How do I work with SEO

Writing SEO texts for beginners: step-by-step instructions

Are you responsible for ensuring that your company's website generates more traffic? Or do you lead a team of internal or external copywriters? Then it is important to be able to evaluate what makes a really good SEO text. Unfortunately, success only becomes apparent after months. It is all the more important that you did everything right when you published the article.

SEO Text - What is it?

SEO is the abbreviation for the English term “Search Engine Optimization”. When it comes to SEO, companies aim to appear as high as possible in the search results on Google. The likelihood is thus higher that prospects and potential customers

  • get to your own homepage,
  • Contact you
  • or buy your product.

There are a number of things you can do to get you to the top of Google's search results.

First things first:

Optimize the texts on your homepage.

Why SEO-optimized texts pay off

Whether for product descriptions or blog posts - the principle of SEO optimized texts is simple. The more the texts on a homepage are based on Google's search criteria, the more likely they are to be “rewarded”.

In other words: the authority of a homepage in relation to a certain topic increases. More and more visitors come to a company's website. With the right tactics, companies can generate valuable leads and new orders.

In a nutshell: more SEO = more visitors = more leads = more orders

This can be proven well with practical examples. I used SEMRUSH for this, a comprehensive SEO analysis tool with which you can analyze the homepage performance of any page.

Who performs better: the competition or us? With SEMRUSH you can find out very well.

The METRO homepage is a good example of successful SEO. Since February, the company has been publishing a catering blog that publishes relevant topics for the company's core target group several times a month.

The number of visitors has been increasing rapidly since October 2016 and has remained at a high level in the long term. Of course, you cannot blame the SEO texts and the blog alone for this, but they certainly have contributed significantly to the success of the last few months.

A similar development can be seen in the number of visitors to the R + V insurance group, which operates a company blog with regular articles on all aspects of finance and insurance.

How Google rates SEO texts

There are several criteria by which Google evaluates SEO-optimized texts. There is no complete list of these criteria - Google keeps the exact evaluation algorithm a secret. However, experience shows that Google rewards certain SEO texts in particular.

With these 4 characteristics, your SEO text will rise in the Google ranking:

1. Placement of keywords

The right keywords in the right place are the secret, the alpha and omega of a successful SEO text.

Keywords are keywords in an SEO text, there is usually 1 main keyword and 5-6 secondary keywords per text. The main keyword is based on what users search for. An example:

The main keyword “shoes” is requested quite often with almost 250,000 searches a month. The number of search queries is therefore an important criterion for choosing a main keyword. But that alone is not enough.

You need secondary keywords that support the main keyword and go into more detail about where the journey is going. Do you sell shoes online? Do you only offer shoes for men?

Possible secondary keywords can then be: “shoes online”, “buy shoes”, “men's shoes”, etc.


Below I explain how you can approach the research of suitable main and secondary keywords step by step.

2. Human in front of Google

The best strategy to write for Google is not to write for Google. Sound confusing? But it's actually quite simple. With so-called “crawlers”, Google regularly scans your SEO texts for certain keywords, but at the same time rewards those pages that people like to read.

The length of stay plays an important role. The longer the visit time, the more Google estimates the relevance of a page to a particular keyword.

If you stay for a long time, your SEO text on a specific topic can be listed higher up in the search results.

3. Relevant content

First and foremost, the SEO text should offer added value for the reader. Does the contribution provide a unique solution to a particular problem?

Write content that has not been brought before.

And ask yourself: is my post better than anything else that already exists online? If not, why should Google rank me well?

Formulate lively, arouse curiosity about your products, surprise the reader and make them feel good while reading.

If as many readers as possible deal with the content of your homepage for a long time, this will also have a positive effect on the ranking of the search results.

How it looks in practical terms:

  1. Do not see main and sub-keywords just as keywords, but as an expression of a problem. Why do people google? Because you are looking for someone to give you answers. Find these answers!
  2. Prepare your SEO text using multimedia. People take in information very differently. Create a diagram, convey your content in a video, produce a podcast. The more channels you develop, the more people will use your content permanently.
  3. Don't be afraid to ask experts about it. If you can win a person who is highly regarded in a certain area, it will help you immensely to get depth in your contribution.

4. Diverse writing styles

Every published SEO text should be unique. Anyone who uses the “copy and paste” principle of existing texts can be severely punished by Google. This is called “duplicate content”, and that results in the loss of a top position in the list in the search results.

SEO copywriters should therefore make the effort to rewrite texts if necessary and avoid repetitions through synonyms or paraphrases.

In 5 steps to an SEO-optimized text

Writing search engine optimized texts often follows the same basic scheme, which every copywriter refines individually over time. You will see that you too can work more routinely and effectively with any SEO text:

Step 1: Define the reader and set a goal

Not every product text will always appeal to all visitors to your homepage. Surely you already have a clearly defined group of buyers in mind for your products and services. Orientate yourself with their content and writing style to exactly this group of people.

