Content
10. november 2020
What are SEO texts?
SEO texts are essentially texts written in accordance with Google’s algorithms, based on the exact keywords the user uses when searching for an answer to a specific question.
What are SEO texts in general?
An SEO text should spark interest and be informative, but it should also nudge the user towards taking action. This could, for example, be a purchase, a sign-up, or something else entirely.
In general, SEO stands for Search Engine Optimization (search engine optimisation in Danish). This means you should write texts that are optimised for search engines.
When working with SEO texts, it is, quite simply, about creating value for potential new customers—and if the user finds the content relevant, Google will reward it with greater visibility in the search engine.
When Google needs to answer a search query, it scans many billions of pages to find the result or results that best match the search.
You write SEO texts to match the user’s search intent. In short, it is about engaging and capturing the user’s interest through SEO texts. The SEO texts should be relevant to everyone, whether the user is simply looking for information or wants to buy a product.
The SEO discipline can be difficult to work with. Writing SEO texts requires prior understanding so that Google actually rewards your work—in this case, with strong rankings in Google’s organic search results.
Your SEO texts are part of your overall content marketing efforts, which you can read about here.
The never-ending battle on Google
SEO is an ongoing battle against competitors who are trying to rank for the same keywords as you. That is why it also requires continuous effort, where you optimise various SEO elements, including your SEO texts.
SEO texts must create relevance for the recipient, who is most often a potential customer. If you manage to create relevance through your content, you are well on your way.
Overall, it is about:
- Keep your users engaged or interested
- Support their search intent
- Generate ongoing traffic
Can you do those three things? Then you are well on your way!
You can start by asking yourself: What would you want to read?
Why are SEO texts important?
They are important because they help your website rank higher in Google’s search engine, and they are part of your on-page SEO.
If you rank higher on Google, you will most likely increase traffic to your website, which can ultimately mean higher revenue. SEO texts can be written for all stages of a buying process.
Good, relevant, and useful search engine optimised text helps bring you “free” traffic to your website month after month.
E-E-A-T (short for “Expertise, Experience, Authority and Trustworthiness”) is something Google has placed more and more emphasis on over the past few years. Google wants to be 100% sure that the content in the search results is relevant, useful, and trustworthy.
How does Google assess what the “best” result is?
Google assesses the quality of the result based on algorithms derived from archived patents and statements. No one knows exactly how the algorithms actually work, and therefore updates to the algorithms are monitored on an ongoing basis.
We know that Google looks for pages that, among other things, haverelevant content as well as high authority and usability.
The authority factor is of great importance when working with link building, which you can read more about by clicking the link.
Relevant content
First and foremost, Google looks for pages that are closely related to your keyword. If you search for “banana cake recipe”, which has a search volume of 2,200, you will, for example, not see web pages about motorcycles.
However, Google does not simply rank “the most relevant pages”. This is because there are thousands of relevant pages for each search term.
For example, the keyword “banana cake” returns 3,700 search results on Google.
So, to place the results in an order that best suits the top positions, they depend on other elements in their algorithm, such as usability.
Content can be relevant, but if it is not useful, Google does not want to place that content at the top of the search results. In fact, Google has previously stated that there is a connection between “higher-quality content” and “useful” content.
Let’s say, for example, that you search for “training tips”.
The first result you click on (“Result A”) is written by the world’s leading expert in training techniques. The website has high authority, but let’s say the content is disorganised, and it is also written in a language that only professionals understand.
Compare that with another result (“Result B”). It is written by someone who is relatively new to the training world—but the content is organised into different sections, and it is written in a way that anyone can understand.
This page will rank highly on the “usability scale”, and there is actually a chance that the result will rank HIGHER than Result A, as Google largely measures usability based on signals about the user experience.
In other words: If Google sees that people like a particular search result, it will have a significant effect on visibility.
Here is a link if you would like to know a bit more about how to write SEO texts.
