Blog January 19, 2021 6 min reading time

Your offer description search engine optimized (SEO)

Now let's look at how descriptions become interesting for search engines. (Our example based on Google)

(Originally published on August 20, 2020)

You have already learned how to write a well-structured description in the blog How do I structure my description for maximum success? remove. Now let's look at how this becomes interesting for the search engines. (Our example based on Google)

What is an SEO text?

Most people think of a loveless text with keywords strung together. Basically, an SEO text is exactly what its name says, namely a text optimized for search engines. To put it another way, it is text designed to help your courses, events and seminars be found by search engines like Google.

Structure of the optimal description text

When writing your descriptive text (How do I structure my description for maximum success?) you have already described your offer in detail. You have discussed the different topics that you deal with in the offer, their areas of application and the different further training options.
This is not only beneficial for your potential customers, but also for Google. Your descriptions will be indexed by Google; it doesn't matter what length your text is, because Google's algorithms are so interconnected that a certain word length is not preferred. The number of words in a text is not primarily important for assessing the textual and content-related relevance. Rather, Google respects and rewards exclusive, high-quality, attractive and good content.
You already know what your USPs are with the blog «How do I structure my description for maximum success?» written. It is important that you have written the text as if you were the customer.

Choosing the right keywords

Set the keywords per offer that your customers are searching for. Use these not only in the text itself, but also in the offer name, in the image name (alternative text) and in the videos. By using synonyms you also provide the reader with a varied and exciting text. However, be careful with using synonyms, the text should be simple and easy to read.

Keyword density

Keyword density used to be considered a ranking factor on Google. Fortunately, these times have changed, as the carelessly strung together keywords did not really help to create an easy-to-read or customer-friendly text.

This was replaced by WDF*IDF. This is a tool commonly used in search engine optimization that calculates the relationship with other blogs and websites.

The frequency of all words is calculated by the WDF, which stands for “Within Document Frequency”. The value of IDF (Inverse Document Frequency) denotes the weight of a word in a document. In simpler terms, the formula calculates how your text compares to other texts on the same topic or keywords and which other keywords should appear in this topic context and in what proportion. Luckily, there are tools like Content Success for this. This analysis will help you find important terms for your SEO text. In this way, keywords can be filtered out that appear frequently in your text on the relevant topic, but are not found in every text on the topic on the web.

The following rules are worth their weight in gold when dealing with keywords in SEO texts.

Write the text primarily for the customer
Good writing style and user-friendliness are more important than keyword use
But don't use keywords too often or compulsively
Synonyms provide variety

Read-friendly texts with good structure:

Use headings because Google uses them to better understand content. This benefit also serves your readers. Create a sensible structure for the headings that correspond to the hierarchy levels. Try to include keywords in the headings.

Content (An exciting title)

Write the text in a detailed and appealing way. Expand this with the appropriate search terms, because not everyone is looking for the same keywords.
Good texts usually have a lot of words - make sure they are easy to read. In the best case scenario, none of your competitors have recorded this in such detail, well and in a structured manner! Verschaffen Sie Ihren Lesern ein AHA-Erlebnis, in dem Sie ihm Informationen geben, an die er zuvor nicht gedacht hatte. Every text should be unique and offer added value. Do not copy paragraphs or sentences from other websites. Therefore, avoid using standard texts/text modules or recurring phrases and sections of text, as this poses the risk of identical content being present on one or more websites.

Linking your offers

Have your offers from partners, sponsors, etc. linked to their pages. Of course, internal links are also advantageous because they not only make it easier to navigate through your website, but also help you maintain a certain structure and are also relevant when it comes to being ranked higher by Google and co.

Optimize your website loading speed

Aside from the visitors to your website, search engines also don't like slow websites. Avoid uploading uncompressed and code-scaled images and don't clutter your site with thousands of unnecessary scripts. Google PageSpeed, for example, is a useful tool to keep an eye on loading times. Following the analysis, you will receive a detailed evaluation with tips on how you can improve the loading time.

Font and font color

It used to be common practice to hide unsightly SEO texts in white on a white background or to do this using the display: none statement. In the short term, these tricks could also help you. But Google and co. come to you. If you're on the hook, they'll delete your page completely from the index. Therefore, it is better to stick to the following points: