SEO Bootcamp: Writing for SEO


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SEO Bootcamp: Writing for SEO

  1. 1. 1SEOBootcamp: Copywriting &Emails29May 2013
  2. 2. 2What’sonthedocket?I. SEO copywritingI. Why its importantII. Focus on the basicsII. Copywriting elements you need to knowI. Title tagsII. META description tagsIII. H1 tagsIV. 10 rules for writing optimised copyIII. A quick section on writing emailsI. Email writing tips: the dosII. Email writing tips: the dontsThis is SEO Pug - you’ll knowand love him soon enough.
  3. 3. I. SEO copywriting3
  4. 4. 4SEOcopywritingisemotional
  5. 5. 5OK,it’snot–butitisimportant!Why?We’ve allseen thisperiodictable ofrankingfactors
  6. 6. 6SEOcopywriting:stillimportant
  7. 7. 7Andwe’veallseenwhereSEOisheaded
  8. 8. 8Sowhatdoesthishavetodowithcopywriting,Willis?
  9. 9. 9Becauseyoucan’tberelevantinsearchwithoutgreatcopy“To rank #1 for a keyword, you must own the best piece of relevant content on the Web.”– Sir Richard Kirk
  10. 10. 10WithSEO,youshouldlookbackbeforemovingahead“OK, enough of the God damn stock photos.” – Sir Richard Kirk
  11. 11. 11Tolookback,westillneedtofocusonthebasics
  12. 12. 12Showofhands:HowmanyofyouhavewrittenSEOcopy?
  13. 13. II. Copywriting elementsyou need to know13
  14. 14. 14Titletagbestpractices
  15. 15. 15Titletag:thisishowyoudoit
  16. 16. 16Let’swriteatitletagtogether!Primary keyword-hamburgersSecondary keywords-london hamburger restaurants-burgersSEO Pug says: Don’t forget to kick off the tag with the primary keyword.
  17. 17. 17MytitletagHamburgers: London Hamburger Restaurants | ByronBoom! Primary keyword at front, secondary keyword next and thebrand at the end – all clocking in at 48 characters.
  18. 18. 18METAdescriptiontagbestpractices
  19. 19. 19METAdescriptiontag:thisishowyoudoit
  20. 20. 20Samedrill:Let’swriteaMETAdescriptiontagtogether!Primary keyword-hamburgersSecondary keywords-london hamburger restaurants-burgersSEO Pug says: Use your title tag to build the META description.
  21. 21. 21MyMETAdescriptiontagVisit Byron to discover proper hamburgers, chips, shakes and more. Youropinion of London hamburger restaurants will change for good! DiscoverByron today and see what the burger buzz is all about.Bam! Call-to-action at the front, primary and secondary keywords throughout, andmention of the brand – all that in just 197 characters.
  22. 22. 22H1tagbestpractices
  23. 23. 23H1tag:thisishowyoudoit
  24. 24. 24Woof!Let’swriteanH1tagtogether.Primary keyword-hamburgersSecondary keywords-london hamburger restaurants-burgersSEO Pug says: Think of the H1 tag as a brief explanation of the page.
  25. 25. 25MyH1tagHamburgers: Byron Proper HamburgersWham! Primary and secondary keywords used and mention of the brand.
  26. 26. 26Nicework,all!Hereare10generalrulesforwritingoptimisedcopy1. Determine objective of the Web page, brand voice, audience2. Choose primary and secondary keywords3. Remember to write for search engines and users4. Use primary and secondary keywords in all applicable elements5. Place primary and secondary keywords at/near the front of applicable elements6. Make sure body copy is unique and follows the same keyword themes7. Link to similar products and information in the body copy8. Incorporate primary and secondary keywords in anchor text9. Optimise image file names and ALT attributes10. Populate URLs with primary and secondary keywords
  27. 27. III. A quick section onwriting emails27
  28. 28. 28Showofhands:Howmanyofyouwriteinternalemails?
  29. 29. 29Showofhands:Howmanyofyouwriteclientemails?SEO Pug says: I can’t write emails because I’m a dog.
  30. 30. 30Showofhands:Howmanyofyouspellcheckyouremails?
  31. 31. 31You should spell check EVERY email.Even that one you just sent to your coworker.And especially that one you just sent to your CEO.
  32. 32. 32You should proofread EVERY email.Even that one you just sent to your coworker.And especially that one you just sent to your CEO.
  33. 33. Other email writing tips: the do’s33
  34. 34. 34Always start a conversation with a greeting.And use a comma when directly addressing someone.Example: “Hi, Lucy.” and not “Hi Lucy.”SEO Pug says: Few people use the rules of direct address.
  35. 35. 35Always close with a proper sign-off.Thanks and cheers come to mind – as in “Thanks, Marvin!” and not “Thanks Marvin!”This will depend on the person and your relationship.
  36. 36. 36Only write as much as you have to.A phone call can often save time.Some of us (ahem) are guilty of writing long emails.
  37. 37. 37Break longer emails into paragraphs.It’s easier to read and digest this format.You wouldn’t read an article that’s one long paragraph, would you?
  38. 38. 38If action is required, state that early on.And put it in the subject line, if necessary.
  39. 39. 39Double check the “To” and “Cc” fields!Especially when you reply, because how many of us have hit “Reply to All” by accident?And how about that time you sent an email to the wrong Susan?SEO Pug says: Wrong Susan wasn’t very happy about that.
  40. 40. The don’ts40
  41. 41. 41Don’t Cc your boss on every email.He/she is busy enough as it is, so think before you hit “Send.”SEO Pug says: Not cool, man. Give your boss some elbow room!
  42. 42. 42Don’t attach huge attachments.That’s what Basecamp, Dropbox and the like are for.
  43. 43. 43Don’t just forward an email chain.Read the chain first, because there could be sensitive information in there.
  44. 44. 44Don’t send an email off in a fit of rage.Calm down first – emails can come back to haunt you.SEO Pug says: Sometimes I gently bite when I’m hungry.
  45. 45. 45One more thing: we have QA!Just send your copywriting, deliverable, email, etc. to me and I’ll have a look.Or ask a friend!
  46. 46. Thank you!46