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Advanced Copywriting for SEO
1. Advanced Copywriting
for SEO
Presented @ Think Tank Live! 2010
Advanced SEO Workshop
October 28, 2010
Rey Villar
Search Marketing Manager
Norvax/GoHealth.com
2. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
3 SEO Copywriting Goals
3. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Review: Page Elements to Avoid
• Frames
• Ads
• Content-less splash & home pages
• Unnecessary directories
• Javascript and forms (mostly)
• Unsupported meta-tags
4. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Content Structure
Page size
Text to code ratio
Theme
Unique & Original
5. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
A Word About Keyword Density
6. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Focus on Placement
• URL
• Title meta-tag (unique)
• Headline
• 1st Paragraph
• Emphasized text
• Keyword variations
7. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Image Optimization Tips
• Relevant images only
• Title and Alt tags
• Triple score for hyperlinks!
8. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Problem Content
• Stolen images
• Stolen content
• Obscenities and profanities
• Racial slurs
• Overlooked alt tags
• Stop words and underscores
• Unrelated or cloaked keywords
9. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Sphinning: Just
Don’t Do It!
Dare to stand
out with
quality – and
you will be
rewarded.
10. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Conversion Content
11. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Writing Tips
• Brief 1st paragraph
• Short sentences
• Active tense
• Break up text
• The magic “You”
12. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Content Schedule
• Frequent additions or updates
• Target: 5-10 pages per week
• Follow your keyword priorities
• Outsource!!!
13. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Special SEO Tips
• Linkbait
• Anchored internal links
• Ping, tweet and bookmark your pages
• Avoid superfluous content
• Think “Instant Coffee”
14. Advanced SEO Copywriting Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
3 SEO Copywriting Goals