Post on 20-Jan-2017
4 Secrets to SEO Copywriting Done RightStrategies for creating your most compelling SEO content
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Housekeeping Items
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1 How Google Ranks WebsitesUnderstand what search spiders “see”
2 Keyword ResearchProper keyword selection is the foundation of your SEO campaign
3 Developing SEO-Friendly Content4 key strategies to follow
4 Becoming a Trusted SourceCreate a quality story to keep people (and Google) coming back for more
Webinar Agenda
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1 How Google Ranks WebsitesUnderstand what search spiders “see”
2 Keyword ResearchProper keyword selection is the foundation of your SEO campaign
3 Developing SEO-Friendly Content4 key strategies to follow
4 Becoming a Trusted SourceCreate a quality story to keep people (and Google) coming back for more
Webinar Agenda
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1 What’s at StakeSearch engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
1 Search Engine User Behavior
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Search bots follow links to get from page to page
1 How Search Spiders Crawl Your Website
Home Page
Category Level Page
Product Level Page1
Product Level Page2
Data Center
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1 How Google Ranks WebsitesUnderstand what search spiders “see”
2 Keyword ResearchProper keyword selection is the foundation of your SEO campaign
3 Developing SEO-Friendly Content4 key strategies to follow
4 Becoming a Trusted SourceCreate a quality story to keep people (and Google) coming back for more
Webinar Agenda
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• Best Practices
• Have a mix of both generic and
“long-tail” terms
• Do not focus just on search
volume
• Google your proposed search
terms to see if the sites ranking on
page 1 are relevant to what your
business offers
• Look at search trends for your
proposed keywords
• Expand on your keywords by
finding variations
2 Targeting the Right KeywordsKeyword selection is important because it determines the course of your campaign
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Keyword External, https://adwords.google.com
Like putting good food out for your guests, appeal to your audience and then the Google “spiders” will come
2 Keyword External tool
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Google Insights, www.google.com/insights/search
2 Compare Long-Term Industry Trends
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1 How Google Ranks WebsitesUnderstand what search spiders “see”
2 Keyword ResearchProper keyword selection is the foundation of your SEO campaign
3 Developing SEO-Friendly Content4 key strategies to follow
4 Becoming a Trusted SourceCreate a quality story to keep people (and Google) coming back for more
Webinar Agenda
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3 Develop cornerstone content4 places that need SEO attention
Title Tags and
Headlines
Website Content
Content Silos
Related Content
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3 Page Titles and Heading TagsMake your business solution compelling
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• Wrap your business solution into a compelling:
• Keyword-enhanced call-to-action
• Statement or Question
• Descriptive Initiative
• Experiment with headline copy variations through A/B testing
3 Page Titles and Heading TagsMake your business solution compelling
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3 Audience Poll: Determining RelevancyConduct headline copy testing for best results
Which headline is best?
1. A great online money management tool
2. The best free way to manage your money
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3 Audience Poll: Determining RelevancyConduct headline copy testing for best results
Which headline is best?
1. A great online money management tool
2. The best free way to manage your money
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3 Audience Poll: Determining RelevancyConduct headline copy testing for best results
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3 Audience Poll: Determining RelevancyConduct headline copy testing for best results
Be descriptive
with keywords
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3 Audience Poll: Determining RelevancyConduct headline copy testing for best results
Highlight the call
to action
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• What Conversion Optimization Does:
• Determines what will convert at the highest rate
• Predicts with 95% confidence that winner will increase conversion rate
3 Always Be TestingUsability testing removes guess work and replaces with actual visitor conversion data
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• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
3 Creating Compelling ContentContent is King
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• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
• Avoid Doing These
• Try to trick search engines with manipulative tactics
• Have website based entirely in Flash
• Overusing your keywords: Read it out loud!
3 Creating Compelling ContentContent is King
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3 Develop Content SilosConsider your site’s thematic structure
• Thematically Group Pages
Around Keywords
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
About Us
Services
Products
Other Relevant Internal Pages
About UsProducts Services
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• Support your content with other
relevant sources such as:
• Company blog
• Newsletters
• Facebook posts
• Tweets
• White papers
• Case studies
3 Develop Supporting CollateralOn-page content needs to be supported by other content channels
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1 How Google Ranks WebsitesUnderstand what search spiders “see”
2 Keyword ResearchProper keyword selection is the foundation of your SEO campaign
3 Developing SEO-Friendly Content4 key strategies to follow
4 Becoming a Trusted SourceCreate a quality story to keep people (and Google) coming back for more
Webinar Agenda
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• Satisfies the needs of your visitor – speak the language of the audience
4 What Your Content Needs to DoTargets both the needs of your visitors and search engines
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• Satisfies the needs of your visitor – speak the language of the audience
• Serves as the first step in your sales cycle – strengthen calls to action
4 What Your Content Needs to DoTargets both the needs of your visitors and search engines
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• Satisfies the needs of your visitor – speak the language of the audience
• Serves as the first step in your sales cycle – strengthen calls to action
• Prompts others to socially share it or link to it – build presence in social
4 What Your Content Needs to DoTargets both the needs of your visitors and search engines
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4 Become a trusted sourceIs your content worthy of being shared?
What You Need to Offer:
• Unique Research
• Informed Opinions
• News/Trend Analysis
• Authentic Expert Contributors
Industry relevant
blogs
Mentioned in news
publications
Cited at conferences +
events
Liked/Shared on
Links are
Tweeted/Retweeted
Links from Forums
Courtesy: SEOmoz
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• Understand how Google’s ranking algorithm works
• Do keyword research to choose the right keywords for your website, product
line, and overall theme
• Develop cornerstone content for your business foundation
• Make people want to share your content! Become a trusted source and
reference by employing key SEO content elements into to a consistent,
comprehensive, quality story
Key Takeaways
Thank You!
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Thank you for your attendance today!
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