Then ask yourself what you want to achieve with your SEO text: Should the target group buy your products right away? That makes sense for consumer goods.

For products or services that require explanation, blog posts with an invitation to a free introductory meeting or the provision of a free e-book are more appropriate.

Would you like to learn how to define and optimally reach a relevant target group? Then I recommend our free resource kit:

Step 2: Do keyword research

With keyword research we come to one of the most important steps. With the right research, the entire SEO text stands or falls. While I already described the importance of keywords for SEO-optimized texts above, I will now explain how you can carry out keyword research successfully.

First, plan enough time for extensive keyword research. Which search terms could be of interest to your target group? Which not?

Research main keyword - this is how it works

There are numerous helpful tools for researching keywords, I work with the Adwords Keyword Planner. Here you not only get the search result for a specific keyword, but also ideas for related key terms.

Your term will then appear with the desired search volume as well as a number of related terms. Maybe there is still a keyword with a higher search volume?

However, the search volume alone is not enough for keyword research!

Imagine choosing a keyword with a really high search volume,
z. B. Schuh with 200,000 monthly searches. You can imagine that you are not the only one on the net who wants to win this keyword for yourself.

So before you choose a main keyword for your SEO text, you should find out how strong the competition is.

One speaks of the so-called “Keyword Difficulty”, which is displayed on a scale from 1 to 100. The principle is simple: the larger the number on the scale, the higher the keyword difficulty and the stronger the competition.

When is the keyword difficulty too high?

You can't say that across the board. But if you have a small search volume and at the same time a high keyword difficulty of 40+, then you should rather look for another, similar keyword.

It is also helpful if you look at your own page authority compared to that of your competitor for a specific keyword. If there are too many competitors who have a much higher page authority than you do, the keyword is already very competitive - even then another keyword is certainly better suited.

You can find out everything about the Page Authority and how you can improve it in the long term under “Step 5” below.

Find relevant secondary keywords

After you have found your main keyword, you now look for relevant secondary keywords. 3 search options for secondary keywords:

1. Google Key Word Suggest: Enter a main keyword into the Google search mask without starting the search engine. You will find a number of related terms that you can use as secondary keywords.

2. Just enter your main keyword on Google and scroll down to the very bottom. Here, too, you will find terms under “Related Searches” that could be suitable as secondary keywords.

3. The keyword hitter generates lots of ideas for suitable secondary keywords or long-tail keywords. But remember to still check the search volume and keyword difficulty.

3rd step: Write SEO texts

After you have made all the necessary preparations, you can start writing. Maybe you already have a lot of texts and know-how. Whether you write completely new SEO texts for your homepage and blogs or revise existing ones is up to you.

For SEO optimization, it makes sense to take another close look at existing texts and, if necessary, to reformulate them completely.

SEO headings

First things first: an original SEO headline. The SEO headline determines whether the visitor reads the rest of the text or not. That is why a well-worded headline is essential.

The most important SEO heading on your page is the so-called H1, i.e. the main heading. This should be identified as such with the HTML tag

. If you are using Google Docs, you can set this automatically under “Font”> “Heading 1”.

You can mark sub-headings accordingly with “Heading 2” and so on.

Build the main keyword as close to the front as possible in the SEO headline. The main keyword does not always have to appear in the sub-headings, but it does have to appear more often.

It is up to you whether you formulate the SEO headline first and then write the SEO text or vice versa. If you can't think of an irresistible SEO headline at first, I recommend that you write the text first for reasons of time - good ideas usually come in between.

Or not?

Then first take a look at the SEO headings of the posts that are already listed in the first places on Google for your keyword. What can you do better

SEO Headings - 5 Tricks Your Competitors Don't Know:
  1. Arouse desires and expectations. Make a promise to your readers. And hold on to it. "Ciao back problems - painless without medication"
  2. Communicate a benefit. And even better: double it. "Save money properly and get rich."
  3. Numbers are often quicker to catch the eye than words. Play with the 3, 5 or 10 best tricks, tips or trips for your next summer vacation.
  4. Online readers love simple instructions. Especially when things have to be done quickly, “frying schnitzel in 3 steps” can be just the thing.
  5. Turn your SEO headline into a “click bait” if your audience and content allow. Bait your readers with a lurid SEO headline that just has to be read. "Bill Gates: He's Finally Revealing His Secret"
Nothing is gained with SEO headings like:

1. "Hiking shoes for young and old - the 3 best models in check"

2. “America trip - interesting places”

3. "The 5 fastest ways to get your dream car"


  • Example 1 is too long and does not fully appear in the search results:

With the tool seomofo you can check whether your SEO headline is the perfect length.

  • Example 2 "America trip - interesting places" does not contain a value proposition, but pure information. What does the reader get from the America trips? In addition, the adjective “interesting” is rarely good advice ...
  • Example 3 is short and to the point and promises a benefit. However, the main keyword “dream car” comes last. Place the main keyword as close to the front as possible.

So how about the following SEO headings instead?
  1. "Hiking boots - with these 3 models the adventure succeeds"
  2. “America Travel - 10 Places You Must See”
  3. "Dream car - with this trick it's yours"

Write SEO body text correctly

Google does not specify how long an SEO text must be. However, experience shows that large articles with over 1,500 words rank best.

Ultimately, the focus is on the readers' need for relevant information. Therefore, inform yourself extensively without unnecessarily revolving around a topic.

Especially with longer texts such as blog posts, you should give the SEO text a clear structure of sub-headings. Many readers only scan the articles in order to find an answer as quickly as possible. Often only the SEO headings are scanned until you discover an interesting passage.

It is all the more important that the SEO headings are worded as precisely as possible, e.g. B. with clear statements or questions that hit the nerve of the reader.

If you want, you can also bold the most important keywords or passages - this makes the content accessible even when you roughly skim the text.

Write down the SEO text in one go, correcting is best done in a second pass.

When using the keywords, don't forget that you are ultimately writing for people - use keywords in such a way that they integrate well with the SEO text without disrupting the flow of the reading.

Pay attention to keyword density

When it comes to the main and secondary keywords, you probably think: “The more, the better”.

That's right! You should include the main keyword and the secondary keywords in sufficient numbers in the SEO headings and in the text - but without exaggerating. Keyword density will help you find a good measure. It shows what percentage of all words in a text consists of the main keyword. Experts argue about how high the keyword density should be in an SEO text. I stick to a keyword density between 1 and 5%.

You can measure the keyword density with the tool seo-semantik. Simply enter 1-4 keywords, insert SEO text and off you go.

Set internal links

You can increase the added value of your texts by drawing attention to other content on your homepage. With the help of “Internal Links” you can create helpful connections in your SEO texts, e.g. B. in a blog post on the subject of "environmental protection in private households" you can refer to the particularly energy-efficient boilers in your own product portfolio.

In this way you are directing the reader through your homepage with the aim of providing important answers to their questions.

When it comes to links, it is important which anchor text you use. The anchor text is the word or phrase that will be marked for linking. In the anchor text it must be clear where you want to link to. Therefore, you should never use sentences like “Here you can find out more”, but directly with the name of the target or even better: with a suitable keyword.

I will come to the meaning of external links below.

Build in CTAs

Ultimately, the best traffic and the longest length of stay are of no use if visitors don't turn into potential leads. Consciously set CTAs (Call-to-Actions) in your SEO text, in which you ask the visitor of your homepage to take action.

A CTA is often highlighted in terms of color and design from the rest of the text, e.g. B. by a banner within the body of the text. Two examples:



In order to place the optimal CTA in my SEO texts, I always ask myself the 4 W questions beforehand:

  • WHO is my target group? Do I write for sales executives or IT staff?
  • WHAT do I want to offer my target group? What action do I want to get my target group to do? Should she subscribe to the weekly info newsletter with the latest offers? Arrange a free consultation? Accept the discount or trial offer?
  • WHAT should the CTA look like for my target group? How should it be formulated?
  • WHERE should the CTA be placed in order to be effective?
    In blog posts, a CTA in the text or at the end of the post is a good idea.

For example, a manufacturer of vacuum cleaner bags writes a blog post about the characteristics of working vacuum cleaners. Of course, they will use the opportunity and use a CTA to point out the importance of high-quality bags of their own brand.

Leave gaps

You did the lion's share - congratulations! From here on, the main thing is to make your SEO text even more attractive. A general tip:

Leave a lot of space in your texts.

Make sure there is enough space between the characters and avoid long blocks of text.

Instead, work with sections of no more than 3-4 sentences per paragraph.

A relaxed typeface brings grandiose content to the fore and keeps the reader engaged. Because long paragraphs tend to be a deterrent, especially on mobile devices.

Texts on the Internet are read differently than, for example, a printed book. Readers prefer to move from sentence to sentence rather than from wall of text to wall of text. While you like to deliberately read a book for several hours, you tend to do this less often with an SEO text.

So package your content so that the information can be absorbed quickly and easily.

Formulate meta description

You should formulate your own meta description, especially for blog entries or product descriptions - otherwise Google will do it automatically and that is often not satisfactory.

A meta description is a short descriptive text of a maximum of 156 characters that is entered in the HTML document of your page and appears under the SEO heading of your search result.

The meta description does not directly improve the ranking of your SEO text, but you should not underestimate the effect of these two lines. A well-worded meta description increases the click rate (CTR) on your search results. The CTR is probably also a factor in the Googe algorithm.

