Higher in the Google rankings

Writing for Google is done to ensure that a page ranks higher in Google. A text for Google is also called an SEO text where SEO stands for search engine optimization. Before we start with the 6 steps, one thing is very important when you start writing for Google. Google is getting better and better at evaluating texts and Web sites. So write as naturally as possible and don't go over optimizing specifically for Google. Ultimately, you are writing for the visitor. This sounds contradictory, but I'm going to explain it all to you!

A lot of time is put into keyword research and, of course, that is not without reason. It is the whole basis of writing for Google. From the keyword research the so-called focus keywords and surrounding keywords emerge. This is how you know where the focus will be and what the text will ultimately be about.

Focus search term

As the name implies, this is the search term on which the main focus is. Therefore, make sure that this search term is sufficiently reflected in the text when you write for Google. However, make sure that it does not appear too often in the text, because then it will look too manipulated and Google will give penalty points for this. It should come across naturally and be clear to Google what the text is about.

Surrounding search terms

In addition to the focus search term, there are surrounding search terms that can be applied when writing for Google. These are search terms that are related to the focus search term. It is illogical to add a search term with a completely different topic. This is confusing for the reader and for Google. Use surrounding search terms to make sure your text ranks for those search terms as well and choose surrounding search terms that support the focus search term.

A text you write for Google needs structure. It should be clear what the titles are, what the paragraph headings are and what the paragraphs are. This is what we use headers for. These headers ensure that there is a structure and hierarchy in the text. For example, the title of the text is an H1 and the paragraph headers are an H2. Sometimes a paragraph is so large that it, again, discusses different topics. Then we can use the H3 to address those topics within the paragraph.

When writing new text for Google, internal link building should always be considered. Therefore, scan the content for words or phrases that can link to other important seo pages within the website. But note that internal linking must be done to relevant pages. Linking for the sake of linking will only backfire.

You are now familiar with the structure of an SEO text and what is important to have clear before you start writing for Google. Now let's talk about writing the SEO text itself. Here, too, there are all kinds of things involved.

The introductory paragraph

It is important to have a good introductory paragraph. It is an excellent opportunity to convince your visitor that he is on the right page. So make sure it is an attractive and compelling paragraph that makes the visitor want to read on.

Write not for Google, but for the user

Now I hear you thinking, "huh, we were just writing for Google, right?" That's right, but Google is evolving rapidly and trying to get better and better at assessing whether a page is relevant to the user. In short, they do this by judging from a user's perspective. So write the SEO text as naturally as possible. Think from the user's perspective: if I were to search for the focus search term and surrounding search terms, would I want to end up on this page?

Make the text scannable

How often do you get to a Web page and start reading a text from top to bottom, word for word? Indeed: never. When a visitor comes to the page, he is going to start scanning very quickly to see if this is what he is looking for. So the key is to make the text scannable when you start writing for Google. You do this, for example, by creating a clear header structure and in paragraphs making the core of the paragraph bold. Make sure the headers clearly state what is being told in the paragraph and make it triggering enough for the visitor to start reading.

Don't make paragraphs too long

This actually ties in with making text scannable. Nothing deters more than a big chunk of text without any image, video, call to action, etc. Unless you are looking for a specific scientific article, chances are that visitors will bounce off the page. So make sure the paragraphs don't get too long but answer or provide enough information related to the H2 or H3.

Keep it simple and address the target audience

The text you write for Google should be accessible and not too difficult to read. Therefore, use simple and clear language. This will make the text appealing to a wide audience. Of course, there is a certain target audience for the text, namely the company's (potential) customers. Make sure that the text matches the target audience.

When you are fanatically writing for Google on a particular topic, there will probably be times when you actually want to digress with additional information. As mentioned earlier, it is important to maintain focus and digressing to another topic is not wise. However, it is possible to remember what you wanted to talk about and end up writing a separate blog about it! Of course, before you start writing, check if there might be any relevant search terms available for that topic.

At some point you have so much text written for Google on the website that the danger of duplicate content is lurking. By duplicate content, we mean content for which it already appears once before in another SEO text. Google sees this as repetition, which is confusing for Google when trying to rank your website. This is because Google does not know which page to show in the search results. This can cause a drop in rankings.

By now you have figured out that writing good text for Google is trickier than many people think. There is a lot involved and many things to consider. If you read and analyze all the points carefully, you will come a long way. And as with anything, practice makes perfect. Let other people look at it and give feedback to each other so that next time you will be even better prepared to write an SEO text!

 

Outsource writing for Google?

Prefer to outsource SEO copywriting? There is indeed a lot involved and we understand that outsourcing is a good option. At BTTR, we have SEO specialists who know exactly what to do to get more visitors to your website. Feel free to contact us if you have any questions or want to learn more about our services.

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