Introduction To SearchEngine OptimizationWRITING CONTENT                   Level 2, 20 Chandos Street                     ...
What is content?• To people, web content can  be many things.   – People consider text, images,     sounds, videos and    ...
Search engines read HTML only                          Text = HTML      Images shaped like text = invisible to search engi...
The Short and Long Tail of SearchShort Tail Keywords                       Long Tail Keywords•   Broad, generic and compet...
What is this web page about?             E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia      ...
The most relevant page in the world• Human: I want to find information about “Italian wine” ...• Google: This page is abou...
Keyword targeting• Keyword dedicated pages   – Each keyword or keyword cluster (small groups of very similar     keywords)...
The importance of adding value• 2 to 3% is only a guideline   – It is more important that content is original, useful and ...
Is my content unique?• Google considers content that is copied word for word from  other websites to be plagiarism•   Is y...
Module 3 Review• What do search engines read?• What is a dedicated page?• Why is unique content important?• How can unique...
www.ewebmarketing.com.au                                 Call 1300 785 122Sydney Office                       Ph: (02) 943...
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Introduction to SEO: Writing Content

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- 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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Introduction to SEO: Writing Content

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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