The Clever Copywriting School

We aim to help aspiring copywriters build a thriving copywriting business, hone their

writing skills, connect with other writers and boost their confidence.

#CopywritingSch

KATE TOON

An award-winning SEO copywriter and SEO consultant

based in Sydney.

www.katetooncopywriter.com.au

Your presenter

• The first four steps• WordPress SEO - Yoast• Title tags• Meta descriptions• Meta keywords• SEO copywriting

Today’s presentation

• Image optimisation• XML sitemap• Basic SEO tips• Additional Plugins• Advanced tips• Your SEO offering

What is SEO?Search Engine Optimisation is the process of

influencing natural search results so that your website pages rank well for your chosen

keywords

Now sometimes called inbound marketing

Understanding the algorithm

• Around 200 factors• Each different• Always changing

Understanding the algorithm

• Panda = Content• Penguin = Links• Hummingbird = Intent

• Setting > Permalinks• Change to /post-name or category/post-name

Step 1: Change your permalinks

• Setting > General• Choose the version you want to show• Set in Google Webmaster Tools

Step 2: WWW or non WWW

Step 3: SSL“There's no ‘need’ to do anything, but if you have SSL set up already for parts of the site, moving the rest over seems like a no-brainer.”

”’Worth the effort’ is not something I can say for you :). This isn't something that will go away ‘if only I could access this site insecurely’ isn't something users will ever say).”

John Mueller

• Setting > Reading

Step 4: Uncheck this box

WordPress SEO – Yoast• SEO Data Transporter• Choose the version you want to show• Set in Google Webmaster Tools

WordPress SEO – YoastLots of settings!

A few good guides online andobviously Yoast’s help page

Title tagsCheck if you get duplicate title tags with your theme

Title tags

Title tags• There is no magic number• 55 characters including spaces• Unique and relevant• One keyword phrase

Title tags• No shopping lists• No breadcrumb trails• Brand isn’t always necessary

Meta description• Only used if it contains the keyword• All in One SEO uses automated descriptions• There are no short cuts

Meta description• 70–160 characters including spaces• Unique and relevant, different to title tag• One keyword phrase• Different to title tag• Two-lines sales pitch• Include phone number

Meta keywords

SEO Copywriting

WRITE COMPELLING CONTENT

THEN OPTIMISE

SEO Copywriting• H1• Sub headers (H2-H6)• First 100 words• Bullets• Links / Anchor text• Click depth and location

SEO Copywriting• Don’t load a page with keywords• Avoid long tail keyword stuffing• Don’t worry about density• Think synonyms and related keywords• Focus on creating useful information-rich

content

Image optimisation• Write strong alt tags• Name images intelligently• Use hyphens not underscores• Well optimised• Correct size• Dimensions in HTML

XML Sitemap• Auto feature of WordPress SEO• Auto submits

Basic SEO tips• Choose a responsive theme• Focus on speed• Clean up your code– JavaScript– CSS

• Use breadcrumbs• Avoid blog rolls

Additional Plugins• Broken links (Link checker)• Security (Wordfence plugin)• Redirects (301 redirects)• Caching (W3 Total Cache)

Advanced tips• Duplicate content– Author archives– Date archives

• Rel=canonical• Microkid’s Related Post plugin• Tags

Your SEO offering• Installing a plugin• Keyword research?• Title and meta description optimisation?• SEO-friendly copywriting?• Google webmasters analytics?• Submission of sitemaps?• Link building?

Further reading

Q & A

FEEDBACK