Seo Copy Writing Best Practices Legal Vertical And Beyond

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Learn the best practices of seo onsite strategy and content writing in order to write naturally for search engines and future profile you seo efforts for updates like the Hummingbird update. Taking …

Learn the best practices of seo onsite strategy and content writing in order to write naturally for search engines and future profile you seo efforts for updates like the Hummingbird update. Taking into account search intent after recent updates to capitalize on informational, transnational, and navigational search.

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  • 1. April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 1 The “Old Way” of Creating Keyword-Stuffed Content is Officially Dead *Content Needs to Satisfy Intent About two years ago, we saw a shift in search from “dumb” keyword optimization to a more intent- based channel where search engines endeavored to “best guess” a search user’s intent, matching it to relevant content that (hopefully) best answered a user’s query. Read more at http://www.searchenginejournal.com/3-ways-content-will-affected-googles-latest- hummingbird-update/71473/#hpkY76Lcxdi5r1Dc.99 *Content Needs to Be Rich Sites that are currently developing rich content that seek to answer more comprehensive questions, rather than keywords or phrases, will increase their chances of ranking well with the new update. Read more at http://www.searchenginejournal.com/3-ways-content-will-affected-googles-latest- hummingbird-update/71473/#hpkY76Lcxdi5r1Dc.99 *Authorship Matters Because content seems to be the biggest emphasis for this update, it also likely means that authorship will become an even more important factor in optimization. Read more at http://www.searchenginejournal.com/3-ways-content-will-affected-googles-latest- hummingbird-update/71473/#hpkY76Lcxdi5r1Dc.99
  • 2. Example of Good Content *Exact terms and variations are not repetitive *State and city are identified in content *Terms are free flowing and sound natural *Terms are separated by isolating geo and attorney terms so exact keyword is not repeated. *Terms related to divorce are found in content April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital When Divorce in Kentucky Will be Granted A divorce can wreak havoc on your emotions and your life. At John H. Ruby & Associates, we have handled numerous Louisville divorce cases throughout the years, and because we understand how difficult it is, we strive to make the legal process as simple and straightforward as possible for you. A Kentucky court will grant a divorce where: At the time of filing, at least one of the parties has been a resident of Kentucky for at least 180 days; The marriage is irretrievably broken; and, •Child custody and support, if applicable, as well as spousal support and the disposition of property, have been determined by the parties or the court In finding that the marriage is irretrievably broken, the judge must believe that conciliation between the spouses is not possible. If either party denies that the marriage is irretrievably broken, the court may order the parties to participate in a conciliation conference where both parties and their attorneys meet with a therapist in an effort to resolve their issues without the necessity of getting divorced.
  • 3. Example of Bad Content April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 3 Divorce Attorneys in Kentucky A divorce can wreak havoc on your emotions and your life. Louisville divorce lawyers at John H. Ruby & Associates, we have handled numerous Louisville divorce cases throughout the years, and because we understand how difficult it is, we strive to make the legal process as simple and straightforward as possible for you. Your Kentucky divorce law firm. Situations where a divorce lawyer in Kentucky can assist When a divorce in Kentucky is granted: •At the time of filing, at least one of the parties has been a resident of Kentucky for at least 180 days; •The marriage is irretrievably broken; and, •Child custody and support, if applicable, as well as spousal support and the disposition of property, have been determined by the parties or the court In finding that the marriage is irretrievably broken, the judge must believe that conciliation between the spouses is not possible. If either party denies that the marriage is irretrievably broken, the court may order the parties to participate in a conciliation conference where both parties and their Kentucky divorce attorneys meet with a therapist in an effort to resolve their issues without the necessity of getting divorced.
