Introduction to SEO: Writing Content

Introduction To Search
Engine Optimization
WRITING 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

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.

2

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
3

The Short and Long Tail of Search
Short 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

4

What is this web page about?

5

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!

6

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.

7

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!

8

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.

9

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?

10

www.ewebmarketing.com.au

Call 1300 785 122

Sydney Office Ph: (02) 9438 5633
Level 2, 20 Chandos Street Fax: (02) 9436 0081
St Leonards 2065 NSW Australia support@ewebmarketing.com.au
11

Introduction to SEO: Writing Content

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