Creating search engine friendly texts

Blog tutorial Creating search engine friendly texts
How to write SEO friendly text


When writing an article for a website, we often wonder about keyword density. In other words, we focus on how often to repeat the most important keywords. We think about where to put those keywords and try to include them in titles, headings, and images no matter what. This is a major mistake! The most important rule of text writing is:

Write for people, not for search engines.

Every article should focus primarily on solving a user’s dilemma. A good text should always exhaust its topic. In 2019, short and low-quality articles with no substance, do not stand a chance of succeeding. Undoubtedly, keywords are very important, but it is best to first make sure that the text is unique, clear, and engaging.


Another common question is related to the length of texts. Unfortunately, there is no clear-cut answer. Most often, the content of at least 200 words is recommended. When thinking about text length, we must keep in mind that search engines look for best results among all websites available. Often, the best solution is to type a keyword in the search engine and look at the competing websites. Parameters worth analyzing are text length, relevance, and credibility. Creating a text that aims to solve users’ problems, will result in search engines ranking it higher. For that reason, when writing, it is best to always think about whether the text will help the users and answer their questions.

The next step is choosing keywords. Suppose we are optimizing a website about drills. A good option is to use Google’s autocomplete feature. Having typed “which drill”, we get the following hints:

In conclusion: it is best to title the article “which drill to buy” and include the following information in the content:

  • what drill to use for tiles
  • what drill to use for metal
  • what drill to use for drywall
  • what drill to use for stainless steel
  • what drill to use for home

Next, check similar searches (most often, the “related searches” option appears at the bottom of the search results)

It would be good to also add the following information to the content:

  • cordless drill
  • hammer drill
  • combi drill
  • budget drills

An article containing all of the above information should rank high in search engines.

Pulno analyzes the amount of unique content. Website with little unique content might not be valuable for users and search engines alike.


Properly described images will be a valuable addition to a text. Images might include additional information for users and search engines. The topic of images is discussed in more detail in this article. It's also worth mentioning infographics as a special kind of image that can be effectively used on your website. Infographics are a valuable resource because they grab user's attention and have the potential to go viral. What's more, Google has no issues with reading text from images, so they do contribute to high-quality content on the website.


Duplicate content is one of the most widely discussed topics on SEO related forums. SEO experts argue about the impact duplicate content has on search engine rankings. In this article, we will follow the Google guidelines[2].

Creating unique website content that does not appear anywhere else on the Internet is essential. This also applies to online shops. Using the same repetitive descriptions which appear on dozens of other online shops will make Google choose only some of the websites, while others will not appear in search results at all.

If we are certain that all articles on a website are unique, paying attention to any other potential duplicates on a website is recommended.

Examples of duplicate content on a website

1) different version of the same page

  Some of the parameters in the URL might cause the same content to be available under many URLs. This often occurs when the content is being sorted or filtered. Limiting the access to sorted content through the use of the canonical tag is recommended[5] 

2) http i https both available

For search engines, and are two separate websites with the same content. Redirecting to an encrypted version is recommended.

3) and

To choose the better option, consult this guide.


In the case of duplicate content, starting by choosing the best URL out of all duplicated pages is recommended. Identifying the best URL might be difficult but usually canonical tags need to be set on:

1. sorted pages:

2. pages with filters:

3. pages with parameters:

A permanent redirect or a canonical tag is most commonly used to inform search engines about the selected URL.

Let's analyze a sorted page example:

it is sorted by name:


and the results are ascending


The page is likely to have the same content regardless of sorting and filtering. Setting an additional canonical meta tag on all pages with sorting is recommended.

<link rel="canonical" href="" />

This way, search engines are informed that a given content is on the selected canonicalized page and, regardless of sorting, filtering or parameters, should index only one page. Canonicalization does not prevent users from accessing the sorted or filtered content on a page.

Another alternative is blocking the indexing of content by using X-Robots headers, robots meta tags or robots.txt file.


In the case of several identical or very similar pages, using a redirect should be considered. If there are many pages that are almost identical, redirecting them all to one selected page is recommended. Google will most likely show the selected page only after just a couple of days.


Google allows for managing URL parameters in Google Search Console’s[5] panel for webmasters. It needs to be noted that this method only improves the visibility of a website in Google. Potential errors will still be visible in other search engines. Parameters and settings are well defined by Google’s instructions.


Once an article has been written, it is time to perfect it by:

  • choosing relevant images
  • choosing relevant keywords
  • editing

Putting keyword in: headings, title tags, the URL of a website, names of images, alt texts, meta descriptions and including them in texts might seem like a good idea at first, but in reality, it may lead to over-optimization. Including varied forms of keywords is recommended. Using identical keywords might work for a while, but to see long-term effects keywords should be more varied.

Over-optimization example:

Page URL:

<h1> heading: Red shoes

<title>: Red shoes. High-heeled red shoes

Image, alt: Red shoes look good on anyone

Image name: red-shoes.jpg

Meta description: Stylish red shoes. Second pair 30% off


Including phrases such as: “domain for sale” or “domain parked” on a page might have a negative impact on the evaluation of the content. Another negative factor might also be the wrong date (11.) in "copyrights" in the page footer[6]. Google focuses on the relevance of content in its general guidelines ( 18. Needs Met Rating and Freshness, 2018) for search quality raters[2].


In the process of writing, it is best to focus on the user intent and the uniqueness of a text. Identification of duplicate content, removing it and improving the quality of content are all important elements of page optimization that are sure to improve the visibility of a website in search engines.


  2. Quality Raters Guide

Jacek Wieczorek is the co-founder of Pulno. Since 2006, he has been optimizing and managing websites that generate traffic counted in hundreds of thousands of daily visits. 

Get in touch:   


Check your content with Pulno

We will check your website for duplicate content issues. Free trial!

Enter valid URL
Enter valid e-mail
You have to accept the terms.