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What makes a good SEO text

More than 61% of the people who search for something via Google click on an organic result. More than half of them click on one of the first three organic results. So do you want to score with SEO text writing? Then it’s important to get a top three position.

A 6th position in Google’s search results gives a click through rate of 3.4%. For a keyword with a volume of 1000 searches per month, this results in 34 visitors per month.

This article will help you with good preparation, more structure in your SEO texts. The right preparation is crucial.

The first step of proper preparation:

The first step starts with an important question: why do you start writing SEO texts? Are you going to start blogging because you have read somewhere that blogging is the way to get visitors to your website?

Or do you put text on paper because you want to share experiences and really want to take your visitors a step further with your knowledge?

Whatever your motive is. Provide a content strategy. Know what you want to achieve by writing SEO texts. Make a plan and a schedule. It doesn’t really matter what your content strategy looks like. As long as it is clear to you what you want to achieve and how you are going to achieve it.

Who will read your texts? A crucial question before you start writing. By tuning your texts to your reader, you prevent readers from dropping out early.

You can align your text with the reader by drawing up a profile of the people who will read your article. Also called a buyer persona. You look at the people who buy your product or service and adjust your text to this as optimally as possible.

Are your readers new to the subject? Then it’s wise to avoid complicated terms and jargon.

Tip: Write your text for someone (buyer persona). If you write for everyone, your text is too general and you don’t actually write for anyone.

Choose your/your writing style and use a writing technique

Now that you know who you’re going to write the text for, you can also choose the right tone of voice and salutation. Do you choose a businesslike way of writing, or do you keep it loose, funny or informal?

Are you using you? You can do a lot of things with this. It is important that the tone of voice and salutation suits your buyer persona. And perhaps even more important, the style of writing must also suit you. Keep it close to yourself and apply it consistently.

Without a keyword search, writing SEO texts is pointless

You’ve spent a lot of time writing valuable content. Then you also want your content to be read. You do this by using keywords in your text. So that Google shows your page in the search results as soon as someone enters the keywords in Google.

It is important that you take on the role of the buyer persona in a search for keywords. Only when you understand how your target group will look for information or what questions they will ask, can you do good keyword research.

A writing technique gives you something to hold on to

Writing good and catchy texts is not easy. Holding the reader’s attention, formulating solutions clearly and not jumping from the knuckle on the branch. Just a number of struggles that many a copywriter has to deal with.

Applying a writing technique can help you to bring structure to your text. This SEO article, for example, is written using the PAS formula. The PAS formula stands for Problem – Agitate – Solve (PAS). I use this formula not only for writing articles but also for social media posts and product texts. You can read more about this writing technique here.


I use this formula as a stepping stone for my texts and it helps me to build the texts according to a fixed layout and to keep them clear.

Examples of other commonly used writing techniques are: before – after – bridge method, The 4 C’s (Clear, Concise, Compelling, Credible) or the Star – Chain – Hook method (very suitable for product descriptions). 

Check this checklist and you are ready to start writing

  1. The text and the subject you are going to write about is part of a content strategy and/or content planning.
  2. You’ve set up a buyer persona
  3. Know which salutation you are going to use (you or you) and have chosen a style (formal or informal)
  4. You have chosen a writing technique
  5. You’ve done keyword research

Now that you’ve prepared everything well, it’s time to grab the pen. Time to put the text on paper.