For a long time, the term “SEO texts” was understood to mean overcrowded content in which a keyword was used as often as possible. This measure no longer works today and has been replaced by the creation of relevant and user-friendly content. In this article, we present useful tips and recommendations for the optimal creation of SEO texts.

1. Recognize keyword & search intentions

The term “SEO texts” refers to search engine optimised content that can achieve a high ranking.
To achieve this, it is important to understand what the user’s problems are and how they search for a solution. In other words, you should analyse which words are entered into the search engine and what the intention behind this search is.

What is a keyword?

A keyword is a term that the user enters into the search engine during a search.

Google then analyses the index created during the crawl and provides the user with an ordered list of search results. In general, it is possible to differentiate between shorthead keywords and longtail keywords:

• Shorthead keywords are general search queries that usually consist of just one word, e.g. “sauna”;
• Long-tail keywords consist of several terms and correspond to a specific user search, e.g. “buy sauna”.

What is a search intention?

The search intention is the intention behind a user’s search query.
As mentioned above, it is possible that the user is looking for a suitable solution to a problem. It is also possible that they are looking for information about a product or a brand.
On this basis, 3 types of search intentions are recognised:

• Informal search intention
• Transactional search intention
• Navigational search intention

If you would like to know more about this, you can find more information on the topic of search intent in our Digital Magazine.

2. Build a hierarchical heading structure

To create an optimal SEO text, it is also important to create a hierarchical headline structure.
A logical heading architecture allows the user to scan through the text, get an overview of the text and “jump in” where it is of interest to them. The use of headings and other measures (e.g. bullet points to list different elements) increases the user-friendliness of the content and therefore the length of time spent on the page.
In general, the headings are arranged in a hierarchy:

• The H1 heading is the most important heading that is recognised as the title of the content. Each page may only have one H1 heading. Ideally, the main keyword should be integrated at the beginning of the sentence.
• H2 to H6 are intermediate headings that divide the text into sections. It is therefore important to use these headings logically, e.g. the H3 heading follows the H2 heading and not the H5 heading.

3. Optimize image SEO

When creating content, it is important to create an SEO-friendly image name. To do this, you need to name the file name and the alt attribute well.

Optimize file name

Image optimisation starts with the naming of the image. An image should have a meaningful and unique name. What does optimal file naming look like?

• Avoid special characters, umlauts and ß;
• Use hyphens;
• Avoid underlining;
• Use small letters.

ALT-Attribut formulieren

The ALT attribute is displayed if the image is not loaded. For this reason, the ALT attribute is also called alternative text. The alternative text also ensures the accessibility of the content for users with visual impairments. A few factors should be taken into account for an optimised ALT attribute:

• Correct spelling: capital letters, umlauts and ß can be used here;
• Use themain keyword where it is possible and makes sense;
• Text content and image content must fit together, which is why you should not describe the image, but explain the meaning of the image.

4. Text length

When talking about SEO texts, the question “How long should a text be?” often comes up. In general, the optimal text length is 300 words. In some cases, content can be shorter or longer:

• If you are writing a complex text, it makes sense to use more than 300 words so that the topic being discussed is explained as well as possible.
• If you are creating content about a well-known topic, less than 300 words may be sufficient.

In both cases, you just have to ask yourself the question “Have I covered the topic well and answered all the readers’ questions?”. If so, your text is the right length.

Conclusion

In order to rank well in the search engines, it is pointless to write overcrowded content in which a keyword is used excessively. The user is the centre of attention. Therefore, you should follow the SEO measures and offer added value at the same time.