Any blogger, copywriter, journalist or copy who writes for the Internet knows that SEO is important. And yet the more they learn the worse they usually 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 can help, so I hope that the following 10 points help 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.
- Be original: It is essential that the contents are completely original. If we collect information from various sources, condense the information into concepts, and write from scratch from them. Never use a clipper.
- Keep your target in mind: It is not the same to write content for a business blog aimed at executives than for a price-oriented e-commerce. In each case, the public will look for something, and if we speak to them in a language different from what they expect to find, it can increase the bounce rate and be harmful. Also, take care of the approach we give you. 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. You will get better results. 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 have no proof that in Spanish it works, but it is interesting because it makes sense to the user to make the text easier to understand.
- Create relevant texts: Take into account why the user arrives on the page and provide as much relevant information as possible. Always try to generate value and give content that is not in any other place: it can be informative, the format in which it is presented, or the way of telling it.
- 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 keep it short than noise without justification.
- Attention to keywords: Keywords must be in the text. The closer they are to the beginning, the more important they will be for positioning. In this sense, it is convenient that the keyword appears in the first 100 words, especially since if the text is talking about it, it arises naturally. In cases where the keyword does not make sense in a larger context (eg: buying a house) it is better to modify it by adding a link so that it makes sense, to make syntactic errors, so that we would try to include variations such as “buy a house ”or“ buy your house ”.
The global density of all pages in 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.
- Create semantic text: Google is getting better 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.
- Check spelling and writing: Check that there are no grammatical, syntactic or spelling errors. Google hates poorly written content, no matter how much Yahoo continues to position responses, but the user hates it even more. There are few things worse than a badly written page.
- Use links and bold: Do not obsess with these points. If we talk about the content of another page, it is okay to put a link, and if there is a piece of 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 the bold at SEO level, and I do not think it makes a big difference, so take it for what it is: a good way to highlight text for the user.
- Do not mix content: If we are making a travel website, and we create a “travel Madrid” page and another “travel Barcelona” page, each one has to talk about a totally differentiated content. Imagine 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 the Barcelona website to start positioning 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, so we indicate to Google that this page is more specific for that keyword.
- Forget SEO: These recommendations should be obvious in creating content, so that the user and Google understand what a text is about, and that it is as relevant and of the highest possible quality. To do this, we must make sure to comply with them, but not exceed them. Many times the writing style is changed by looking for SEO shortcuts or ignoring guidelines from doubtful sources. It is better to stick to the simple and personal style, putting ourselves in the user’s skin and using common sense. And if at any time we doubt between SEO and user, always the user.
4 characteristics of the contents that work
The title will have already hooked you, now, I do not promise you anything, the most important thing for your content to work is common sense and the love you put into it, without that, you can continue reading thousands of posts like this that will never work.
Sometimes I read bullshit as the perfect length of a post, the number of images they have to have, how often you have to write a post, etc … and worst of all is that those who write it do not take it into account in their posts. Let’s use more common sense, let’s not kill our creativity and post format because someone says they have to have 300 words to make SEO work better. You will have to have exactly what you have to have.
This is one of the keys that I emphasize most when I talk about content. Your posts have a target audience (what we technically call People) and it is difficult to get your post to like different People profiles but to enhance it, you always have to put tricks, links to content or tools to reinforce the post and thus get that Whether you are a beginner or advanced, there is something in that post that works for you. This is more difficult than it seems and that is why the great creators of content such as Kissmetrics, Hubspot, etc. They do it so well.
And by the way, it goes without saying that educating means getting the reader to replicate what you are writing, always try to be as practical as possible.
Stay with this: love or hate. That your posts provoke reactions, do not leave anyone indifferent. If your posts do not generate comments, in any way (tweets, likes, +1, comments as such, etc.) is that you have not pressed well in the heart of your readers.
Try to add value, do not report what others report, always propose a different, personal point of view, with which I feel identified or with which I feel totally provoked to leave you my opinion because I totally disagree. But there, right then you have already achieved it: you have “caught” my attention.
Never has a word been so complex to apply: entertain. It is not easy but this will be the key to your content to be massive. It does not necessarily mean that you make me laugh, it means that you make me read it from top to bottom and have no problem doing it twice.
And remember, something obvious but that the vast majority do not understand or apply: If you do not enjoy while writing, then your content will not make others enjoy. In this world intoxicated with information, being different works, look for your differential value.