Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011
-
Upload
webmarketing123 -
Category
Real Estate
-
view
1.023 -
download
0
Transcript of Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011
![Page 1: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/1.jpg)
4 Secrets to SEO Copywriting Done RightStrategies for creating your most compelling SEO content
Dial: +1 (773) 945-1011
Access Code: 153-726-789
@webmarketing123
@bradleywjoe
#wm123
![Page 2: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/2.jpg)
#wm123
@bradleywjoe
Are the slides available?
Yes! Please email [email protected]
We want to hear from you!
Enter questions in the Q&A box whenever you’d like
@webmarketing123
#wm123
facebook.com/webmarketing123
Want to learn more?
Contact us for a free digital marketing analysis. Details at
end of webinar.
Housekeeping Items
![Page 3: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/3.jpg)
#wm123
@bradleywjoe
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
![Page 4: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/4.jpg)
#wm123
@bradleywjoe
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
![Page 5: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/5.jpg)
#wm123
@bradleywjoe
1 What’s at StakeSearch engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
![Page 6: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/6.jpg)
#wm123
@bradleywjoe
Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
1 Search Engine User Behavior
![Page 7: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/7.jpg)
#wm123
@bradleywjoe
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
![Page 8: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/8.jpg)
#wm123
@bradleywjoe
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
![Page 9: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/9.jpg)
#wm123
@bradleywjoe
• 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
![Page 10: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/10.jpg)
#wm123
@bradleywjoe
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
![Page 11: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/11.jpg)
#wm123
@bradleywjoe
Google Insights, www.google.com/insights/search
2 Compare Long-Term Industry Trends
![Page 12: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/12.jpg)
#wm123
@bradleywjoe
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
![Page 13: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/13.jpg)
#wm123
@bradleywjoe
3 Develop cornerstone content4 places that need SEO attention
Title Tags and
Headlines
Website Content
Content Silos
Related Content
![Page 14: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/14.jpg)
#wm123
@bradleywjoe
3 Page Titles and Heading TagsMake your business solution compelling
![Page 15: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/15.jpg)
#wm123
@bradleywjoe
• 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
![Page 16: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/16.jpg)
#wm123
@bradleywjoe
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
![Page 17: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/17.jpg)
#wm123
@bradleywjoe
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
![Page 18: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/18.jpg)
#wm123
@bradleywjoe
3 Audience Poll: Determining RelevancyConduct headline copy testing for best results
![Page 19: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/19.jpg)
#wm123
@bradleywjoe
3 Audience Poll: Determining RelevancyConduct headline copy testing for best results
Be descriptive
with keywords
![Page 20: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/20.jpg)
#wm123
@bradleywjoe
3 Audience Poll: Determining RelevancyConduct headline copy testing for best results
Highlight the call
to action
![Page 21: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/21.jpg)
#wm123
@bradleywjoe
• 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
![Page 22: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/22.jpg)
#wm123
@bradleywjoe
• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
3 Creating Compelling ContentContent is King
![Page 23: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/23.jpg)
#wm123
@bradleywjoe
• 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
![Page 24: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/24.jpg)
#wm123
@bradleywjoe
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
![Page 25: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/25.jpg)
#wm123
@bradleywjoe
• 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
![Page 26: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/26.jpg)
#wm123
@bradleywjoe
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
![Page 27: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/27.jpg)
#wm123
@bradleywjoe
• 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
![Page 28: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/28.jpg)
#wm123
@bradleywjoe
• 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
![Page 29: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/29.jpg)
#wm123
@bradleywjoe
• 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
![Page 30: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/30.jpg)
#wm123
@bradleywjoe
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
![Page 31: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/31.jpg)
#wm123
@bradleywjoe
• 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
![Page 32: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/32.jpg)
Thank You!
![Page 33: Webmarketing123 4 Secrets to SEO Copywriting Done Right-07-20-2011](https://reader035.fdocuments.us/reader035/viewer/2022081519/5557b8fad8b42a4a5d8b5418/html5/thumbnails/33.jpg)
#wm123
@bradleywjoe
Thank you for your attendance today!
Contact Us about Qualifying for a Free Digital Marketing Analysis
Custom Analysis includes:
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-Website Analytics: detailing the keywords, sources, and referrals that
visitors are using to discover your website
- Search Engine Friendliness Report: crawl-ability analysis of your site
Please contact: