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SEO texts cause a lot of questions. Are needed or not needed? Useful or not?Will the site fall due to sanctions? In the article you will find answers to these and other questions on SEO-texts, taking into account the current requirements of search engines.

Search engines are constantly changing algorithms, and optimizers are forced to adapt. Once it was enough to write a mediocre text, “stuff” it with key inquiries, and the page jumped out in the TOP. Today, for such texts sites fall under sanctions. Next, you will learn how to make text that will be effective in terms of SEO and will not harm the site. At the end you will find a bonus – a cheat sheet for SEO articles!

Why do we need texts on the site

Text is one of the ways to convey information to site visitors. Video, photos, infographics, interactive elements – all this is also content, and users enjoy viewing it. For them, the text is not important in itself, but the information it carries is important. So, when a person is looking for the height of Everest, he is not so fundamentally, he recognizes it from a text, image or video.

And how will search engines understand what the page is about, if there is no text on it? They cannot interpret the content of images (except from the “unique / non-unique” position); the meaning of the video is also incomprehensible to them. Thanks to text blocks and meta descriptions, search engines offer relevant pages to users.

Texts perform the following functions:

1. Give users useful information;

2. Provide visibility of the site in search;

3. Make pages relevant to specific search queries;

4. Keep the attention of visitors, which improves behavioral factors.

What are SEO texts? How do they differ from the rest? About this further.

How to make a competent SEO-text

1. The essence

SEO articles should be created for people. This statement is traversed to the holes. But not all follow him. The reasons may be different: someone optimizes texts in the old fashioned way and does not want to change the usual model of work, someone has read articles five years ago about text optimization, someone does not have enough resources to hire an intelligent optimizer, and someone just does not The end understands what the text should be.

Good text:

1. Gives a quick and clear answer to the user’s request, helps to navigate on the site and in the product range, stimulates the target action;

2. Readable and understandable to the target audience (for example, the text on medical topics for a wider audience should not contain special terminology, and if it is not necessary, then explanations, comparisons, examples are needed);

3. Is unique not only from a technical point of view, but also from the point of view of meaning (we do not allow rewriting from other sites; using other people’s thoughts and text is obligatory reference to the source);

4. It does not contain spelling, punctuation and grammatical errors

2. Structure

Structuring makes the article understandable, accessible, simplifies navigation through it. Follow these tips:

1. Each paragraph contains one complete thought;

2. All subtitles of the same level (child) are logically subordinate to the top-level header (maternal);

3. An article with three or more sub-items has content with navigation links;

4. Traced a single logic of presentation (for example, classification, sequence of actions, periodization, hypothesis – analysis – confirmation / refutation, etc.).

5. Each page must have one h1 heading, preferably h2-h3 subtitles, if necessary h4-h6.

3. Volume

Optimizers tend to make a mistake: writing texts is longer than that of the competitors from the TOP-10. It is believed that the volume of the text is a decisive factor in ranking, and with a small text to get into the TOP is unrealistic.In the case of purely informational sites, such an approach works up to a certain point, especially in topics with low competition. Here it is enough to write a decent in size “foot wrapper”, and in time it will take up good positions at least in low frequency queries.

But the increase in the text has limits – people will not read more than 10-15 thousand characters on one page, even if it is a super content If the content is “so-so”, do not waste resources on creating huge articles. Even if they take TOP at some moment, the drawdown is guaranteed over time. Better make a brief squeeze and thus stand out from the competition. It might work.

In commercial subjects all more difficult. Often in the TOP there are sites in general without SEO-articles or with a minimum amount of text.

How to be? Don’t write anything at all?

1.  It all relies upon the requirements of your audience. If any information will be useful to the audience, will help to navigate the site and make a decision about the purchase, add it.

2. When choosing a text volume follow logic. The person who first got to the main page of the site will read the text about your company for 10 thousand characters? Hardly. Here, 1.5-3 thousand is enough to tell about yourself in general terms. The same goes for directory partitions .

3. And what is the optimal amount of text for a product card ? It is estimated that 1-1,5 thousand characters. more than enough. If the product is specific or unique, the description can be increased to 2-3 thousand characters. A similar volume is suitable for the About Us page .

4. If we are talking about a blog of a commercial site, then here be guided by the criterion of completeness of information. Usually, 5-8 thousand characters are enough to open the question well, not to scare readers beyond the boundaries and to occupy high positions in the search.

4. Key inquiries

Gone are the days when it was necessary to enter more keys in the direct entry in order to break into the leaders of the issue. Today it is the right way to get under the filter.

The question arises: maybe you shouldn’t even collect a semantic core and give keys to copywriters – let them just write for the specified section and that’s it? This is also the wrong approach for at least two reasons: a) the semantic core helps to structure the site correctly;b) key requests set guidelines for copywriters – with their help, they understand better from what angle to open the topic.

It turns out that keys are needed, but it is necessary to work with them correctly:

1. For a text of 2000 characters with no spaces, there should be no more than 3-4 key queries;

2. Similar keywords are merged into one (for example, the keys “buy socks in Moscow”, “Moscow buy socks” and “socks in Moscow”should be replaced with one – “buy socks in Moscow” to exclude a repetition);

3. we dilute the keys of several words ( “buy cheap jewelry online” → “we can buy inexpensive jewelry and jewelry made of gold and silver from us — all orders are made online and delivered by courier” );

4. we distribute key requests evenly throughout the text, insert the main request in the h1 header and meta tags;

5. We use synonyms to dilute semantics (“buy shoes” → “purchase shoes”, “gyroscooter in Moscow” → “gyroboard in Moscow”, etc.).

6. So, when working with keys, the priority is the quality of the text and the needs of the audience, and not the direct entry of all requests from the core.

5. Registration

Here we will not discover something new. Obviously, a well-designed text is easier to read, information from it is better perceived and absorbed.

We focus on possible errors:

1. Do not use underlining for plain text (usually underlined hyperlinks when you hover the cursor);

2. Do not make hyperlinks as the rest of the text – make them well distinguishable;

3. Do not highlight bold key requests – it does not bear any benefit;

4. Do not use obstructive effects and combinations of font and background colors (fonts with shadows, yellow letters on a black background, etc.);

5. Do not use several different fonts in the same text – this is bad taste;

6. Do not design texts on different pages in different styles.

6.  Meta Tags

For each site page to be indexed, be sure to fill in the meta tags:

1. Length – no more than 60 characters. Accurately reflects the essence of the page. Includes main key request.

2. Length – about 300 characters. Contains information specifying Title. In the first 160-170 characters should be the most important information. The fact is that Google reflects a little more than 300 characters in the snippet. This approach to filling in the Description will allow optimizing it immediately for both search engines.

3. We do not recommend to fill the Keywords tag. Search engines do not take it into account, and it takes time to complete. In addition, Keywords is a good source of information for your competitors about the queries for which pages are optimized.

7. Shredding

At first glance, relink is needed between all articles of the site. But it is not. It is necessary to approach the linking carefully and understand where and why users should move from a specific page.

Definitely not recommended to use automated linking services. They do not take into account the needs of the target audience and conversion optimization. Work through the linking for each page manually – it is more troublesome, but the result is worth it.