Seo Pisanje Tekstova
Seo Pisanje Tekstova
Seo Pisanje Tekstova
SEO writing is much bigger than this. It’s the right topic, the proper search intent, the thorough SERP
analysis, the perfect text structure, professional SEO, and a careful content audit. And all that should be
wrapped into the right business goal setting.
Puzzled? This article will help you figure out how to write your web content so that it appears at the top
of SERPs, converts, and sells.
1. Content ideation
There are two ways you can go when you start writing content for SEO. You can focus on the keywords
you want to rank for and then think up a topic for them. Or you can reverse the process and come up
with a content idea first.
Traditionally, SEO copywriting means you search for the keywords you want to rank for (high search
volume + as low difficulty as possible, please) and then create content optimized for them.
However, we need to recollect the fact we are no longer in Google’s keyword-focused era. Now Google
is more of a semantic and topic-focused engine. In plain words, you don’t need a bunch of exact-match
keywords on a page so that a search engine ranks it. That means that we should shift our minds from
keywords and their density to the topic and its depth.
There are dozens of ways you can think up a new content idea. I will mention the three most prominent
ones:
• Find your customers' pain points. Ask your customer support or sales team what complaints
or frequent questions they regularly get. You can also find hints in the comments on your social
media and blog. Putting emphasis on customers’ pain when choosing a topic will certainly help
you improve your conversion rate.
• Discover a trendy topic. Including buzz topics in your content plan is also beneficial. Such
content may bring you more traffic than any other content and faster. However, such a traffic
flow won’t last long.
• Check out what your competitors are writing. Competitor analysis is especially important for
newly born sites. Why waste time researching topics if you can just look at what already works
for your competitors?
Once you come up with the topics, you need to decide if this topic deserves to be a pillar (a broad topic
page or a hub) or one of the cluster pages (narrow topic pages).
How to decide if it's a narrow or broad topic? Use your best judgment: Think if this page can “house”
5-10 more narrow topic pages? If yes, this page is a pillar page. Normally, broad topic pages are ranked
for short-tail keywords, while narrow topic pages are ranked for long-tail keywords.
And here's where you need thorough keyword research.
2. Keywords selection
This step requires Rank Tracker. You can download it now for free.
DOWNLOAD RANK TRACKER
Coming up with worthy keywords for future content is actually easier than thinking up a topic if you
use Rank Tracker’s keyword research tool. With it, you can run keyword gap analysis; discover the
most frequent keywords your top competitors use; extract keywords from Search Console, Google
Analytics, Keyword Planner, Google Autocomplete, Related Searches, and Related Questions; and
generate all possible keyword combinations.
Launch the tool, go to the Keyword Research module, and choose the preferred method. You’ll need to
enter the required data (domain or seed keyword), and in a couple of seconds, you’ll get the list of
keywords.
Note
If you use several methods, it will be more convenient for you to move to Keyword Sandbox, where the
keywords generated are automatically collected, and continue working from there.
The work doesn’t stop here. Now you need to take a look at the whole list and sort out the irrelevant
keywords — with some other brand names in it, wrong locations and target audience, or any other
irrelevant terms. Right-click the keyword(s) and then Remove Keyword(s) or pick the odd keywords
and press Delete.
3. Search intent analysis
Once you’ve collected all the relevant keywords for your topic, you need to pay attention to their
search intent.
A quick note
There are 4 common types of search intent: informational, navigational, commercial, and transactional.
• Informational — a user came to Search to get information on a particular topic.
• Navigational — a user wants to find a specific website.
• Commercial — a user searches for specific information about certain services or products but
isn’t ready to buy yet.
• Transactional — a user wants to buy or order something.
So, why do you need to distinguish those types of keywords and not use the whole scope you’ve
found? Well, our aim at this stage is to avoid those situations when you create an informational blog
post optimized for commercial search intent keywords. Or it can be a product page with only
informational keywords on it. Such a discrepancy can cost you conversions — people won’t get what
they expected from a page and leave it.
