Do you want to write SEO texts yourself or buy them?

Really good content is and remains an essential building block for achieving rankings in the coveted places on Google & Co. Of course, cleverly optimized text alone is no longer enough to outsmart the search algorithm. But without content, you will never achieve a top position. In the following, I will explain which texts search engines love and which rules you should adhere to so that Google & Co. will receive your content in the best possible way. At the same time, I will also make it clear to you that your content must not only appeal to search engines, but above all to your real visitors. You can achieve this balancing act. In this article, I'll show you what you need to bear in mind and why you should put the creation of SEO texts in the hands of professionals.

The minimum requirements for an SEO text

Some SEOs claim "write your text for the reader, then Google will reward you for it as well". This statement is certainly not completely inaccurate in the year 2020 - after all, Google is getting smarter and smarter and can better assess what makes a really good text. However, you always have to prepare a text in such a way that Google can understand it in the best possible way.


These are the minimum requirements for a text that you publish on your website for SEO purposes:


  • Meta Title & Meta Description
  • Sensible headline structure
  • (technical) readability


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Optimize META Titles & Meta Descriptions


The META title is to a certain extent the title of your document and is key information for Google & Co to identify the main topic of the page. You have to keep it short here (max. XX characters) and this is precisely why the search engine knows that the main keyword will really be here.


The meta description is the blurb that should entice the reader to click after your meta title has already caught their attention. A high click-through rate is a good signal that your content is relevant to the user. So think carefully about how to use the space (max. XXX characters) wisely.


My tip

You can also include keywords in the meta description. The effect on the ranking is minimal, but they are highlighted in bold when a user searches for them. This improves the click rate enormously!


Build meaningful heading structure

I hope you know what is hidden behind the so-called h-tags. If not, you have a big problem regarding the search engine optimization of your texts. The h-tags tell Google & Co on which hierarchy level the headlines are located.


H1: Main heading

H2: Subheading (2nd level)

H3: Subheading (3rd level)


Setting headlines correctly for SEO texts explained by Timo Specht


You can remember the following rules for creating a meaningful heading structure:

  1. There is only one main heading (H1 heading)
  2. All subheadings on the next level get the H2 tag
  3. If you want to subdivide a topic even deeper, H3 headings, H4 headings etc. come into play
  4. If you introduce a new hierarchy level, at least two subheadings should follow (i.e. H1, H2, H3, H3, H2, H2).
  5. Vermeide es, kurze Texte (< 1000 Wörter) unnötig zu verschachteln


My tip
You can use headings either to ask questions (which you answer in the following paragraph) or to make statements (which are explained in more detail in the following paragraph).

What you should keep away from, however, are meaningless headings such as "General info", "Introduction" or "More info". Neither the reader nor the search engine can do much with these.


Ensure (technical) readability

Google & Co would probably be happiest if you present them a blank text without design in pure HTML. The user gets a shock, but the bots of the search engine can handle it perfectly.


Your texts must of course cover a mix of usability and technical readability for search engines. But think carefully about which forms of presentation you work with.


Here are a few examples:

  • Readers can read text that is placed in image files. Search engines largely ignore this content.
  • Readers can intuitively expand and collapse accordions (e.g. FAQs). This keeps the page clear. However, search engines largely ignore "hidden" content or at least devalue it significantly.
  • Text that is too small is a problem for the reader. Search engines, on the other hand, can capture it well. However, Google & Co can also interpret this as manipulation on your part.


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SEO Content 2.0 - After the duty comes the freestyle

Now that we have clarified what the minimum requirements for an SEO text are, let's take care of the 20% that in the end make the difference between a solid and a very good SEO text.


The following trends are becoming increasingly important in the SEO OPTIMIZATION* of texts:


  • holistic treatment of topics
  • Relevant and proof terms
  • Improve UX for stronger user signals


* (actually it should be called SE optimization, then the O in SEO already stands for Optimization. However, "SEO Optimization" is an important term that should not be missing in this text. You will understand that...)


Holistic treatment of topics

In the past, it was advisable to craft the right landing page for every search phrase a potential visitor might use. Today, a page can rank for hundreds, if not thousands, of search terms.


Search engines have recognized that readers prefer to get all the information on a topic on one page instead of painstakingly gathering everything from different sources.


Of course, there will always be "special topics" that deserve their own page. But many things can be better explained holistically instead of piece by piece.


An example: Imagine you want to rank for keywords around "vegan nutrition". In the past, you would have created a page for each search phrase from the complex "vegan nutrition".


  • vegan diet
  • What does vegan mean?
  • vegan recipes
  • Become vegan
  • vegan live healthy
  • etc.


Today, instead, people try to satisfy as many of the user's search intentions as possible on one page. Anyone searching for "vegan diet" is certainly also interested in how to prepare vegan dishes and whether the lifestyle is healthy at all.


Of course, there is nothing to be said against elaborating on certain topics on sub-pages. But the more "fodder" you provide your visitor, the more useful your page becomes for him - search engines can understand that very well by now.


Relevant and Proof Terms

Closely linked to holistic topic coverage is also the integration of so-called relevance and proof terms. These are terms that are either synonyms of the visitor's search phrase (and thus reflect his intention 1:1) or are at least closely related to the search intention.


In the following table, I have once again listed various relevance and proof terms using the example topic "vegan nutrition".


Relevant Terms

  • Vegan diet
  • Veganism
  • Vegan dishes
  • Vegan substitutes
  • ...


Proof Terms

  • Iron deficiency
  • Cooking
  • Diet
  • Soy
  • ...


To achieve a good ranking on Google & Co, you should integrate as many relevance and proof terms as possible in your texts. The best way to do this is to use your competitors as a guide. Evaluate which topics and terms are addressed by the top pages.


You'll have a hard time getting past them if you don't also make sure to include the crucial info and terms in your texts.


Improving the UX for stronger user signals

I have already mentioned that search engines are increasingly evaluating whether the text is also found helpful by real users. This is done on the basis of various metrics:


  • Dwell time on the page
  • Bounce rate / clicks on further links
  • further search behavior after the page visit


So in addition to pure SEARCH ENGINE OPTIMIZATION, you should not neglect the human side of your texts and focus on the user experience (UX).


Make sure that your page loads quickly, simplify navigation (e.g. via a table of contents), link internally to other, suitable pages, integrate additional media (e.g. a video) to listen to the dwell time ... and so on!


Social signals are also a ranking factor for practically all search engines. So share your pages on Facebook & Co and make it easier for your users to spread the word about your website via social networks (e.g. via share buttons).



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Write SEO texts yourself or buy them?

With this post I have given you a small impression of what is important for SEO texts nowadays. Of course, there are many more criteria - for example, we would have to talk again about how to determine the relevant keywords, topics, relevance and proof terms in the first place.


Conclusion on content optimization to get to the top of the rankings

As a conclusion, I can give you this: Creating SEO texts is very time-consuming and requires specialist knowledge - both in the preparation and in the writing phase. Do you even have the time and inclination to acquire all this knowledge and then write the texts yourself by hand?


So that you can focus on your core competencies, I recommend that you outsource the creation of SEO texts. I work with freelance copywriters and smaller agencies myself, as a lack of content is often the reason why projects are delayed.


So my clear recommendation is: don't bother with your SEO content, but commission a suitable service provider to do it for you. As an SEO FREELANCER, I will be happy to help you with this or take over the entire (SEO) content management of your site directly.


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