Even the best-designed website, adorned with spectacular graphics, won't reach the top of Google's search engine rankings (or any other search engine!) if we don't invest in SEO content. What is it? How should it be structured? How often should it be published online? Should I write it myself or outsource it to an agency? We answer these and many other questions in the following publication. We invite you to read it.
The days when a company website would appear in the TOP 10 "by itself" are gone forever. Business has moved online, overwhelming virtual company websites with the weight of competition. How can you secure good rankings and outdo your rivals in the fight for the top spots? SEO activities , including the aforementioned SEO texts, can help. How can you write valuable content that will be appreciated not only by your audience but also by Google's search engines? We have our own methods, and we're happy to share them with you. Let's start our engines and go!
SEO texts – what is it?
Following the good old (and oh so!) custom, we start with the basics and provide answers in a nutshell. SEO copy – what is it? It's nothing more than content that supports website optimization for popular search engine queries. Why is it worth investing in? Because it translates into traffic, which leads to conversions in the broadest sense (time on the site, purchases, newsletter signups, or direct contact with a seller/service provider). How do you recognize it? Good, well-written content is no different from high-quality product or marketing content. And finally, how should you handle it properly? Above all, with sensitivity. Below, we'll expand on this topic and explain why moderation and balance are especially important when it comes to SEO copy.
SEO texts are substantively valuable (this is crucial), presented in a way that's both engaging and well-thought-out in terms of optimization. SEO texts are created (and certainly should be :)) primarily with the needs of users searching for various types of information online, including about products or services. Properly written and equipped with keywords and headlines, SEO text aims to boost a website's search engine rankings, attract users, and engage them enough to stay, learn, and actively use the information provided, for example, by clicking on links. The text's substantive content and linguistic layer (style, accuracy, and fluency) must create a credible message that resonates with the recipient's taste and needs.
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SEO articles need to be properly optimized to make reading easier for both humans and robots! 
Why these efforts? We've already mentioned it, but it's worth doing again. It's to achieve and maintain a high search engine ranking, increase website traffic, and gain a chance for a successful transaction. Put simply, it's to outpace the competition in the race for podium places and increase sales.
What does this mean in practice? How is it done? Let's delve deeper...
A short guide for writers
When it comes to SEO texts , the rules of "breaking the mold" probably won't work! We have clearly defined guidelines for writing well. Below, we present the golden rules of SEO writing, which are worth printing out and hanging above your desk. Then, learn them and put them into practice!
- Write to people
Anyone who has ever tackled SEO texts knows that the line between conveying a message to a "living audience" and creating content suitable for Google's robots is truly thin. It's not just about touching on topics that are interesting to potential customers, solving their problems, or sparking their interest. It's also about the clarity of the message and its appropriate delivery.
By over-focusing on keywords in your text and trying to cram as many of them as possible into a fatty broth, you'll be counterproductive. First of all, few people will actually read through it. Google's search engine will also backfire, giving your content a poor rating. In short, by peppering your text with SEO keywords without restraint, you're hurting yourself (if you're writing for yourself) or your client (if you're writing for freelancers). More specifically, you're harming your website.
Bonuses…
What not to do?
Among other things, avoid using clichés like "We are one of the largest organizations in Poland." After reading such a text, the recipient may only say: "So? " Consider the benefits it provides and create your message from that perspective.
- Flirt with keywords
We've deliberately used somewhat unprofessional-sounding terminology. However, we wanted to emphasize the need for sensitivity in their use in SEO texts . It should be done tactfully and sensitively. Let's get down to specifics.
If you want to know what people are reading about, check out Google Trends. You'll get free information on what internet users around the world are searching for.
Before you start writing an article, be sure to also check which keywords you can "stand out" for and what your target audience is actually looking for. You can use Keyword Tool or AnswerThePublic for this purpose . It's worth not limiting yourself to just the main keywords – those from the "long tail" (Long Tail Positioning) have enormous potential and often allow for easier positioning for a given query. It may also turn out that they consume significantly less resources (financial and time) throughout the entire process. Remember, however, that SEO texts aren't everything! What else is worth investing your energy on? We wrote about this in our extensive Adbook. If you have a moment, make yourself a good cup of coffee and reach for our compendium of knowledge!
Good advice…
If you want to fully utilize the power of keywords, place them in eye-catching and readable titles and subheadings in your text.
- Pay attention to form…
Do you have a gift for folding words into magnificent "bouquets"? Is your flowery description of cotton pads more engaging to read than some books available in bookstores? That's half the battle! Add keywords and ensure proper SEO formatting. Any kind of bolding, italics, underlining of key text passages, or bullet points is appreciated! This will improve the clarity of your content, highlight the most important points, and make Google's robots' work more pleasant. And they can return the favor 🙂
- Copying content will result in your head being cut off.
Or perhaps your hands. If, after this emphatic statement, someone still doesn't know how to write SEO texts, we explain. DON'T DUPLICATE CONTENT. We understand that not everyone has to be a Pamuk or a Tokarczuk. If the words don't flow from your fingertips like a torrent, you can always outsource SEO texts. Pricing is determined individually by the agency. If you choose to work directly with a copywriter , the author will create a price list for SEO texts based on:
- the specifics of your industry,
- the provided "substantive input",
- the number of texts (and the basic unit of account – characters with spaces ;)) included in the ordered content package,
- your experience,
- suggested deadline for submitting the material.
If writing isn't your thing, investing in professional SEO copywriting is the best solution. Forget about copying excerpts from your competitors' posts. Why?
- Firstly, texts obtained via CTRL+C and CTRL+V, especially those from various websites and hastily cobbled together into one linguistic (semi)creation, are usually impossible to read without noticing something amiss. And the word you use to greet your audience (like bread and salt!) will be how they perceive you for a long time. This rule also applies to correct spelling and punctuation. Sometimes a single comma changes everything!
- Secondly, you'll get banned by Google's bots. It's not hard to figure out which content appeared first. Are you a thief? You'll get slapped on the paws, nose, and… other body parts. More importantly, you'll be dethroned by Google. And that'll really hurt!
- Ethical issues are also important here. Someone has worked hard or invested in making their website unique. Or, more humanly speaking, don't do to others what you don't want done to you. You, too, can fall victim to plagiarism once you've created your own beautiful, polished content.
- Personalize your message
You can present a single message in several different ways. Why? To ensure your recipient understands you clearly. Speak in a language that resonates with them, and they'll feel at home on your website. And then you can say hello to the goose.
To do this, you need to know who you're selling to. If you don't already have this knowledge, we invite you to read on!
Since you've made it this far, you probably already know how to write SEO-friendly content. But to be absolutely sure, we've provided some examples below.
SEO texts – examples
SEO advertising texts or substantively valuable blog posts must be crafted thoughtfully. As mentioned above, appropriate formatting, post length, and the proper use of keywords are key. What does this mean in practice? How can you write SEO texts that are effective and rank high in search results?
Below is an example. The SEO text was created by a Verseo copywriter . We're posting it (the SEO text, not the copywriter's :)) in its entirety. After all, you know that duplicate content gets you penalized. Simple.
SEO texts through the eyes and… words of a specialist
We asked the boss of all bosses, Head of Copywriting at Verseo – Kasia Jurewicz – why it pays to polish texts for SEO and what benefits can be gained by consistently publishing them on the website!
- A good text (bon motem) you can make a splash in the company and join the group, good advertising text (claim) – promote the brand and acquire customers, good SEO text– to "tame" Google's robots and boost your website's ranking in search engines. In an era of explosive e-commerce growth, this last advantage is especially crucial for companies, which daily compete for the attention of customers seeking answers to their questions and needs online. explains Katarzyna Jurewicz.
