Smw09 Power Point Template[1]

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  • Smw09 Power Point Template[1]

    1. 1. Copywriting for Search Success Stephanie Courtney MindShare Ireland
    2. 2. Overview <ul><li>What is unique about writing for the web </li></ul><ul><li>Know your audience </li></ul><ul><li>Keywords </li></ul><ul><li>Writing Title Tags and Meta Descriptions </li></ul><ul><li>Writing web page content </li></ul><ul><li>Writing anchor text </li></ul>Search Marketing World 2009
    3. 3. Writing for the Web is Different It’s Personal Search Marketing World 2009
    4. 4. KNOW YOUR AUDIENCE Search Marketing World 2009
    5. 5. Web pages are viewed en masse … Search Marketing World 2009
    6. 6. … they are viewed by millions of individuals simultaneously. Search Marketing World 2009
    7. 7. Know Your Audience <ul><li>Write for a specific person rather than the general masses. </li></ul><ul><li>Understand the relationship you want to create with your reader. </li></ul><ul><li>The tone you use to write with is as important as the tone you use to speak with. </li></ul><ul><li>Making a connection is everything. </li></ul>Search Marketing World 2009
    8. 8. Never Forget! <ul><li>Technology is the vehicle.... </li></ul>Search Marketing World 2009 ...but the web is a very HUMAN place.
    9. 9. KEYWORDS Search Marketing World 2009
    10. 10. Hansel Had Breadcrumbs Search Marketing World 2009
    11. 11. ‘ Broadband’ vs ‘Internet’ Search Marketing World 2009
    12. 12. TITLE TAGS & META DESCRIPTIONS Search Marketing World 2009
    13. 13. What Is the Title Tag? Search Marketing World 2009
    14. 14. Title Tags <ul><li>Shouldn’t be more than 10-12 words </li></ul><ul><li>Should reflect exactly and specifically what the page is about </li></ul><ul><li>Should not repeat words when not necessary: </li></ul><ul><ul><li>Brand X - Internet, Internet provider, Internet Service, Internet Service Provider – s/b: </li></ul></ul><ul><ul><li>Brand X – Internet Service Provider </li></ul></ul>Search Marketing World 2009
    15. 15. What is a Meta Description? Search Marketing World 2009
    16. 16. Meta Descriptions <ul><li>Can be any length, but the snippet will only show 20-35 words depending on length. </li></ul><ul><li>Should be written as a call-to-action </li></ul><ul><li>Should not be stuffed with keywords </li></ul>Search Marketing World 2009
    17. 17. WRITING WEB PAGE CONTENT Search Marketing World 2009
    18. 18. Always Write for Your Customer <ul><li>Do not write for Google (search engines) </li></ul><ul><li>Write for people </li></ul><ul><li>Write for searchers </li></ul><ul><li>Write for customers </li></ul><ul><li>Did I mention writing for Human Beings? </li></ul>Search Marketing World 2009
    19. 19. The Difference Between Search Engines... Search Marketing World 2009
    20. 20. Search Marketing World 2009 ... And People
    21. 21. Inspire Search Marketing World 2009
    22. 22. Calls to Action Search Marketing World 2009
    23. 23. Calls to Action Search Marketing World 2009
    24. 24. Appeal to Practicality Search Marketing World 2009
    25. 25. Anchor Text Search Marketing World 2009
    26. 26. Make the Conversion Search Marketing World 2009
    27. 27. Internal Linking & Site Structure 02/10/10 Sample Footer Text Here
    28. 28. Search is Only 1 Channel Search Marketing World 2009
    29. 29. That Leads to Your Web Page Search Marketing World 2009
    30. 30. MindShare Ireland Search Marketing World 2009

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