Web Content & SEO Writing by Janette Toral
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Web Content & SEO Writing by Janette Toral

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Web content writing techniques for search engine optimization as discussed by Janette Toral in an SEO writing workshop. Client sites used as examples are not included in the slide.

Web content writing techniques for search engine optimization as discussed by Janette Toral in an SEO writing workshop. Client sites used as examples are not included in the slide.

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  • Interesting talk from Arnold Alvarez on importance of good content to rank in search engines. <br /><object type="application/x-shockwave-flash" data="http://vimeo.com/moogaloop.swf?clip_id=9695283&amp;server=vimeo.com&amp;show_title=0&amp;show_byline=0&amp;show_portrait=0&amp;color=ff9933&amp;fullscreen=1&amp;autoplay=0&amp;loop=0" width="350" height="288"><param name="movie" value="http://vimeo.com/moogaloop.swf?clip_id=9695283&amp;server=vimeo.com&amp;show_title=0&amp;show_byline=0&amp;show_portrait=0&amp;color=ff9933&amp;fullscreen=1&amp;autoplay=0&amp;loop=0"></param><embed src="http://vimeo.com/moogaloop.swf?clip_id=9695283&amp;server=vimeo.com&amp;show_title=0&amp;show_byline=0&amp;show_portrait=0&amp;color=ff9933&amp;fullscreen=1&amp;autoplay=0&amp;loop=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • Video to supplement slide #2 to #4 -
    Internet Use, Search, Social Media Statistics Philippines 2010 from Janette Toral on Vimeo.<br /><object type="application/x-shockwave-flash" data="http://vimeo.com/moogaloop.swf?clip_id=13025176&amp;server=vimeo.com&amp;show_title=1&amp;show_byline=1&amp;show_portrait=0&amp;color=&amp;fullscreen=1" width="350" height="288"><param name="movie" value="http://vimeo.com/moogaloop.swf?clip_id=13025176&amp;server=vimeo.com&amp;show_title=1&amp;show_byline=1&amp;show_portrait=0&amp;color=&amp;fullscreen=1"></param><embed src="http://vimeo.com/moogaloop.swf?clip_id=13025176&amp;server=vimeo.com&amp;show_title=1&amp;show_byline=1&amp;show_portrait=0&amp;color=&amp;fullscreen=1" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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Web Content & SEO Writing by Janette Toral Presentation Transcript