As a rule, you can easily tell the intent behind a certain keyword. For example, informational keywords
usually contain how to, guide, why, what. If it’s a keyword with the commercial intent, there will be
words like best, review, vs., top. Navigational keywords are usually certain products or brand names,
and transactional keywords contain buy, order, book, price.
To get the work done quickly, use Rank Tracker’s filters. Click the filter button, then
choose Keyword + Contains and enter the signal word you need, and click OK.
4. SERP analysis
This step requires Rank Tracker. You can download it now for free.
DOWNLOAD RANK TRACKER
Once you have generated a list of keywords and cleaned it up, move on to the SERP analysis. With it,
you will understand how hard it will be for you to compete for the keywords in SERP and what type of
content will satisfy searchers the most. The aim is to conclude what is required to rank for these
keywords and what your chances of ranking high are.
Right in the keyword research tool you just used or in Keyword Sandbox, click Analyze SERP near
the Keyword Difficulty metric. You will be redirected to its SERP Analysis.
Or just switch to the SERP Analysis module and enter your keyword. You will see the keyword metrics
along with the list of the first 50 search results.
First, you need to estimate your keyword potential. Check out the Keyword Difficulty and # of Searches
metrics. It will give you a rough estimation of whether it’s worth the effort to rank for the keyword.
Ideally, search volume should be relatively high while keyword difficulty is low.
Then, discover the most important ranking factor. Rank Tracker will check what ranking factors affect
positions in SERP most. The ranking factors that are worth paying attention to will be marked
as High and Moderate. There, you may notice that you should put stakes on backlinks or domain
strength (authority), for example.
Now, look at the table of the 50 of your competitors and check their stats: traffic, overall page strength,
and page performance.
By now, you should realize how much effort you should put in to rank for a certain keyword.
However, that’s not all. Look at the list of the first 10-15 pages and make note of:
• what types of content have been written (how-to/listicles/landing pages),
• whether these are mostly long/short pieces of content,
• what subtopics are being discussed in those pieces, i.e., page subheadings,
• if they provide some visual aid or contain some other distinctive features,
• if it’s quality or thin content.
This “investigation” will help you come up with an idea of what and how to write.
5. Choosing the content type and angle and developing the structure
Once you spot some common patterns, weaknesses, and strengths of the top SERP pages, you can
decide on the type of content you are going to write. It may be a new product page or a how-to blog
post.
Then decide from what angle you’ll develop the topic. It may be a broader or narrower target audience;
you can choose more practical or theoretical narration; you may also express personal opinion or
approach the topic with pure objectivity.
It’s not necessary to copy the angle your competitors have chosen — come up with yours based on your
knowledge of your TA.
For example, if your topic is what vitamins to choose to feel good, the angle may be women after 40.
Once you decide on this, start to develop the structure of your piece of content. You need to create
something more valuable and comprehensive than your competitors. So, make an effort — outperform
their strengths and play on their weaknesses. When pursuing that aim, remember that the content
structure should be logical and consistent.
Then click Create Content. You will see your perfect working space, which consists of a text editor on
the left and an SEO brief on the right.
You can optimize your text simultaneously with writing or you can finish your text first and then
proceed with SEO. Do as you feel like.
A quick note
If you choose to work with Content Editor, you will notice that it has already generated SEO
instructions for you to follow. This SEO brief is editable — you can refine it before you start
optimizing your page.
You can also download this SEO brief and send it to your copywriter if you outsource writing.
7. Making use of the best SEO practices
So how do you make your page content SEO-friendly?
Metadata
Title tags and meta descriptions are vital for SEO. They communicate to Google what your page is
about and help it make a snippet of your page. That’s why your title and description should contain a
focus keyword or its variations. However, you shouldn’t stuff them with keywords.
Plus, neither your title nor description should be too long or too short. Make your title 50-60 characters
long and description 140-160 characters. Otherwise, Google may consider changing your title in search
results. Or simply some parts of your text may not be visible.
