How to Create and Organize Content for SEO
Upcoming SlideShare
Loading in...5

Like this? Share it with your network


How to Create and Organize Content for SEO



Learn the steps to creating a Google-friendly website, with search engine friendly content.

Learn the steps to creating a Google-friendly website, with search engine friendly content.



Total Views
Views on SlideShare
Embed Views



1 Embed 5 5



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

How to Create and Organize Content for SEO Presentation Transcript

  • 1. April 21, 2010
    Ken Lyons
    Senior Online Acquisition Marketing Manager
    How to Organize & Create Content for SEO
  • 2. Agenda
    Learn how search engines (i.e. Google) decide whether or not to send you traffic
    Learn how to structure your site so you’re more likely to drive lots of relevant traffic
    Learn how to structure your content to attract precisely the right type of traffic for each page on your Website
    Learn how to find all of these great keywords that you need to be targeting via site structure and on-page content
  • 3. What Google Likes
    If someone looks for “venture capital” Google wants to find a page that:
    Is about “venture capital” – The page needs to strategically mention the key phrase “venture capital” on the page
    Is a popular definition of “venture capital” - Other trusted pages link to this page as a good definition for venture capital
  • 4. Which Site Deserves More Credit from Search Engines?
    More & Better Links = More Trust by Google
    Linking Pages…
    Who They Link To…
    Your Page
    Your Competitors’ Page
    Lots of high quality links, even links from your own site, tell Google that a page is important.
  • 5. How Relevant is a Page for the Targeted Keywords?
    Author web content that is...
    Specifically themed around narrow subjects
    Includes long-tail keyword variations in the page copy
    Organize content with relevant intelligent information architecture!
  • 6. How to Structure Your Site
    Identify a portfolio of keywords to target
    Match the importance of a page within your site with the competitiveness and popularity of a keyword you target
    Create a “pyramid” of keyword targeting
  • 7. Pyramid of Keyword Targeting
  • 8. Inverse Pyramid: Where Your Link Juice Lives
  • 9. Real World Examples of Keyword Targets
    Home Page (1 Page)
    Top Level Pages (~5 pages)
    Lower Level Pages (Multiple Topical Pages)
  • 10. How to Target these Keywords Page-By-Page
    How do we target keywords on a page? Select 5-10 closely related keywords, and use them within the page’s:
    Page Titles
    Description Meta Tag
    URL structure
    Site Navigation
    Anchor Text
    Heading Tags
    Image Alt Attributions
    These elements are all from Google’s own SEO starter guide:
  • 11. #1 - Optimizing Title Tags
    Title tags (#1 above) tell the main focus of your page – be sure to include your target keyword. Read more here:
  • 12. #2 - Optimizing Meta Description
    Meta Descriptions (#2 above) serve as your “search engine results page (SERP) advertisement” – use the space to sell your page to searchers, and speak directly to their interest/search query. Resource:
  • 13. #3 – URL Structure
    URLs (#3 above) and file names – try to keep clean URLs and file names with keywords .
  • 14. #4 – Site Navigation or Information Architecture (“IA”)
    See earlier slides – create a Google-friendly site structure
    Use keyword-rich text in linking through your information architecture (bread crumbs, navigation menus, etc.)
  • 15. #5 – Anchor Text
    Anchor Text – The text that is linked to bring the visitor to a new page. The bolded portion here is anchor text: <a href=“”>venture capital</a>.
  • 16. #6 – Heading Tags
    Heading Tags – “Headlines” within your body copy. Represented by h1, h2, h3, etc. “tags” and manifested as below:
  • 17. #7 – Alt Attributes
    Alt Attributes – These provide text that serves as an alternative to an image, so that certain browsers and screen readers – as well as Google – can tell something about an image from a text description.
  • 18. Keyword Research – Finding the Keywords to Put on the Pages
    So how do you determine which keywords to target on all of these pages and through this Google-friendly site structure?
    Leverage Keyword Tools:
    Search Based Keyword Tool: (
    Google Trends: (
    Alexa Search Analytics (
    Keyword Spy (
    SEM Rush (
    WordStream (
    Many More…
  • 19. Keyword Research – Finding the Keywords to Put on the Pages
    WordStream for SEO offers dynamic information architecture tools and integrated content authoring tools so that you can create site structures and content that Google will love.
  • 20. Learn More – Site Structure & Content Optimization for SEO
    Thanks for Joining Us! Here are some resources you may be interested in:
    SEO Best Practices White Paper:
    WordStream for SEO Free Trial: