What is SEO text?
In fact, every text added to the website is SEO content. In the sense that now he has a chance to appear in search engines, and isn't that the goal in general - to be found on Google. However, most website content is created in the wrong order - it is written, but planning and preliminary work are not done. In other words, in fact, a good SEO text is the content of the website, for which preliminary work and planning have also been done. In the case of texts, SEO means writing content material for a website in a simple and optimized way, which results in website content more comprehensible and noticeable to the robots of the search page. Good content quality gives a website the advantage of getting a better position in the search results. If in the past all the magic of SEO was to write the right phrases in white text on a white background, now the user is at the center of SEO. The most popular search engine, Google, evaluates hundreds of factors when ranking a page.
How are SEO and content creation related?
Before giving tips on writing SEO text, it is wise to clarify the relevant terms. The SEO abbreviation stands for an English expression "search engine optimization", which in Estonian sounds like "search engine optimization". In short, SEO means following certain factors and rules in the content, code and advertising of the page, which in turn helps search engines to understand the website better and, as a result, give it a position in the search results.
Content marketing forms a separate category in the field of marketing, the meaning of which can be considered the creation of planned topical content and serving it to a potential customer in the right place. Well-thought-out content creation speaks to the reader both with text, but at the same time also includes other important factors such as images, graphics, special design, etc., which helps the website to have an effect as a whole and to appear better in the search, and as a result, content creation plays an important role in content marketing than for SEO.
Good SEO text is characterized by:
- Relevance - the reader's basic questions and concerns will be answered regarding this topic.
- Quality – the content is well written and provides value.
- Use of keywords – keywords related to the field have been searched and neatly gathered under one page.
- Timeliness – The information must be relevant for today.
- Visual integrity – in addition to the text, thematic images, drawings and videos are also used.
- Depth – everything related to the topic can be covered or there are references for further reading.
SEO copywriting can be approached in several ways. Everyone has their own style and methods for doing this. The following steps are a recommended sequence of activities for planning and writing website content.
7 steps to creating SEO text
1. Write down your first ideas
First, think about what you want to write about. And, of course, also think about why - usually there is a reason behind every piece of writing eesmark – sell something, get a contact or raise consumer awareness. Write down on paper the fields that fit your or your company's field of activity. Based on your experience, you hopefully already know what the basic services, concerns and questions are that the person in your interest is struggling with.
Example: Food courier service - both awareness and the probability of making a purchase increase.
2. Define your target group
Before SEO text writing, it is important to do the necessary preliminary work and figure out who I am writing it for. The text cannot simply meet the SEO criteria, but must speak to the topic and problem approaches that are important for the given target group and the given reader. Writing content for the homepage, Content style, language, and topic selection are much easier when you have one in mind a specific person.
Example: Housewife Kadi, 37 years old, Tallinn, at home with children and frequent user of online stores.
Creating a persona. Source: Veebimajutus.ee
3. Find all suitable keywords
Now it's time to find the words related to the topic to use when writing the content of the website. Find a free keyword research tool on the Internet (Google: free keyword research tool), for example From UberSuggest, and select Estonia as the country and enter a suitable search word. Now you will get a bunch of related keywords that match your chosen word or phrase. In the table of keywords, it is always important to observe two numbers - the search volume in one month and the competition, or degree of difficulty. The first one helps you choose the main keywords - use them more in your content. Competition, usually a number on a scale of 1-100, indicates how difficult it would be for a given word to get to the first page or first place in search results. Each software shows this number differently, but usually anything under 20 is easier to achieve and the top ten is guaranteed.
Keyword search on the Ubersuggest page
When analyzing keywords, you also need to look at your competitors. This is for the simple reason that if you only search by keyword, the program cannot offer you synonyms, especially in Estonian. Usually, keyword programs also have a competitor search, usually called “Competitive Analysis" or "Competitive Research". By searching with your own keyword, you can quickly find your SEO competitors and open the first 5 results. Also look at what and how they write and write down the results of the observation. When analyzing competitors' keywords, also look at how many competitors are in the top ten.
If the field is small, you can simply write down the keywords one by one, if the field is wide, copy or export all found keywords. Remove duplicates and off-topic words and now you have a list of search terms to use for SEO text. Duplicates are also those words where the content is fundamentally the same and only the inflection or order is different (order food home, ordering food home), but it is still good to use such variations. Now you have to group the words in turn by subtopics - that way you can already get your paragraphs and subheadings.
A comprehensive analysis of competitors and keywords helps to find possible bottlenecks that can be improved with SEO-based content creation, thereby increasing the possibility of outpacing competitors.
