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    The 8 most important tips: how to write an SEO-relevant text

    Why SEO?

    SEO (short for Search Engine Optimisation) is essential for texts that are published online. After all, what good is the perfect text if no one can read it because they do not find it? Because let’s face it: when we search online, we ourselves rarely look beyond the first search results, let alone beyond the first page of results. That’s why it is important to use SEO to write and structure texts in such a way that they are as relevant as possible for search engines like Google & Co. – and accordingly appear early in their rankings. What is most important for this?

    1. The focus keyword

    Keywords are the decisive terms that users ideally use to find a text. The most important of them is the so-called focus keyword. This is something that should in any case appear in the main heading of the text and also once or twice in subheadings. In addition, it should also appear sufficiently often in the text itself (so-called “keyword density”) – at least once among the first 100 words. A value of 0.5-1 % is considered sufficient in terms of SEO – this means that the focus keyword appears between 5 and 10 times in a text of 1000 words. However, too high a keyword density (so-called “keyword stuffing”) is not advisable: not only does it make the text very hard to read, but it also leads to a downgrading in the ranking of numerous search engines – which is exactly the opposite of the actual intention.

    2. Long-tail keywords

    Queries to online search engines are rarely made with single terms (keywords, e.g. “AI”), but with a combination of words (the so-called long-tail keywords, e.g. “AI text generation”). Therefore, it is important to consider and research: which combination fits my text best, or: with which combination does my text have the best chance of being found? The automatic completion suggestions of Google search, for example, may provide an initial orientation for this.

    3. Text structure

    A sensible and clear structure of the text is just as advantageous for search engines as it is for the reader. This includes a sensible subdivision and structure through subheadings, among other things. If there are several subordinate “subheading levels” (SH1, SH2, SH3, …), it is important not to simply “skip” a level in between (for example, SH3 following after SH1). Other elements that make the text more attractive not only for the reader but also for search engines are elements such as a table of contents, bolding of important terms or FAQs.

    4. Internal links

    Meaningful links within a longer text (or within the website on which the text is located) can help the reader find desired information more quickly, and are also good for SEO. If possible, the anchor text of the link should always describe what can be found at the destination of the link (i.e. no simple “see here” or similar).

    5. Uniqueness

    Not really a surprise: the more unique your text is (“unique content”), the greater the chance that it will rank high in the search engine rankings. So-called “duplicate content”, i.e. text that appears in exactly the same way in other places or on other websites (this also applies to word-for-word translations!) leads to a deterioration in SEO. So-called “evergreen content” is particularly valuable in SEO terms. This means, content that remains current over a long period of time (e.g. DIY and other instructions, encyclopaedic articles etc.).

    6. Metadata

    This information created in the HTML code of the website serves partly as a “preview” of the page for the user of a search engine. Particularly relevant in the SEO context is the title tag, i.e. the title of the page that is displayed in the browser. A good preview can also increase the click rate, which in turn is reflected in the search engine ranking.

    7. Backlinks

    Backlinks are links from other websites to your own text. From the point of view of a search engine, these increase the authority of your website; however, it is not so much the pure quantity of links that is decisive, but also the quality, i.e. whether the link is to be found in a prominent position on the referring page or only “under the radar”.

    8. Last but not least: a reader-friendly text

    In general, a text that is easy to read is also to be welcomed from an SEO point of view, not least because it increases the likelihood that readers will stick around longer and come back more often – both of which are also important factors from an SEO point of view.
    Some dos and don’ts:

    • Avoid long and complicated nested sentences
    • If possible, avoid passive sentences 
    • Useful and short paragraphs (max. 3 lines)
    • A paragraph should not have more than 300 words under a subheading (SH1, SH2)
    • Avoid empty phrases and paraphrases 
    • Bold markings so that readers can skim/scan the text 
    • Infoboxes for important information 
    • Address readers directly 
    • Use technical terms moderately and explain them quickly if necessary 
    • Break up the text with elements such as graphics, bullet points and tables
    • Avoid filler words that unnecessarily inflate the text.
    Sources (in German)