SEO-Texte schreiben lernen in 2022
You will learn how to write the perfect user-centric
SEO text. Have fun! My name is Alexander Rus and SEO is my
daily bread. On this channel we chat about SEO and
content marketing. If you want to learn how to gain sustainable customers
through your website, then subscribe to this channel right now. In the previous episodes, we gathered all the relevant
data to be able to write the perfect, user-centric SEO text.
Again to reiterate:
What did we watch? Text length, search intention, focus keyword,
secondary keywords, entities, subtopics, media formats, questions, short answers and of course
Google snippets, or what we then do for a Google snippet. Our in-house content creators would say : Where are we now? We've been through the orientation phase so far
, we've refined and now we're at the point of structuring; then comes
the writing, then the editing, and then the tweaking.
That means the important thing at this point is
that you gather all your notes, your data, and prepare it in a way that you can work with it
. In the following you will get a really
concrete example of what it looks like here so that you can understand what it can look like,
but first a few general points for structuring. For me, structuring is the framework for
the text. What I think is an important thing to know about on the internet
, or a concept to be aware of , is the "inverted pyramid". That means, to put it very simply:
(this is described in more detail here, hence the link here) The most important information comes first.
Why is this essential? Because: The user lands on our site, and
if we don't quickly answer what he initially wants to know, then he will jump off
and see where he can find the whole thing easier or faster. Accordingly, it is very important that
the whole thing is prepared in this way. With this structuring, we create the
perfect structure for the reader, based on their search intention. And these subheadings, which we use in
a way for the structure, also give us the focus when writing. This means that once you have this framework,
it is significantly easier to write this text. The art is to the point where you have
everything structured, then it gets easier. And in the end, shall we say,
revising and refining is even more difficult. So what are these subheadings supposed to do now
when we build this structure? You need to simplify skimming and scanning. Skimming and scanning are both reading tactics,
I would say. One is more about picking things
out and the other is more about finding the passage you need quickly
when looking for information or to reach your destination.
And that's why subheadings are important. That's why it's like this: everyone prefers a text with subheadings
to a text without subheadings. So what does it look like professionally? So a concrete example from us from
practice. We now have this page for one
of our customers: "Financing construction financing", and what
the whole thing looks like, really the structure with all the data that we collected
in the process of orientation, refinement and structuring. So there we have our main keyword, the
text length, which explains the search intention in more detail. Then stuff we learned about
the writing style. What should the Google snippet look like? You always see subheadings, even
boxes are already built in. And that's not the text that's
here, but what kind of content should come in here .
This means that this is not just the structure,
but this question should already be answered in this paragraph , there should be bullet points in this part
, there should be a table here and so on. That means that if you build such a wonderful structure
, then of course writing is 1000 times easier and the result is
exactly what hits the mark. In other words, what perfectly serves the search intention
and what makes the user absolutely happy.
The result from this page is now, for
example, for an Austrian customer, Google.at "finanzierungkosten baufinanzierung"
– boom, place 1. And even with these cool table entries
– because we realized that it is important for this search query that you formatted the whole thing
as a table on his page, because Google then tends to read that out. But that's super advanced. There is an old video of mine where I
show how I structure and build the post “WordPress SEO” and what my thoughts
are. I can warmly recommend it, it's a very
old video, but it shows my train of thought very well, how I then structure such a page if
this example wasn't enough for you. That means what we have now finished is:
orienting, refining, structuring. And now comes what our
content creators say is actually the easier process, namely the writing itself. As I'm not an expert here, I can
only orientate myself on the input from our content creators, namely what to do first Mindset is
important when writing: Fulfill your promise.
That means what you promise in your Google snippet
must always be in the back of your mind. Be as precise as possible. Build appropriate hooks. That's also one of Backlinko's principles, I think
. Just like that: bla bla bla, that means: Just keep doing hooks that people
stay in. Avoid passive constructions at all costs. I think everyone learned that in school
, but most of them have forgotten it. It depends on the niche, but in our
view, it usually makes sense to address your audience directly. So written in a “conversational tone” and not in
such a generic way, because that way you build trust much faster and the user
feels treated more personally. Then – and that sounds trivial,
but nobody does that: Reduce technical terms.
