SEO writing is the action of writing optimized content for the web in relation to various techniques that favor Internet positioning. Taking into account several SEO metrics , it seeks to occupy the first results in search engines such as Google.
It is useless to write the content without any type of pattern or previous structure. It is necessary to have a certain basis on what you want to tell, how it should be written and, above all, how the content should be structured.
What is SEO writing for?
SEO writing serves to boost positioning in the SERPs of search engines, as we have mentioned, with the aim of increasing organic traffic and obtaining more online brand presence.
However, until reaching that point and becoming a reference web portal in a sector , it is necessary to go a long way . And it is that, although the final goal is to climb positions in the ranking of the SERPs until reaching the top positions and attracting more traffic to the web to later convert it, the first step is to offer quality content to the user, generating the confidence to click again and read.
So, once the importance of SEO writing has been exposed as one of the fundamental pillars of SEO On Page optimization of any domain, it is time to learn the keys and tricks to become a true SEO writer.
How to write SEO?
A correct SEO writing is not very different from the writing we are used to. However, there are certain elements and practices to take into account so that the resulting descriptive text is optimal and efficient.
write for people
One of the first guidelines that must be taken into account is that the person who is going to read the post is a person. It seems that SEO writing is meant to please search engines and meet the technical standards they set. But it’s not like that.
It should not be forgotten that the end user is going to be a person who wants answers to their questions. Therefore, the writing should be simple, natural and simple. It is not convenient to think too much about the same topic, since the user is going to look for the answer to his question and he is going to do it quickly. One way to be clear and concise with the content is to use the question-answer format , where the question is then resolved directly.
Without forgetting, of course, a good spelling and optimal readability. On certain platforms, such as WordPress, the SEO module informs, among other things, that its readability is adequate, so that the writing can be adapted to the established guidelines.
Find the main keyword
Directly linked to the previous point, before starting to write and fill in the blank, it is essential to be clear about the user’s search to which we want to respond. That is, what will be the Keyword towards which we are going to direct the content. There are several questions we can ask ourselves: What is the user’s search intention, transactional or informative? What type of web page am I going to write the content for? What type of word do I have to choose, head tail or long tail?
It is convenient to carry out a previous study of the situation, to know the search intention of the user , to carry out an analysis of the keywords of the sector and to choose which will be the main keyword of the post. There are various tools that work as a keyword search engine with which to carry out this preliminary study in order to create an optimized writing.
In the same way, it is important to take into account the variations of the main keyword and use synonyms throughout the text. With this, not only is optimal SEO writing achieved, it also facilitates the expression of the text by the user by not repeating the same word so many times.
Once chosen, the content must be around it, answering the questions that arise around it. Including it in the main paragraph is a good way to start the post, making it easier for the user to know what is going to be discussed as an introduction.
structure the content
Articulating the content of the post by blocks or sections will naturally facilitate its reading. Introducing each part of the article with a subheading not only allows a break in the user’s view, it also allows SEO optimization of the article without much effort.
These subtitles must be marked with the corresponding Hn tag, making a structured hierarchy of the post. The H1 tag should always match the post title, and the article keyword should be included as far to the left of the title as possible. H2 tags are the main article highlights with variations of the main keyword of the post. In the case of a third category of titles in the content, such as a listing, they would be marked with the H3 tag . So on, so that the structure of the content is clear at all times.
While there can only be one H1 for proper optimization, this is not the case for H2, H3, H4 tags… There can be multiple subheadings marked with these Hn tags, as long as the articulation is clear, as we are doing in this same article.
Avoid duplicate content and cannibalization
When carrying out this study of keywords, it must be noted that there is no previous content in the web structure that speaks of the same thing. Otherwise, it could generate cannibalization problems and the positioning of the web could be affected, since we would be showing Google two different pages for the same search intention. This would mean competing against yourself.
One way to avoid this situation is to have a publication calendar, where the content of the web is recorded, where the objective keyword associated with each listing, product file or post is stipulated. In a quick preview, it will be possible to verify that a specific topic has not been written before, or that a post already exists and it is not necessary to write a new one and it is convenient to edit the existing one.
Just as important as not having two identical or very similar content within the domain itself, is to avoid taking copied content from other pages. One of the keys to SEO writing is the originality of the content, so it is vital to differentiate each article to avoid that search engines penalize for copying the text of other pages. If there are certain gaps in a topic when it comes to writing, it is good that there is prior documentation, but not the copy-paste of other competitors.