Example:
Keyword analysis example with one month of traffic
General concepts
food home 1000
food courier 590
ordering food home 320
home delivery of food 320
order food home 320
food by courier home on the 20th
meal home 40
Additional values
pizza home 590
hot food courier 10
healthy food courier 10
ordering sushi at home on the 20th
free sushi at home on the 20th
ordering pizza home 20
order food at home 24h 20
ordering food to the office 10
take food 390
Locations
food at home in Harjumaa 110
food home Tallinn 90
ordering food Tallinn 40
pizza home Tallinn 30
food home 24h Tallinn 10
sushi home in Tallinn 10
food home by 10
take home food 70
ordering food tartu 5
food courier Tartu 10
order food at home pärnu 40
ordering food in Pärnu 20
4. Put together the SEO text structure
When it comes to SEO text, your goal is one - to be better than your competition. Since you just looked at your competitors, make sure that the content you create is longer, more topical, deeper and more readable. Think about how to stand out and be unique and talk about topics that your competitors haven't come up with yet.
Look at the keywords you just made and write down the first version of the structure, what the structure of the website content could be. Broadly speaking, it is writing a letter that has an introduction, paragraphs, and a summary. In the case of long texts, also table of contents, tables and lists. Knowledge of the customer, marketing tricks and customer psychology will also come in handy.
Example: Title: Ordering food at home
Subheadings (Based on subtopics of keywords):
- Why order food home? (addressing the client's needs)
- What kind of food is brought home? (showing yourself as an expert)
- Bringing food home in Tallinn and Harjumaa (Offering solutions)
- Ordering food at home in Tartu
- Order food home in Pärnu
- Why order home delivery of food from us? (Building trust and offering your solution)
You can also compare yourself with competitors or point out places where you can order food at home, as both add a lot of keywords. Since the competitors have not done SEO, the ready-made writing of the given content is ahead of the competitors in this field.
5. Start writing SEO text
Website content structure all that's left is to start writing. When writing, you just have to be brave and start, be open-minded, and if your gut tells you, write down even the most ridiculous keywords and ideas. Because often looking at things from a different angle and getting out of your comfort zone is the key to success.
- Collect ideas from competitors or foreign language pages.
- Add your experience and vision of the topic.
- When writing website content, keep your target group, purpose and style in mind.
- The reader must recognize himself in the written text and identify with the problem statement.
- The end result must be pleasant and easy to manage for the reader, speak to him and create the feeling that he has reached the right place in his search.
- Add a value proposition to the new potential customer at the beginning and end of the text, usually a sales pitch and desired action. Keep it to a minimum though.
6. Post, add media and optimize
When the SEO text is written, read it over again and adjust and correct errors. Then add the text to your homepage - whether it's a new blog post or a service page. Select relevant images from your image collection or, in the last case, from a free photo bank and add them to the text. There are a couple or three pictures. Then check that the conditions for technical SEO are correctly met:
- The main title of the page is in H1 format.
- Subheadings are hierarchically in H2 or H3 format, respectively.
- Titles and ALT texts have been added to the images that link to the page and describe the image.
- References are included in the text, which refer to other pages on the same topic or to the outside of your website.
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An example of an optimized search result
The title and short description visible in the search engine are included and contain the main keywords. Title length must be about 50-60 characters (600px) and meta description 150-160 characters (960px). You can also use some when writing them search results simulator or in WordPress, SEO modules like Yoast ja RankMath.
7. Share and promote
Now you definitely want everyone to read your good and useful content material. Talk about it on social media, post on Facebook and you can even ask your friends to share it. If the content is good, other pages will soon link to it, or you can ask them to do so (backlinks), and in this way you will increase your trust even more in the eyes of search engines.
Summary of how to write good SEO text
The content you create must be useful in terms of advertising, but at the same time, avoid writing advertising text for a normal product or service - it won't work. Make sure that the SEO text is correct, without errors, logically structured, simple and clearly readable, optimized and contains important and useful information for a potential client. Real success is ensured by preliminary work - knowledge about the goal, target group, competitors and keywords. If before writing you have been able to understand and write down who your customers are, what they want and are looking for and how to offer it to them, half the battle is over. Then all that remains is to write down all the mapped information in accordance with the SEO text requirements, and the text should be ready, which is relevant, speaks to the customer and at the same time improves your chances of appearing in the highest possible position in various search engines. This, in turn, increases the possibility of finding new potential customers.
Sounds easy? This tutorial is only a brief introduction and summary, in reality there is much more to effective search engine marketing. Writing SEO texts is like an investment - its effect is long-lasting and you can change and adapt it at any moment. SEO text can appear in Google search results in days or weeks, but good content is considered "golden fund" often only within a year. So it doesn't matter if your post is initially hidden in the search results, if the content is valuable it will get its position sooner or later.
