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SEO Copywriting Demystified: How to Get Started Writing for the Web

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With so much focus on quality content for SEO, writing for the web can seem like a daunting task. This presentation gives an introduction to SEO copywriting and explains how search engines find and rank content, reviews the on-page elements important for copywriting, and provides some strategies for keyword research and discovering what your audience is searching for.

Nick Bernard is an SEO strategist for Portent, Inc. Read what he's written on the Portent blog at http://www.portent.com/author/nbernard/ or find him on Twitter at @niceisnick.

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SEO Copywriting Demystified: How to Get Started Writing for the Web

  1. 1. Nick Bernard @niceisnick nick@portent.com SEO COPYWRITING DEMYSTIFIED
  2. 2. (OR DON’T THINK) HOW SEARCH ENGINES THINK
  3. 3. HIERARCHY
  4. 4. AUTHORITY & TRUST QUALITY RELEVANCE
  5. 5. AUTHORITY QUALITY RELEVANCE YOU HAVE THE POWER
  6. 6. HIERARCHY
  7. 7. HIERARCHY T E N T S E S S E N T I A L S E X P E R I E N C E E X P L O R E F A S T S T A S H H U B B A H U B B A S T O R M K I N G
  8. 8. HIERARCHY TITLE TAG HEADINGS IMAGE ALT TEXT, FILENAMES… BODY TEXT
  9. 9. ON-PAGE ELEMENTS
  10. 10. TITLE TAG
  11. 11. TITLE TAG SEO & Search Engine Optimization – Portent, Inc.
  12. 12. HEADINGS
  13. 13. HEADINGS
  14. 14. BODY TEXT
  15. 15. THEY CAN’T READ IMAGES
  16. 16. WEBSITES NEED TEXT
  17. 17. META DESCRIPTIONS Nice meta description! Not so good….
  18. 18. THE CUSTOMER’S LANGUAGE
  19. 19. RELEVANT DESCRIPTIVE UNIQUE
  20. 20. GOOGLE SUGGEST
  21. 21. GOOGLE SUGGEST
  22. 22. UBERSUGGEST
  23. 23. QUORA
  24. 24. GOOGLE TRENDS
  25. 25. GOOGLE ADWORDS KEYWORD TOOL
  26. 26. BROAD, “FAT HEAD” TERM T E N T S
  27. 27. SPECIFIC, “LONG TAIL” TERM L I G H T W E I G H T T E N T S F O R 2 P E O P L E
  28. 28. THE SECRET IT’S NOT REALLY ABOUT SEARCH ENGINES
  29. 29. WRITE DESCRIPTIVE CONTENT THAT’S RELEVANT AND USEFUL FOR YOUR CUSTOMER. PERIOD.
  30. 30. Thanks! Nick Bernard @niceisnick nick@portent.com

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