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SEO Copywriting
    for Humans

    Melanie Seibert
About me

I have a BA and MA in English.

I worked as an in-house copywriter for a
catalog and web retailer for 4 years.

Also worked as a technical writer for a total
of 3 years.

Now doing tech writing, content strategy,
and freelance web writing, including SEO.
Part 1.
Search is big.
http://www.readwriteweb.com/archives/facebook_wants_to_be_your_one_true_login.php
495 comments
   later...
...and counting.
Lesson:
Many people
navigate the web
Some don’t know how to use the address bar.
Part 2.
Elements of SEO.
Where do high search
rankings come from?
No one knows for sure.

But professional SEOs
  have some ideas.
Broad algorithmic elements
   to Google’s rankings
  http://www.seomoz.org/article/search-ranking-factors
SEO copywriting is not a magic
bullet.

High rankings come from many factors.

Most are off-page factors. These are important.
Work on them.
So why do we even worry
about SEO copywriting?
Two reasons.
Reason 1:
The 15% represented by on-page factors
are completely under your control.

Take control.
Reason 2:

Whatever you want your site visitors to do,
optimizing your content for them will help
them do it.

Increase conversions.
Part 3.
SEO Copywriting
for... Robots?
“A Web crawler [robot] is a
computer program that
browses the World Wide
Web in a methodical,
automated manner or
in an orderly fashion.”
                — Wikipedia
Back in the day...
This is bad because:
 It clutters the site.

 It makes it harder to find what I want.

 It hurts the site’s credibility.
So how should you optimize
your copy?

Your web copy should be:
• findable
• usable
Copy that ranks well,           Helpful copy that
                         vs.
  but doesn’t help               no one can find.
      humans.




             Both are equally useless.
“SEO copywriting is not about trying to trick
search engines by stuffing content with
unrelated keywords or with so many keywords
that the copy sounds silly. Good SEO
copywriting makes your page more readable
for both search engines and humans.”
— Yahoo! Style Guide (emphasis theirs)
What do you need
your copy to do?
Part 4.
SEO Copywriting for
Humans
1. Keywords
Pick keywords that:
•are searched often
•have less competition
Useful keyword tools:
SEOmoz keyword difficulty tool (paid)
http://www.seomoz.org/keyword-difficulty/

Google search-based keyword tool (free)
http://www.google.com/sktool/#

Trellian Keyword Discovery (free)
http://www.keyworddiscovery.com/
The best keywords are
key phrases (3-5 words).
Localize
if you can.
Example



Keywords:
– “Toronto virtual tours”
– “Toronto real estate photos”
Trial and error
   is your friend.
2. Page title
   <title>
Examples:
Title tips:
•Don’t forget it.
•Front-load it with keywords.
•Limit it to 65 characters.
3. Headings and
    subheads
      <h1>
      <h2>
      <h3>
...
4. Links
<a href=“”>
Click here.
For internal links, use keywords
and key phrases.

External links to pages about
a similar topic are fine.
Don’t overdo it.
5. Metadata
<meta name=”description”>
  <meta name=”keywords”>
Example
•Remember your keywords.
•Use 160-250 characters.
•Use a different description
 for each page of your site.
6. Content
•Update frequently.
 (Blogging helps.)
•Some experts recommend
 300 words per page.
•Make it useful and actionable.
•Keyword density should be
 below 5.5%
Helpful tool:
 Scribe — http://scribeseo.com/
Result:
Happy humans.
Happy robots.
References
•SEOmoz.org
•Copyblogger.com
•Yahoo! Style Guide

               Thanks!
•StoneHome Photo (Peter Rzazewski)
•Houston Apartment Help (Barbara Aquino)
•Sitesquared (Shanna Cote)
•Lindsey White
•Molly Rodriguez
Comments or
   questions?
Twitter: @melanie_seibert




  www.prosekiln.com

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SEO Copywriting for Humans

Editor's Notes