Download - Introduction to SEO: Writing Content
E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
Level 2, 20 Chandos Street
St Leonards 2065
NSW Australia
Ph: (02) 9438 5633
Fax: (02) 9436 0081
Introduction To Search Engine Optimization
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WRITING CONTENT
E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
What is content?
• To people, web content can be many things.– People consider text, images,
sounds, videos and animations to be content.
• To search engines, web content is usually text. – It is mostly by reading text
that a search engine can determine what a web page is about.
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E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
Search engines read HTML only
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Text = HTMLImages shaped like text = invisible to search engines.
How to tell the difference: Can the text be selected? If not, then search engines probably can’t read it because it is an
image or non-HTML.
Good Not Good
E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
The Short and Long Tail of Search
Short Tail Keywords• Broad, generic and competitive• More traffic, less conversions• Dedicated to higher level pages• Great for branding
Long Tail Keywords • Long, specific, and niche• Less traffic, more conversions• Dedicated to deeper level pages• Great for sales
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E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
What is this web page about?
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E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
The most relevant page in the world
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• Human: I want to find information about “Italian wine” ...• Google: This page is about both Italian wine and food. And this page is
about Italian wine and other European wines ... hmm ...
• Google: Wait – this page is only about Italian wine! It wins!• Human: Wow, this page is what I was looking for! I heart Google!
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E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
Keyword targeting
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• Keyword dedicated pages– Each keyword or keyword cluster (small groups of very similar
keywords) should be targeted to a unique page.– The most broad and competitive keywords should be targeted to the
homepage.
• Keyword density is equal to 2-3%– If targeting “dentist”, then that keyword should appear about 2 or 3
times for every 100 words.– With “Sydney dentist”, that keyword phrase should be included 2 or 3
times per 100 words.
E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
The importance of adding value
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• 2 to 3% is only a guideline– It is more important that content is original, useful and
readable.• Does the content provide value to the user?
– Search engines are wise to keyword stuffing. Spam alert!
E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
Is my content unique?
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• Is your content original?– Select and copy about ten words of
content from your website. – Paste the copied words into the
Google search field. Enclose the words in quotation marks “ ” and hit search.
– If the content is unique, your website should be the only result.
• Google considers content that is copied word for word from other websites to be plagiarism
E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
Module 3 Review
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• What do search engines read?
• What is a dedicated page?
• Why is unique content important?
• How can unique/duplicate content be identified?
• What generates more traffic/sales? Long or short tail
keywords?
E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW AustraliaPh: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
www.ewebmarketing.com.au
Call 1300 785 122
Sydney Office
Level 2, 20 Chandos Street
St Leonards 2065 NSW Australia
Ph: (02) 9438 5633
Fax: (02) 9436 0081
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