Outline the structure
In SEO copywriting, texts are built according to different schemes. In any case, it is necessary to set the main idea, select subtopics, come up with headings and basic theses that should be contained in the article.
With proper text optimization, key queries will occupy prominent places in these components of the scheme. The structure is very helpful in achieving the goals of SEO promotion of the page, although not all authors like to write strictly according to the plan.
Quality as a priority
Search engines try to raise good self employed database pages higher in the search results to give users the best in the first lines. What is included in the concept of quality in this situation? A whole complex of factors: this is the loading speed, and the presence of backlinks, and relevance to the request, and the domains from which links go to the site, and much more. In relation to texts and SEO copywriting, we are interested in the following quality signals that are important for Google:
deep, comprehensive coverage of the topic;
originality of analysis, statistics;
good sources, author is an expert;
absence of grammatical and spelling errors.
Do your best to ensure that your text meets these criteria. Then there is a chance that Google will rate the site highly enough.
Research the topic thoroughly
Search engines do not take into account the volume of texts when ranking, but the size of articles significantly correlates with the site's positions.
The reason is that longer text has a higher chance of meeting all the listed quality criteria. According to additional research, longer articles usually have more backlinks and attract a significant number of visitors. Therefore, in SEO copywriting, it is necessary to deeply study the topic you are writing about in order to cover all aspects and subtopics, expand the content of the article.
Keep in mind that search engines rank individual pieces of text
At the beginning of 2021, another update of Google algorithms took place – Google Passage Ranking. Now this largest search engine ranks not only the entire page, but also parts of the content separately. Yandex also has a similar algorithm that evaluates paragraphs of text.
In SERP (Search Engine Results Page), Google can only show quick answers to those pieces of text from your page that match the current query (since that is the fragment that is indexed).
Therefore, for good ranking, the old advice from SEO copywriting becomes even more relevant: structure the material correctly and provide it with high-quality headings.
To examine the snippets in the search results and understand what information is in them, use a special parser. This information should be given special attention.
Ranking of text fragments