how to write killer web content
DESCRIPTION
Prepared by Tara Loftus for MSAE Communications Networking Group on May 17, 2011TRANSCRIPT
Tara Loftus | Frontier Web Development
MSAE Communications Networking Group
How to Make GoogleLove You with
Killer Web ContentMay 17, 2011
Tara Loftus | Frontier Web Development
© 2006, ed. 2007, 2008
Tara Loftus | Frontier Web Development
“There is nothing search engines prefer more
than killer Web content.”
Tara Loftus | Frontier Web Development
“‘I’m not technical’ is no longer an excuse for a
marketing or communications professional.”
Tara Loftus | Frontier Web Development
The small percentage of Web content that really makes a diff erence
It makes the sale, delivers the service and builds the brand
Probably represents less than 10% of content published on the Web
What is “killer” Web content?
Tara Loftus | Frontier Web Development
1. Who Cares?2. Is it Compelling?3. Is it Clear?4. Is it Complete?5. Is it Concise?6. Is it Correct?
The “Six Cs” of Killer Web Content
Tara Loftus | Frontier Web Development
I f you want to get found by Google, you need to use your customers’ /members’ words – not yours!
Know your reader: there are no more “users” on the Web anymore – instead, members, customers, teenagers , etc .
For key phrases, str ike the balance between broad and specifi c
Writing for the organization vs. writing for the reader
Tara Loftus | Frontier Web Development
1. Association executives in Midwest
2. Association networking3. Association networking in
Minnesota4. Association networking mn
Which key phrase is the best?
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Page titlesPage descriptionsPage headingsPage contentLinks
Using keywords on your website
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What’s a page title?
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What’s a page title?
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What’s a page description?
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Make it unique for every page of your website
Describe what that page is about – make it enticing so users will click
Use your keywords – lead with them, then organization name
Page titles & descriptions(a.k.a. “meta data”)
Tara Loftus | Frontier Web Development
Example Title for MSAE “About Us” page
Currently:MSAE
Better: About the Midwest Society of Association Executives (MSAE)Best: Association Management in MN, ND and SD | About the Midwest Society of Association Executives (MSAE)
Tara Loftus | Frontier Web Development
Example Description for MSAE “About Us” page
Currently:[none] Google is substituting first content on page
Suggested: MSAE serves association professionals in Minnesota, North Dakota and South Dakota, helping members stay informed of industry trends, meet organizational challenges and network with their peers.
Tara Loftus | Frontier Web Development
Because it was so abused in the past, keyword tags are of little signifi cance to Google and other search engines.
Do your title and description tags fi rst, then keywords if you have time.
What about keyword tags?(more “meta data”)
Tara Loftus | Frontier Web Development
Your heading is your hook – be as compelling and specifi c as possible! (Six Cs)
Headings should stand on their own two feet
Lead with keywords
Page headings(denoted by <h> tag in
HTML)
Tara Loftus | Frontier Web Development
Example: MSAE “About Us” page
Currently:Midwest Society of Association Executives
Suggested: #1 Networking Group for Association Professionals in the Midwestor: Association Management Networking for Association Professionals in the Midwest
Tara Loftus | Frontier Web Development
Each page should focus on a single term, using keyword phrases for that term
All content should be USEFUL
Web paragraphs should be 4 sentences or fewer
Position keywords at the beginning of sentences rather than the end
Page content
Tara Loftus | Frontier Web Development
Be original – Google awards no points for copied content
Update regularly – be careful of “smelly” content
End with a call to action – a link is best (no page should be a dead end)
Page content
Tara Loftus | Frontier Web Development
“When it comes to conciseness, when in doubt,
cut it out.
When it comes to clarity, when it doubt, spell it out.”
Tara Loftus | Frontier Web Development
Example content for MSAE “About Us” page
#1 Networking Group for Association Professionals in the Midwest
MSAE is the #1 networking group for association professionals in the Midwest because we advance and serve association management professionals in Minnesota, North Dakota, and South Dakota on a daily basis. We do this by offering the highest quality, cost-effective education and networking opportunities for association professionals, from young professionals to CEOs.
Hundreds of association professionals in the Midwest stay informed of industry trends, meet organizational challenges and achieve their goals for professional development through MSAE.
Read more about MSAE’s mission and vision
Meet the MSAE Board of Directors
Check out the MSAE Young Professionals group
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Links
Link within your discipline to build credibility
Do “reciprocal linking” cautiously – only if the link adds value to your reader
Google gives special emphasis to words found in links
Place links at action points in your text
Tara Loftus | Frontier Web Development
Examples of links:
Click here for more information.
Tara Loftus | Frontier Web Development
Examples of links:
Currently:
MSAE is governed by a volunteer Board of Directors.
Best practice:Keywords in the link should match the keywords in the title and description of
the page you are linking to – Google LOVES this!
Suggested:
Meet the MSAE Board of Directors.
Tara Loftus | Frontier Web Development
Remember!
Your “score” with Google can never be less than
zero.
Tara Loftus | Frontier Web Development
Resources for the Web writer
Killer Web Content by Gerry McGovernSearch Engine Marketing by Ramos & CotaSEO for DummiesAbove the Fold by Brian MillerA List Apart blog
Plus any websites you love to read – analyze and emulate them!