Apart from these nuances, your title and description’s aim is to catch as many eyeballs as possible, so
make them super appealing and selling. And do not copy competitors’ titles and descriptions
completely. Otherwise, you won’t stand out.
A pro tip: There is a great feature of WebSite Auditor’s Content Editor that visualizes how your title
and description will look on the SERP. You just need to click on the title to start editing. You will
immediately preview your future snippet.
H1 - H6 headings
H1 - H6 subheadings allow visitors to easily navigate your page and help search engines understand the
content on your page.
Google can use any of your H1 - H6 tags to create a snippet of your page (however, it's considered that
H1 is used more often). So, they should show some relevance to the topic. It's achieved by adding
relevant keywords to your headings.
As for the number of characters you should use, the rules are pretty the same as for the title tag.
A pro tip: In Content Editor’s SEO brief, find the Topic and Questions section. These are the possible
ideas for H2 - H6 subheadings to improve your text. The recommendations are based on Google’s
People Also Ask, so it’s your chance to create a useful copy visitors will read out.
URL
Of course, you’d better include a keyword into your URL. Not because Google will immediately rank
you atop (because it won’t, obviously). But because the URL is a part of your future search snippet and
it clearly depicts what your page will be about. This way, users won’t be misled.
For this very reason, URLs should always be clean and short. That means you shouldn’t use symbols
such as %, &, @, or even spaces. Use only hyphens to separate words.
It would also be great to avoid numbers (e.g., top-5-vitamins-for-optimal-health) and dates (e.g., top-5-
vitamins-for-optimal-health-in-2022) in your URLs. The number of points may increase due to future
updates, while dates tend to expire.
Images
Images are an important type of content and require diligent SEO as well. Thus, you should always
provide your image with an alt tag. It will tell search engines what your image is about.
So, your alt text should be descriptive and detailed — you basically describe what you see in a picture
without any “personal style” in it. For example, a man sits on a blue chair with a cup in hands.
Make sure your image is of standard format (JPEG or PNG) and no more than 200 KB. Since high-
quality images are usually of big size, you should compress them before publishing. Otherwise, your
page will load forever and that puts your page speed and user experience in peril.
And finally, pay attention to how you name your image so that it describes the image briefly in a few
words. Separate them with hyphens, e.g., vitamins-pack.
8. Page audit
This step requires WebSite Auditor. You can download it now for free.
DOWNLOAD WEBSITE AUDITOR
Finally, when all writing and optimization are done and the content is published, don’t forget to make
the final check.
First, check your on-page SEO. In WebSite Auditor, go to Page Audit > Content Audit.
You will get informed on what flaws in optimization there are and how to fix them.
Then check if everything is OK from a technical point of view. Move to Technical Audit. There, you
will find info on Page Availability, Mobile Friendliness and Page Speed, Links, etc.
Advanced SEO writing: Applying digital marketing funnel
framework
You can write according to basic SEO writing tips described above and you will see the results of your
efforts, no doubt.
But there is one thing you can improve — be more strategic. At the end of the day, SEO writing can’t
be isolated from digital and content marketing. So, I suggest you think about your users once again
and correlate their customer journey with your content strategy.
At different stages they need different types of content. And in general, there should be enough SEO
content for each funnel stage. Now, let’s go over the details.
Top-of-funnel content
First goes top-of-funnel content. It’s aimed at those users who are at their Awareness stage — they still
don’t know anything about you and therefore don’t trust you.
You want to change it, so you create the content that will teach them that you can be trusted, i.e.,
awareness-creating content aimed at introducing your brand to your target audience.
Such content is supposed to form the many touch points needed to build the trust required for someone
to convert. So, here focus on attracting traffic content with how-to guides, landing pages, infographics,
checklists, ebooks, etc.
As a rule, short-tail keywords of informational intent are used while writing this type of content.
Middle-of-funnel content
Middle-of-funnel content is aimed at those who are at their Interest and Desire stage.
