SEO-for-copywriters

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Search Training with Brian MacDonald from Barefoot Proximity at the Digital Day event of Proximity BBDO Sweden September 27th 2011.

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SEO-for-copywriters

  1. 1. SIMON PEARCEadvanced SEoDIGITAL STRATEGYfor copywriters
  2. 2. Page Level Factors 2
  3. 3. Page Level Factors 3
  4. 4. Page Level FactorsPage TitlesLength and order are important- 50-80 Characters- Put the SEO priority terms first (not the brand/site name)- Almost always incorporate the headline in some way (but it should still get separate attention) 4
  5. 5. Page Level Factors Headline | SEO Headline 5
  6. 6. Page Level FactorsImagesEvery image should:- Have an appropriate alt tag- Be renamed to match the SEO priority e.g. vegetarians-eat-bacon.jpg- Link to itself (and include a title tag)FBC Example 6
  7. 7. Page Level FactorsBody CopyPretty simple...include the priority keywords (preferably in thefirst 100 words)Three to six times is a good guideline for a standard page 7
  8. 8. Page Level Factors
  9. 9. Page Level Factors5 Ways to Improve Your Article Headline PerformanceLength: 8 words works bestNumbers: Odd numbers work better than evenFormat: Use punctuation and questionsand...include your priority term(s) 9
  10. 10. Page Level Factors Headlines Page Titles Click-Through Rate Good Headline + High CTR = Google Success (Google is watching) 10
  11. 11. Page Level FactorsMeta DescriptionsSmall sites (e.g. < 30 pages)- Write custom meta descriptionsLarger sites- Set them automatically (not worth writing custom descriptions for large-scale sites) 11
  12. 12. Page Level FactorsWhat matters most?1. Keyword is used in the meta title2. Keyword is in the first three words of the meta title3. Keyword is in the headline (H1)4. Keyword is used in the URL (this should be automatic)5. Keyword is used in the body of the page6. Keyword is used in the first 100 words of the body7. Keyword is used in the image attributes 12
  13. 13. Page Level FactorsWhat doesn’t matter?1. Keyword is used in the meta description2. Keyword is used in sub-titles (H2, H3, etc.)3. Keyword is used in the meta tagsAnyone who recommends using meta tags for SEOshould be publicly ridiculed 13
  14. 14. Alternative DiscoveryPDFs - Ensure that text is crawlable 14
  15. 15. Alternative DiscoveryPDFs - Complete file properties 15
  16. 16. Alternative DiscoveryPDFsFile properties will appear on the SERPThe same principles apply to Word, Excel, PowerPoint, etc. 16
  17. 17. ToolsSEOmoz.org - Term Extractor 17
  18. 18. ToolsSEOmoz.org - On Page Keyword Optimization 18

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