increase the bounce rate and be detrimental. Also, let’s take care of the approach we give it. If we create the description of a children’s book for parents, we will have to talk about its educational value, if we create it for the child we will have to tell the elements of the story in an attractive way.

Google takes user behavior into account, so that the lower the bounce rate, the more page views per user you get, etc. better results you will get. In English, the search engine also takes into account in a secondary way this language used (average of letters per word) depending on the audience that consumes that content. I don’t have any proof that it works in Spanish, but it’s interesting because it makes sense for the user to make the text easier to understand.

3. Create relevant texts: Take into account why the user comes to the page and provide as much relevant information as possible. Always try to generate value and provide content that is not in any other site: it can be informative, the format in which it is presented, or the way of telling it.
4. Take care of the length: The ideal is rich texts, of more than 200 words. That said, the main thing is that they make sense in the context in which they are, if there is no content for so much, better to keep it short than to put noise without justification.
5. Attention to keywords: Keywords have to be in the text. The closer to the beginning they are, the more important they will be in terms of positioning. In this sense, it is convenient that the keyword appears in the first 100 words, especially because if the text is talking about it, it appears naturally. In cases where the keyword does not make sense in a larger context (eg: buy a house) it is better to modify it by adding a nexus to make it make sense than to make syntactic errors, so we would try to include variations such as “buy a house ”or“ buy your house ”.

The overall density of all the pages of a domain is increasingly taken into account than that of each individual page, so you don’t have to force too many repetitions of the keyword, or it can be interpreted as keyword stuffing.

You can take a look at our guide to search for keywords.

6. Create semantic text: Google is getting better at identifying synonyms, so once the KW requirements are met, it doesn’t hurt if we use synonyms and variations of the same expression. The text will be more natural and richer because we will not repeat the same word or phrase constantly, and Google will also value it.
7. Check spelling and writing: Check that there are no grammatical, syntactic or spelling errors. Google hates poorly written content, no matter how much Yahoo Answers continues to rank, but the user hates it even more. There are few things worse than a poorly written page.
8. Use links and bold: Do not obsess over these points. If we are talking about the content of another page, it is fine to put a link, and if there is especially important information — which may or may not be the keyword — reinforcing it with bold will help it stand out within the text. There is no agreement on the weight of bold at the SEO level, and for my part, I don’t think it makes a big difference, so take it for what it is: a good way to highlight text for the user.
9. Do not mix content: If we are making a travel website, and we create a page “Madrid travel” and another page “Barcelona travel”, each one has to talk about totally different content. Imagine that we put a keyword from one page to another, for example, “Barcelona has the second largest airport in Spain, after Madrid.” In this case we would be risking that the Barcelona website begins to position itself for Madrid. If we really want to put it because it is necessary, it is convenient to put the word as a link to its corresponding page, thus we indicate to Google that this page is more specific for that keyword.
10. Forget SEO: These recommendations should be obvious in the creation of content, so that the user and Google understand what a text is about, and that it is as relevant and of the highest quality as possible. To do this, we must make sure we comply with them, but not exceed them. Many times the writing style is changed by looking for SEO shortcuts or by heeding guidelines from dubious sources. It is better to stick to simplicity and personal style, putting ourselves in the user’s shoes and using common sense. And if at any time we doubt between SEO and user, always the user.

Do you want to expand the information in this post? You can see how to write an SEO text that positions without getting too technical, with expanded information.