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

[email protected]

Introduction To Search Engine Optimization

1

WRITING CONTENT


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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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


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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What is this web page about?

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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!

=


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.


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!


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


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?


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

[email protected]

11

introduction to seo: writing content

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