Web Content & SEO Writing by Janette Toral
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Web content writing techniques for search engine optimization as discussed by Janette Toral in an SEO writing workshop. Client sites used as examples are not included in the slide.
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Web Content & SEO Writing by Janette Toral
- 1. Web Content / SEO Writing Janette Toral http://www.bloggingfromhome.com http://www.e-commercephilippines.com
- 2. Internet Search emerges as the top online activity. Activities showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
- 3. What people Search for on the Net Base: Past month Internet users aged 10+ across National Urban Philippines who have used a search engine in the past month Source: Yahoo!-Nielsen Net Index 2010
- 4. Social media is changing the rules of engagement Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010 Do you know what people say about you?
- 7. Search Marketing • Maximize number of searchers coming to your site. • Attracting visitors to your site from search sites.
- 8. Search engine optimization • How you get your site’s pages to be shown in organic search results.
- 9. Search engine marketing • Encompasses any kind of research results. • Everything you do to raise your site’s visibility in search engines to attract more visitors.
- 10. Search Engine Ranking • Relevance • Keyword density – Number of times mentioned in whole website. • Keyword proximity – How close are the words closer to each other. • Keyword prominence – Where does the words appear? • Page title, initial paragraphs, headings, emphasized text, body text, description.
- 11. Search Engine Ranking • Link popularity or analysis – Number and quality of pages linking to you.
- 12. Search Marketing Program • Web site goals – Sales • Online • Offline – Leads – Market awareness – Information & entertainment – Persuasion
- 13. Search Marketing Program • Measure web site success – Count • Conversion • Visitors • Revenue
- 14. Search Marketing Program • Search Marketing Campaign – Target area of your site – Focus on keywords searchers use – Identify landing pages • Is it index? • What is its rank? • Check competitor ranking
- 15. Inform search engines what your site is about • Familiar words • Made-up words • Known words. • Brand names • Generic terms. • Avoid "politically correct" terminology.
- 16. Keyword research • Check keyword popularity – Use http://freekeywords.wordtracker.com/ – Use http://www.google.com/insights/search • Identify popular keywords and enhance your list – Do a search again on those keywords and find out popular competing sites. – http://www.spyfu.com for additional keyword reference.
- 17. How users read • They don't read, they scan.
- 18. Why scan? • Users tend to move and click on things. • Content competition
- 19. Users tend to move and click on things. Content COMPETITION
- 20. How users read • Finding a new article to read: 1 minute • Short articles (600 words – 3 minutes) • Long articles (1000 words – 5 minutes)
- 21. Users read fast • The first two paragraphs must state the most important information. • Has information-carrying words – Subheads – Paragraphs – Bullet points
- 22. People prefer to read short articles • If you want many readers, focus on short and scannable content. • If you want people who really need a solution, focus on comprehensive coverage. • People who really need something are the highest-value users – likely to turn into paying customers.
- 23. Meet half-way • Start with overviews and short, simplified pages. • Then link to long, in-depth coverage on other pages.
- 24. Scannable text • start with the conclusion • 1 idea per paragraph • highlighted keywords • meaningful sub-headings • bulleted lists • half the word count (or less) than conventional writing
- 25. Writing a headline • Write 30 to 50 headlines. • Step back from the headline for a day to gain new perspective.
- 26. Compelling headline • Offers strong, compelling promise. – Learn search engine marketing techniques in 3 hours. • Highlight benefits to the reader. – Tap into proven online techniques to grow your business online. • Explaining exactly what the offer is. – Become a certified Social Media Marketing Professional in 3 months. • Appealing to the emotions. – Is the Internet killing your business?
- 27. Compelling headline • Use specifics – How Jen makes US$6000/month during her after work office schedule doing SEO & Social Media Marketing. • Arousing curiosity – Social media strategies that worked for more than 100 companies. • Calling out to a specific target audience – Social media marketing techniques of a self-made online entrepreneur. • Make an announcement – Philippines E-Commerce will reach 10 billion in 2010. How Can You Become an E-Commerce Entrepreneur?
- 28. Compelling Headline • Asking a question – Does E-Commerce, SEO, & Social Media Really Make Business Grow? • Beginning with the words how to – How to set-up an e-commerce website and social media presence in one day and get buyers right away?
- 29. Building blocks • It should read like an editorial. – Not a sales pitch or press release. • The obvious must be articulated in a way that it conveys value. – Discover how to become an SEO and Social Media Marketing Consultant in one month. • Hidden benefit can also be used. – Get the coolest gig in Social Media Marketing industry. • Framed in quotation marks – “Assumes someone is being quoted” • Use imperative voice when possible – Land on page 1 in Google.
- 30. Use Emotional / Conversational Words • Additionally vs. here’s • Preserve vs. save more • Perhaps vs. maybe • Aid vs. help • Perceive vs. see • Allow vs. let • Pleased vs. happy • Astute vs. smart • Prevent vs. stop • Following is vs. here • Receive vs. get is • Requested vs. ask for • Completed vs. • Strike vs. hit finished • Sufficient vs. enough • Omit vs. leave out
- 31. Focus on user wants • Web content – Brief – Straight to the point – Actionable content – Support the user's personal story.
- 32. User behavior • Ruthless in pursuing their interest and in rejecting whatever the site is trying to push. – Banner blindness is one manifestation. • Users cherry-pick the information and concentrate narrowly on what they want. – Actionable content – What user wants
- 33. Make users come back • Use – Newsletters – Social media • Twitter • Facebook – Rss subscription • Be searchable – be found on search engines
- 34. Credibility is important • Use – high-quality graphics, – good writing – use of outbound hypertext links • Users detest promotional writing style with boastful subjective claims ("hottest ever"). – Don’t exaggerate.
- 36. Amplify through Social Media • Blogs • Media sharing • Microblogs – YouTube – Twitter – Flickr – Plurk • Social bookmarking / • Social networks voting – Facebook – Digg – MySpace – Delicious – Friendster – StumbleUpon – LinkedIn • Review – Plaxo • Forums – Ning • Virtual worlds – Yahoo
- 37. Exercise • Review a write-up • Improve write-up using – keyword research – Compelling headline – Emotional words
- 38. Reference • Jakob Nielsen – http://www.useit.com/papers/webwriting/ • David Viney – Get to the Top on Google • http://books.google.com/books?id=ciaQHtrsd18C • Maria Veloso – Web Copy that Sells • http://books.google.com.ph/books? id=GHgWuuohd_0C
- 39. Thank you! http://www.searchprofileindex.com http://www.blog4reviews.com