Search engine optimized texts should do one thing above all: ensure that the website lands on the first page in the search results of Google and Co. and is found by the users. How this works and what you as an author should know about search engine optimization, we’ll tell you in our new tutorial about the basics of successful search engine optimization of texts.

The term search engine optimization, the translation of the term Local Search Engine Optimization , describes all measures that are intended to improve the placement of your own website for certain keywords in Google’s search results ( SERPs for “Search Engine Result Pages”).

Because the higher up the website, the more visitors get there and deal with its content. Most users get stuck with the results on the first page. Even the second page hardly gets any clicks. It is therefore all the more important for website operators to rank as high as possible in the organic search results below the ads. This ranking can be influenced to a certain extent using SEO-optimized texts.

This is how search queries work in Google and Co.

These programs systematically scour the web from link to link and save the pages they find in the Google index.

The crawlers record what the website is about and what content it offers via the sitemap (a list of all URLs on a website), the meta data and all files that they can read.

Some of these factors depend on the behavior of the user, while others are due to the technology. The most important factor is the content itself, i.e. the content that the website makes available.

This can be videos, products, services or information in the form of SEO texts. This data is checked at regular intervals in order to obtain the most up-to-date and useful search results for the user.

Since there is a specific intention of the user behind every request, other results are relevant depending on the intention. A basic distinction is therefore made between three types of search queries:

  • Navigational :  Mostly it is the name of an online shop, company, brand or other name. An example of such a search query would be “Textbroker”.
  • Informational :  Typical results include blogs, specialist articles, advice portals or collections of knowledge such as Wikipedia. Example search queries would be, for example, “Write SEO texts”, “SEO definition” or “SEO basics”. If the search contains a question word or keywords such as “definition”, “tips”, “how to” or “FAQ”, it is almost always an informational search query.
  • Transactional : With transactional searches, the user already intends to buy and would like to find and compare offers that match their search. The search results mainly include online shops, comparison portals and marketplaces. If he uses generic industry terms such as “shoes”, “travel” or “cars”, he is only just getting into the subject. These search queries often contain components such as “buy”, “book”, “order”, “test”, “sale” or “cheap”, for example “buy SEO texts”.

SEO Basics: Why Good Web Texts Are So Important

 This means that the people who come to the website via Google do not jump off again after a short time.

If the reader does not find all the information he needs, he will leave it again. And the earlier and more often visitors leave, the more likely it is to have a negative effect on the length of stay and thus the ranking. So in order for readers to stay longer on the website, it must offer them a benefit.

There are several ways to find this content. For example, look at the top 3 organic search results after the ads and orientate yourself on their content.  They give you an idea of ​​what information a user is looking for on that keyword.

This will give you a clue as to which direction to go.  The result is a low ranking. We’ll tell you how to create unique content and avoid unintentional plagiarism here .

If you ask all the important questions on the topic, the content of your text will come up almost automatically.

You also cover search queries that users make through their assistants such as Alexa, Amazon Echo, Cortana, and similar devices.

However, it is not just the amount of information that counts, but also its quality: information must be trustworthy and correct. This is what Google calls high quality content .

That’s why the so-called evergreen content, so content that is permanently interesting and valid, so important.

Additional success factors for the ranking

 However, the place on the ranking list is also determined by technical aspects that only the operator can influence. These include:

  • Click-Through-Rate (CTR) : This figure shows what percentage of users actually clicked on the link on the website in the search results. This number can be influenced by a meaningful meta description with a suitable title. If they make the reader curious, the probability that he will click on the link increases.
  • Responsiveness : The text should be accessible and legible on all devices. To do this, it must have a good and clear structure with meaningful headings. Ideally, you should mark relevant terms and information with strong tags to highlight them.
  • (Mobile) Page Speed : The faster the page loads, the better for the ranking. If it takes too long until the content of the page is readable or usable, this frustrates the user and he jumps off again. A fast webpage should load in 0.1 seconds or less. The average loading time is 1 to 2.5 seconds.
  • Links : This includes both internal links to other areas of your own website and backlinks, i.e. links from other trustworthy sites to your own.
  • Freshness : Content doesn’t just have to be new, there should be regular updates and releases of new content.

With SEO basics to a successful web text

In order to write search engine optimized, you have to keep a few basic things in mind. Use your text to answer as many questions as possible that the reader might have about the search query and illuminate all possible aspects.

SEO tools offer you inspiration for additional content when researching. Attract readers with high-quality and up-to-date content that interests them and offers them added value.

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