The 1×1 of SEO texts – Insights from practice

18 min

What are SEO texts?
Why should texts be optimized for search engines?
Tips from practice – Which criteria are important for SEO texts?
SEO text structure – This is what you should pay attention to
Quality standards for eology
What should be avoided when writing SEO texts?
What is the aim of SEO texts?
Our guide “Step by step to a successful SEO text”
You can optimize SEO texts with these tools
What do SEO texts have to consider with regard to mobile first?
Conclusion – Writing SEO texts
FAQs

What are SEO texts?

SEO texts are texts on the internet that have been specifically optimized so that search engines can find or understand them better. This works by answering search queries with keywords in the text, that sends Google the signal that the content is relevant to the respective search term.

You will therefore find optimized texts in online shops, on landing pages, guidebooks and so on. The reason: SEO texts can be found in every type of content. If you think it’s just a simple stringing together of keywords, you’re completely wrong! There is more to SEO texts than you know. What exactly, you will find out in the following.

Why should texts be optimized for search engines?

By optimizing texts in a targeted way, you can answer user queries better and more specifically. This is because you prepare texts in such a way that both, the user and the search engine, can understand them. The reason: If the Googlebot recognizes through various keywords that the content of your website represents the perfect search result for a query, it will be displayed to the user. In this way, you can perfectly address your target group with the help of search engine optimization. This is because you offer an answer or solution to concrete user questions.

In addition, you can reach users in a targeted manner and without great expense, as it is the case with Google Ads, Microsoft Advertising, etc. The optimizations ensure long-lasting visibility and sustainable ranking improvements.

Tips from practice – Which criteria are important for SEO texts?

Of course, there are various requirements for a text if it is to be search engine optimized. We tell you what is important!

Keywords

The be-all and end-all of every SEO text is the right keyword or keyword set. A keyword is a word that is entered into the search mask of a search engine and with the help of which users search the Internet. After the search query, the search engine algorithm displays the appropriate search results, which are completely oriented to the keyword entered.  Conversely, this means that if your text content does not contain the appropriate keywords, Google and Co. cannot assign the content to the relevant search queries. This would make you virtually invisible to searchers. The goal of SEO texts, however, is the exact opposite: to become more visible. To make this possible and to fill your text with the perfect, target group-oriented keywords, you should carry out a thorough keyword research.

Search intentions

The user’s search intention is just as important as the keyword itself. It tells you what the searcher is looking for on the Internet. The user’s interest can be divided into 3 areas:

SEARCH INTENTIONEXPLANATIONEXAMPLE
Informational search intentionThe user is specifically looking for information and answers to a certain question or problem.“Cooking asparagus”, “Putting up a wire mesh fence”
Transactional search intentionThe user already has clear purchase or action intentions.“Buy a smart TV”, “Lease a car for up to €200 per month”
Navigational search intentionThe user wants to orientate himself and/or is looking for something very specific.“Adidas website”, “Apple shop”

The search intention helps you to tailor your content to the user’s intentions. But be careful: some keywords can be associated with different types of intent. If the user interest in a keyword cannot be clearly identified, you can proceed as follows:

  1. Type the relevant keyword into the search engine’s search mask.
  2. Look at the first 10-15 search results.
  3. Differentiate between pages that want to inform you (informational) and pages that want to sell you something (transactional).

Once you have gone through these steps, you will have a better insight into what Google positions well in the search results for this keyword and displays to the users. This gives you orientation and you know which direction you can take with your content.

Looking at the search results often gives you a good insight into what Google expects from a keyword and displays it to users in good positions.

User orientation

One of the most important points of a search engine optimized text is that not the search engine, but the user himself should be the focus of your optimization. This may sound contradictory at first, but it is quite simple to explain: Google’s top priority is to display only the most suitable search results for queries in order to answer search queries in the best possible way. To do this, the search engine algorithm looks for matches between the search query and the website. If you have the questions and problems of the users in mind and answer them concretely, your content is predestined to land on a good position. In order to be found, to be visible and to offer added value, it is important to know what potential users are looking for, how they do it and with what intention. This way, you can meet their needs and those of the search engine in the best possible way.

“Not focusing on the user is the worst mistake you can make! Little or no added value makes for a bad user experience and therefore bad signals sent to the search engine.”

Dr. Beatrice
Eiring
, Head of Content Creation
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