How to make content SEO friendly nowadays that can be read well by search engines and classified accordingly? How important is it still today to work with keywords? What is the best way to be listed at the top of Google for individual keywords?
In this article, I provide you with the absolute ultimate guide on how to write SEO texts. After reading this article, you will immediately be able to write optimized web content that not only visitors will find useful, but also search engines will love.
The most important facts on how to make content SEO friendly
- The word SEO content is somewhat misleading in today’s language. A paragraph must not only be optimized for the search engine but ultimately for the reader and must meet specific minimum requirements.
- A search engine optimized content should, above all be created on a data basis. Keyword research is particularly suitable for this.
- SEO texts are characterized above all by their structure and their depth. A topic should be treated as completely as possible.
How to make content SEO friendly: What does one understand by this?
Essentially, SEO content is nothing more than a text that has been optimized for presentation on the web.
To understand the phenomenon of SEO texts in more detail, one should first take a look at how search engines, in this case, Google, actually work and why in the past specific keyword densities or keywords had to be primarily built into texts.
So before we go any further into the subject of texts for search engine optimization, let’s take a brief look at how this works and what the goal of a search engine is. For the sake of simplicity, I’ll limit this example to Google – after all, the system behind it also fits most other search algorithms.
At the end of the article, there will be a small digression into the topic: “What do good online texts cost? For me, as the owner of an online marketing agency, this is a not unimportant topic, as customers often don’t appreciate the value of a good text.
Backgrounds: Everything you need to know about how to make content sEO friendly
Before we get into the practice of good SEO content, I want to give you some background information. If you’re going to write excellent texts that rank sustainably in Google, you need to understand a little theory. So let’s get started.
What does Google want to achieve?
Google is simply a company that wants to offer its customers the best possible service.
For example, when I, as a Google user, search for the weather in Porto for the next week and I see the weather for Lisbon, Google has not done its job correctly. With this type of search, it may be quite easy, but with others, it is much more difficult.
Google has collected quite a lot of data over the last few years, which is why the algorithm is becoming increasingly complex but also more accurate. Google does not like simple SEO tricks because they violate the quality guidelines and do not help Google to achieve its business goals.
You should always keep the following Google goals in mind:
- Provide the user with the search result that covers a topic most completely
- Meet the intention of the user 100% and deliver what he is looking for
- Deliver content that is correct in terms of content, easy to read and without spelling mistakes
- You have to manage to look (and be!) trustworthy
Our claim as webmasters must or should, therefore, be to work following Google’s guidelines. That’s why I’m also convinced that high-quality content that satisfies the user will have the greatest success in the long term.
The so-called Google Quality Rater Guidelines also provide a sound basis for these findings. These were updated in July 2018 after a long time and should be mandatory reading for anyone who is seriously interested in the topic of websites or search engine optimization.
The contents are too complicated and detailed to be presented in this article. Ultimately, Google is mainly concerned with these factors in terms of content:
- Meeting of the search intention
- Timeliness (not for all searches)
How To Make Content SEO Friendly: The ultimate guide 2020
After we have taken care of the basics, let’s take a look at how to make content SEO friendly can be put into practice. Whoever internalizes this guide will soon realize that today it takes more than just adding a few keywords to create excellent texts.
The focus of Google will be more and more on the quality of the content in the next few years, so you should read this guide very well.
Step #1: Keyword strategy / macro strategy
The first step of how to make content SEO friendly is to define the intention, ideally in connection with the macro strategy of the site. Because this is difficult to explain, I will give you a small example:
Of course, the primary goal of an SEO text is to rank well on Google, which is why we will take a closer look at the keyword strategy or keyword focus. A content that ranks well, however, is far from being a text that really achieves its goals.
So if I want to achieve specific company goals with a subpage, I should make sure that the text also meets this company goal.
In my agency, The Web Experts, we have already implemented a number of projects in which sustainability, ethics and morals play a significant role.
The company naturally wants to rank for specific keywords, but above all wants to present its own values in these texts. Therefore, an SEO text must always fit into the overall strategy of a company – mere rankings and content does not always count.
Once these points have been clarified and keyword research has been carried out, one can start to create a keyword map for the project.
Digression: What is a keyword map?
A keyword map is essentially an overview in the form of an Excel file. The keyword map is used to assign a specific target keyword to each URL or subpage, for which the page is to rank later. The keyword map can also be used to monitor and optimize the SEO process.
But how does such a keyword research work? In this article, I would like to deal only with the absolute basics. Otherwise, it would go beyond the scope of this article. The goal of any keyword search should be to identify specific keywords or key phrases that users search on Google.