Since your visitors already know about your existence, you should now distinguish your solution and
simultaneously push your visitors to a decision in your favor.
Here, focus on generating leads with product overviews, testimonials, service pages, case studies,
landing pages, webinars, and success stories.
As for the keywords, use mid-tail keywords of commercial or navigational intent.
Bottom-of-funnel content
Bottom-of-funnel content is aimed at those users who are at their Action stage.
As a rule, such content is presented in the form of ultimate buying guides that help users decide which
product is the best for them. It should explain why users need your product and what they should be
aware of when buying.
That’s why here you need to focus on customer-generated and case-oriented content: product
overviews, customer reviews, use cases, pricing pages, conversion popups, and contact pages.
This type of posts drives organic traffic by answering purchase-focused search queries and targeting
long-tail transactional keywords that are not targeted at any of the sales or feature pages on your
website.
Here is a little content funnel cheat sheet for quick reference:
Final thoughts
Don’t create content for the sake of creating content. You need to have a goal in mind (Increase brand
awareness, generate sales leads, convert more leads into customers, improve retention and drive
upsells) and a clear understanding of how to reach it through digital marketing and SEO. I only hope
this article won’t leave you even more puzzled. If anything, you know where to find us.
With countless optimization tips and techniques, landing page SEO may often feel overwhelming.
You’ve got keywords, and backlinks, and technical audits, and where do you even start?
Well, why not start with the basics. The goal of your SEO effort is to make your pages appear in
Google search results. But it’s all going to be in vain unless the landing pages themselves are built the
right way. So, let’s take a look at what makes a perfectly optimized landing page.
Even though there is no exact formula that makes your page a guaranteed #1 in Google results, there
are some common rules of thumb to increase your chances to rank. Let's look at them one by one and
optimize each element to create a perfect landing page.
1. Clean URLs
Clean and consistent URLs are preferred by both search engines and human visitors. And though the
best practices mentioned here are not "a must", it's a good idea to optimize your URL structure
accordingly whenever possible.
Use keywords
Many SEOs believe that the influence of keyword-rich URLs on rankings is a thing of the past. While
it may or may not be true, you are not losing anything when you include keywords in your URLs. So,
at the chance that it still works, we do recommend building your URLs around your main keywords.
Not to mention that a keyword-rich URL may actually improve your click-through rate in search
results. URLs are a part of your snippet, and having it show another keyword will make it appear more
relevant:
Think ahead
Avoid including information that may change in the future. Let’s say you publish an article called Top
10 Gravel Bikes to Buy in 2020 and your URL ends with /10-gravel-bikes-2020. A year goes by, the
article ranks very well, and you want to update it to Top 12 Gravel Bikes to Buy in 2021. Except you
can’t because your URL will forever give you away:
Be consistent
Make sure that all of your URLs follow the same formatting rules. This way you will avoid creating
duplicate pages and messing up your website structure. Some of the popular URL formatting rules
include sticking to lower case letters, using slashes to separate folders, and using dashes to separate
words.
2. Switch to Site Structure > Pages to inspect a full list of your website’s URLs.
2. Attractive title
The cornerstone of landing page optimization is adding the right keywords into your content. The title
tag is one of the most important on-page SEO elements. It is the biggest part of your SERP snippet and
it tells search engines what is the main subject of your page.
If you need to squeeze more text in the page title, it is perfectly ok to ignore proper grammar and use n-
dashes instead of m-dashes, use ampersands instead of “and”, leave some words to be implied, and
even skip articles.
Make it sell
A snippet is very much like an ad for your page and your title should be designed to drive click-
through. When writing a page title, make sure to include your main selling point, your competitive
advantage.
The type of information you include will largely depend on the type of content you are promoting.
Sometimes it is important to highlight that the content is fresh:
Other times, it is more important to attract people with the sheer volume of the information on your
page:
If you are not sure which aspects of your content to advertise, then simply google your topic and take a
cue from top-ranking snippets.
How to check
In WebSite Auditor, you can audit the list of your page titles to find any missing, duplicate, and too
long titles.
