A closer look at SEO writing

As we’ve already indicated in several other blog posts, the algorithms used by search engines (chiefly Google) are complex and constantly evolving. In fact, Google regularly modifies its algorithm—whether through small changes or major technical overhauls—in order to facilitate the user experience. Consequently, it isn’t always easy to keep up with the latest developments. However, for your website to remain at the head of the unpaid results in search engines, you must adapt to new natural referencing techniques, also known as search engine optimization (SEO). SEO makes it possible to position a website among the top organic results in Google and other search engines in order to increase a company’s visibility and profitability.

We’re happy to share our expertise with you to help you maximize your website’s SEO through a few simple changes. In two previous blog posts, we’ve discussed how to optimize your meta descriptions and images for search engines. In this article, we’re going to talk about SEO writing, as writing for the internet is an art in and of itself. Discover the subtleties of optimized writing for Google and other search engines.

What exactly is SEO writing?

SEO writing, or writing optimized for the internet, entails producing efficient, targeted content not only to get the attention of internet users but also to increase visibility in search engines. Adapting webpage content for SEO involves certain technical aspects, including the presence of keywords, paragraphs, title tags, links and numerous other elements that enable Google’s web crawlers, called Googlebots, to analyze your content easily and accurately. The challenge of SEO writing is to attract the attention of internet users and satisfy search engines’ natural referencing criteria at the same time.

Tips for creating SEO content

Below are some of the things you have to do in order to create high-quality, well-referenced content.

• Use keywords

You must use keywords that reflect your topic. However, they must also be among the most commonly used keywords in the search engines. To determine them precisely, you can take advantage of keyword planning tools, such as the Google Ads Keyword Planner. These tools will inform you of the number of inquiries per month for a specific keyword in a given geographical sector and the degree of difficulty you can expect to encounter in positioning yourself well with that particular keyword. As a result, you’ll be able to define a primary keyword and several secondary keywords. However, be careful not to use too many keyword expressions in a single page, as Google considers that abusive and will penalize your website.
Once you’ve chosen your keywords, you must distribute them throughout your webpage. According to SEO standards, it’s recommended to use the primary keyword in the title tag, the meta description, the H1 and H2 tags, the introduction and the conclusion, as well as several times in the body of the text, maintaining a keyword density of one to two percent.

• Use SEO tags

SEO tags will make it easier for Google to analyze your website. By informing internet users as to the content of each page, these tags will also make your website easier to read. Among the most important tags are the heading tags, including the H1 title tag and the H2, H3 and H4 subtitle tags, which will help structure your text. A page should only contain one title and therefore one single H1 tag. To delineate your text better, you can use a table of contents.

• Make your content easy to read for internet users

To help internet users assimilate the content of your pages more quickly and easily, employ various formatting elements, such as the following:

• Write short phrases.
• Limit paragraphs to an average of two or three sentences.
• Use bulleted or numbered lists.
• Boldface important words and phrases.
• Organize the content into various sections.
• Ensure that your title tag (H1) and subtitle tags (H2, H3 and H4) perfectly summarize the content of the ensuing text.
• Break up the text with images, diagrams, videos, etc.
• Write content that’s interesting and that answers questions your readers may have.
• Format your text for search engines

For Google and other search engines to reference your webpage optimally, your text must meet certain requirements:

• Observe standard text lengths, ideally between 500 and 600 words for a webpage and 800 to 1,000 words for a blog post.
• Insert a few internal links. This will help search engines understand the relationships between the different pages and the general theme of your website.
• Insert one or more external links to high-quality websites pertaining to your field or your topic. This reinforces the topic of your page in the eyes of Google.
• Ensure that your URL is descriptive and relevant to the content of the page.
• Demonstrate your knowledge of the topic by using wide vocabulary that’s rich and unique to your subject matter. To do this, you can use synonyms for your primary and secondary keywords.

Finally, you should never forget that your writing must be adapted for your typical client (persona).
Are you unsure about how to create SEO content or tags for your website? Would you like some additional information regarding SEO? Contact the experts at BJMédia! They’re digital marketing specialists who can create a high-quality SEO strategy for your website, in keeping with your particular needs. What’s more, it would be their pleasure to advise you.