Inbound Marketing | Content marketing

    12 min de lectura

    SEO Guide IV. How to write web content for SEO.

    Written by: Mar Reguant

    We already know that we should create quality content, but do you know the real reason for doing so? It's clear that Google is smart, a lot, but, after all, the ones tracking the Internet are its robots, not humans. So, while it is true that Google is able to notice if your content is unique or copied, those who truly offer truth to your articles are the users themselves.

    How do they offer that truth? In two aspects. On the one hand, if your content has quality, they will spend more time browsing your page, they will return to visit you and, surely, they will want to download some content that you offer them or they will want to receive your newsletter in their email. So they will become leads and are likely to be in mid-term clients.

    But in addition, on the other hand, when doing all these actions, they will be showing Google that your content has quality, is trustworthy and interesting for users. So the search engine will give you its 'seal' of relevance and will position you in better results. This will make your relationship with Google stable over the long term. That's the real reason we work with quality content.

    So don’t forget to optimize content for Google's SEO but write for users. They are your true readers.

    What is keyword density? Don’t overwhelm your users!

    Again, we are faced with the disparity of writing for Google or making us understand for our users. There are theories and tips that insist on repeating the keywords used in your texts. What is the main keyword? Repeat it so many times. And the secondary one? So many repetitions more.

    Do you want to know the truth about it? At the end Google will position you by the keywords it deems convenient! So, can we provide with clues about what we are writing about? Of course, but it is possible that in some of your articles you are surprised to see that you are positioned by a keyword that you did not even work so much, and that is not a bad thing either! In the end is your content. In addition, Google can penalize you if you repeat your content way to much, as you will notice that it is an artificial text intended only for positioning and not for the reader.

    So, please write for your readers, not for Google. Keep in mind SEO, of course, but your ultimate goal is the users who are interested in reading your content.

    Your keywords and synonyms. Google understands them!

    Did you know that Google is able to understand the variants and synonyms of your keywords? This will allow you to work on the content you want to position in a much more natural way.

    As we have said, it is possible that your pages are positioned by other keywords that you didn’t work, or one you didn’t focus on that much. Just make sure Google understands you well. For example, don’t include advertising that has nothing to do with your content, or don’t introduce articles that have nothing to do with your topic.

    At the end the user who enters your page is because he is interested in that content that you worked. If you want to talk about other topics, do it on another page.

    How many words should your content have?

    Surely more than once you've asked yourself: are my articles too short? Am I writing very long texts that my users will not read? Does Google take into account the length of my texts to position my pages?

    Let us clarify some of these doubts. Logically, you might think that the longer your content, the more keywords it will include, and then you will have more chance of positioning. And it is true. But you should not write as many paragraphs as you can without a purpose. If you have something to say, do it, it offers new content of interest to your users. But if one day the subject you’re writing about is not as long, it’s OK. Don’t try to lengthen an article when there is no need for it.

    If you include content without interest, repetitive and boring, all you will get is that your users leave your website and this will penalize you against Google.

    As we talked in our SEO Guide III post, both Google and your users like the images and videos. They make the blogpost body breath, let your eyes rest and, in addition, a good video will make your readers stay longer on your page, making you gain relevance to Google. Keep it in mind for your next articles!

    Bold and italic, a myth to dismantle

    Surely more than once you have also heard that the bold text un the body of your post tell Google what the most important content of your article is. That's not true. The header tags, the optimization of keywords, etc. are the points that will help you to position.


    Should you use them? Of course yes. These types of formats help to read, improve the UX (user experience) and, again, the more happy our reader is with our content, the more time will spend on our website and, therefore, Google will reward us with better positions.

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