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

Properly good content is and remains an indispensable building block for achieving rankings in the coveted places on Google & Co. Of course, a cleverly optimized text alone is not (anymore) enough to outsmart the search algorithm. But without content you will never reach a top position.

In the following, I will explain to you which texts search engines love and which rules you should follow so that Google & Co can best accept your content. At the same time, I will also make clear to you that your content must not only please search engines, but above all your real visitors.

You can succeed in this balancing act. In this article I will show you what you need to consider and why you should put the creation of SEO texts in the hands of professionals.

Timo Specht SEO texts writing
Table of contents

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:

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Optimize META Titles & Meta Descriptions

The META-Title is in a way the title of your document and for Google & Co a central information to identify the main topic of the page. Here you have to keep it short (max. XX characters) and that's why the search engine knows that this is really the main keyword.

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.

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

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:

I am one of the leading SEO experts in Germany

I am well known from major media out lets such as Stern, GoDaddy, Onpulson & the Breakfast TV and have made over 100+ big name clients successful on Google.

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 SEO OPTIMIZATION* of texts:

* (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".

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

Proof Terms

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:

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.
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