Writer's guide for web content
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Sometimes in companies, you will find people writing for the any websites of the company and don't have any clue about SEO or any kind optimization. To make sure they will create great content without knowing what SEO is, send them this presentation !
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Writer's guide for web content
- 2. Hello! I am Nicolas BYKOFF Content and Tech marketing to generate leads for your business Find me on twitter @notoriousbykoff
- 3. Context ◎You read slower on a screen ◎You need to satisfy user and Search Engines ◎You need to tell a story
- 4. Goals ◎Drive more traffic ◎Be more relevant for you industry ◎Brand awareness
- 5. The process Find the semantic field Build / Write Publish / Promote / Manage
- 6. Semantic Field / Keywords Tools Google Trends To find the trends over the years and season per country Adwords Keyword Planner Gives the monthly search volume for a term per month UberSuggest Helps you to work on the long tail effect. To use with caution Answer the public When you want to write about something and you are looking for the question Keyword Study Your SEO should have built a keyword study where you can have a look, anytime you need
- 7. and SEO Matters ◎ Keyword density is no longer valid ◎ Semantic search is the key ◎ The title is the most important ◎ The user’s behavior is vital ◎ Technical implementations are needed (Hn, external link target _blank etc…) ◎ Too much SEO kill SEO
- 9. You can also split your content A title <h1> Images with alternate tag (alt =) Introduction Internal or External Links Subtitles <h2>
- 10. Reminder 60 first words are the most important Rephrase a sentence if it can match another internal content Think here internal linking Stay Short 400 to 600 words is enough. If longer think of adding pagination to your article Don’t forget the alternate tag (image) You add relevant content to your piece and if an image is not downloading at least there will be something displayed Always dashes in the URL If not, change and add dashes (-) And no upper case also
- 11. The content ◎ Refer to the tone and voice (brand book) ◎ Work you title ◎ Make sure the content will engage the reader ◎ Ask for advices : What did I miss ? What do you think ? ◎ Short sentences (use Readable to check your content) ◎ One comma rule ◎ Five lines paragraph ◎ Put in bold keyword you want to emphasize (don’t abuse)
- 12. Optimize PDFs As any web document PDFs can be optimized : Title Author Subject Keywords And in the “advanced” tab, You can mention the language
- 13. Content Life Cycle Update it Create a new one ● Same URL ● Update Title ● Update content ● Mention in the article that it has been updated ● Create a new content ● URLs redirect on the former one if necessary to avoid error pages (404) ● Use internal linking Updating a content is sometimes more relevant that creating a new one. Because you rely on all the content history : user behavior, clicks, navigation path, backlinks etc..
- 14. Ressources ◎ 60 free tools for storytellers ◎ How to write for the web following 23 rules ◎ The 52 types of blog posts that are proven to work ◎ The 5w’s
- 15. Place your screenshot here If you have 20 minutes and know more about storytelling, by Andrew Stanton (Toy Story, Wall-E etc…)
- 16. Thanks! Any questions? You can find me at @notoriousbykoff
- 17. Credits Special thanks to all the people who made and released these awesome resources for free: ◎Presentation template by SlidesCarnival ◎Photographs by Unsplash