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Webmarketing123 webinar 4 secrets to brilliant seo copywriting 4.18.12

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  • 1. 4 Secrets to SEO Copywriting Done RightStrategies for creating SEO content that even Google’s robots will love. Today’s Host: Senior Search Marketing Expert @webmarketing123
  • 2. Founded in 2004 Custom KPI-based Scorecards100+ Clients Proprietary Attribution Tool @webmarketing123
  • 3. Some Practical Matters @webmarketing123
  • 4. Some Practical Matters  Are the slides available?Yes! Just email seo@webmarketing123.com @webmarketing123
  • 5. Some Practical Matters  Are the slides available?Yes! Just email seo@webmarketing123.com  Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123 @webmarketing123
  • 6. Some Practical Matters  Are the slides available?Yes! Just email seo@webmarketing123.com  Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123  Want to learn more?Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!visit bit.ly/wm123seo @webmarketing123
  • 7. Webinar Agenda 1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat! 2 How should you approach keyword research? Your content should appeal to people first and then Google will follow 3 Develop cornerstone content Follow 5 key steps 4 Become a trusted source Create a quality story to keep people (and Google) coming back for more @webmarketing123
  • 8. Webinar Agenda 1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat! 2 How should you approach keyword research? Your content should appeal to people first and then Google will follow 3 Develop cornerstone content Follow 5 key steps 4 Become a trusted source Create a quality story to keep people (and Google) coming back for more @webmarketing123
  • 9. 1: Crawling•  Spiders crawl your site on: o  Daily o  Weekly or o  Monthly basis•  Focus on keyword: o  Consistency o  Variation•  Recognize “ties” between: o  Links o  Content o  Keywords @webmarketing123
  • 10. 1: Indexing•  Spiders index, too:o  Store the content in alarge database toreference later.o  Gauge how relevant thecontent is to terms thatsearchers are browsing on. @webmarketing123
  • 11. •  Then, Google delivers your position.1: Ranking How can you improve your ranking?... @webmarketing123
  • 12. Webinar Agenda 1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat! 2 How should you approach keyword research? Your content should appeal to people first and then Google will follow 3 Develop cornerstone content Follow 5 key steps 4 Become a trusted source Create a quality story to keep people (and Google) coming back for more @webmarketing123
  • 13. 2: Google’s Insight Finder: ThinkWithGoogle.com @webmarketing123
  • 14. 2: Real-Time Insights Finder:Insights for Search ThinkWithGoogle.com @webmarketing123
  • 15. 1: Insight tool Google Insights, www.google.com/insights/search @webmarketing123
  • 16. 1: Trend tool Google Trends, www.google.com/trends/search @webmarketing123
  • 17. 2: Real-Time Insights Finder: Keyword Tool ThinkWithGoogle.com @webmarketing123
  • 18. 2: Adwords Keyword Tool Like putting good food out for your guests, appeal to your audience and then the Google “ants” will come  @webmarketing123
  • 19. 2: Real-Time Insights Finder:Trending onYouTube ThinkWithGoogle.com @webmarketing123
  • 20. 2: Real-Time Insights Finder:Blog Search &Cross-Platform ThinkWithGoogle.com @webmarketing123
  • 21. 2: Determine relevancy Choose a combination of short and long tail keywords carefully @webmarketing123
  • 22. 2: Determine relevancy• Choose keywords that are highly relevant to your end goals• Experiment with headline copy variations •  Headline first •  Visual next •  Caption below photo •  Main copy •  Contact information @webmarketing123
  • 23. 2: Determine relevancy Conduct headline copy testing for best results Audience Interaction: Which headline is best? 1.  Send Files to your Friends 2.  The Easiest, Fastest Way to Send Large Files @webmarketing123
  • 24. 2: Determine relevancy Conduct headline copy testing for best results Audience Interaction: Which headline is best? 1. Send Files to your Friends 2. The Easiest, Fastest Way to Send Large Files Why? 1. Be descriptive with keywords 2. Highlight the call to action 3. Leave it general – to extend farther than just to your friends @webmarketing123
  • 25. 2: Determine relevancy Conduct headline copy testing for best results Audience Interaction: Which headline is best? 1. Google+ much better than Facebook 2. Is Google+ proving a better user experience than Facebook? @webmarketing123
