Once the research for the text has been completed, you can start writing.
The creation of a text is a creative process and there are no general criteria for the quality of a text. However, there are quite a few guidelines that can make writing your texts easier for you.
How many words should the text contain?
Unfortunately, there is no magic formula for the length of texts. The simple answer is: write as much as you need but as little as possible. The user must get all the information he needs and expects. This ensures that your content is relevant to a search query. Of course, complex topics need a longer text, while content on simple topics can also be kept short and concise.
If you want at least a rough guide for the length of your text, it can be helpful to take a look at the texts in the top 10 organic search results.
Which keywords should I include in the text and in which elements do I do that?
It is advisable to integrate the keywords that you have determined for your text through keyword research into the text from the start. This makes the text much easier to read than if you added the keywords later.
On the one hand, you need to use the important keywords prominently in your texts so that Google understands what your text is about. On the other hand, you mustn’t use the keywords too often, otherwise you will achieve exactly the opposite: The text will be difficult to read for the user and Google could rank the page worse due to the keyword stuffing and the below-average user engagement.
The ideal keyword density for a text is still controversial. How often should a keyword appear in the text? There is no one-size-fits-all answer because it depends a lot on the text and the keyword. The text must be user-friendly. Once you get bothered by the frequency of the keyword while reading, you should use it less often. Write a text yourself, have someone else proofread it and take this simple test. Of course, you can also use tools to measure keyword density. On the one hand, you can use the WDF * IDF tools for this. In addition, WordPress has the YOAST SEO plug-in, for example, which shows you whether your keyword occurs often enough in the text and sections.
So that the text is as easy to read as possible, you should not only use the keyword itself, but also different variants of the keyword – singular and plural, grammatical variants, but also synonyms or keyword combinations. In this way, you can also optimize for synonyms in the event that Google uses slightly modified results for them. Most of the time, the algorithm understands exactly which terms are to be understood synonymously. If your keyword consists of several words, you can also use stop and filler words between the terms. These are for example: “for”, “a”, “and”, “the”, “the”, “that” etc. Google still understands the keyword because the stop and filler words are ignored.
For how many keywords can I optimize in a text?
You should concentrate on one main keyword and a maximum of three to four secondary keywords per text. The keywords should come from the same cluster that you defined in the course of the keyword strategy. Based on the prioritization in the keyword strategy, you can evaluate which keyword is the most important within a cluster and is therefore included as the main keyword in the text. Different variants of the main keyword and secondary keywords may be used within the text.
Where is the best place for me to insert keywords in my texts?
You should of course not only use the keyword in the body text, but also in various other elements of your website, for example in the headings. The keywords have different meanings in the different elements. The use in the title and in the headings is of particular importance and much more important than, for example, in the ALT attributes.
In addition, the importance of keyword targeting also depends on the type of content. If the content is transactional (e.g. on category or product pages), precise keyword targeting is very important. It is less important on informational sites (e.g. guides, blogs, service sites). Again, it is hardly relevant for social sites.
In which style should I write the text?
As you write, remember that your readers will read the text on a screen or on their smartphone. Write in simple, short sentences so that the content is easy for readers to grasp. Reading behavior is different online than in print. Users tend to skim paragraphs rather than read them in full. It is therefore important that you formulate the statements in the text briefly and concisely.