Introduction to SEO: Writing Content

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- What do search engines read? …

- What do search engines read?
- What is a dedicated page?
- Why is unique content important?
- How can unique/duplicate content be identified?
- What generates more traffic/sales - Long or short tail keywords?

Find out more - visit us at: http://www.ewebmarketing.com.au

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  • 1. Introduction To SearchEngine OptimizationWRITING CONTENT Level 2, 20 Chandos Street Ph: (02) 9438 5633 St Leonards 2065 Fax: (02) 9436 0081 NSW Australia support@ewebmarketing.com.au E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 1
  • 2. What is content?• To people, web content can be many things. – People consider text, images, sounds, videos and animations to be content.• To search engines, web content is usually text. – It is mostly by reading text that a search engine can determine what a web page is about. E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 2
  • 3. Search engines read HTML only Text = HTML Images shaped like text = invisible to search engines. How to tell the difference: Can the text be selected?If not, then search engines probably can’t read it because it is an image or non-HTML. Good Not Good E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 3
  • 4. The Short and Long Tail of SearchShort Tail Keywords Long Tail Keywords• Broad, generic and competitive • Long, specific, and niche• More traffic, less conversions • Less traffic, more conversions• Dedicated to higher level pages • Dedicated to deeper level pages• Great for branding • Great for sales E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 4
  • 5. What is this web page about? E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 5
  • 6. The most relevant page in the world• Human: I want to find information about “Italian wine” ...• Google: This page is about both Italian wine and food. And this page is about Italian wine and other European wines ... hmm ... =• Google: Wait – this page is only about Italian wine! It wins!• Human: Wow, this page is what I was looking for! I heart Google! E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 6
  • 7. Keyword targeting• Keyword dedicated pages – Each keyword or keyword cluster (small groups of very similar keywords) should be targeted to a unique page. – The most broad and competitive keywords should be targeted to the homepage.• Keyword density is equal to 2-3% – If targeting “dentist”, then that keyword should appear about 2 or 3 times for every 100 words. – With “Sydney dentist”, that keyword phrase should be included 2 or 3 times per 100 words. E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 7
  • 8. The importance of adding value• 2 to 3% is only a guideline – It is more important that content is original, useful and readable.• Does the content provide value to the user? – Search engines are wise to keyword stuffing. Spam alert! E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 8
  • 9. Is my content unique?• Google considers content that is copied word for word from other websites to be plagiarism• Is your content original? – Select and copy about ten words of content from your website. – Paste the copied words into the Google search field. Enclose the words in quotation marks “ ” and hit search. – If the content is unique, your website should be the only result. E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 9
  • 10. Module 3 Review• What do search engines read?• What is a dedicated page?• Why is unique content important?• How can unique/duplicate content be identified?• What generates more traffic/sales? Long or short tail keywords? E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 10
  • 11. www.ewebmarketing.com.au Call 1300 785 122Sydney Office Ph: (02) 9438 5633Level 2, 20 Chandos Street Fax: (02) 9436 0081St Leonards 2065 NSW Australia support@ewebmarketing.com.au E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 11