Good SEO text is a kind of golden mean: it should be readable for people and optimized for search engines. It is important for the reader that the text is written simply, clearly and fully reveals the topic and for search engines - the presence of key phrases, synonyms, and the implementation of their recommendations.
How a copywriter can write an article so that it ranks well and is interesting to users - in our material (we recommend saving the article to bookmarks so as not to lose it).
We create unique original content
It is not difficult to rewrite a dozen existing articles and achieve 100% uniqueness. Much more difficult is to write expert content that is interesting to your target audience. So the number of readings/reposts of the article will be higher, and accordingly, behavioral factors (user actions on the site) will increase.
We take a complex topic, personal experience (or even research) and write a readable article. We tell the reader from A to Z so that there are no unnecessary questions. And if there are questions, that's also good. Comments will appear that need to be answered. Communication in the comments is one of the tools for interacting with the reader. This way you can find out the "pain points" of the target audience, their interests, and needs, and use this information to write useful materials.
We break the text into meaningful paragraphs. The optimal length of a paragraph is 5-7 lines. We add subheadings so that the visitor can scan the subheadings and assess the quality of the text and its usefulness.
Try to make all the sentences in the paragraph thematic and not confusing. If you are writing a block about obtaining permits for house reconstruction, you do not need to write about the causes of deformations and the condition of the foundation.
Add infographics
Sometimes it is difficult for the reader to imagine complex things, even if the copywriter explains them clearly. The way out is to explain complex things using diagrams, diagrams, and illustrations. You can also use gifs, comics, and videos to dilute the text "about the complex" and distract the reader.
In addition, your article will not look like a sheet of text. Search engines "love" infographics.
We switch places with the reader
This often happens: you have written the material and think that everything is clear. This trick will allow you to look at the article from a different perspective.
For example, you are writing an article about building your own house and advising the client to make a strip foundation. As the author, you know why it is advisable to use it. And the client? Most likely, no, so your task is not only to recommend the type of foundation, but also to describe when it is used, on what soils it is made, and how it protects the structure from subsidence.
A good copywriter tells the topic from simple to complex: first about the problem, then about ways to solve it. Otherwise, the reader will quickly close your article, even if it is in the TOP.
Optimizing the article
Key phrases
Until 2013, Google did not evaluate the informativeness and number of key phrases in the article. SEO specialists used this and turned articles into a set of keys. Even if the articles were bad, they ranked well.
Today, search bots have learned to determine the "usefulness" of the material for the reader, its spam, and wateriness. Google loves structured texts, infographics, lists, and key phrases (only in moderation).
SEO specialists use special utilities and determine which keywords and in what quantity they should be used in the article. As a rule, they link to articles from competing sites and their positions in search results.
Optimization for voice search
In 2022, SEO optimization is necessary not only for desktops and mobile devices but also for voice search. The peculiarity of optimization is that the text should concisely answer the client's questions.
Key phrases for voice search consist of 5-6 words. Simply put, the user asks: "How to write strong text in info style". Your text must exactly match the user's voice query. Build the structure of the article as if you are answering an already-asked question.
“Combing” the article
Now the article is good in terms of content and SEO optimization. All that remains is to “comb” the sentences, remove unnecessary words, and check the punctuation marks.
At this stage, the copywriter’s work ends. Next, the editor and proofreader work on the article. They identify semantic flaws, remove unnecessary commas (or add them), proofread, and prepare the article for publication.
A bad turn of events is when you are a copywriter, SEO specialist, editor, and proofreader all in one. It is difficult to proofread the text and check it for errors on your own, so we use special services:
- Glavred (remove verbal garbage, stop words);
- Advego and Text.ru (check for spam and wateriness of the text).
A good and SEO-optimized text is rated from 7 points by Glavred. The service highlights and explains which words can be removed without losing meaning. You should not strive for a score of 10 points: the text will be too dry and it will be boring to read.
You can also check the uniqueness of the text on Advego and Text.ru. If the article is original, then it is unique. If the article is not original, look at the analysis result and replace the text fragments that you took from other articles with synonyms. Good spam rates according to Advego and Text.ru are 50%, and Voda is 15%.
Bonus: Checklist for writing a quality article in 2022
1. Add content
A list of all subheadings, given at the beginning of the main text, will help readers navigate and see the entire structure of the article at once. In addition, anchor links to headings make it easier to work with the text: a person will be able to go to the right place in the article and not scroll the entire page.
2. Dilute the text with the author's infographics, video content, and unique thematic pictures
It's hard to surprise with standard pictures from the Internet - everyone has them. Give the designer a task, create your own infographics and pictures on the topic of the article. Video blocks within the article work very well, they attract the reader's attention well.
3. When writing an article, use the scheme "Problem + Result that you will achieve by solving it + Options for solving the problem + Conclusions"
This scheme will allow you to keep the reader's attention until the end of the article and present you as an expert who knows exactly what he is talking about.
4. Use quotes, text highlighting, lists, and tables
All this will help make your text more visually appealing and easier to read. A method called Bucket Brigade works well: in the course of the text, highlight short sentences with a capacious question, an unexpected or interesting statement in separate paragraphs, the essence of which you will reveal under the next subheading or simply below: such “hooks” will literally force readers to continue reading your article.
5. Avoid long empty introductions
4-5 sentences will be enough to provide introductory information to the reader. In some cases, the introduction may even consist of one sentence. Or a few words.
6. Offer new solutions or supplement existing ones, do not repeat competitors
Do a little research, and make an effort to make your content something unique. Readers will definitely appreciate this approach.
7. Confirm your words with verified sources
Don't be afraid to refer to research and other articles in more authoritative publications, and quote the words of famous people with the authorship. This way the information will look more convincing to your readers.
8. Use catchy headlines
You have about 10 seconds to interest the reader and make them read your article. An interesting headline is really important, spend some time thinking about it.
9. Use a question-answer format
This approach works well for several reasons. First, you are not just asking a question, you are immediately giving readers exactly the information they were looking for. Second, you make your article more attractive to Google.
10. Add links to other materials on the topic
Choose exactly those articles and pages that will be really useful and correspond to the topic of the article. For example, add links to articles that complement the topic or cover certain aspects more broadly.
Instead of conclusions
A good SEO article in 2022 should be lively, expert, with personal experience. You need to use key phrases carefully so that they do not affect the quality and content of the article.
SEO-optimized text is gradually fading into the background. Its place is taken by LSI texts (latent semantic index). This approach allows you to get rid of keys that are immediately noticeable in the text.
We are talking about the fact that copywriting should not be a spammy sales tool. The method of "buy-buy-buy-here's a discount" has not worked for a long time. Today, SEO text helps build trust with the client, increase brand loyalty, prepare customers for a purchase, and increase the site's ranking in search engines.