And if you switch to the Content Editor tab, you can actually create and edit your titles with the help of
character count, live preview, and snippet samples from your search competitors:
3. Meta description
A meta description is a short paragraph of text that appears in your search snippet. The approach
towards crafting a perfect meta description is not that much different from crafting a good title. It has to
be an ad-like copy designed to sell your page, it has to include a few keyword variations, and it has to
fit into the character limit of 150-160 characters.
Some SEOs say that meta descriptions do not matter anymore because Google would often ignore them
and instead use a different part of your copy as a description. Truth is, Google does it for a small
percentage of searches, to make your snippet appear more relevant for some outlier queries. For the
majority of searches, however, your description remains unchanged.
How to check
To check meta descriptions across all of your pages, launch WebSite Auditor, and go to Site Structure
> Site Audit. There, you will be able to find a full list of pages with missing descriptions, as well as a
list of duplicate descriptions, and descriptions that are too long:
4. Schema markup
Structured data can do wonders for your SEO effort. It can help you create entities, accelerate your
rankings in local search, and enhance your search snippets. A rich snippet has a huge potential to
increase your listing's click-through rate and traffic to your site:
Not all types of content can benefit from schema markup, but some pages will have a hard time ranking
in search without it. Today, it is almost impossible to rank a cooking recipe page without using schema,
but also news articles and product pages. And as time goes on, more and more types of pages become
eligible for structured data benefits.
However, the thing to remember is that to optimize your landing pages using schema properly,
you'll need some extra skills. And the two main options we recommend if you're dealing with Schema
for the first time are:
WordPress plugin
If your website is built on WordPress, then you will find no shortage of plugins offering structured data
optimization.
H1 heading
Technically, each of your pages has two titles. The title tag, which is displayed in your search snippet,
and then the H1 tag, which is displayed on the page itself. The benefit of the H1 tag is that, unlike the
title tag, there are no character restrictions. It means you can make it longer, include more keywords or
different keyword variations.
H2 headings
H2 tags split your page into high-level segments. They help users navigate your page, but also help
search engines understand what the page is about. Think of them as mini-titles within your content —
make them informative for users’ sake, but don’t forget to include secondary keywords.
H3-H6 headings
These are used to mark further subsections within the content. It is doubtful that you will see a
measurable impact of using keywords in these tags, so there is no need to force it — do whatever feels
natural.
One thing I would like to add is that it is very rare for a piece of content to require headings beyond the
H3 level. If you find yourself venturing into H4 and H5 territory, then there is probably a missed
opportunity to optimize your content structure.
6. Keyword saturation
Google is getting pretty good at processing natural language, so there is less of a need to stuff your
landing pages with keywords. And yet, keyword optimization is not completely gone, it’s just evolved.
Here are some keyword optimization tips that still make sense:
And if you switch to the Content Editor tab you will be able to create and edit pages using live
keyword recommendations:
7. Content length
You would often read about the ideal content length being this or that many words. The exact number is
always changing and currently hangs at about 2,000 words per page. In reality, there is no such thing as
the ideal content length — what matters more is for your page to cover the topic in full.
So, instead of using some arbitrary number for all of your pages, we suggest determining word count
for each of your pages individually. One way to do that is to look at top-ranking competitor pages and
take note of their content length, as well as content composition.
How to check
Launch WebSite Auditor and go to the Content Editor tab. Whether you are creating a new page or
editing an existing one, the tool will analyze competing pages and suggest an optimal content length:
Keep in mind that the number of words is not the goal in itself, it’s more of an indicator. If your content
is significantly shorter than the benchmark, then perhaps your competitors have covered more talking
points. In this case, explore their pages in more detail and borrow some of their content ideas. Do not
just fluff your content with empty words.
8. Visual aids
Engaging images, videos and diagrams on your landing pages can definitely improve user experience,
and thus reduce bounce rate and increase time on site. And, besides optimizing user experience, you
can use these elements for the benefit of your landing page SEO.
