7 tips for trustworthy SEO text writing
As a SEO Agency (Munich) we are interested in whether trust building blocks can also be usefully integrated in search engine optimization. What possibilities are there to use trust-inspiring words in the SERPs? What should you pay attention to when writing SEO texts?
Why does trust marketing make sense in SEO?
The Trust Building Blocks are a method that we have successfully used in over 100 workshops. The goal is to build trustworthiness in the potential customer or applicant with the right content. As a result, the probability of being contacted increases. It stands to reason that the same applies to SEO texts. In Google's hit list, the only goal is to get the searcher to click on your Search Engine Result Page (SERP) anyway. Every component that can help to ensure more clicks is therefore welcome.
SEO Content - What are the options?
The vast majority of results in Google are composed of the title and description defined in the meta tags. The special case that Google displays other text passages, we can neglect here. The art is to place the right incentives to click in the few characters available for SEO text writing.
Mind you: With the right target group, of course. It makes no sense at all to generate clicks with false promises that only lead to frustration on the part of the searcher. The resulting high bounce rate has a direct negative impact on the ranking position in Google.
So we focus here on title and description. For both, the length in pixels is relevant. This means that words with W and M have fewer characters available than words with l and t. The optimal length for the title is between 55 and 65 characters. For the description in the desktop view, the optimal length is 150 to 160 characters.
Here, of course, it must first be clearly stated what content the page has. In addition, important keywords are usually to be placed. There is not much space left. What is still possible in very few characters, we look at now.
Tip 1: YOU instead of WE
Customer orientation is the basic building block of trust. The needs of the customers should therefore always be in the foreground. It is therefore always better to write: "You are looking for ..." or "You need ..." instead of "We offer ....". Especially in the description this is a good option.
Tip 2: Name the number of customers
Good results inspire confidence. Possible phrases: "Used by over 100 customers." "500x successful." Longer customer statements and the like are difficult to accommodate when writing SEO texts.
Tip 3: Communicate experience with year
In many industries, experience is an essential asset. And it can be shown very succinctly: "Since 1997 ..." "For 25 years ...".
Tip 4: Where it makes sense to show capacity directly
You can easily wait 6 months for an appointment with a psychiatrist. The same goes for the right craftsman. But if you are starting out in such a business, for example, you have a lot of appointments free. Or if a large project has suddenly fallen through. Words like "at short notice", "available", "fast" make sense.
Tip 5: Make local reference clear
Proximity is an important building block of trust. In many industries, people specifically look for companies nearby. You can see whether this is the case for you by whether your location is also entered in the search queries. "SEO agency Munich", for example, is a frequent search term. It makes sense to include the word Munich for Munich customers in the SEO text, and not just for keyword placement.
But if you are still Germany-wide or in the DACH region or even internationally? Then it is even more helpful for the searcher if he learns this directly in the SEO text.
Tip 6: Be crystal clear about what comes after the click
It does no good at all to motivate searchers to click and then disappoint them immediately afterwards. Whether it is an information page, a commercial offer or a store should be absolutely recognizable in the SERP. Clarity, without formulating around the matter, is important and confidence-building.
Tip 7: Name collectives
A very well-known collective is "Made in Germany". It continues to exude a great deal of trust, especially in markets like China or the Middle East. With this target group, why not write this short text directly in the description? The location of the company alone can provide a positive association for Germany-wide activity. A social media agency in Berlin automatically appears more competent than one in Lüneburg, for example. (Nothing against Lüneburg. The agency there can actually be much better, too). It's all about the effect. As a Berlin social media agency, I would always consider including the word Berlin in title and description.
Conclusion about SEO text writing
Even the shortest texts have the potential to radiate trustworthiness. In the Google hit lists, there are only a few characters left besides keywords and necessary content details. Especially here it is worth thinking about which trust building blocks make sense. With the right words, you can ensure sustainably more clicks in the SERPs.