SEO for content: how to write articles in human language and get to the top of search results



How not to write

  • According to the classic canons of the TOR for the text from the SEO should specify:

the number of characters without spaces;
The density of keywords, nonsense, etc.;
A list of keywords;
A list of other words that should be used.
Sometimes the TOR is in the form of a table with a list of words and recommendations for their addition.

  • An example of what might look like a standard TK for SEO text: it shows how many times each word should be used. For example, the word “posts” – once, “minimum” – two, etc.
    If by such TOR to write an article on a hot topic of work on a remote job, it may well get something like this:
  • A note from a Yandex blog about over-optimized texts, written in the style of those very over-optimized texts. Yu is humor.
    The problem with overoptimized articles is mainly found on sites that consist entirely of sheets of text. On such resources is unclear how to make an order or perform any other targeted action.
  • It should not be like that, because such texts are not useful for the sites, not to mention how much “joy” they bring to editors and copywriters.
  • Three myths about TK that get in the way of good writing
    At the heart of this strange situation are three myths about SEO. Let’s break down each of them.

The text must have keywords.

  • This myth was born a long time ago. At the dawn of its development, search engines were supposed to understand that people will find the answer to their query on a particular page. And the fastest way to evaluate the page – to count how many times it says the word that the user used in the search. By this logic, if a person learns to program, the best answer to his query would be a page that many times uses the phrase “how to learn to program.”
  • This gave rise to an era of SEO-texts, when the page inserted completely unreadable obscure content, saturate it with keywords – and it worked.
  • It’s a little different now. Today, the search engine is trying to understand whether the user on the page solves its problem. In doing so, the algorithm examines about 1500 parameters, and not all of them relate to the text. For example, the results are influenced by user activity. If the site is visited frequently, it will rank higher in SERPs. Also take into account the brand, domain, etc. That is, the text is not the only reason why a site is displayed or not displayed in search results.

The number of characters in the text matters

  • This myth arose because you have to pay for the text. And the generally accepted way of working in the copywriting market is to pay for characters.
  • From the point of view of SEO-schnika to write a longread, especially if it is not necessary to achieve the result, it is not profitable, so comes into play the banal economy. The number of characters for a certain text is taken from the average number of characters in articles that are in the top 10 search results, or from the myths about 2500 characters without spaces.


  • In fact, the best formula for the length of text brought up Maxim Ilyakhov: “The optimal length of text – while interesting.

Other topical words in the text are important

This myth arose due to the fact that search engines can indeed understand the subject of the text not only by keywords from a search query. For example, if you search for “how to program,” Google or Yandex will display a page with the words “php”, “Python” and so on. They understand: this text is about programming, because it contains the names of programming languages.

From this you can conclude: the more such words are in the text, the greater the chance that it will appear in the top.

But this is not quite true. Not always and not all thematic words can be counted and processed, so there is no point in specially chasing them. They will end up in the text, if the author discloses the topic well. It is difficult to write an article about the sights of Prague, for example, without mentioning Charles Bridge or Old Town Square.

Does it mean that keywords are not necessary at all? No. But they work differently, and you don’t need to emphasize them when writing content. We’ll talk about that next.


Next Post