Before talking about what text optimization is, you need to understand the concept of optimization and determine what Internet resources need it for, and then step by step create a unique and interesting text for users and search engines.
What is text SEO
Optimization in the global sense is the improvement of any characteristics, and specifically for the site, it is the improvement of individual components that can be divided into internal and external.
SEO-optimization of text, appearance, graphic objects - all this is aimed at increasing the position of the site in search engine results, and therefore increases traffic, which can bring income in the future.
Text is an integral part of the content, which should be interesting to both people and search robots, while each representative should have his own goal from the read text. For example, the user saw the text, was able to get useful information, or made an order, or downloaded some data. For the robot, the goal is to find and offer the text to the user that will respond to the request as much as possible.
Work on search engine optimization of website text requiresknowledge and time to work with both sides at once and improve your resource in this way. To create the best option that will satisfy different groups, you should take into account all the points that will be discussed below.
Start with headlines
One of the important points in the search engine optimization of the text of an article is working with headings and titles, something that immediately catches the eye of the user and can push him to go to the page.
There are several types of headers that are structured by number:
- H1 – Heading 1.
- H2 – Heading 2.
- H3 – Heading 3.
- H4 – Heading 4.
- H5 – Heading 5.
- H6 – Heading 6.
Where the most important heading is H1 and the less important H6. Headings and subheadings make up the content presented on the page, and here are a few important things to know:
- H1 - the most important heading, which must be present on the page for search engine optimization of the text, but only once. It should be conspicuous and stand as high as possible above the rest. Very often, it is the headlines that can answer the queries for which search robots are looking for information.
- H2 - also important in context and can appear 1 to 3 times per page, especially if there is a lot of content.
- H3 - H6 are optional headings, but H3 is loved by search engines, the rest can be used as desired.
Keywords andheadlines
Once you've figured out what headlines are and how popular they are with search engines, you should consider whether or not you should include keywords in them. Of course, it’s worth it, because search robots, first of all, pay attention to headings, especially focusing on the first three types. It is very important to place keywords in them, but it is not necessary to insert the same key into each one. At the same time, it is worth remembering that the title should be within 50-70 characters, because the robot will not take into account the rest.
The headline should be structured logically and not just a sentence listing keywords that might be considered spam.
Keywords, in addition to being used in titles, are also added to the content itself to optimize texts for search engines. Most often, they take one keyword, by which the page and site are promoted. But if you need or want to insert another key, then you should remember about such a parameter as density, i.e. percentage of keywords in relation to the entire text volume. It should not be higher than 7-9%, so that this does not alert search engines, 2-3% is considered the ideal density.
Besides direct entry, there are other types of keywords:
- morphological - those that represent the word form of the direct key;
- direct and reverse - the first repeat the word order, the second change it;
- pure and diluted - those that can dilute with words or conjunctions;
- grammaticallycorrect and misspelled entries for maximum text optimization, but most often search engines correct typos and form the correct query.
Important text parameters
The success of not only the page, but the entire site will depend on how the text is built, so there are several important factors to consider that will play a role.
First and most important - the text is written for people, not for search robots. Remember that there is such an important bounce rate when a user, upon request, gets to the site and realizes that there is absolutely no useful information here, and quickly leaves the resource. The robot always detects the time, and then analyzes it, concluding that the request did not live up to expectations, and lowers it in the rating.
Using word typing as a promotion method means quickly moving to the last pages and getting penalized by every search engine.
Second - if the text is written for people, then it must have a certain theme and respond to the request, and third, it must be unique, not copied from another resource. These parameters will also be taken into account. But it should be understood that the text that is an instruction, for example, to a drug, will not be original, and this will not be taken into account, but the text about the trip should be unique from 90% and above.
Thematic text should be interesting and "without water", the so-called parameter, which has recently become especiallyrelevant, which will help in optimizing the text of the site.
Water is introductory constructions, prepositions, pronouns, if they are removed from the text, then the meaning of the sentence will not be violated. It is believed that 15% of water is an acceptable indicator, otherwise the text will turn out to be absolutely dry and turn into an official business, which means boring, which is not acceptable for an information site. Over 30% of water in the text is not informative text, which was created only for the sake of volume.
Last thing - the text needs to be structured so it will be easily perceived by a human and taken into account by a robot.
How to build text correctly
It was said above that the text should have a certain structure, which helps when reading and for optimizing the text for the request, but how to properly build its logical structure must be described separately:
- At the beginning of the text, you need to formulate the main essence, and then explain it in the following paragraphs. That is, you need to go from the most interesting to the least interesting so that the user can catch on to something and read it to the end.
- Large text should always be divided into paragraphs, so a person perceives the text more easily, and it seems to him more interesting than one continuous "sheet" of sentences.
- For large text, it is worth using subheadings and it is advisable to do this every three to five paragraphs, thereby dividing it into parts.
- Large text is not always a sign of a good article, because it can be a lot of water, and the whole point is hidden in 2-3 sentences. The main thing is the meaning, and the volume is alreadyminor. But most often the amount of text is about 300-400 words and varies depending on the subject, query and other content on the page. It happens that it is most important, for example, for an online store to show a product, and you can talk about it at the end of the page in two paragraphs.
- Don't forget to use bulleted and numbered lists, both users and search engines like them.
What should not be in the text
Optimization of texts involves avoiding mistakes that may interfere with promotion, in order to prevent them, you should know about the most popular ones:
- The text should be natural and written for people, as already mentioned, and remember that search robots recognize this well.
- You should not use its scan instead of the written text, which is considered as a graphic file, since the robot simply does not recognize it.
- Don't bold all keywords at once as search engines won't like it.
- You must use text formatting if it spans multiple screen views, otherwise the user will not perceive it well. Here, in addition to using paragraphs and lists, you can insert pictures, hyperlinks, highlight important parts of the article with a color or frame, and create tables. All this is well perceived by the user and the text becomes immediately structured.
- He must be literate, this is one of the most important parameters. Otherwise, all efforts to promote may come to naught.
- All content is worth not onlybreak into paragraphs, but also place it in blocks between which you need to indent.
- For a commercial site, not only good content is important, but also the presence of visible buttons or hyperlinks that will transfer them to an order, to a question page, etc.
Using tags in formatting
Some use different tags, others ask the question: are they needed and should they be used? It has been proven more than once that search engines respond well to tags and notice them not only in headings, but also in text. But you need to adhere to a certain measure and not insert them into every word.
Main and frequently used tags:
- H1 onwards for headings and subheadings.
- or - bold text.
- - Emphasis in italics.
- - underline text.
There are many other tags that can also be used in text, but the most popular are the ones listed above, which can make text more interesting to readers.
Tools for optimization
Even the most competent copywriter is not always able to write the best text that will please both the user and the robot. Either the article is well written, but not perceived by search engines, or everything is adjusted for them, but its readability has become worse. Here, when optimizing the text, third-party tools can help, which will tell you what needs to be corrected and corrected.
For example, you can use the service"Glavred" for a quick proofreading of the text, where all unnecessary introductory constructions and pronouns, overly complex sentences on punctuation marks and cliché words that are better not to be used will be underlined.
"Glavred" marks the text, where the highest score is 10. But do not strive for the highest score, because the text can become dry. The best score is considered to be from 7 points and above, where there will be no verbal garbage and extra stop words.
On many resources related to copywriting, there are programs that determine the "nausea" of words and phrases. This indicator takes into account the frequency of the word, which should not exceed 3 points on the classical scale. It is calculated as the square root of the number of repetitions. There is also "academic nausea", which is calculated as the ratio of the number of word repetitions to the total number of words.
But self-editing can be better than any tools, since it is you who understand what the text should be, for which page it was created and what style should be. Or you can use the text optimization service. For example, in the description of the section "About the company" you need to use artistic text, but where the truth will be told. You should not write in such words that "our company is the best", "we have the most competent specialists." You can simply describe the activity, tell who works and how long the company has existed.
Snippet-articles
One of the foundations of a literate text is a well-written snippet, which in translation from English means a fragment or passage of text. It is this short text information that appears when sites are returned for a specific request.
At the search stage, the user should be hooked by a snippet that contains a description and a keyword. Most often it consists of 120-160 characters, where there is a direct occurrence and indirect, without excess water, but also consisting of not only keywords.
If the snippet, or in other words the Description tag, is illiterately composed, then the search engine will select an excerpt from the text itself, and perhaps it will not be the most successful, as it will be taken out of context.
On-demand text optimization services
To achieve a good result without the right content, including text, is almost impossible. The site will not be able to reach high positions, there will not be a large number of visits, and, consequently, sales.
For search engine optimization of texts, you need to spend some time and have the necessary knowledge, but not all site owners can find the time, and someone simply does not know how or does not like to write, although they understand their activities. Here, third-party organizations that provide text optimization services can come to the rescue. And many use these services.
Today there are many companies that promote websites, as well as perform individual services, including text optimization.
Beforeentrust the task to an unknown person or company, it is worth looking at the portfolio, creating a clear terms of reference and setting a price for the entire volume or for 1000 characters.
You may need to create one or two texts for the home page and for the "About" page. Thanks to this, you can save both time and money by using the search engine optimization service for text that is competent, unique and interesting. It is also possible to apply to various copywriting exchanges, where you can also choose a performer who will create a good text according to all the agreed rules.