For instance, properly optimized images are a great way of telling search engines what your images are
about. High quality multimedia make your site eligible for image search, and it can actually drive
backlinks to your website — if your visuals are unique enough to be borrowed by others.
Remove distractions
While display advertising may be an essential revenue model for your websites, too many ads may
have a negative impact on search rankings and traffic. Google does not endorse excessive pop-ups,
distracting ads, and other obstacles that get in the way of viewing page content. So, optimize your
landing pages to make display advertising non-intrusive and to have enough content above the fold. Be
doubly vigilant on mobile, as screens are smaller and distractions are bigger.
Page speed refers to the amount of time a page needs to be completely loaded. Page speed depends on
many different factors, from host to design, and can be optimized.
Page speed matters to Google
Google has officially confirmed that it uses page speed in its ranking algorithm. And more to it, page
speed can also influence your SEO indirectly — search engines will likely crawl fewer pages if your
site is slow due to the allocated crawl budget. This, in turn, could negatively affect your site's
indexation.
10. Mobile-friendliness
With a large share of Google searches coming from mobile devices, Google is increasingly focused on
improving mobile search results. From a nice-to-have, mobile-friendliness has turned into a must — if
your page isn't optimized for mobile devices, it's likely to be discarded from mobile search results
completely.
Responsive design is perhaps the simplest and most widely used solution to go mobile-friendly — and
it's the one Google recommends, too. If you use WordPress (or any CMS, really), choosing
a responsive template for your site is about all it takes.
You're in for more work if your site is HTML-coded with no CMS in place. However, there's
some documentation available on adapting the responsive design for web developers. It might take a bit
of work to get every aspect right, but it's an investment that'll definitely keep paying off.
How to check
If you are using Google Search Console, then you can check your pages en masse and even track your
optimization progress over time. Go to Enhancements > Mobile Usability and see your mobile
optimization dashboard. Just below the graph, you will also find a list of all discovered issues and
offending pages.
If you are not yet on Google Search Console, then you can use Google’s Mobile-Friendly Test to check
each of your pages individually:
11. Internal links
A properly structured website should have a well-organized flow from one page to another. One goal of
such flow is to pass authority associated with PageRank from popular pages to less popular ones.
Another goal is to move users down the sales funnel.
As you create a new page, you should think of where you want your visitors to go from there — do not
let them exit your website. Ideally, each of your pages should link to other relevant pages and,
eventually, to products or other conversion points.
Site structure
To get a quick overview of your current website structure and get a better idea of how to link your
landing pages on the website, in WebSite Auditor's Pages module, click on the button to Switch
between the tree and list view.
This way you'll get a list of pages presented in a hierarchical tree-like structure:
The Visualization graph will show your site structure with all internal links, click depth and
prominence of your landing pages. You can use colors, notes, labels and connection tools for building
pages in a concise clear structure, recalculate PageRank, and rebuild the project to see your new site
structure after changes are applied.
Suggest related articles
An easy way to create this flow is by adding a recommendation system that automatically suggests
pages related to the one currently viewed — the way we do at the end of our blog posts. Additionally,
you can place internal links within your main content through various “read more” suggestions. We
also use these types of internal links in our blog and they help us retain between 5% and 10% of our
users.
Implement breadcrumbs
A breadcrumb is a simple menu of internal links located at the top of the page that help users indicate
their current position in the hierarchy of your website.
First, it allows users to quickly navigate the website and understand how deep they are from the home
page or main section page.
Second, breadcrumbs become an additional way for you to better explain to search engines what your
pages are about and get an extra SEO benefit.
To help search engines identify your breadcrumb hierarchy, you can use structured data markup to tag
the different components that make your breadcrumb menus.
Tools
In this guide, we've used WebSite Auditor to illustrate each step in the anatomy of landing page
optimization. Mind that if you're using its free version, the analysis will be limited to 1/3 of website
pages. To run a full audit you'll need a Pro or Enterprise WebSite Auditor license.