20 tips for writing SEO content

Guarantee your findability on Google's result page thanks to these easily implementable tricks

SEO factors can definitely determine your content's success. These can be divided into off-page SEO factors (to be found outside of your website or webshop) and on-page SEO factors (that you can adjust within your website or webshop). In this blog article we will focus on the on-page factors, and in particular on the written content itself.

1. Main text and meta text

When we talk about writing SEO optimized text, you can make a distinction between two different types of content: the main text and the meta text. The main text is found in the body (the actual content) of your page and the meta text in the head (code with important information about your page). Our advice will therefore be divided into tips for the main text and tips for the meta text.

2. Tips for the main text

The first step for writing your content, is to determine your main keyword regarding your chosen topic. To do this, do a keyword research to see if there is search volume on it. Tools you can use are the keyword planner in Google Ads, Ubersuggest and Google Suggest. Use the keyword as the subject for your content.

Image 1: Keyword research via Ubersuggest

3. Look at the competition

Look at the texts of competitors for your main keyword. If a competitor has an article with 5 tips on the topic, try to create one yourself with 20 tips or, for example, recommendations from a recent study.

4. Main keyword in the H1 of your page

Make sure your main keyword is in the header of the page and within the <H1>. The headers are there to structure your article and when your main keyword is in the H1 header, your reader can immediately see what the text is going to be about.

5. Main keyword in the first paragraph

Mention the main keyword in the first paragraph of your text, so Google can immediately recognize what your text is about.

6. Main keyword in the last paragraph

Also mention the main keyword in the last paragraph of your text,  as the last paragraph often summarizes the article. That way the search engine sees that the entire text is about the topic, not just the first paragraph.

7. Use synonyms

Avoid excessive use of your main keyword in the text. Google also understands very well what your text is about when you use synonyms or other words that are related to the topic.

8. Multimedia usage

Make your text attractive to read by using images, videos or gifs. No one likes a piece of text without variety, headings and summaries. This will be reflected in the average time visitors spend reading your text.

9. Avoid duplicate content

Never just copy someone else's text. Google punishes duplicate content very severely.

10. Keep your content updated

Always keep your text up-to-date. Are there new developments on your topic? Adjust your text accordingly. Updated content ranks higher in Google than content that is outdated.

11. Keep your added value in mind

Make sure your text adds value to the existing material on your main keyword. Avoid a sales pitch within your text and make sure it is a neutral article on the specific topic.

12. Google Trends

You can gain insight into current search terms through Google Trends. Here you can see which keywords are trending at any given time (because of the news or because they are seasonal). So always check Google Trends if this is the ideal time to write something for your chosen keyword.

13. Internal links

Use internal links to other interesting content on your website.

14. External links

If relevant, include external links to useful websites or articles. For example, if you want to support your content with research from another website.

15. Tips for the meta text

The meta texts are visible within the <head> of your page, but also within the search results on Google. The meta texts can be divided into the meta title and meta description, as you can see below.

Image 2: example of meta text from the Leadgate Europe website

Meta texts used to be the most important SEO factor, but now they are mostly used to boost the CTR from the search results page. Through meta texts, you immediately show a potential visitor why they should read your content.

16. Include your keywords in the meta title and description

This way you clearly show what your content is about. Place these at the front of the meta texts.

17. Think of a unique meta title and meta description

Make sure you use a unique meta title and meta description that does not appear anywhere else on your website.

18. Maximum length of meta title and meta description

The maximum length of the meta title is 65 characters, while that of the meta description is 160 characters. You should keep these limits in mind, because If they are longer Google will cut off your meta title and meta description.

19. Core of the message up front

Put the essence of your article in the first few characters of your meta description.

20. Use the keyword once

Avoid using your keyword multiple times in the meta text, you should preferably only use it once in the meta title and once in the meta description.

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Also read our article on best web text practices, that you can use when writing on your website.

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