Web Content & SEO Writing by Janette Toral

Web Content / SEO Writing Janette Toral http://www.bloggingfromhome.com http://www.e-commercephilippines.com

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

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

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?

Search Marketing •  Maximize number of searchers coming to your site. •  Attracting visitors to your site from search sites.

Search engine optimization •  How you get your site’s pages to be shown in organic search results.

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.

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.

Search Engine Ranking •  Link popularity or analysis –  Number and quality of pages linking to you.

Search Marketing Program •  Web site goals –  Sales •  Online •  Offline –  Leads –  Market awareness –  Information & entertainment –  Persuasion

Search Marketing Program •  Measure web site success –  Count •  Conversion •  Visitors •  Revenue

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

Inform search engines what your site is about •  Familiar words •  Made-up words •  Known words. •  Brand names •  Generic terms. •  Avoid "politically correct" terminology.

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.

How users read •  They don't read, they scan.

Why scan? •  Users tend to move and click on things. •  Content competition

Users tend to move and click on things. Content COMPETITION

How users read •  Finding a new article to read: 1 minute •  Short articles (600 words – 3 minutes) •  Long articles (1000 words – 5 minutes)

Users read fast •  The first two paragraphs must state the most important information. •  Has information-carrying words –  Subheads –  Paragraphs –  Bullet points

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.

Meet half-way •  Start with overviews and short, simplified pages. •  Then link to long, in-depth coverage on other pages.

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

Writing a headline •  Write 30 to 50 headlines. •  Step back from the headline for a day to gain new perspective.

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?

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?

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?

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.

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

Focus on user wants •  Web content –  Brief –  Straight to the point –  Actionable content –  Support the user's personal story.

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

Make users come back •  Use –  Newsletters –  Social media •  Twitter •  Facebook –  Rss subscription •  Be searchable –  be found on search engines

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.

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

Exercise •  Review a write-up •  Improve write-up using –  keyword research –  Compelling headline –  Emotional words

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

Thank you! http://www.searchprofileindex.com http://www.blog4reviews.com

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Web Content & SEO Writing by Janette Toral

by Janette Toral on Jul 20, 2010

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Web Content & SEO Writing by Janette Toral — Presentation Transcript