Edip Kilinc is the founder of Webwavers. Together with his team, he develops websites, brands, and digital presences for ambitious companies – with over 250 completed projects, and honored with awards including the German Design Award 2026.
The idea that a term must reach a certain frequency comes from a time when search engines counted words. That is long gone.
Today's systems capture meaning. They recognize that "website creation," "web design agency," and "homepage building" relate to the same field, without all three needing to be in the text. They also recognize whether a text answers a question or writes around it.
What counts instead:
Completeness. Does the text answer the question and the obvious follow-up questions?
Recognizable expertise. Does it contain details that only someone who has done the work would know – numbers, processes, exceptions?
Structure. Can it be skimmed and still understood?
The practical consequence: If a term appears unnaturally often while writing, it does more harm than good – not because of a penalty, but because the text is harder to read and people bounce faster.
The idea that a term must reach a certain frequency comes from a time when search engines counted words. That is long gone.
Today's systems capture meaning. They recognize that "website creation," "web design agency," and "homepage building" relate to the same field, without all three needing to be in the text. They also recognize whether a text answers a question or writes around it.
What counts instead:
Completeness. Does the text answer the question and the obvious follow-up questions?
Recognizable expertise. Does it contain details that only someone who has done the work would know – numbers, processes, exceptions?
Structure. Can it be skimmed and still understood?
The practical consequence: If a term appears unnaturally often while writing, it does more harm than good – not because of a penalty, but because the text is harder to read and people bounce faster.
The most common structural mistake is the dramaturgy: introduction, lead-in, context, and the answer in the penultimate paragraph.
This is the sequence of a presentation, not of a text that someone opens after a search. Anyone searching wants the answer immediately – and decides within a few seconds whether to stay.
The better structure:
A headline that addresses the question. First paragraph: the answer in two to three sentences. Then the reasoning, the limitations, the examples.
This has two effects. People stay because they get something immediately. And generative systems quote this paragraph because it contains a self-contained answer.
The concern that no one reads on if the answer is at the top is not confirmed. Those who get the answer read on to contextualize it. Those who don't get it, leave.
There are four places where the main term should be. That is all it takes.
The title – as far forward as possible, because the first words are weighted the heaviest and are read first in the search.
The H1 – it may be phrased differently than the title, but should contain the term.
The first hundred words – once, naturally integrated.
A subheading – if it fits the content, not forced.
Additionally, the URL, provided the page is new. Changing an existing URL is almost never worth it.
Everything else comes naturally when writing. Anyone who writes about a topic automatically uses the associated terms – along with variations, synonyms, and technical terms that a system evaluates anyway.
A text in which the term appears thirty times is not an optimized text. It is a bad text about a good topic.
The clearest difference between a text that ranks and one that sinks is the amount of concrete detail.
Vague: Costs vary depending on scope.
Concrete: Between 8,000 and 25,000 euros, depending on the number of pages and whether texts are provided.
Vague: The process takes a few weeks.
Concrete: Six to ten weeks, with two for concept, three for design, two for implementation, and the rest for corrections.
Vague: There are various possibilities.
Concrete: Three ways, each with the condition under which it fits.
Concrete detail has three effects: it proves experience, it answers the actual question, and it can be quoted – by humans as well as by systems.
The reason why most texts remain vague is caution. A single number can be wrong, a range cannot. Therefore: state ranges, write down conditions, and stick to them.
Very few people read an article from beginning to end. Most skim it and read the sections that concern them.
What this means for the structure:
Subheadings that actually say something. "What corporate design includes" is a heading. "Basics" is not.
Short paragraphs. Three to five lines. A paragraph over twelve lines is skipped on a smartphone.
Lists where things are enumerated. But not for everything – a text that consists only of lists has no train of thought.
Use formatting sparingly. If every third sentence is bold, nothing stands out anymore.
One complete thought per section. This way, each section can be read individually – and quoted individually.
The simple test: Read only the headings. Does that make a meaningful summary? If so, the structure is correct.
On length. There is no right word count. There is a complete answer. Some questions are answered after 600 words, others need 2,500. A text that is artificially brought to a target mark contains filler – and that is recognizable.
As a guide: look at the length of the first five hits on your topic. You don't have to be longer, but you shouldn't leave out anything important that is there.
On timeliness. A date belongs visibly on the page and in the structured markup. For topics that change – prices, technology, law – an annual revision should be planned. An updated article is almost always more valuable than a new one on the same topic.
Finally, a point that is often missing: Every article needs a next step. Not as an advertising block, but as an offer – the matching service page, an additional article, a conversation. A text without a connection creates knowledge, but no inquiry.
