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It doesn’t matter whether it’s advertising content writing texts, a start page intro or a detailed blog article: texts in online marketing don’t just have to rank for search engines like Google and Ecosia. Above all, they must captivate the reader.
And you usually only have a few seconds to do this in times of information overload. In that little time, you need to convince the reader that your content is worth reading.
You can find out what you have to do and how you can write good texts here in my blog article:
1. Make your content writing for SEO text scannable
However, before the user starts reading, the content is first scanned. Only then does the user decide whether or not your content is useful for their own goals or for the answers they are looking for.
By often using paragraphs and meaningful headings, you make it easier for the user to keep track. So when creating your content, make sure to build a meaningful heading structure and don’t lose the common thread when editing. Structure your headlines correctly in terms of SEO: Start with an H1. For each new topic, start with a new H2 heading. If there are several subtopics, use H3 groups (minimum number for H3 headings: 3 in a row). Using H4 headings is still ok to a small extent. You should not use H5 and more. A bold mark will help.
Before you start content writing texts, you should put the structure in your thoughts on paper. Because thoughts can easily be forgotten or thrown over.
2. Write “orally” and with filler words
With a meaningful structure of your content, you get a foot in the reader’s door. But you also want to keep it. It is important not to fall into technical jargon and to formulate simple texts. Write like oral” and natural. Use appropriate filler words to strike the right tone.
For the most part, avoid using Anglicisms and foreign words. If necessary, paraphrase the word or search for a synonym.
But be careful: When creating your content, always pay attention to your target group. If your target audience expects technical jargon because they are medical professionals, for example, give them that too. Always meet the expectations of your target persons.
3. Use the direct approach!
Good content writing texts also include a good speech. Nobody can really identify as a “man”. Because no one is something or unidentified. Address your readers directly. Your content will immediately appear more personal. In this context, you should also avoid passive formulations. Sentences with the conjugated form of “will” should be deleted by you when proofreading. This makes it easier for you to animate the reader to take action because you make your writing style more active.
Depending on the tonality of your target group, you should address the user in your sentences as you, you, or you. Be sure to follow a consistent tonality. Never switch to different salutations within a text. Because otherwise, the user is confused: He gets an inconsistent and, above all, an unprofessional overall picture of you and your website.
You should also pay attention to how you describe your perspective. Make it clear beforehand whether you want to write in the first person perspective, explain the facts in the form, or not let the author’s point of view come up at all.
4. Allow for an easy flow of reading
In order for your text to give every reader a “round” feeling at the end, you should enable a perfect flow of reading. You can do this by avoiding nested sentences and that sentences and using verbs instead of nouns. Replace short sentences with slightly more complex sentences and vice versa. Otherwise, the text is full of staccato phrases that are strung together incoherently. The sentences should refer to the last statement and form a connection in meaning. You can do this with conjunctions, adverbs, and filler words.
However, I recommend that you avoid using words like “further” and “further” in natural text. Nobody would say that in a personal conversation. Rather, these words appear in academic treatises or in school essays. Don’t be too high. But always pay attention to your target group. If they are used to the words, insert them.
5. Avoid word duplication
Nothing catches the reader’s eye like a word you’ve read before. This is part of the absolute 1×1 of good text style, because every good author tries to avoid synonyms.
If you can’t think of anything on how to avoid the next word duplication, you should google it. That never hurt. Because there are numerous tools that provide you with synonyms. In 95% of the cases you have found your solution in the suggested words.
For example, use this page to get started:
Get to the other word
6. Reach out to your target audience
What does your target group want to see? What do your target persons expect from you? If you have an accurate picture of your target group, you know exactly which information is of interest to them, which content is best received by them, and how to address them. Do you talk to a 50-year-old career woman the same way you would a 21-year-old education student?
In addition to the right tonality, it is important to meet the user’s search intention and to be able to understand his problems. Ideally, after consuming the text, the problem should be solved.
Put yourself in the position of your target group at all times. Because the user is always the focus of your content measures.
Also write customer journey appropriately. Depending on whether you are a new customer or an existing customer, this should also be reflected in your wording. When it comes to content writing texts a new customer should be treated differently than a long-term repeat customer. You may have to explain your company’s terms and procedures to a newcomer that your existing customer has long understood. For users who are already in the BOFU (Bottom of the Funnel), your pieces of content should contain conversion-enabling elements and be designed with a goal in mind. This can be done with a call-to-action or with a contact form.
7. Give the search engine reasons for good rankings
Even if I wrote at the beginning that you should write the text primarily for the reader, you have to involve Google and Co. Because without a good ranking in the search results, content doesn’t even come close to reaching the places it needs to achieve solid attention in the target group. The consequence of this is that you will not achieve your goals.
So integrate the most important keywords in your text. Do a detailed WDF-IDF analysis beforehand and orientate yourself on the given keys. Add the most significant keywords here and there in the subheadings to achieve a good ranking later.
Note: New content on the site always takes time to rank well organically. Therefore, give the article the necessary time and be patient. In our experience at the agency, a good ranking can take up to six months. After that, though, it’s worth the wait.
8. Pay attention to the layout and design of your article
No reader likes text deserts. In addition to good scan ability, you should attach importance to creating a beautiful design for your text. So always integrate lists, key points or tables that offer the eye a change from the purely written word.
Use multimedia content such as inserting images, videos, podcasts, graphics, buttons and other elements that stimulate additional senses of the reader. You may already know which content formats are best received by your target group and can align your text accordingly.
9. Get to the point
Stop writing when you have nothing more to say. Every user is busy these days. Accordingly, his time is valuable. Feel honored to receive this precious time from the readers and use it sensibly and above all effectively. Therefore, describe your content briefly and concisely with enough explanation.
Don’t over-bloat your text just to hit a certain word count that will help you rank higher. Rambling can lead to negative user signals, which is also considered an important ranking factor by Google. In the end, it only harms everyone involved and nobody wins.
How to write good content writing for SEO texts
You now know how to write good texts without despairing. If there is no traffic from your published content on your website, you should take a closer look at your texts. All content has a need for optimization – even from the Pulitzer Prize-winning journalist. Because every reader has a different way of looking at things and therefore a different feeling for language. You cannot convince every reader of your text without exception. The only important thing is to convince your target group.
And if you’re a beginner in writing and totally overwhelmed with it, just start. After all, practice makes perfect!
Also Read:6 Steps To Writing Utterly Compelling Content For Your B2B SaaS