  • 4. Example of Bad Content {H1} -H1 is simply using a keyword and not leading into the page for the user. April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 4 Manassas Auto Accident Lawyer Dedicated legal representation for Virginia auto accident victims According to the Virginia Highway Safety Office, more than 60,000 people sustained injuries on Virginia’s roads in 2011 – a three percent increase over 2010 – in more than 120,000 traffic crashes. Each accident has its unique characteristics. Prince William County auto accident attorney Kevin Paul Childers has been helping victims get the compensation they need for their injuries, including medical expenses, lost wages and pain and suffering. Virginia Auto Accident Statistics Tell the Tale Dedicated legal representation for Virginia auto accident victims According to the Virginia Highway Safety Office, more than 60,000 people sustained injuries on Virginia’s roads in 2011 – a three percent increase over 2010 – in more than 120,000 traffic crashes. Each accident has its unique characteristics. Prince William County auto accident attorney Kevin Paul Childers has been helping victims get the compensation they need for their injuries, including medical expenses, lost wages and pain and suffering. Good Example: Bad Example
  • 5. Over use of exact keyword phrases Experienced Auto Accident Attorneys in Boston, Massachusetts The Boston auto accident attorneys of John Smith & Associates are your choice if you have been involved in an auto accident in Boston. Whatever type of auto accident you have been involved in; our dedicated attorneys can assist in Boston and throughout Massachusetts. April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 5 Bad Example: Experienced Auto Accident Representation John Smith & Associates are your choice if you have been involved in an auto accident in. Our dedicated attorneys can assist in Boston and throughout Massachusetts no matter what type of accident you have been in. Good Example:
  • 6. Content written for search engines not a primary focus of users in mind (Example of Bad Content) April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 6 Legal Services from a Manassas Trucking and Motorcycle Accident Lawyer Reliable representation for victims of Prince William County traffic accidents Truck and motorcycle accidents are among the most serious types of motor vehicle crashes and often result in terrifying, life-altering injuries. There is rarely a minor accident when these types of vehicles are involved. Kevin Paul Childers, a nationally recognized truck and motorcycle accident lawyer in Prince William County, has a long-standing and successful history in making juries and insurance companies understand how a tractor-trailer or motorcycle collision can affect a person's life. A qualified truck accident attorney in Manassas you can trust Truck accidents are often the result of negligent behavior by the truck driver, trucking company, or both. As a distinguished truck accident lawyer in Prince William County, Kevin Paul Childers investigates the accident report and other evidence, identifies the parties that may be liable and pursues justice on the victim's behalf.
  • 7. Example of Good Content April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 7 Legal Services With the Accident Victim in Mind Representation for catastrophic auto injury victims Truck and motorcycle accidents are among the most serious types of motor vehicle crashes and often result in terrifying, life-altering injuries. There is rarely a minor accident when these types of vehicles are involved. Kevin Paul Childers, a nationally recognized accident lawyer, has a long-standing and successful history in making juries and insurance companies understand how a tractor-trailer or motorcycle collision can affect a person's life. A qualified attorney in Manassas you can trust Truck accidents are often the result of negligent behavior by the truck driver, trucking company, or both. As a distinguished lawyer in Prince William County, Kevin Paul Childers investigates the accident report and other evidence, identifies the parties that may be liable and pursues justice on the victim's behalf.
  • 8. Best Practices SEO Copywriting Titles: Should wrap keywords in a promise that communicates what content has to offer Opening: If possible reiterate targeted keywords in the opening sentence to reinforce relevancy Subheadings: This is where the targeted phrase finds a natural opportunity to be restated Related Words and Synonyms: Copy should include synonyms of the terms being targeted, rather than repeat the same phrases. Search algorithms are advanced enough to discover contextually- related term to support targeted terms Specificity: Specificity helps the reader by showing relevancy and making the copy more dynamic as well as providing places to increase on-page keyword frequency Call to Action: keywords should fit the next step you want the reader to take (call + email)
  • 9. Best Practices SEO Copywriting Headings: Should wrap keywords in a promise that communicates what content has to offer April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 9 Good Example: Divorce advice from Michigan attorneys with more than 30 years of experience Bad Example: Learn About Divorce from Michigan Divorce Attorneys and Lawyers Who Have More Than 30 years of Experience in the State of Michigan
  • 10. Best Practices SEO Copywriting • Opening: If possible reiterate targeted keywords in the opening sentence to reinforce relevancy Good Content: How to Plan for Medicaid in Kentucky Most people are unaware of the extensive benefits and services Medicaid provides to its recipients. At the Louisville Law Office of John H. Ruby & Associates, we will walk you through the eligibility requirements and create a plan specifically for you. Bad Content: Kentucky Medicaid Attorneys and Lawyers Help you Plan The Kentucky Medicaid Attorneys can help people understand Medicaid benefits in Louisville, Kentucky. The Louisville lawyers at the Law Office of John H. Rudy & Associates will help you through this process in Louisville, and through out Kentucky. April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 10
  • 11. Best Practices SEO Copywriting Good Content Example Subheadings: This is the targeted phrase which finds a natural opportunity to be restated April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 11 Pennsylvania Bankruptcy & Debt Relief Law Firm Serving Pittsburgh, Harrisburg and all of Pennsylvania Are you searching for a Pennsylvania bankruptcy lawyer? Do you need immediate debt relief assistance? You have come to the right place. At Harold Shepley & Associates, our skilled attorneys listen to all of your concerns and recommend a plan of action. We work hard to help you lower your monthly payments, reduce your debt and avoid bankruptcy whenever possible. Our founder, Harold Shepley, has provided reliable debt relief solutions since 1999. You may be able to recover from debt without filing bankruptcy Some bankruptcy attorneys in Pennsylvania encourage you to file as soon as they hear you have a debt problem. But our lawyers view bankruptcy as a last resort.
  • 12. Best Practices SEO Copywriting Bad Content Example {Subheadings}: April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 12 Pennsylvania Bankruptcy & Debt Relief Law Firm Your Pittsburgh bankruptcy attorneys, Harrisburg bankruptcy lawyers, Pennsylvania bankruptcy law firm Are you searching for a Pennsylvania bankruptcy lawyer? Do you need immediate debt relief assistance? You have come to the right place. At Harold Shepley & Associates, our skilled attorneys listen to all of your concerns and recommend a plan of action. We work hard to help you lower your monthly payments, reduce your debt and avoid bankruptcy whenever possible. Our founder, Harold Shepley, has provided reliable debt relief solutions since 1999. Pennsylvania attorneys helping in recovering from debt without bankruptcy in Pittsburgh and Harrisburg Some bankruptcy attorneys in Pennsylvania encourage you to file as soon as they hear you have a debt problem. But our lawyers view bankruptcy as a last resort.
  • 13. Common SEO Copywriting Myths • Word Counts : There is no magic number. When writing with the mindset to fill word count you end up with a lot of filler content. Instead write deeper within the subject matter to create captivating content that is results driven. In an ideal world write till it feels right. (Internally we have set content lengths to adhere to as far as budgets). • Keyword Headlines: Clarity is more important than the keyword richness. If the headline does not grab the user’s initial attention and is simply stuffed with keywords, the likely result is a high bounce rate for those particular pages. • Heavy Internal Linking: When internal linking is done correctly it helps Google better crawl your site. It also helps drive visitors forward to the next level of your conversion funnel. When internal linking is taken overboard it leaves the reader overwhelmed and may cause the user to leave the site. April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 13
  • 14. Latent Derelict Allocation and How it Pertains to Writing SEO Copy • In a nutshell it is topic modeling because keyword density as a ranking factor in most cases produces spammy results. With the Panda updates this type of content was deemed low quality. • This technique represents in an improvement in determining on-page relevance. • Topic modeling/LDA takes the context of keywords into account, which results in a better understanding of the relevance of content. • Good for differentiating between terms which may have more than one meaning contextually. (Example: boxer – dog breed, fighter, and underwear) • LDA also encompasses the idea of writing content around a topic without specifically referencing the topic itself. (Write a page about divorce, never explicitly saying the word divorce, by mentioning child custody, child support, cohabitation, father’s rights, mediation, mother’s rights, separation, spousal support and visitation. Contextually hint that divorce is the topic by writing about factors that deal with the term or idea.) April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 14
  • 15. Different Ideas to Vary SEO Copy Style *Splitting terms in aop/geo/ lawyer- attorney within content. Technically term/terms are mentioned in content but in a more natural form. (divorce lawyer one sentence, geo in another, lawyer attorney separately in another, and divorce stand alone as well.) Example of Good Content: If you do not know where to turn, a divorce lawyer may be able to help. New York City has been in the forefront for divorces in this economy. Don’t go at it alone when an attorney can lead the way. Divorce hurts everyone involved, but we can help heal the pain. Example of Bad Content: When you have no where to turn a New York City divorce lawyer can help. New York City divorce attorneys can help in a hard hit economy in New York City. Don’t go at it alone when a divorce attorney in New York City can lead the way. Divorce in New York City hurts all parties involved, but we can help heal the pain. • Use targeted terms within strategic points onsite but also back them up with synonyms in the body text. • Write content for users instead of search engines. Terms do not need to appear word for word. Variations of terms should be used to make content sound more natural. April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 15
  • 16. Content Has to Have Concept and Purpose • Best practices for content are not only what we want, but also what Google wants to see as reference to content quality as well as relevancy. • Google wants you to be an authority on a topic instead an authority on keywords. • What we need is relevant, real content that people want to read and then share or tell other people or groups about. • This is where “SEO” is headed. It’s about great content with a massive audience of social followers that will get you leads. April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 16
  • 17. Content Has to Have Concept and Purpose • Content has to be a combination of informational and transactional. • Informational in the sense that it educates the searcher on the topic. • Transactional in the sense that it convinces the searcher that you are the authority and inspires them to call or contact you. • This does not just mean a single call to action sentence at the end of the website. • You want people to interact with the content and share it or pick up a phone and call you. April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 17
  • 18. Including Problematic Terms April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 18 Divide the term into base (criminal-drunk driving)/lawyer-attorney/GEO combinations Exact phrase can be avoided in this situation for optimization Criminal Lawyer: -John Smith is a New York City lawyer who handles criminal law cases. -If you’ve been accused of a criminal act, you may need a lawyer. -Accused of a crime? Deemed a criminal? An experienced lawyer can fight for you. Drunk Driving Lawyer: -A lawyer can help if you have a drunk driving case. -DUI is a prevalent issue that motorists face on the road. A lawyer can fight your drunk driving charge. -Find out how a lawyer can help if you were involved in a drunk driving incident.
  • 19. Link Bait & Authority Content Link bait = high-quality or authoritative content that catches the attention of the target audience April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 19
  • 20. Great Content April 19, 2014 Roman Prokopchuk / Founder/ Director of Search/ Nova Zora Digital 20