Do you regularly write web content, but do you notice that your content is not or hardly found in Google? Then you are in the right place! In this practical 5-step plan you will learn how to rank higher in the free search results and thereby attract more traffic to your website.
Okay, are you still here? Let’s start at the beginning. In short, SEO consists of 3 pillars: technique, authority and content. We can write a separate blog about each pillar, but in this blog we go deeper into the pillar content and more specifically we go into the topic of SEO texts. Let’s start at the beginning: what exactly is an SEO text? You can grow your business with this digital marketing company.
The definition of an SEO text has changed a lot over the years. Years ago, for example, texts were written with the aim of ‘fooling’ search engines in order to achieve higher positions in Google. Nowadays, search engines have become much better at understanding the content, so that writing SEO texts is increasingly focused on writing high-quality content that matches your target group. In summary, my definition of an SEO text is as follows:
An SEO text is web content that is written to give your target group answers to frequently searched topics.
Is your content not found well by your target group? Then there are certain factors that you can take into account to increase the chance that your content ranks higher in search engines. Now I hear you think: this is going to cost me a lot of time, why waste my time on this?
When you rank higher in search engines with your content, you get more traffic to your website, which in turn leads to more conversion.
According to research, 93% of online customer journeys start through a search engine and in my experience, on average, nearly 60% of total website traffic comes through a search engine. Are you not easily found by search engines? Then you will miss out on a lot of traffic (read: customers). By following this step-by-step plan you improve 1 of the 3 SEO pillars. So it is not a guarantee of SEO success, but it does increase the chance of high positions in search engines.
Step 1: Determine your topic
The very first step in writing your content is defining a topic . It is crucial to think about what topic you want to write about first, as this will influence all the following steps. But how do you determine a subject?
With us (Your Personal Agency) topics often arise spontaneously, for example in a conversation at the office or after a customer meeting. For us this is a great way to come up with new ideas and there is a good chance that this is already happening at your company. Other methods for coming up with topics are:
Find out what questions customers ask and write about them;
See what others in your industry are writing about and try to think of a twist on it;
Keep your knowledge up-to-date and write about new developments and news within your industry;
Organize a brainstorming session with colleagues.
Don’t forget to write down the ideas! Preferably in one list. This way you always have a list of possible topics available that you can then prioritize. For example, is a topic very topical at that moment? Then it is probably useful to tackle that topic first. This way you make it a lot easier for your future self to choose a topic.
Step 2: Do keyword research
Keyword research reveals which keywords people use through search engines to find information on certain topics. It’s important to do this before you start writing, because it gives insight into which search queries people are searching for your topic.
This allows you to find out which words your target group uses to formulate their search queries.
The purpose of the keyword research is to determine your ‘search term focus’. A search term focus is the specific search term (and underlying search question) that you as a writer focus on to answer in your content. This is also the search term for which you want to rank well in search engines. Make sure you know in advance which search question you want to answer, because it is difficult to process this in your content afterwards. When determining your keyword focus, it is important to pay attention to a number of factors: relevance, search volume, competition and search intent.
Relevance is the extent to which the search term matches the content you have in mind. This is a crucial part in determining your search term. Because the better your search term focus matches the content, the greater the chance that you will achieve a high position in Google for that search term.
Search volume is the number of times people have searched for that search term. This is a good thing to know to avoid choosing a search term that no one is Googling. It is preferable to choose a search term with the highest possible search volume so that you can potentially reach more people with your content.
Not only your direct competitors are important for your SEO text. You are actually competing with all texts that have roughly the same subject as your text. It is important to have a picture of the competition on search terms so that you can estimate the chance that you will come in.