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Writing for the Web,[object Object],SEO and Online Copywriting,[object Object]
How Do Search Engines Work?,[object Object],Crawler-Based Search Engines e.g. Google,[object Object],Human-PoweredDirectories e.g. The Open Directory, DMOZ,[object Object],"Hybrid Search Engines" Or Mixed Results e.g. MSN search,[object Object]
How Do Search Engines Work?,[object Object]
What is SEO?,[object Object],A form of search engine marketing,[object Object],Connects your brand/ product to the users searching for it,[object Object]
Why is SEO Important?,[object Object]
How Do Pages Rank?,[object Object],Google checks through list of pages in Index for pages containing matching phrases and / or synonyms,[object Object], ,[object Object],Of those pages containing this phrase, Google checks for:,[object Object],Highest keyword density within the copy on the page found,[object Object],Matching keywords in Heading tags on page,[object Object],Matching keywords bolded on page,[object Object],Anchor text links formed from these keywords on the page and on links to this page,[object Object],Matching keywords in the page title tag,[object Object],Matching keywords in the page description tag,[object Object],Matching keywords in the page keyword tag,[object Object],Further instructions for robots to follow & valid HTML layout,[object Object]
Meta Tags,[object Object]
Why are Meta Tags Important?,[object Object]
Other Page Rank Factors,[object Object],Google also checks for off page factors associated to the page including:,[object Object],Number & Quality of Incoming Links,[object Object],Incoming anchor text links,[object Object],Page load time,[object Object],Page size,[object Object],Freshness,[object Object],Google Page Rank,[object Object],URL Structure,[object Object],Many more,[object Object]
On Page SEO Factors,[object Object],On page factors YOU have direct control over,[object Object],Control of the content (and meta tags) on pages = huge SEO influence,[object Object],Pages should be optimised individually,[object Object],Focus on 2-5 keywords max to optimise a page for,[object Object]
Writing for the Web is Different,[object Object],The visuals of reading from the monitor i.e. the resolution, the colour contrasts, the light all make prolonged reading less comfortable online. ,[object Object],Hyperlinks - Placing hyperlinks throughout web text has conditioned Internet users to jump pages and topics in the middle of a paragraph.,[object Object],Competition with the click of the "back" button, searchers have a list of links to your competitors and there is no guarantee they'll return. ,[object Object]
The Rules,[object Object],Include the keywords and phrases (and variations) as many times as naturally possible with the copy, with the most important of the keywords as close to the beginning as possible ,[object Object],Grab the reader. Tell them what they want to know. That's going to mean throwing out many of the conventions of "good writing" that you learned in school i.e. NO introductory paragraph. ,[object Object],Short paragraphs. Even single sentences set off with paragraph spacing-are most effective on the web because they can be differentiated and skimmed at a glance. Visual formatting is a key aspect of effective copy on the web.,[object Object],Most writing aimed at the general public should be geared toward a secondary school reading level.,[object Object],Don’t use formalistic language Never say "formulated a plan" where "planned" will do",[object Object]
The Goals,[object Object],Tell the readers everything you want them to know RIGHT UP FRONT and include most important keywords,[object Object],Make the copy readable enough-and compelling enough-that readers want to continue to the end ,[object Object]
Example 1:,[object Object],Thanks for visiting our website! ,[object Object],We're Bob and Carol Jenkins, and we've been in business at the same location for more than thirty years. Make yourself at home, take a look around the site. We think you'll enjoy the many handcrafted products available for online order or in our shop.”,[object Object]
Example 2:,[object Object],“Share a piece of your childhood with ,[object Object],your grandchildren! ,[object Object],For more than thirty years, Craftiques has handcrafted toys and collectibles with an old-fashioned feel and old-fashioned quality--at a fraction of the price you'd pay for antique toys.,[object Object],Browse our web catalogue or drop by our shop in downtown Carlisle to see our hand-carved spinning tops, custom-built dollhouses and furniture, hand-sewn rag dolls.”,[object Object]
Example 3,[object Object],Old Fashioned Handcrafted Toys and Collectibles from Craftiques!,[object Object],Craftiques has handcrafted toys and collectibles with an old-fashioned feel for more than thirty years!,[object Object],Our handcrafted toys – all reasonably priced - include hand-carved spinning tops, custom-built dollhouses and hand-crafted rag dolls. Buy our collectibles online or visit our Carlisle store.,[object Object]
Writing for The Web Overview,[object Object],Write Like a Journalist. ,[object Object],Keep it concise.,[object Object],Make your text visually accessible.,[object Object],Break up the Text and highlight important keywords,[object Object],Ensure the language is natural and flows well. ,[object Object],Check your spelling! ,[object Object]
Making Text Visually Accessible,[object Object],Plum Grove Acres Horse Riding Centre offers:,[object Object],Horseback Riding,[object Object],Riding Lessons,[object Object],Stable Rental,[object Object],Grooming Services,[object Object],Campgrounds,[object Object],Picnic Areas,[object Object],Horse Riding Amenities,[object Object],	The horse riding centre is situated close to Wimbledon Village, and caters for disabled riders, children and more advanced riders by offering basic and advanced riding lessons including dressage and horse show training.,[object Object]
Remember!,[object Object],Content is King,[object Object],SEO is important to get your page up there on the first page of Search Engines,[object Object],SEO should be seen as a hybrid of techy elements and good marketing messages,[object Object],Remember to address messages to the end customer,[object Object],Only your customers own credit cards- not Google (yet)!,[object Object]

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SEO Copywriting for the web

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