webmarketing123 4 secrets to seo copywriting done right-07-20-2011

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

Facebook

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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