Of course, effective SEO texts for a website are those that are optimized, useful for the recipient and linguistically correct. However, if you want to achieve better results in the search engine, you cannot afford any oversights. Learn the 7 less obvious SEO mistakes that you should avoid. You can commit some of them before writing your first word.
1. No agreed recipient
Each SEO text has a specific role to play. Let’s make an appointment, if you are not a hobbyist, the content on your website is to help you gain a high position in the search engine, gain a lead, and lead to a specific conversion. For that to happen, you need to know who you are writing to.
So the basis is to determine the persona. It is an archetype of your client, a certain representative, generalized model of a larger but specific group of recipients. Moreover, it does not end with one persona. Example? BIO vegetable and fruit products. You will sooner refer it to young people from big cities, living in housing estates. Such products will also attract parents (probably mainly mothers) who want to feed their children with the best quality food. This already gives us two different audiences for content that have different goals and concerns.
Based on your own knowledge about the industry, market research or information from your clients, you are able to determine the image of a persona. What is the age range, what is the city he lives in, what is his education, etc. By getting to know the groups of potential clients, you can find out what their dilemmas and desires are, and then answer them in your texts. These will attract them to your website, which may result in conversion. Always think about who you are addressing your words to before writing content.
2. Badly chosen subject of the SEO text for the blog
Persona helps you identify who you want to reach. Then, to encourage users to go to your website, it must contain useful content for them.
Suppose you run an online store with an assortment in advance. You do not offer specialized mountaineering equipment. Writing an article about eight-thousanders equipment in terms of business and SEO misses the point. Even though the topic is related. There are no such people among your customers. Even if you jump into high positions, you have little chance of selling. Therefore, first you need to establish a content marketing strategy. Think about what keywords you should show yourself for, and then write your texts. Check what phrases related to your business are typed by users in the search engine.
Fortunately, obtaining information about recipients on the web is now much easier than several years ago. It’s also easy to find keywords for all types of content. You can do it through the search engine and Google tools or much faster through ready-made phrase analyzes. For example, in the SEMSTORM Topic Generator you will find a list of real user inquiries that are a perfect match for your blog articles. You’ll find information on Average Monthly Searches, CPC, Competitiveness, and Trends.
3. Inappropriate keyword intention
As you already know, keywords are an indispensable element of SEO text. Google’s algorithms distinguish them better and better and assign appropriate websites to a query with a given meaning. Therefore, in order to choose a word correctly, the user’s intention must be taken into account.
There are 3 main types of phrases that Internet users enter into a search engine:
– Information inquiries (how to make cheesecake without baking)
– Navigation inquiries (twitter registration)
– Transaction inquiries (Scarpa F1 touring shoes)
How can you make a mistake when choosing words because of intention?
– Using a phrase that does not match the content of the page
If for the phrase cheesecake without baking you show a recipe in which you need to use the oven. The user will leave your site because the content does not meet their expectations.
– Using your keyword for the wrong type of content
When you optimize e.g. a product description into an informative phrase instead of a sales phrase.
– Choosing a keyword by number of views without checking its intent
Phrases with a huge number of searches are extremely tempting. Unfortunately, even a million impressions don’t help much when you pick a misguided phrase. General words that have multiple meanings are dangerous. It may turn out that the organic results are dominated by content that concerns something other than what we would like. Plus, you may find it difficult to position yourself for them because of their popularity. It is often better to choose a phrase consisting of a few words, but with a narrower meaning.
However, it is important to remember that even more precise phrases may have the wrong intention. We usually choose them out of ignorance. For example, when you optimize your kitchen cleaning text for “kitchen revolutions.” This is the name of the TV program and the search engine results are related to it.
You can easily check the intention by entering the chosen search term. See what pages appear in response to a given query. If these are products and categories – it means that the keyword has a sales (transactional) intention. When you see blog or video tutorials there – the phrase is informative.
4. Extremes in the use of keywords
Adequate keyword saturation of the page is very important. There can be neither too many nor too few of them. This applies to both the number of repetitions and the use of different phrases. There are 3 significant problems with the content in this respect:
1. Saturation of SEO text with one keyword that is used in almost every sentence (sometimes even without inflection).
As a result, the content is no longer legible, and search engine robots may evaluate your website worse.
2. Using multiple keywords in one text to appear in as many queries as possible.
In most cases, you only need one main keyword for which you want to position the subpage. Imagine a product description for which you select 10 phrases and you want to optimize the text for each one. One phrase is also enough for a blog article, unless you are creating a very long publication. Of course, this does not preclude the use of additional, auxiliary words.
3. Using the same phrase in many texts, which may lead to the so-called cannibalize keywords.
First, you are not showing your site with different passwords. Second, Google has to choose which page is better suited to answer your query. The biggest problem here is ignorance of the consequences of such actions. Two pages optimized for the same word may appear on page 1 in Google. The search engine may as well show only one of them. It is likely that they will continue to exchange in the ranking and you will notice fluctuations in the position of the pages.
>> Where to link the page? <<
To learn how to properly optimize SEO texts, take an example from the best. You can check TOP 10 pages to find out how many times your main keyword is used and catch your secondary phrases. Of course, studying site by site is tedious, so there are ready-made solutions to help you optimize your content, such as Content Assistant. From the SEO text editor you learn how many times to use the selected phrase. You also get hints from the pages with the highest scores. It is also known where to put all keywords in the content. Additionally, you get full guidelines on the number of characters, headers, etc.
5. Incorrect structure and no formatting
If you want to discourage the user from reading the content on your website – show him a wall of text. There is probably nothing worse for the reader than the content without headings, paragraphs, bolds, enumerations, points, etc. All these elements help to find relevant information and simply facilitate the assimilation of the text.
As for the structure itself, be sure to use the correct order of the headers. You can choose from subtitles from H1 to H6. The first one is usually the same as the title of the article, category or product name. Use lower-level headings in both blog posts and product or category descriptions. In practice, subheadings H1 to H4 are used. Remember that they must be used sequentially! Don’t swap the H3 header for H2, for example, it looks better that way. Search engine robots like structured, structured data.
6. Lack of phrases in the relevant elements of the content
SEO texts, apart from the selected word with the correct intention and good structure, also need phrases in the appropriate elements of the content. Where should the keywords be?
– in title;
– in lead;
– in headings of a different order;
– in the main text normally and in bold (we should bold the entire sentence, not the phrase itself);
– in the alt attribute, i.e. in the graphic description (remember that this text is read by search engine robots and programs for disabled people
– enter logical sentences there).
– in anchor texts, i.e. texts under which you leave a link to another page.
I have already mentioned that such hints on where to put a keyword are given by the Content Assistant. It is worth adding that the tool additionally checks whether the phrases have already appeared in the most important places. Red color means no optimization of a given HTML element, e.g. title. If it turns green – the word is already used.
7. Internal linking omitted
Linkbuilding is an important ranking factor. We distinguish between internal and external linking. The assessment of the website is primarily influenced by leaving links to your website on other websites. However, these must be checked, thematically similar pages.
Internal linking helps users and search engine robots to move to the next related content. In this way, you will lead a potential customer from the guide on the blog to the offer in the store or encourage, for example, to subscribe to the newsletter. Bots, on the other hand, will move faster to the next subpages of the website.
Above in this article, I showed some examples of blog topics from the SEMSTORM tool. See how they can be used to create a customer path through internal linking:
The surfer is planning his first trip to the mountains. I want to know how to pack a backpack. Importantly, he is unlikely to want to see advertisements for specific products in such an article. Its purpose is to obtain information and prepare for the trip.
However, as part of the entry “How to pack a backpack in the mountains”, you will probably write about a thermos with warm tea or coffee. The user may not have it. Until he asks to link in this entry to the next text: “What thermos in the mountains”.
Here you can already make a product comparison and leave links to specific cards of goods. In this way, from an information inquiry, you lead the Internet user in 3 steps to the offer from your store.
What are the main linking rules in SEO texts?
– The higher you leave the link, the more value it has.
– Leave links not only on specific phrases, but also entire sentences.
– Take care of the varied appearance of the anchor texts. Don’t use the same “anchor” for the same URL over and over again.
– Do not link on punctuation marks or in a way that is invisible to the user. This may be perceived by Google as a fraudulent act.
Why is it worth to avoid these 7 mistakes in SEO texts?
Well-optimized SEO texts will allow you to reach the right audience with the right content. The better you plan them, the more benefits you will get. A large number of visits, a low bounce rate, going through the next linked content, and thus the popularity and building the image of a specialist – all this affects the position in the search engine. And it gives you a chance to convert, e.g. subscribing to a newsletter or selling.
So make sure that your ideas are covered in search queries. The text itself should respond to the needs of customers. Also, remember to work on the appearance of your publication. It must have some value, be legible, easy to understand and linguistically correct.