This is how you write SEO-friendly texts in 2022: a checklist

At the very beginning (1998), Google ranked websites by the number of times a specific keyword appeared on a page. Over the years, the algorithm changed regularly, and other factors became important in the ranking system. If you want to write SEO-friendly texts, it is important to know Google’s preferences. 

Google uses machine learning, which makes its search engine smarter every day. Because of these continuous changes, you will read different, often contradictory, messages. Many of the “old” rules no longer apply.

But what is true? For example, do you have to use the exact keyword or can it also be a synonym or derivative? And is it good to use the keyword often or does Google punish excessive use? Time to find out!

In this blog post, you will discover how to write SEO-friendly texts in 2022.

The number 1 ranking does not exist

Let’s start by debunking a persistent myth: the number 1 ranking in Google does not exist. More specifically, there is no number 1 ranking that applies to everyone.

Google personalises the results shown based on your search history and location. You can disable this in your incognito window, but your location still matters. Hence, there is no guaranteed number 1 ranking.

And yet you can still get your texts to rank well in Google. To do that, it’s important to follow Google’s system.

Google wants to help searchers find the answer to their search query. That is why optimising your texts starts with the search intent of your reader. What does he or she want to know? What information is he or she looking for?

Determine your reader’s search intent before you start writing.

Google’s new ways to search

In the past, the search engine was mainly based on the search query that someone typed into the search bar. But nowadays, people are increasingly searching using speech. Especially through Siri and Alexa. Google follows this trend.

Let’s be honest: typing is often a hassle. Especially on your mobile. That is why people are increasingly recording their search query. That will happen even more in the future.

Can you answer a concrete (spoken or typed) search question? Then you have a better chance of getting a featured snippet. Like the example below. You will definitely stand out with one of these!

Example of a featured snippet

Get more visitors in 3 steps with SEO-friendly texts

So, the most important thing is to follow the logic of your potential readers. What exactly are they looking for? 

Step one is to analyse the search terms that your readers use. One of the terms for which you want to be found.

Step two is building and structuring your text based on this search term (or multiple terms), so that your reader finds the answer to their question.

Step three is the promotion and backlinking of your text.

For each of these three steps, we’ve given you a number of checks that a good SEO text must meet.

Step 1: Analysing the search terms

To determine the right search terms, you can dive into your statistics or ask how customers found you. It is important that your search terms are not too general. For example, add a specific location.

Is your company located in Preston? Then the search term “Locksmith London Wembley will bring your potential customers to your page faster than just “locksmith”.

Make sure your search terms are relevant and as specific as possible.

First, write down all of the terms you think are relevant. Then use Google’s keyword planner to check whether the search volume for these words is sufficient. This tool also gives you suggestions for related keywords.

In particular, check the keywords that apply specifically to your company. This allows you to distinguish yourself from competitors. An example is shown below. This is a keyword planner with an active AdWords account. So a paid version. In the free version, the search volumes are less exact.

If you look at the keyword planner for the term “SEO teksten” (SEO texts), you will see that this is searched about 720 times a month. This search intent is quite broad. 

If we want to attract companies specifically for CopyRobin that want to have SEO texts written, then “SEO teksen schrijven” (writing SEO texts) is already more relevant. This is searched 590 times per month.

Even more specific is Google’s search suggestion “SEO teksten laten schrijven” (have SEO texts written). The search volume on this is slightly lower: 320 times a month. Nevertheless, this is a targeted term that we are more likely to use to attract visitors who want to outsource the writing of SEO texts. In addition, there is growth in the number of times this search term is used.

When choosing a suitable search term, balance is key. You have to strike the right balance between being as specific as possible and the search volume. If you only look at the search volume, you are fishing in a pond that is too large. Determine the specific search intent of your visitors. 

In addition to the search volume, the competition on the keyword is also important. Google’s paid keyword planner provides information about this (this information is not visible in the free version). It is good to include this factor in your decision to choose a keyword. It is difficult to score on a keyword with high competition.

Other (paid) tools you can use for keyword research are: Ahrefs, Textmetrics, Ubersuggest.io and Semrush. Answerthepublic.com can also inspire you. Especially because it uses the interrogative form, which is becoming increasingly important for Google.

