How to Write SEO Text for your Website

You have two audiences: your customer and the search engines

The Customer

Everyone who does a search online has a question or problem for which they want an answer. Your customer will enter a search looking for the answer. Their question might be, “How do I choose an Executive Coach?” Their problem might be, “I need someone to repair my damaged roof.” Your goal is to make sure your site shows up in the search engines because YOU are the answer to their problem or question.

The Search Engines

You might think the text you write for your site is to inform and to sell to your prospective customer. Unless you don’t need your site to generate leads and sales, your more important audience is the search engines. That’s why how you write your text is so important. There is a lot that goes into Search Engine Optimization (SEO) and it can be complex, but what is not complex is how you can write your text to make search engines, like Google, happy.

OK. Here’s a story. When Mary Beth (one of the owners) was a kid, she and her siblings would go fishing and they played a gamed called, “First, Biggest, Most.” There were three competitions: The person who caught the first fish, the person who caught the biggest fish, and the person who caught the most fish. This little game is the perfect template for writing text for search engines.

You want to focus on what is:

  1. FIRST: Your search terms are first on the the web page.

  2. BIGGEST: Your search terms are in headings and subheadings.

  3. MOST: How often you use your search terms in your text.


FIRST: Position

Information at the top of the page is given more value. Make sure you put your chosen search terms at the top of your page, preferably in your page title.

BIGGEST: Headings

Information in headings is given more value. Websites use special code to make headings look like headings, and they are denoted by numbers. H1 is bigger and has more value than an H2. An H2 is bigger and has more value than an H3, and so on. Use headings and subheadings in your text, and put your search terms in them.

MOST: Frequency

Search engines are basically databases. They learn what your site is about based on what text is in your webpage. Your text becomes the data entered into the database. How do you get listed in the search engines? Put your search terms in your text! For example, if you have a website about roofing, you include the words “roofing,” “roofs,” and “roof” in your text. If you specialize in residential roofing, throw in the word “residential” several times. If you serve mostly locals, be sure to include the name of the city you serve. Make it easy for Google to know your site is the most relevant site when someone types in the search term, “Fort Worth Commercial Roofing.” Also, make sure you provide ample data to the search engines by writing a minimum of 600 words per page.

OK. That makes sense. But how do I write it?

Writing is hard for most people, so here is our recommendation to make it as simple as possible .

  1. First: Write your draft as if you were writing for your customer, telling them what you do: how, what, when, where, and why. Try to make it 600 words or more per page.

  2. Second: After that, add subheadings to sections that include your search terms.

  3. Third: After that, work your search terms into the paragraphs.



Most of the time, prospective customers will land on your homepage first. This is really important to know because you want to make sure you you provide the answer to their problem on the first page they land on. For example, if you have a roofing company and you offer multiple services, put those services on your homepage. Think about your homepage as an alternative form of navigation. You can present the main categories of the services or products you offer as content on the homepage and then link to the related pages on your website.

But, Out of Nowhere, you don’t do that!
No, we don’t. You know why? Because we sell our approach before we are sell our services. Why? Because there are tons of website design companies out there, and they all offer the same services. How do we set ourselves apart? We sell our approach and philosophy. We sell peace of mind. Many people have had bad experiences with website development companies. We recognize our potential client is the one whose problem is: I need a web designer I can trust.


On interior pages, you want to optimize the text so it is very specific to that page topic. For example, if you are a roofer in Fort Worth with a website that has a page about tar roofs, you should optimize for the search phrase, “Fort Worth Tar Roofs.” Include all four words (at least once as that exact phrase, preferably in the page title) and use them frequently in the regular text on the webpage.

But what about redundancy? I learned that was bad.
Here is a secret. Your prospective customer is focused! They have a problem and they want the answer, bad. They ARE NOT going to read all your text at first. They will click the link in the navigation that gets them to the answer fastest. They will skim the page to find their answer. ONLY after they have jumped to a page and skimmed it will they bother to read the text. They won’t notice your text is redundant. All they care about is finding their answer. So, when you write your final text, make the search engines your first priority and fill your web pages with your search terms. We know, crazy! But it works. So don’t get weird about having redundant text. Your customer won’t notice. And if they do, and you are the answer to their problem or question, they won’t care.

Is there such a thing as too much optimization? Yes.
It’s called content spamming and if you do it, Google might down-rank your website. This is what we recommend: Do your best to honestly optimize the text. WordPress has several plugins which evaluate your key word density that tells us if it too heavy with search terms/phrases. If we create your site, we’ll be on the lookout for content spamming in your text and let you know if it is a risk. If we don’t build your site, be sure to ask your website designer to install a plugin to evaluate your text for content spamming.

Ready for an example?

Here is some text taken from a website about residential roofing as it was published on the internet on March 27, 2021. After it, you will see text which has been rewritten with SEO in mind. The name of the company has been changed to protect the innocent.


Word count: 188

Search terms included 9 times.

Search terms are in blue.

Residential Roofing

Jones Construction Services is your full service roofing contractor. Our skilled professionals come prepared to complete a full spectrum of services to include: shingle repairs, vent replacements, chimney leak repairs, storm damage restorations and replacements, final roof walks, insurance claim assistance and of course we provide FREE repair estimates!

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Residential Composition Shingles

Composition shingles are the most commonly used roofing material on residential homes in North Texas.

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Metal Roofing

Metal roofing is one of the strongest materials, often times, carrying a Class 4 impact resistance rating. They can withstand extreme weather, including winds up to 120MPH, fire, and can last a lifetime.

Slate Tile Roofing

Natural slate or tile roofing is the peak of roofing materials. If adding elegance is what you’re looking for then look no further. These roofs provide the ultimate performance, durability and longevity.

Insurance Claims Assistance

Jones Construction will work directly with your insurance provider to ensure that all storm damages to your roof is properly repaired!


Word count: 1059 (compared to 188 in the original text.)

Search terms included 78 times! (compared to 9 times in the original text.)

The chosen search terms are in blue.

What we did to optimize the text:

  • We added heading/subheadings and ALL include the main search terms: Fort Worth Residential Roofing/Roof.
  • We added a LOT more text so we could include more the search terms more often.
  • Where possible, we inserted our search terms in the text while still keeping it readable.

Fort Worth Residential Roofing

Jones Construction Services has earned the trust of thousands of Fort Worth residents as a full-service residential roofing contractor. We know you have choices when it comes to choosing a roofing company to repair, maintain or replace the roof of your home. We offer quality workmanship and roofing products, along with exceptional customer service and an A+ rating with the BBB.

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Fort Worth Residential Roof Repair

Our skilled roofing, professionals come prepared to complete a full spectrum of services to restore your roof including (but not limited to): roof shingle repairs, vent replacements, chimney leak repairs, roof storm damage restorations and replacements, final roof walks, roof damage insurance claim assistance and of course we provide FREE roof repair estimates!

Fort Worth Roof Installation and Replacement.

Know your Roofing Options!

You have many choices when it’s time to choose a replacement roof, from materials to colors to styles. We’ll give you our expert opinion and help you come up with the best options for your house and your budget. We offer a color and style guide to help you design your dream home, and a GAF roofing system that is guaranteed to last. Our roofing materials are tested for extreme weather conditions to ensure that you have peace of mind when it comes to your home.

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Fort Worth Residential Composition Roof Shingles

Asphalt shingles are by far the most affordable roofing material on the market. They’re quick and easy to install and when installed correctly and properly maintained they can last for about 25-30 years.

The shingles are also really easy to tear down, repair or replace if need be. One of the things that make them really affordable is that they don’t require any special tools or accessories in order to install them, such as roof edges, vent flashings or wall terminations.

Their versatility opens them up to a range of different shapes, styles and colors, allowing you to style them as you please for your desired aesthetic. The composition roof shingles are waterproof and fireproof, adding that extra protection to your home in case of any emergencies. They also work well on homes with steep, sloping structures and are pretty compatible with most roof types. Another great feature is that the mineral granules on the shingles help to deflect harmful, roof-damaging UV rays.

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Fort Worth Residential Metal Roofing

Metal is one of the most reliable roofing materials on the market for both residential and commercial roofs. These are some of the characteristics that make it a great roofing option:

Metal roofing holds up well against all types of harsh weather conditions. It is even able to withstand debris and animal activity. The impact of extreme weather in the Fort Worth area makes metal roofing an excellent choice for durability.

Low maintenance
Maintenance on a metal roof is so easy that you could almost install it and forget about it. As with any roofing material, regular maintenance is a must, but the upkeep on a metal roof is so limited, that compared to other solutions like shingles, concrete, or tile, you’ll have a worry-free roof and save on costs in the long run.

Its durability and ease of maintenance contribute to metal roofs lasting a very long time – up to 50-70 years. That means that you may very well never have to replace your home’s roof again in your lifetime.

Environmentally friendly
In most cases, a quality metal roof will be made of anything from 35% – 95% recyclable and/or recycled material. While the lifespan of a metal roof will be very long, when it does come time to remove it for whatever reason, the entire thing will be 100% recyclable, as opposed to being dumped in a landfill. In addition, its heat-reflecting capabilities means the homeowner will save on home energy costs too, by reducing the need for cooling in the home.

While your metal roof will cost more up front to install, it will cost less over its lifetime. The long-term investment is well worth it considering the reduction of maintenance and repair costs over the roof’s lifetime – a far cry from alternatives like asphalt shingles. On top of that, metal roof warranties also tend to be exceptional.


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Fort Worth Residential Slate Tile Roofing

The biggest advantage to installing a slate roof on your home is the appearance. Slate roof tiles are made of 100% natural stone, and have a naturally cleft surface with beautiful color variation ranging over the entire roof. Slate roof tiles are also extremely durable, outlasting the buildings they are installed on in some cases. In fact, installed and cared for properly it is not unheard of for a slate roof to last 150 years or more.

In addition to being beautiful and durable, slate roof tiles are also fireproof and environmentally friendly. Being made of natural stone, the tiles don’t give off VOCs or other pollution during manufacturing. They can also be recycled after they are used on the roof or if they outlast the building they are installed on. They can also help to insulate the home below them, which can lower energy costs in the houses that use them.


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Insurance Claims Assistance for Fort Worth Residential Roof Damage

Jones Construction will work directly with your insurance provider to ensure that all storm damages to your roof is properly repaired!

We’ll help you understand key terms related to roofing so you know exactly what we are doing before we do it. We’ll also help you determine if your roof requires replacement or if it can simply be fixed. We can also perform regular inspections to ensure that your roof is up to par before severe Fort Worth weather hits. We know the danger signs to watch for when a roof is failing and we do all we can to protect you from roofing. problems in your home.

We provide reliable, watertight protection for your home that is guaranteed by the manufacturer. We guarantee our work and we aren’t happy until you are 100% satisfied with the job.

Give Us a Call about your Roofing Needs

Whether you need a quick inspection, a simple roof repair or an entirely new roof after a Fort Worth storm allow us to be the roofing company you rely on.

Call us today at (817) 000-0000.

We hope this illustration is helpful when learning how to write text which is search engine-optimized. As you can tell, whereas the text is very readable for your prospective customer, writing for the search engines can be done and should be prioritized.