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(Originally published on August 20, 2020)
You have already learned how to write a well-structured description in the blog How do I structure my description for maximum success? . Now we'll look at how to make it interesting for search engines. (Our example using Google)
Most people think of a loveless text with keywords strung together. Basically, an SEO text is exactly what its name implies, namely a text optimized for search engines. To put it another way, it is a text that is designed to help your courses, events and seminars be found by search engines such as Google.
When writing your description text (How do I structure my description for maximum success?) you have already described your offer in detail. You have gone into the different topics you deal with in your offer, their area of application and the different training options.
This is not only an advantage for your potential customers, but also for Google. Your descriptions will be indexed by Google, regardless of the length of your text, as Google's algorithms are interlinked in such a way that a certain word length is not preferred. The number of words in a text is not the primary factor in assessing the relevance of the text and its content. Rather, Google respects and rewards exclusive, high-quality, attractive and good content.
You have already explained what your USP's are in the blog "How do I structure my description for maximum success?". It is important that you have written the text as if you were the customer.
Define the keywords per offer that your customers are looking for. Use these not only in the text itself, but also in the name of the offer, in the image description (alternative text) and in the videos. By using synonyms, you also provide the reader with a varied and exciting text. However, be careful with the use of synonyms, the text should be simple and easy to read.
Keyword density used to be a ranking factor for Google. Fortunately, these times have changed, as keywords strung together carelessly did not really help to create a readable or customer-friendly text.
This was replaced by WDF*IDF. This is a tool frequently used in search engine optimization, which calculates the relationship to other blogs and websites.
The frequency of all words is calculated by the WDF, which stands for "Within Document Frequency". The value of IDF (Inverse Document Frequency) refers to the weighting of a word in a document. In simple terms, the formula calculates how your text compares to other texts on the same topic or keywords and which other keywords should appear in this topic context and in what proportion. Fortunately, there are tools like Content Success for this. This analysis helps you to find important terms for your SEO text. This allows you to filter out keywords that occur frequently in your text on the relevant topic, but are not found in every text on the topic on the web.
The following rules are worth their weight in gold when dealing with keywords in SEO texts.
Use headings because Google uses them to better understand content. This advantage also benefits your readers. Create a meaningful structure for the headings that corresponds to the hierarchy levels. Try to include the keywords in the headings.
Write the text in a detailed and appealing way. Expand it with the appropriate search terms, because not everyone searches for the same keywords.
Good texts usually have many words - make sure that they are easy to read. In the best case scenario, none of your competitors will have captured this in such a detailed, good and structured way! Give your readers an "aha" experience by providing them with information they hadn't thought of before. Every text should be unique and offer added value. Do not copy paragraphs or sentences from other websites. Avoid the use of standard texts/text modules or recurring phrases and text sections, as this carries the risk of identical content appearing on one or more websites.
Have your offers from partners, sponsors etc. linked to their pages. Of course, internal links are also advantageous, as they not only simplify navigation through your website, but also help to maintain a certain structure and are also relevant when it comes to being ranked higher by Google and co.
Apart from the visitors to your website, search engines don't like slow websites either. Avoid uploading uncompressed and code-scaled images and don't overload your site with thousands of unnecessary scripts. Google PageSpeed, for example, is a useful tool for keeping an eye on loading times. Following the analysis, you will receive a detailed evaluation with tips on how you can improve the loading time.
In the past, it was common practice to hide unsightly SEO texts in white color on a white background or to do this with the instruction display: none. These tricks could also help you for a short time. But if Google and co. find out, they will delete your page completely from the index. It is therefore better to stick to the following points:
Here are some tools that will help you:
Testyour blog post for SEO
Keep an eye on your page load times
Find important terms for your SEO text
