How-to 9 min read

How to write and optimize an SEO text

The SEO text is usually written according to the principles of page ranking. This stimulates site promotion and helps it to get the top of SERP. After you have analyzed competitors' texts and collected the needed keywords, you can start writing the SEO text.

What is an SEO text

Simple and optimized texts have some differences: the latter ones are written not only for users but also for search engine robots for providing successful site ranking and getting the best positions in search.

To get to the top, the text must have some special qualities:

  • clarity and readability;

  • availability of full, relevant and useful information;

  • lack of grammar, style and other errors;

  • structure: headings, paragraphs, lists;

  • not too long (about 2000 characters). However, first of all, you should look to your competitors' texts by a certain topic. For example, descriptions of a pencil and a smartphone in the online store can't be equally long;

  • graphic elements that are added to the texts have to contain an explanation written in the <img> tag's «alt» attribute;

  • the proper amount of keywords in the text itself as well as in the meta-tags and headings;

  • uniqueness.

Quite often, entering a commercial site, we can see an over-optimized SEO text:
Over-optimized text example
It is full of the same keywords and phrases that make nothing but only worthen the readability and, as a result, the site ranking.

How to write the SEO text

SEO copywriting should have begun with a search for suitable topics. If the site is commercial, you should create a semantic core that includes keywords according to all the actual requests. Then, you need to clusterize the keys that will be used on a certain page.

For example, on an online store's pages selling mirrors for vehicles, we can see phrases that include such keys as "buy side-view mirror", "mirror for car", etc.

Concerning the info sites, the topics are generated using Google Trends, Google Keyword Planner, Serpstat, and other tools.

Let's consider how to collect topics for a cooking site using Google Trends:
Keywords analysis via Google Trends
The tool shows the query stats for the recent 12 months. You can choose another period, and it will build the appropriate chart. Below, you can see interest by region:
Interest by region at Google Trends
And two lists of topics and queries that are related to your keyword or phrase:
Related topics at Google Trends
If the number of queries according to a certain word fits your goals and tasks, you can move on to the "Keyword Selection" module by Serpstat and get an onpage optimization report. It provides some advanced information by a particular key: competition, search frequency, and cost per click if using the keyword in ads:
Keyword selection at Serpstat

Text optimization for search engines in Serpstat

Having chosen the topic, we should move on to develop a technical project which has to include keywords, the approximate text volume, and other requirements to its content. To collect the needed keys, you can use such modules: "Related Keywords" and "Search Suggestions".

Let's get to the "Keyword Research" — "SEO Research" — "Search Suggestions". Enter the text topic, choose a search engine, and click "Search":
Search suggestions module in Serpstat
To ease the working process, you'd better export the file. After the keywords are sorted out, you should make sure that they can be placed on the same page. To do this, the search results have to be as similar as possible when you search with different but related keywords. For example, you need to check the following queries: "battery replacement iphone 5 apple uk" and "replace iphone 5c battery".

If the results on both search results pages coincide, you can use them in a common text. If not, try to shift one of the queries with another until you get a positive result.

To automate this process, you can use "Keyword Clustering" tool:
Keywords clustering and text analytics
After all the keywords are added, the system analyzes the search and shows whether it's possible to use them together:
Serpstat's keyword clustering tool
When you choose all the keywords, you'll get some recommendations by forms of their usage in the "Text Analysis" tool:
SEO text analysis in Serpstat
The tool collects the words that have to be in the text body, Title meta-tag, and H1 heading. The received data can be exported. While publishing the text, it's worth paying attention to the Description meta-tag, due to which a site snippet is formulated.

For example, this code:

<meta name="description" content="Apple authorized service providers can replace your iPhone battery. ... and we'll replace your battery and deliver your iPhone back to you in 3-5 business days."/>

creates such a description:
Description appearance in Google search results page

Text SEO analysis

The written text has to be checked for uniqueness, keyword stuffing, density, redundant phrases, and other SEO parameters. To get this information, you can use some special online tools:
Copywritely. The tool shows the uniqueness of the text, finds all the errors, and conducts its SEO analysis.
Text analysis via Copywritely
Real-time Content Analysis. It offers a quick plagiarism check and a huge text SEO report which includes all the parameters and their explanations.
Text analysis using Real time content analysis
Grammarly. It helps to check the text for grammar, style, and other errors. It also provides sound suggestions for the text readability improving.
Text analysis on Grammarly

SEO text promotion

After the text is written and published, you need to promote it for attracting your target audience from other sources. Here are the most popular channels for content promotion:

  • social media — Facebook, Instagram, etc. Post a brief piece of info about your article and a link to your site on forums and communities, in your and other people's accounts;
  • public channels in messengers — Viber, Telegram, WhatsUp;
  • sites, blogs, and forums;
  • questions and answers sources;
  • make a video about your article on YouTube;
  • E-mail newsletter and push notifications about the new post.

Applying several methods is considered as the most effective way to call interest to your article.

SEO text efficiency analysis

Sometime after the text has been published and promoted, you should analyze its performance. You can do this using search engines' analytics tools. For example, in Google Analytics in the section "Behavior"— "Content Drilldown" is depicted all the needed information concerning the views of all the site pages:
Google Analytics content drilldown
Pay your attention to the page views, the average time on page, bounce and exit rates. Ideally, if it goes about the info site, the first two parameters have to be high and the two last ones — as low as possible.

In the "Traffic Source" section, you can find some information that helps to see what traffic channels are more effective.

Additional text optimization via Serpstat

The text may become irrelevant after some time. To solve it, you should edit it a bit. Also, it's worth checking whether there are new phrases that are related to your text. For this purpose, you can use this module: "Website Analysis" — "URL Analysis" — "Missing Keywords":
Missing keywords at Serpstat


Start SEO text writing from choosing a topic that is relevant for your target audience.
The text has to be written for humans. However, it's better to follow some recommendations and search engines' ranking principles.
Use online tools to collect the keywords, e.g., Serpstat.
While publishing the text, you need to enter the meta-tags, write headings, and text to the pictures. Don't forget to change the keywords' forms.
After the text is published, start its promotion — attract visitors from various traffic channels.
The text has to contain relevant information, so it has to be updated and edited from time to time. If needed, the article can be supplied with missing keywords that you can find via Serpstat or other tools.

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