Checklist step 1: determine search terms

• Ask customers what terms they searched for.
• Are the chosen search terms relevant to your reader’s search query?
• Is this search term being searched? And how much competition do you have?
• Are the chosen search terms specific enough?
  
  

 

Tip: adding your brand name is unnecessary. You already rank thereon.

Step 2: Structure your texts for Google

To optimise your texts for Google, you need to know how a reader reads your text. Consider his or her search query. Afterwards, answer it as clearly as possible.

A well-structured text—one in which you work towards the answer—is a pleasure to read for your visitors. Google rewards this. The length of the text doesn’t seem that important to Google, as long as you answer the question. Do this as much as possible so your reader can find the answer quickly.

You help the reader with this by placing your search term in obvious places. For example in the URL, the meta title and meta description, the headline and some subheadings, and in the introduction and conclusion of the text.

Put the search term in the title and introduction as early as possible. Also, don’t forget to add your search term as file name and alt text to your images and in file names if you’re offering downloads.

Scan the headings again after you have written the text. If you have structured your text well, these summarise which (search) question you answer in your text.

Scan the headings of your text to see if you answer the search question or search intent.

Taking into account the length of your text, it is definitely recommended to also use synonyms, associations or conjugations of your search term. These improve your text. It doesn’t read very well if you keep using the same word.

Suppose you want to score for the search term “beds”, then it makes sense that you also use words such as “mattress”, “spiral floor” and “sleeping”. Google works with artificial neural networks (ANN) that use machine learning to recognise which words belong to a particular topic. Adding these makes the text more natural. As a result, you ultimately rank higher on the search term because you make your texts more SEO-friendly.

Does your search term consist of several words? Make sure they are as close to each other as possible. In general, the order of search terms doesn’t matter, but in some cases, it is relevant. For example, when booking tickets. Are you traveling from Madrid to Amsterdam or vice versa? In that case, it is recommended to use the correct sequence.

Checklist step 2: structuring texts

• Answer your reader’s search question or intent as concretely as possible.
• Put your search term in obvious places: URL, meta title and meta description, headlines, the first and last 50 words.
• Scan the headings of your text: do they summarise the search query?
• Also use synonyms, conjugations and associations of your search term if the length of the text allows this.
• Keep individual search terms as close together as possible.

 

Step 3 Promotion of your text

Is your text ready? Make sure that you promote it on social media and elsewhere on your website. This will not immediately make you rank higher in Google, but you will create hyperlinks. In addition, you increase the chance that others will link to your blog or website.

Google rewards backlinks. These increase the authority and reliability of your page. Others see you as a reliable expert in a certain area. And that improves another important parameter that Google takes into account, which is the EAT (Expertise – Authority – Trustworthiness) of your page.

By including this parameter in the search results, Google hopes to offer visitors quality content. It’s their way of fighting fake news as much as possible.

Checklist step 3: promoting your text

• Promote your text via social media and referring links on your website.
• Provide structurally good content about your field to improve your EAT.

 

Content is king!

You mainly get a high EAT by consistently offering good content. This doesn’t happen overnight. Writing good content takes time. And you have to do it regularly. Google also takes into account how often your website changes. Information quickly becomes outdated and Google wants to offer visitors up-to-date information.

Do you have little time to write regularly? Then buying SEO texts might be a good solution. CopyRobin helps you with high-quality texts that improve your findability on Google.

SEO-friendly texts are important, but so is consistency!

With the above tips, you can make your texts more SEO-friendly. But, as we’ve mentioned before, you don’t achieve a high ranking on Google overnight. You will only see results if you consistently post high-quality content.

Ultimately, you benefit because ranking on regular search results is cheaper than buying ads. The story (Dutch) of one of our customers proves that it works. With good SEO texts, they grew from 1k to no less than 15k (mainly organic) visitors per month!

Do you also want to make your texts more SEO-friendly? We regularly provide tips and updates about SEO and writing texts in our blog posts.

Let CopyRobin write your SEO texts!