A good content is the prerequisite of a successful website. Your visitors are looking for information, inspiration and entertainment, where the search engines are the tool to help them find what they are looking for. The search engine needs content in the form of text to understand what your page is about and index it later. Your visitors also want information that is easy to read and that answers their questions.
Perhaps it feels like an impossible combination, but the fact that the texts you write that answer your visitors' questions are those that the search engines like best. Good content is written with the visitor in focus and it is important that you deliver the right content at the right time. Here are some tips on how to write good texts for the web that both visitors and search engines like!
What is bread text?
Bread text is a term sometimes used to write text. But what does it really mean? The bread text is all current text content on your site and this is where most of your information is available. Text content is one of the most important elements when Google values the quality of your site, so it's important to write good texts that are optimized for both users and search engines.
How do you write good texts for the web?
Over the years, there have been many different methods to rank high on search engines, but what is emerging is more focus on high quality content. Search engines have become increasingly smarter and can read bread text in a completely different way than just a few years ago.
High quality content can mean many things, but some of the aspects search engines value highly are:
Content that is valuable to the visitors
Content that is unique
Content that is alive and current
Creating a valuable content is about providing visitors with the information they are looking for. In order to create a value for your potential customers, it is important that you understand your audience and the issues they face.
Only then can you start creating texts that answer their questions. But it also applies to content that corresponds to the expectations of visitors, for example by titles, meta descriptions and anchor texts.
It also applies to having enough content, for example, only one meaning per landing page is far too little. How much is right depends entirely on what kind of page it is and what the purpose of the content is.
A good fingerprint is at least 300 words but in some cases you will need even more text to give a value to the reader. A sufficient amount of content also provides the opportunity to bring important keywords in a good way.
Keywords should be enough enough for search engines to understand what the landing page is about, but not often to be seen as spam or the text becomes illegible.
Longer texts also give you an opportunity to look at synonyms and related search phrases. It's also much easier to get so-called long tail phrases that account for 70% of all searches on Google. A longer text, therefore, gives you wider visibility.
It's also important to keep in mind that Google is constantly working to make its search engine as user-friendly as possible because they want to deliver valuable search results to their users.
One step in this is their artificial intelligence, RankBrain. One of the AI's main purposes is to understand the purpose of the users with a search. For each search that is done, RankBrain learns more about what the users really mean and want.
The intention behind a search is therefore becoming increasingly important, and exact matching is not as relevant. It will therefore become more important and more important to deliver value and width, and not just a text with exact matchword matching.
Unique content means that each text should be unique both to other subpages on your site and to other sites. Duplicate content may cause search engines to ignore one of the pages, or worst of all, when the content is considered redundant or plagiarized. Highly duplicate content may penalize the entire site if it is interpreted as spam.
Duplicate content may depend on several things, it does not always have to be conscious. It is also common for online retailers selling the same brands and products as their competitors sometimes use texts from their wholesalers or directly from the manufacturer, and then it will not be unique content which may affect the landing page rank on the search engine. There may also be texts such as terms, terms of purchase, or the like that are printed on each product page. In these cases, it is better to link to a specific page where this content exists.
Your website is a living part of the Internet. Every update you make when the site is live is playing important in the interaction with your visitors, your customers, and the search engines. Therefore, a static page without any updates can be perceived as "dead" and without any new offer. This means that if you frequently update your site with valuable and unique content, search engines will always find new content that responds to user search queries.
New fresh and current content also means that your site is frequently indexed again. This does not necessarily mean that you get a higher ranking, but the more often you update your website, the more often the search engines must visit your site. The search engine detects every time you update and index your site and reassess your ranking. If you continue to consistently publish high quality content, you increase your chances to rank better on relevant keywords.
But not only the search engines appreciate the current content your visitors will also appreciate getting fresh and fresh information and they will return to your site to get it.
How are you NOT doing?
When talking about text and search engine optimization, it has not always been so much focus on user friendliness and readability. Today, it is important that the texts on your site are written with your customers and visitors in focus, but a few years ago texts were written entirely for search engines. These "shortcuts" to higher rankings are something that the search engines today punish and therefore you should not use these two outdated optimization methods:
It is called keyword stuffing when using a keyword excessively on a single landing page. It was done earlier because the search engines counted how many times a keyword was found in the text and was often assumed the content was relevant and provide much information. The problem with this is that it often made the texts unreadable and not always useful to the reader. Excessive use of the keywords is therefore not perceived as a sign of relevant content, but more like spam, and it may penalize search engines.
Previously, there was a section in the industry that wrote content exclusively for the search engines and that they did not necessarily want a human visitor to see. To achieve this, the text was rendered "invisible" on the landing page by, for example, making the text in the same color as the background or moving it outside the screen. Then the search engines could still see the text but it did not seem to the human eye. Many did this to maintain the user-friendliness of their website, but today these methods can be punished in the search engines, so it is clear that the text is interesting and easy-to-read.
Next step: Read-only text on the web
Now you have a good text that is unique, valuable and current. Then it is important to present the text in a good way on the web page, which makes it easy to read and easy to use.