  • 26. 2: Determine relevancy Conduct headline copy testing for best results Audience Interaction: Which headline is best? 1. Google+ much better than Facebook 2. Is Google+ proving a better user experience than Facebook? Why? 1.  Question-structured headlines are enveloping 2.  Be descriptive (add your main topic into the headline ex: user experience) 3.  Provide user incentive to read further @webmarketing123
  • 27. 2: Determine relevancy Consider your call to action types•  AB Testing •  Determines what will convert at the highest rate •  Predicts with 95% confidence that winner will increase conversion rate @webmarketing123
  • 28. 2: Develop foundational content Choose keyword phrases that provide support for your business•  Satisfies the needs of your visitor – speak the language of the audience @webmarketing123
  • 29. 2: Develop foundational content Choose keyword phrases that provide support for your business•  Satisfies the needs of your visitor – speak the language of the audience•  Serves as the first step in your sales cycle – strengthen calls to action @webmarketing123
  • 30. 2: Develop foundational content Choose keyword phrases that provide support for your business•  Satisfies the needs of your visitor – speak the language of the audience•  Serves as the first step in your sales cycle – strengthen calls to action•  Prompts others to socially share it or link to it – build presence in social @webmarketing123
  • 31. Webinar Agenda 1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat! 2 How should you approach keyword research? Your content should appeal to people first and then Google will follow 3 Develop cornerstone content Follow 5 key steps 4 Become a trusted source Create a quality story to keep people (and Google) coming back for more @webmarketing123
  • 32. 3: Develop cornerstone content 5 key steps will take you to higher rankings•  Keywords•  Title tags and Headline•  Content•  Content landing page•  Related content @webmarketing123
  • 33. 3: Develop cornerstone content 5 key steps will take you to higher rankings•  Keywords •  What is the relevant question that searchers are asking for your content to answer and solve? •  Allow search engines to appropriately retain and index your keyword combinations with unique copy in content silos @webmarketing123
  • 34. 3: Develop cornerstone content 5 key steps will take you to higher rankings•  Title tags and Headline •  Wrap your business solution into a compelling: •  Structure •  Keyword-enhanced call-to-action •  Statement or Question answers the searcher’s exact question •  Descriptive initiative @webmarketing123
  • 35. 3: Develop cornerstone content 5 key steps will take you to higher rankings•  Content •  Proofread •  Grammar •  Tone of voice / natural writing style @webmarketing123
  • 36. 3: Develop cornerstone content 5 key steps will take you to higher rankings•  Content landing page •  Retention •  Bookmarking & Sharing •  Links •  Optimization @webmarketing123
  • 37. 3: Develop cornerstone content 5 key steps will take you to higher rankings•  Related content •  Support your content with other relevant sources ex: Bibliography support •  Blog @webmarketing123
  • 38. Webinar Agenda 1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat! 2 How should you approach keyword research? Your content should appeal to people first and then Google will follow 3 Develop cornerstone content Follow 5 key steps 4 Become a trusted source Create a quality story to keep people (and Google) coming back for more @webmarketing123
  • 39. 4: Become a trusted source Employ key SEO content elements into a consistent, quality story•  Attract natural links •  Internal linking •  Inbound linking @webmarketing123
  • 40. 4: Become a trusted source Employ key SEO content elements into a consistent, quality story•  Attract social sharing links @webmarketing123
  • 41. Key Takeaways•  Understand how Google’s ranking algorithm works•  Do keyword research to choose the right keywords for your website, productline, and overall theme•  Develop cornerstone content for your business foundation•  Become a trusted source and reference by employing key SEO contentelements into to a consistent, comprehensive, quality story @webmarketing123
  • 42. • Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!• Email seo@webmarketing123.com• Or visit bit.ly/wm123seo @webmarketing123
  • 43. What can you expect from speaking with one of our analysts? -  “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? -  Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing. -  Comparison of different digital strategies: Paid Search, Organic Search, Display Advertising, Social Media Marketing. Or visit bit.ly/wm123seo Next week: Is the Thrill Gone? Know When to Break Up with Your SEO Company facebook.com/webmarketing123 @webmarketing123