Please just read
through the content of other SEOs in German-speaking countries. They don't quite get this point
because they write SEO content for SEOs, and most SEO content isn't for
professional SEOs. You always have to look: what is the target group. And then: short sentences, short paragraphs. Simple, so that the flow of reading is really
easy. And then, of course, for the preparation, everything that
loosens up the whole thing: be it bullet points, graphics, tables, pictures and so on. As an example, maybe from our
website: The “Create a content strategy (2022)” page, and how it looks on our site. That's actually a relatively long body
text by our standards anyway… But bullet points, graphics to make things easier to
process. Then fun memes to lighten things up a bit
, videos, summary boxes, possible jump points, calls to action. Simple, so that everything is easy. And you should ideally
consider all of that when writing, because it has to fit the text. Most of them do it like this, they write some
text and then they incorporate some stuff, but actually you have to do it in line with
the text.
That means we are now at the point
where we need this graphic and a call-to-action would fit here. For me, that is what makes the later
perfect content design, namely that the content creator himself has already thought about
how it could look and be structured in principle. Let's say we have our
text in principle, the considerations with the boxes and videos and graphics and so on are
already there. Now, of course, comes a phase of revision. And revision means many things. Of course, there are always obvious
errors, spelling mistakes and grammatical errors to be corrected, but that's still the most basic. Very, very, very important, especially on the Internet: cut unimportant passages really mercilessly,
that is, cut out all that fluff , all that “bla-bla-bla” as hard as nails.
With a guide, i.e. informative content
, you tend to have more freedom. With a landing page, i.e. a commercial
page, it is extremely important that there is nothing on it that is unimportant. Because it has to be short and sweet, emotionally charged
, so that the user then takes the desired action. As I said, at the end of the day, a landing page is
about creating a situation where the user has a great
experience and where you create a win-win situation. The user has a win and you have a
win by going from a user to your customer. Break long sentences into two sentences. "Ctrl. + F” after repeated words. Check the punctuation again. Eliminate filler words. Convert passive sentences into active sentences if
you haven't already done so while writing.
Iron out double negatives. These are all the classics… And mark important statements in bold
so that the text can be easily skimmed over. This is again important with
all the scanning and skimming, so that the user, even though he may not only be
paying attention to the subheadings but also to the paragraphs, sees right away: Ok, this paragraph contains this information
that I need – boom. Anything that makes life easier for the user
is to your advantage. If you now need a summary
from someone who really does it, then there is the ultimate
guide to “learning to write SEO texts” on our website. And now comes the last point: Ideally, you have already done this when writing
and then again when revising and so on, but you tend to do
it again at the end: namely the optimization. The basics of (I would say)
keyword optimization can be found again on our website. What I think is fundamentally important
to say: Prominence over density. That means we want to include our keywords in
prominent places and not as often as possible. Prominent places are:
title tag, meta description, H1, first 100 words, maybe in a subheading here and there,
in the ALT attribute of the first image, and so on.
Everything else is not that important. Anyway, in the previous episodes, I've shown
examples of how incredibly unimportant keyword density is, and that even pages with
a keyword density of 0.5% can rank fantastically at number 1. If you're a total nerd now and
you want to get everything that's possible, on a semantic level, then I would recommend a tool
that prepares it for you. This is really more for advanced users. Namely, I've shown it before,
that's PageOptimizer Pro. You can use
it to analyze your text – or your page if it's already online – and it gives you input on all sorts of
data. For the title tag, the H1, the subheadings,
the main content and so on. It also helps you with the Google entities. Is that relevant or not? And whatever else is important. Do you have the right structured data? This has nothing to do with SEO texts,
but this tool will also answer that for you.
It's something for, I would say, power
users, not for everyone. Even without this tool you can get very far. If you're in, say, an extremely difficult
niche, then maybe it's interesting; or you offer a service to that effect
; Otherwise for normal users: No. And so we have now structured the text,
we have written it, we have revised and optimized it. That means we now have a finished thing. Next time we'll look at what
we do once the text is online and it performs in a certain way, and what we
do to systematically improve it. And then in the final episode of this
series, we'll look at what else we can pull off in terms of content design.
In my opinion, content design is one of
the most important, but also one of the most underestimated topics, especially in
German-speaking countries. Thank you very much for watching and see you
next time. Bye!.