  • 1. Web Content / SEO Writing Janette Toral http://www.bloggingfromhome.com http://www.e-commercephilippines.com
  • 2. Internet Search emerges as the top online activity. Activities showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  • 3. What people Search for on the Net Base: Past month Internet users aged 10+ across National Urban Philippines who have used a search engine in the past month Source: Yahoo!-Nielsen Net Index 2010
  • 4. Social media is changing the rules of engagement Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010 Do you know what people say about you?
  • 5. Search Marketing •  Maximize number of searchers coming to your site. •  Attracting visitors to your site from search sites.
  • 6. Search engine optimization •  How you get your site’s pages to be shown in organic search results.
  • 7. Search engine marketing •  Encompasses any kind of research results. •  Everything you do to raise your site’s visibility in search engines to attract more visitors.
  • 8. Search Engine Ranking •  Relevance •  Keyword density –  Number of times mentioned in whole website. •  Keyword proximity –  How close are the words closer to each other. •  Keyword prominence –  Where does the words appear? •  Page title, initial paragraphs, headings, emphasized text, body text, description.
  • 9. Search Engine Ranking •  Link popularity or analysis –  Number and quality of pages linking to you.
  • 10. Search Marketing Program •  Web site goals –  Sales •  Online •  Offline –  Leads –  Market awareness –  Information & entertainment –  Persuasion
  • 11. Search Marketing Program •  Measure web site success –  Count •  Conversion •  Visitors •  Revenue
  • 12. Search Marketing Program •  Search Marketing Campaign –  Target area of your site –  Focus on keywords searchers use –  Identify landing pages •  Is it index? •  What is its rank? •  Check competitor ranking
  • 13. Inform search engines what your site is about •  Familiar words •  Made-up words •  Known words. •  Brand names •  Generic terms. •  Avoid "politically correct" terminology.
  • 14. Keyword research •  Check keyword popularity –  Use http://freekeywords.wordtracker.com/ –  Use http://www.google.com/insights/search •  Identify popular keywords and enhance your list –  Do a search again on those keywords and find out popular competing sites. –  http://www.spyfu.com for additional keyword reference.
  • 15. How users read •  They don't read, they scan.
  • 16. Why scan? •  Users tend to move and click on things. •  Content competition
  • 17. Users tend to move and click on things. Content COMPETITION
  • 18. How users read •  Finding a new article to read: 1 minute •  Short articles (600 words – 3 minutes) •  Long articles (1000 words – 5 minutes)
  • 19. Users read fast •  The first two paragraphs must state the most important information. •  Has information-carrying words –  Subheads –  Paragraphs –  Bullet points
  • 20. People prefer to read short articles •  If you want many readers, focus on short and scannable content. •  If you want people who really need a solution, focus on comprehensive coverage. •  People who really need something are the highest-value users –  likely to turn into paying customers.
  • 21. Meet half-way •  Start with overviews and short, simplified pages. •  Then link to long, in-depth coverage on other pages.
  • 22. Scannable text •  start with the conclusion •  1 idea per paragraph •  highlighted keywords •  meaningful sub-headings •  bulleted lists •  half the word count (or less) than conventional writing
  • 23. Writing a headline •  Write 30 to 50 headlines. •  Step back from the headline for a day to gain new perspective.
  • 24. Compelling headline •  Offers strong, compelling promise. –  Learn search engine marketing techniques in 3 hours. •  Highlight benefits to the reader. –  Tap into proven online techniques to grow your business online. •  Explaining exactly what the offer is. –  Become a certified Social Media Marketing Professional in 3 months. •  Appealing to the emotions. –  Is the Internet killing your business?
  • 25. Compelling headline •  Use specifics –  How Jen makes US$6000/month during her after work office schedule doing SEO & Social Media Marketing. •  Arousing curiosity –  Social media strategies that worked for more than 100 companies. •  Calling out to a specific target audience –  Social media marketing techniques of a self-made online entrepreneur. •  Make an announcement –  Philippines E-Commerce will reach 10 billion in 2010. How Can You Become an E-Commerce Entrepreneur?
  • 26. Compelling Headline •  Asking a question –  Does E-Commerce, SEO, & Social Media Really Make Business Grow? •  Beginning with the words how to –  How to set-up an e-commerce website and social media presence in one day and get buyers right away?
  • 27. Building blocks •  It should read like an editorial. –  Not a sales pitch or press release. •  The obvious must be articulated in a way that it conveys value. –  Discover how to become an SEO and Social Media Marketing Consultant in one month. •  Hidden benefit can also be used. –  Get the coolest gig in Social Media Marketing industry. •  Framed in quotation marks –  “Assumes someone is being quoted” •  Use imperative voice when possible –  Land on page 1 in Google.
  • 28. Use Emotional / Conversational Words •  Additionally vs. here’s •  Preserve vs. save more •  Perhaps vs. maybe •  Aid vs. help •  Perceive vs. see •  Allow vs. let •  Pleased vs. happy •  Astute vs. smart •  Prevent vs. stop •  Following is vs. here •  Receive vs. get is •  Requested vs. ask for •  Completed vs. •  Strike vs. hit finished •  Sufficient vs. enough •  Omit vs. leave out
  • 29. Focus on user wants •  Web content –  Brief –  Straight to the point –  Actionable content –  Support the user's personal story.
  • 30. User behavior •  Ruthless in pursuing their interest and in rejecting whatever the site is trying to push. –  Banner blindness is one manifestation. •  Users cherry-pick the information and concentrate narrowly on what they want. –  Actionable content –  What user wants
  • 31. Make users come back •  Use –  Newsletters –  Social media •  Twitter •  Facebook –  Rss subscription •  Be searchable –  be found on search engines
  • 32. Credibility is important •  Use –  high-quality graphics, –  good writing –  use of outbound hypertext links •  Users detest promotional writing style with boastful subjective claims ("hottest ever"). –  Don’t exaggerate.
  • 33. Amplify through Social Media •  Blogs •  Media sharing •  Microblogs –  YouTube –  Twitter –  Flickr –  Plurk •  Social bookmarking / •  Social networks voting –  Facebook –  Digg –  MySpace –  Delicious –  Friendster –  StumbleUpon –  LinkedIn •  Review –  Plaxo •  Forums –  Ning •  Virtual worlds –  Yahoo
  • 34. Exercise •  Review a write-up •  Improve write-up using –  keyword research –  Compelling headline –  Emotional words
  • 35. Reference •  Jakob Nielsen –  http://www.useit.com/papers/webwriting/ •  David Viney –  Get to the Top on Google •  http://books.google.com/books?id=ciaQHtrsd18C •  Maria Veloso –  Web Copy that Sells •  http://books.google.com.ph/books? id=GHgWuuohd_0C
  • 36. Thank you! http://www.searchprofileindex.com http://www.blog4reviews.com