In principle, there is a separate subpage on the later website for each keyword for which we want to rank.
With the help of KW Finder, for example, you can generate lots of new keywords and keyword ideas – a tool that I can’t imagine my everyday SEO life without.
Please do not misunderstand: A subpage can rank for hundreds of keywords – this is no problem at all. Nevertheless, for each subpage, a so-called main keyword or focus keyword should be defined, which will be used to align the strategy of this subpage.
Of course, it is not worthwhile to create a separate subpage for each keyword. The rule of thumb is that a subpage makes sense from an average of 600 to 800 searches per month – but it depends very much on the overall macrostructure or the individual topic silos and above all on the search intention.
There are still some advanced methods to determine this better, and I will go into this in later articles.
The next step is to subordinate all synonyms or longtail keywords to this single superordinate keyword or topic – this is what is known in the technical language as the construction of topic clusters.
In this way, you will be able to achieve the maximum possible relevance and to cover a topic entirely and semantically. Several keywords can have the same search intention.
As a small example of what is meant: If you search Google for “search engine optimization” and “what is SEO”, you have the same search intention, namely to learn more about SEO. Of course, you have to keep in mind that search engine optimization is a very generic keyword, and therefore no one search intention prevails.
Step #2: Analyse and understand the search intention
Before we can start writing a text, we need to understand the search intent of our target keyword. The search intention is nothing more than the type of search result a user wants to see when they enter the keyword into Google. In English, this is also called user intent.
The goal of our content must, therefore, be to satisfy the user and answer the questions he has when he enters the keyword into Google or to provide him with exactly what he wants to see.
By analysing the search intention, two different levels practically emerge on which we should build our later text framework:
- The type of content (long text, detailed text, etc.)
- The language of the text or the content itself
During the analysis of the search function you should also answer the following questions:
- Who is the user actually?
- What fears or worries does the user have?
- What is the user’s motivation for searching for this term?
- How can the user be satisfied?
- What is the user’s background?
- In which stage of the customer journey is the user currently at?
Google has, of course, collected some data on this search intention over the years and therefore played out for each keyword those results that have satisfied users in the past.
Why is understanding my target group so important?
Because it takes a place in how to make content SEO friendly!
It is essential to understand which users are searching for this keyword and what level of knowledge they have. It makes no sense to write a very technical article if the visitor is an absolute beginner and has to learn the basics first.
If you orientate your content for the exemplary text towards professionals, but in reality, complete beginners or novices in this field come to your site, they may (or even very likely) not be convinced by your content and quickly jump off again.
Step #3: First competition analysis
In the third step of our preparation for the entire SEO content, we take a close look at the content of our competitors and evaluate it by asking various questions.
The goal of this competitive analysis is to find out how good our competition is or to find aspects which we can improve in our later article.
After having looked at the contents in step 2, we now go into more in-depth analysis and take a closer look at the topics.
The following questions are our guide for this step:
- What kind of content is ranked exactly?
- Which sub-topics are covered?
- Which media (videos, images, podcasts) are used?
- Are there sources? Is the text written by experts or an editorial team?
- How profoundly is the topic covered?
- Are there other patterns such as tips?
Following these questions, we go into the preparation more intensively and look at how much “love” was put into the presentation of the contents. Content design plays an increasingly important role in the age of Mobile First and should, therefore, by no means be underestimated.
This process is also known as reverse engineering – a skill that should be mastered by excellent and experienced SEOs. I take a look at what’s ranked in Google and try to find individual patterns. From these patterns, I can then derive how I need to design my text or website to achieve the same or even better results.
The following questions serve as orientation for this step:
- How user-friendly is the site prepared?
- Are there special designs like boxes, accordions, tables?
- How does the page look on the smartphone?
- How is the arrangement of the contents
- Are there special functions? (filter option)
- Are there any other features? (Interactive elements)
- Are there trust elements? (Ratings, testimonials)
After looking at the top 10 and asking ourselves the questions, we should have gained a very accurate insight into the depth and quality of our competition, which is the basis for the content strategy.
We should now have a relatively clear overview of the type of content and its depth of our competition and therefore already know roughly how we have to structure our text to be able to rank in the top 10 for the keyword later on.
Step #4: Second competition analysis
After we have gained a first overview in step 3, we will now go into the keywords in more detail. In the second competitive analysis, we identify the site in the top 10, which ranks for most organic keywords on Google.
Once we have found the URL that ranks in the top 100 for most organic keywords, we analyze these keywords and can later use them for the structure or body text of our article.
Once we have taken a closer look at all the competitors, the next step is to create the appropriate intersection.
Competitor A, for example, may have dealt with one sub-topic in less detail but has much more content than competitor B for another sub-topic. Our goal is to create the perfect symbiosis of all competitors, which is why we have to create an intersection.
Step #5: Identify content gaps
After we have determined the perfect intersection of our competitors, we naturally want to make sure that our content is even more detailed. For this purpose, it is a good idea to identify so-called content gaps or even content gaps.
This can again be achieved in various ways:
- Possibility: Manual search
- Possibility: Use Autocomplete function
- Possibility: Use the help of a tool
Possibility 1 explains itself. One researches in the WWW until one has found further contents which could still interest the target group of the SEO text.
Possibility 2, the use of the Autocomplete function is possible with a simple Google search. Google displays further results for similar search queries both when typing in the search slot and below the respective SERP page. That makes it relatively easy to get to new content.
With option 3, various tools such as the KW Finder, Ahrefs or the keywordtool.io can be used again. These tools use a built-in auto-complete function. Ahrefs has even more profound features.
Ingenious are also various W-question tools, which show me exactly which questions are available for my selected topic. Google attaches great importance to the answering of W-questions because they help the visitor.
It’s even worthwhile to research the W-questions manually on various other platforms such as popular forums from the respective industry. There you can usually get an exact insight into the target group.
Step #6: Create the structure of the SEO content
Now that we have completed our research, for the time being, we can take care of the structure of our content in this step. For this purpose, it is advisable to create a headline structure.
This structure is the basic framework of our later SEO text. The headings should be built in a logical order. The less important parts of our core topic should be at the end of the content.
Step #7: The final content optimization
Once the text is written, we are, of course, far from perfect. With the help of various methods, such as the so-called WDF*IDF analysis, an already existing text can be further perfected.
These methods examine the semantics of our content by comparing it with keywords from other texts, for example. This text optimization aims to increase the relevance of our content for individual search terms. I won’t go into the technical background further at this point.
The WDF*IDF analysis is quite controversial in the SEO scene – and I am not a big fan of it either. Nevertheless, it can make sense to check your content with one or even more such tools.
Compress the contents
For me, one of the most critical factors that distinguish outstanding content from mediocre content is the density of information. Because of such “rules” as “the longer, your content is, the better the ranking”, many people tend to put an extreme amount of text on a page.
For me, the last step in my text creation is, therefore, always compression. I try to say things that I expressed in 3-4 sentences in the first draft, now in 1-2 sentences.
Nobody wants to read any “bla bla sentences”. On the internet, it is crucial to convey information simply.
We are in the final act on how to make content SEO friendly!
Step #8: Snippet optimization and choosing the right title
The best SEO-optimized web content is useless if it is not found or clicked. Therefore we must pay special attention to snippets.
The snippets are the meta title as well as the meta description. I don’t want to go into the technical background at this point, you can read about it in our glossary article.
The meta tags are displayed to the Google user on the Search Engine Result Page (SERP). If this page is designed in a way that the user feels addressed by it, the probability is quite high that he clicks on the result and comes to our page.
Therefore it makes sense to think about the design of the meta tags. These should make the user “want more” and suggest that he finds the best answer to his question on our site.
But not only the meta title is essential, but also the title of the post. For example, if you have a Hero section (a large picture with the title in it – like on this page), the title will immediately catch the eye of the visitor to your page.
If they don’t feel addressed by it, they may click back to the search results – which is a negative signal for Google.
What role does text length play in SEO?
The length of the content or the volume of an SEO content correlates clearly with the ranking – a study by the SEO tool provider Ahrefs has clearly shown this. But why is this so?
On the one hand, as already mentioned, the completeness of the content is an essential factor, which above all has a positive effect on the user signals. The more comprehensively a topic is covered, and the fewer questions remain unanswered, the better the user experience.
At the same time, in my opinion, this has to do with the functionality of the Google algorithm. It is able to hide all fill and stop words like “and” “or” and “that”. It only analyzes essential keywords that help it to classify the text thematically.
The longer a text is, the more such keywords will automatically appear there. Therefore, extended contents will naturally rank for much more keywords than short materials.
Today we have learned how to make content SEO friendly!
Useful Link For You:
- Backlinking for SEO
- Website Relaunch Checklist
- Online Marketing For Everyone
- How to properly do keyword research
- What is a CDN?
- What does SEO stand for?
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