Take the chance to attract visitors to your site! You'll notice it in the traffic on your website.

Tip: Include your keywords in the meta description. These are then shown in bold print in the description and thus increase the chance of further clicks.

Step 4: Proofreading SEO texts

After you have written down the SEO text, you should correct it again in the second run. The following questions can help you:

  • Are all relevant keywords included?
  • Does the SEO Headline Make You Hungry For More?
  • Can I find a “common thread” in the SEO text?
  • Is the spelling correct, including commas?
  • Can you still find wording or expression errors?
  • Are there unnecessary repetitions?
  • Are all the details correct?

I always find it very helpful if you let 1-2 days pass between writing the draft and correcting it. In this way you gain enough distance from the text to better identify errors.

Step 5: Increase Page Authority

Your SEO text is now finished. You can wait now and hope that your great content will appear on the first page of the Google search engine by itself. Or you take an active approach. After all, you didn't make all the effort in vain.

So make sure that your SEO text is seen by as many people as possible.

But how?

The authority of a website plays a decisive role. Authority.

A high authority page excels at delivering unique and relevant content to a growing group of readers.

And has a better chance of being listed at the top of the search results for a certain keyword.

You can check the authority of your own (sub) page with the MOZ Open Site Explorer. If you take a closer look at the result, you will quickly notice that what matters to the authority is the so-called external links.

External links (or backlinks) are thematic links that are created from another site to your own homepage.

Link building for SEO texts - this is how it works:

The more external pages refer to your content, the greater the authority of your subpage (“Page Authority”) or even the authority of your entire domain (“Domain Authority).

Link is not always a link. Because it's not just about quantity, but also about quality. The following criteria play an important role:

  • Authority of a page that links to my content
  • The content-related proximity between the linked page and mine (same industry, professional field)
  • Position on the homepage to which the link was made, e.g. B. Header, body or footer. The main part is more relevant to the reader than the footer - a link in this area is therefore worth more.

How do you get links? 3 tips

How do the pros reach new customers through link building? Especially if your site still has very little authority, the following tips will help you:

Tip # 1: Write, write, write SEO texts

Do not just write once, but regularly write SEO-optimized texts about the hot irons in your industry, e.g. B. in the form of blog posts. The more relevant content you bring, the better.

Tip # 2: Find influencers & get in touch

First, ask yourself what content is worth linking to by others?

Look for so-called influencers. These are people who are already influencing the industry with their content on the web.

The followerwonk tool helps to find these influencers. To do this, enter a keyword about your industry on the top left of the page. You will then receive a whole list of influencers on Twitter with the number of followers and contributions of the respective person.

Under “more options” you can narrow down your search, e.g. For example, just enter “Germany” under “Location” or enter a specific URL to find influencers who may already be working with competitors.

When you have found suitable influencers, you should do a little preparatory work. Get more information about the person. What problems and topics does it deal with? In the best case, you can offer a suitable solution.

So never write influencers clumsily with “Please link to my homepage, I'll link back in return”.

How about: "I read your blog post on the subject of care aids with excitement - finally a post that gives relatives an overview of all available materials. Did you know that we've found a way to make it even easier to order care products? "

A good start could also be a link to the target page in one of your SEO texts. Think about where you could include appropriate links.

Tip # 3: Attract influencers around universities

University websites have a particularly high page and domain authority. The links you get from these pages are all the more valuable.

Here, too, high-quality and solution-oriented content is the best way to use a link to e.g. B. To be featured on university blogs by students or on research sites.

Research relevant people and get in touch. You won't always get an answer right away. Stay tuned. A lot of patience is often required here.

Increase page authority through image SEO and video SEO

Multimedia content also improves the chances of being found via Google.

In addition to creating SEO texts, you can also increase your website traffic with image SEO. Images not only enhance your search engine optimized text visually, but also improve the authority of your website. With the right approach, you will also be found in Google's image search.

In the article Image SEO: The 10 Best Tips you will find out everything you need to know in order to be ranked successfully in the Google image search.

You increase the authority of your homepage not only with great SEO texts and images, but also with strong videos. Learn how to embed videos so that your website ranks better.

Writing SEO texts - a conclusion

SEO texts can be learned and implemented by anyone who observes a number of basic rules. The main difference to classic texts are the keywords (main and secondary keywords). They set the tone in which direction the SEO text should move.

The more successfully you integrate the keywords in the SEO headings and running texts and the more relevant your content is, the greater the likelihood of being found by more people via Google. Multimedia pages are rewarded in the Google ranking. So incorporate pictures and videos into your site.

With the writing of the SEO-optimized text, the work is not quite done. Content is even more successful when it is actively disseminated. Look for influencers (universities, bloggers or institutes) in your industry who refer to your content through links.

The more links you get from sources with high page authority, the more authority your homepage will receive and the more successfully your SEO texts will ultimately perform.

Try it!