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After years of experience in SEO, we can confidently say content is just a fraction of what you need to rank better!

Do you want to get started with writing search engine-friendly texts, but you don’t know how to do this?

Follow this comprehensive step-by-step plan, and you can’t go wrong.

Step 1: Don’t think about search engines at all.

When you are writing for search engines, it is tempting to get lost in technology right away. Where do you place keywords, what about search engine-friendly URLs, and how do you get the 500 mandatory words? Ho, stop, wait. Take a step back.

You write good SEO text in the first place for visitors. So first, ask yourself these questions:

1. What is the purpose of the page?

2. Who am I writing it for?

3. What do I hope the reader will do afterward?

4. And if he or she doesn’t, what is plan b?

By thinking carefully about this in advance, you can write better texts, which resonate with readers and are more likely to be shared via social media and other websites. And that is good for SEO.

Step 2: Determine keywords Your keywords.

Keywords are the words that people type in search engines like Google or Bing. Based on these keywords, search engines determines who appears in the top 10 and who does not.

In SEO writing, you strategically incorporate keywords into your text to signal to search engines that your text is precisely about the words that a potential visitor is searching with. In this way, supply and demand match each other as closely as possible.

You can write a book about determining good keywords. Also, read the article ‘The keyword pyramid as the basis of your SEO.’

The easiest way to find keywords yourself is Google Suggest. Please enter the maximum term in Google, and the search engine will fill it in with frequently used suggestions.

When you find a keyword combination, you do not know how often people search for it per month or how intense the competition is. To find out, Ithe comprehensive guide on Backlinko heartily recommend.

Step 3: Write an excellent text.

The advantage of determining a keyword in advance is that you can consider the intention with which people search. You look into their heads a bit, and you can take this into account when writing your text. If you don’t do this, you run the chance to score high on a specific combination, but readers will drop out because the text does not answer their question.

With this knowledge in mind, it is high time to write a powerful text. Don’t think about SEO for a moment, but concentrate fully on your message, your target audience, and the action you want readers to take.

Scoring high in Google is nice, but if visitors don’t do anything on your site, it won’t do you much good. So write an excellent text of at least 350 words. It can be shorter, but search engines like to put their teeth into longer texts, and you can use keywords and synonyms more often.

We usually write important texts with pen and paper, surrounded by printed notes. As a result, we work more concentrated and do not let ourselves be distracted by social media, the whims of Word, switching between browser windows, or incoming emails. I have to retype the itch notebook afterward, but that is a small effort. An alternative is to close the internet temporarily, or – if you want to view notes online – use a program like Cold Tukey to block time-consuming websites like Facebook or Twitter temporarily.

Step 4: Use copywriting techniques

When your text is ready, it is often intelligent to use copywriting techniques. A copywriter is – as someone once aptly described – a salesman behind a keyboard. And what does a seller do? Convince and remove barriers.

On the internet, people read poorly: if they consume 20 to 25 percent of a text, it is a lot. Therefore, use compelling arguments to urge people to take action and keep them on the page. Examples include:

  • Writing in terms of benefits, instead of specifications
  • Social proof and testimonials: let users name the help of a product or service (also possible with videos)
  • Describe ‘the problem’ as well as possible in the words of customers
  • Determining a unique selling point and emphasize that: where are you different and better?
  • Describe which problem the product or service solves
  • Giving possible guarantees

Processing points like this works exceptionally well with commercial texts and on, for example, the services or About us page. People choose based on emotion, and you can make use of that. Why should they work with you and not with the competitor? And what is the most crucial task on the page for the visitor? Emphasize that in text and design. This increases the chance that readers will take the desired action.

Optimize the text with keywords in five steps

You have written good catchy text and optimized for conversions. Now it is finally the turn of the search engines. SEO writing may sound complicated, but it’s not too bad. Search engines are not people, and they need signals to fathom a text. You give these signals by processing keywords in strategic places so that Google and colleagues immediately pick up what the page is about.


Preferably write keywords at the beginning of the title. If the first Word of the title is a keyword, a search engine immediately understands what the page is about.

Many cms allow you to provide custom titles for search engines and visitors. This way, you write a pleasantly readable title for visitors and an extra optimized search engine. The label can be 77 characters long; then Google cuts it off.

Are you not using WordPress, and do you want to test the title and meta description length? Then use a handy snippet tool.

Meta description

The meta description is a short description of a web page. Google shows him in the search results in nine out of ten cases. It no longer counts for SEO, but you can consider it as an advertisement on the results page. If the description stands out, a user may be more likely to click on it, even if you are not in the first place. You may use special characters in the meta description; websites such as Zalando and Wehkamp often do this. The meta description can be 156 characters long, after which Google breaks it off.


By incorporating keywords in the URL, you clarify a search engine what a page is about. It is also an advantage if someone posts the URL directly to another website – such as a forum. The text that contains a link counts for SEO, and if it includes keywords, that is a plus. This is automatically the case with a search engine-friendly URL.


Make it clear to search engines what the page is about as soon as possible. Write your most important keywords, if possible, in the first ten words of the page. For example, you could write a short introductory sentence.

Subheadings Subheadings are

Even more important to a search engine than regular text. Include keywords here and format them as H1 to H6. Nowadays, the title of the page is already H1 for most templates and themes, and the H2 to H6 can be specified with most editors (heading 2, heading three, and so on).

Alt texts

For images, you can enter an alternative description, the so-called alt text. This will appear in the source code of the page, and you can repeat your keywords here.

Closing paragraph

When you close a text with the most important words you want to be found on, you clarify what the page is about. It is a final signal that the text is precisely the words that a potential reader enters in a search engine.

Links If

You place a link under specific keywords; a search engine will understand what the receiving page is about. Especially if you optimize it for precisely that combination, therefore, strategically place internal links on your website in which you refer to related articles. Make sure that the words you want to be found on are in the linked text.

Step 6: Pay attention to the layout

Indirectly crucial for good SEO text is the layout. You can fully optimize a text for search engines, but so are competitors. How does Google determine who comes first? That depends on over 200 factors, of which authority and links to the page are essential. So it would help if you had links to your text and preferably from external websites.

A website that looks good graphically and reliably and works smoothly on mobile devices will get those links faster. Moreover, it works to your advantage if you approach related parties to place a link. A professional appearance pays for itself. In any case, a professional-looking website is more pleasant for readers and invites interaction and sharing via social media and other websites more quickly. This is good for findability.

Step 7: Invest time in content promotion

If you do your best to write a substantively strong text for your target group, it is nice if they read it too. Therefore, spend at least as much time on promoting your content.

Promotion can be done by spreading it via social media and participating and sharing information on forums (not spamming!) And approaching other web admins. If you do it right, this will provide links to the optimized page, which signals to Google that the page is relevant and popular. It appears higher in the search results.

All the ingredients for a high position in the search results

SEO writing involves strategically incorporating keywords into the text. However, good SEO text is more than an optimized page to please search engines. By thinking carefully about your goal, target group, and desired actions in advance, you kill two birds with one stone. You serve the reader at his beck and call with a story that matches his needs, and you give search engines plenty of clues for indexing and interpreting the text.

If you also acquire relevant links to the page, all the ingredients are present for a high position in the search results and free visitors to your site.

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