- SEO Copywriting It's still considered second-rate creative writing. Some, while appreciative of its role on the internet, still criticize it for lacking the panache and quality that, in their opinion, characterizes only creative copywriting (advertising copy, slogans, taglines, and product names). SEO copywriting gained this label in the early years of search engine development, when websites were flooded with synonymous content that was poor in terms of language and content, aimed solely at stuffing as many so-called keywords as possible.This uncontrolled and wild race for visibility in the virtual space has thankfully ended, and with it the era of mediocrity in the area of words posted on the web. Today, entrepreneurs care about their broad image, and it is they who, alongside the creators of modern technological solutions responsible for search, have demanded quality.
Modern SEO copywriting plays a crucial role in e-marketing and significantly contributes to website optimization, influencing their visibility and online promotion. Copy for the home page, categories, product subpages, blog posts, or sponsored content, prepared according to strictly defined SEO principles, is a value that cannot be overstated," he adds.
How to write SEO texts – a summary of the most important rules
If you're still wondering whether writing SEO content for your website is worth it, the answer is YES! To deliver valuable articles that will be appreciated not only by website visitors but also by Google's search engines, prioritize quality. In the broadest sense of the word.
Ideas for additional content can come from your own mind or from suggestions from internet users! Find out what topics are trending and what problems your target audience is struggling with. Address them with your posts. Stir up the "word whirlwinds," tone down your emotions, be intriguing and expressive. Show your best side – literally and figuratively.
In addition to the typical articles that appear on a company blog, you may want to consider posting:
- industry news with your own commentary,
- reports on events, actions or interventions,
- tests and opinions,
- case study.
As you can see, there's plenty to choose from! Regardless of which form of expression you choose, remember the visual aspects. To quote a popular slogan in Poznań: " There must be order!" 🙂 Refine your title and headings (h1, h2, h3...), use keywords, and also utilize those from the "long tail." Also, be sure to "draw a sitemap" to make its structure even more transparent to search engines.
Want more? Visit the Verseo blog. There's a lot of useful information there, including information on copywriting pricing . Help yourself!
FAQs about SEO texts
SEO texts are online content (e.g., blog articles, product descriptions, or homepage content) that are intentionally optimized for search engines like Google. Their primary goal is to achieve the highest possible rankings in organic search results while maintaining high substantive value for the reader.
A good SEO article must fully address the user's search intent. It should be unique (no duplication), grammatically correct, comprehensive on the topic, and properly formatted to facilitate scanning by both humans and Google robots.
Before you begin writing, it's essential to conduct keyword analysis using dedicated tools (e.g., Senuto, Semstorm, or Ahrefs). You should select a main phrase and supporting phrases (including long-tail phrases, which are more specific). Keywords should be woven into the text in a natural and inflected manner.
The structure of the text must be clear and orderly. Key elements include:
- Catchy title (H1 tag): It should contain the main keyword phrase.
- Introduction (lead): A short introduction that grabs attention and outlines the topic.
- Headings (H2, H3, H4): Divide text into logical sections and organize the information hierarchy.
- Short paragraphs: They prevent tiring “walls of text.”
Keyword stuffing is the artificial and unnatural insertion of keywords into text (e.g., "If you're interested in cheap shoes Warsaw, buy our cheap shoes Warsaw"). This practice drastically reduces the quality of the text for the reader, and Google's algorithms can detect it and penalize the page by lowering its ranking.
It's important to use formatting that highlights the most important information. Bolding key ideas and phrases, using bullet points or numbered lists, and adding graphics, tables, and infographic elements with properly completed alt attributes are helpful.
Internal linking involves placing links within text to other thematically related pages or articles within the same website. This aids user navigation and keeps them on the site longer, while also making it easier for Google to efficiently index all of the website's content.
Summary
The above article covers the following topics:
- SEO texts are valuable content optimized for search engines, which are intended to boost a website's position in Google, attract users, and interest them enough to stay on the site.
- The principles of SEO text writing include: creating content primarily for people, skillful use of keywords, ensuring a readable form with appropriate formatting, and avoiding duplicate content.
