iThinkMedia SEO Copywriting Presentation Transcript
What is SEO
Why is it important and what does it do?
Effects of SEO for a copywriter
The main SEO elements
Rules to writing
Product titles and descriptions
So what’s covered?
SEO can be defined as the activity of optimising web pages or whole sites in order to make them more search engine friendly, thus getting higher positions in search results.
One of the basic truths in SEO is that even if you do all the things search engines are looking for, this does not automatically guarantee you top rankings.
SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a website web presence.
What is SEO? SEO – Definition: Search engine optimisation, the use of various techniques to improve a web site's ranking in the search engines and thus attract more visitors
The Big Players...
Why does SEO matter?
SEO allows you to appear in front of a potential customer looking to purchase a product that you sell. 90% of Search Engine users don’t go past page 1.
If your website isn’t optimised for Search Engines you are relying on other forms of online marketing to direct traffic to your website.
PPC – You pay for every click
Affiliates – You give commission for each sale
Email – Only targets existing customers
Display – Mass impressions but low CTR, only targets brand awareness.
Without optimised pages and products, your site will not be detectable by search engines
By optimising your site you are more likely to rank for your targeted keywords
By showing higher on search results, more traffic is driven to your site
Structured optimised sites give search engines an easily accessible route to finding information and gives the site a theme, leading them to showing up in search results (SERPs)
Why is SEO important and what is it’s purpose? Click-Through Rates
Good SEO = Top results, more traffic & increased conversion
Best practice is essential
Without an optimised site, customers cannot find your offerings/products when typing keywords/phrases
By stuffing your title tags, meta descriptions and content with keywords you will not help your SEO efforts and may lead to your site being penalised
Can dilute the relevancy of your site if you try to mention as many keywords/phrases as possible
Good SEO = Common Sense + Research
SEO needs to be done right
So, if SEO is done well – what happens? Title tags and meta descriptions include keywords relevant to the search term (This term is now supported by a strong PPC campaign, increasing relevancy to web searchers)
Title & Meta Rules
TITLE TAGS <title> Mothercare - Maternity Clothing, Baby Clothes, Pushchairs, Nursery Furniture, Car Seats, Preschool Toys and Baby Essentials </title>
One of the most influential SEO tags
First 3 words of the title tag are the most important
Keep within 70 characters
META DESCRIPTIONS < meta name ="Description" content='Welcome to Mothercare, Britain&#8217;s number one specialist retailer for mums to be and parents of young children. Shop online for the best of our nursery, cots, pushchairs, car seats, clothing, toys, gifts and furniture ranges, and check out our pregnancy and parenting advice.' />
No longer a Ranking Factor but still important as appears in Search Engine results when kept relevant so include a Call to Action.
Sometimes replaced by Google if a page snippet is deemed more relevant