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Create outstanding SEO-proof content

How do you write perfect SEO text? The first thing you do is not taking search engines in to account. In this article we offer you a tutorial to create the SEO friendly content and will be read by your visitors.

When you start creating content for your website you probably ask yourself what a good SEO text possess. SEO, search engine optimization, is popular and as a hotelier with a unique website you cannot escape testing and improving your websites’ findability. Otherwise competitors will have a huge advantage and you will miss reservations.

Step 1: Don’t think about search engines
When you start writing content for your search engines it is very tempting to lose yourself in the technique. Where do you put the key words, what are search engine friendly URLs again and how do you craft a text of a minimum of 500 words which are obligatory? Waite a minute and begin at the begin.

A good SEO text is not written for search engines in the first place. Ask yourself the following questions before writing your text:

  1. What is the goal of the page (which information is provided for the visitor)?
  2. For who do I write the text (what is my target group)?
  3. Which action do I want that the visitor will do?
  4. And if they do not, what is plan b?

With taking these questions into account you will write better text, which matches expectations of your visitors and are more likely to be shared on social media or other websites.

Step 2: Decide which key words you will use
Key words are search terms that people fill in search engines. Based on their queries Google shows them a top 10 of most relevant websites.

With writing for SEO you process key words on a strategic way in the text. Search engines will receive signals that your website is about those key words. Supply and demand are matched to each other in the best possible way.

The fastest way to find key words by yourself is Google Suggest. Insert a general term in Google and the search engine will add other most used suggestions. For example:


an example of key word suggestions based on “hotel in Amsterdam”

You have now found a key word combination but you do not know how many visitors are searching on these words per month and what the competition is. To find out we suggest the extended help guide of Backlinko.

Step 3: Your copy is the king on internet
With determining which key words you will use you will take in to account with which intention people are searching. You look from the eyes of the searcher and this will affect your text positively. If you don’t you have change you rank high on certain key word combinations, but your text does not match the expectations of your visitors.

With the previous step in mind, the time has come to write down a very attractive text. Just forget SEO for the moment and focus on your message, target group and the action you want that visitors to make.

Ranking high in Google is positive, but if visitors bounce direct of your website it is nothing worth. Write down solid text (and especially unique) of minimum of 350 words. Shorter texts are possible, but search engines like to crawl through larger texts and you have more opportunities to put down key words and synonyms.

Focus as much as possible on making content and don’t let anything distract you. Ignore new email, social media messages and ask if your colleague can pickup incoming phone calls. Now you are ensured of good focus on your own content and deliver the best result.

Step 4: The art of copy writing
When your content is ready the next thing you will do is using copy writing techniques. A copy writer is – as someone described almost perfectly – a salesman behind a key board. And what are the qualities of a salesman? Exactly, convince and remove barriers.

On the internet people are bad readers: if they read 20 to 25 percent of the content it is a lot. Therefore we recommend to use convincing terms for certain actions and to keep them on the website. Some examples:

  • Write in benefits instead of specs.
  • Social proof and testimonials: show reviews on your website
  • Which arguments makes your hotel better than the other?

Including these arguments is essential for commercial content. People decides on emotional factors and you can take advantage of this: why do guests need to stay at your hotel? Point out your uniqueness and you will increase your conversion.

Step 5: Optimize the text with key words
You now have a good and catchy text for conversions. Now we are finally ready to embrace the search engines. SEO writing sounds more difficult than it is. Search engines are not people and need signals to crawl through you content. These signals can be communicated by placing key words on strategic positions, so Google and other search engines can pick up what the page is about.

Title
Write down key words at the begin of the title. If the first word consists of a key word, the search engine will understand what the page is about.

Many CMS-systems do offer the functionality to adjust the titles for search engines. With this you are able to write down a easy to read title for both visitors as search engines. The title may not possess more than 77 characters, otherwise the title will not be shown in total.


even the biggest travel websites are still busy optimizing the title tags

If you have struggles with writing titles with a max number of characters you can use this easy to use tool for making the best titles.

Meta-description
The meta description is a show description about the web page. Google shows them in their search results. This is not a factor which effects your SEO, but you can see it as a trigger to click on your website. If the description stands out, the user is more likely to click on your website. In the meta description you can use many special characters. The meta-description has a maximum of 156 characters.


Dutch Shoes website Sooco use checkmarks in their results to stand out

URL
By putting key words in to the URL you make it easier for the search engine to recognize what the page is about. The text in the link is a factor for your SEO and if there are key words in it is a benefit.

Introduction
Inform search engines as soon as possible what your page has to tell. Put down the most important key words at the begin of the content, preferably in the first ten words of the page.

Headings
A heading is for search engines even more important than regular text. You can see this as a book; a H1 is the name of a chapter and a H2 is a paragraph. Process key words in it and code them as a H1 till H6. The title of the page is in most cases the H1 and the H2 untill H6 can be find in you editor.


coding heading will make sure that search engines scan your website better

Alt texts
You can give images an alternative description. We call this the alt text. This will show in the source code of the page and you can repeat your key words.

Closing paragraph
If you close your text with the most important words you want to be found on, you make clear that your page is about that subject. It is a last signal that the text matches the queries the searches puts in a search engine.

Step 6: Pay attention to the lay-out of the text
The lay-out of your text is indirect important for good SEO. You can fully optimize your text, but competitors will probably do it also. So how does Google decide which website will come on the first position? There are over the 200 ranking factors, with authority and links as top factors. You need links to your text and preferably from external website (also known as link building)

A website which is graphically very attractive and has no problems on all devices will receive more links and faster. On top of that it works in your advantage when related websites want to put a link on your website. A professional website has a higher ROI.

Step 7: Invest time in content promotion
When you put all your effort in creating strong content for your target group, it will be very nice if they also read the content. Therefore spend as much time as creating your content for promoting your content.

Promoting your content can be done by sharing through social media, but also participate and share information on discussion groups (do not spam!) and reaching out to other webmasters. With the best intention this will result in new links which will give out a signal to Google that you have a relevant and popular website.

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