How to Create and Organize Content for SEO


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Learn the steps to creating a Google-friendly website, with search engine friendly content.

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How to Create and Organize Content for SEO

  1. 1. April 21, 2010<br />Ken Lyons<br />Senior Online Acquisition Marketing Manager<br />How to Organize & Create Content for SEO<br />
  2. 2. Agenda<br />Learn how search engines (i.e. Google) decide whether or not to send you traffic<br />Learn how to structure your site so you’re more likely to drive lots of relevant traffic<br />Learn how to structure your content to attract precisely the right type of traffic for each page on your Website<br />Learn how to find all of these great keywords that you need to be targeting via site structure and on-page content<br />
  3. 3. What Google Likes<br />If someone looks for “venture capital” Google wants to find a page that:<br />Is about “venture capital” – The page needs to strategically mention the key phrase “venture capital” on the page<br />Is a popular definition of “venture capital” - Other trusted pages link to this page as a good definition for venture capital<br />
  4. 4. Which Site Deserves More Credit from Search Engines?<br />More & Better Links = More Trust by Google<br />Linking Pages…<br />Who They Link To…<br />A<br />B<br />Your Page<br />C<br />D<br />Your Competitors’ Page<br />E<br />F<br />Lots of high quality links, even links from your own site, tell Google that a page is important.<br />
  5. 5. How Relevant is a Page for the Targeted Keywords?<br />Author web content that is...<br />Specifically themed around narrow subjects<br />Includes long-tail keyword variations in the page copy<br />Organize content with relevant intelligent information architecture!<br />
  6. 6. How to Structure Your Site<br />Identify a portfolio of keywords to target<br />Match the importance of a page within your site with the competitiveness and popularity of a keyword you target<br />Create a “pyramid” of keyword targeting<br />
  7. 7. Pyramid of Keyword Targeting<br />
  8. 8. Inverse Pyramid: Where Your Link Juice Lives<br />
  9. 9. Real World Examples of Keyword Targets<br />Home Page (1 Page)<br />Top Level Pages (~5 pages)<br />Lower Level Pages (Multiple Topical Pages)<br />
  10. 10. How to Target these Keywords Page-By-Page<br />How do we target keywords on a page? Select 5-10 closely related keywords, and use them within the page’s:<br />Page Titles<br />Description Meta Tag<br />URL structure<br />Site Navigation<br />Anchor Text<br />Heading Tags<br />Image Alt Attributions<br />These elements are all from Google’s own SEO starter guide:<br />
  11. 11. #1 - Optimizing Title Tags<br />Title tags (#1 above) tell the main focus of your page – be sure to include your target keyword. Read more here:<br />
  12. 12. #2 - Optimizing Meta Description<br />Meta Descriptions (#2 above) serve as your “search engine results page (SERP) advertisement” – use the space to sell your page to searchers, and speak directly to their interest/search query. Resource:<br />
  13. 13. #3 – URL Structure<br />URLs (#3 above) and file names – try to keep clean URLs and file names with keywords .<br />
  14. 14. #4 – Site Navigation or Information Architecture (“IA”)<br />See earlier slides – create a Google-friendly site structure<br />Use keyword-rich text in linking through your information architecture (bread crumbs, navigation menus, etc.)<br />
  15. 15. #5 – Anchor Text<br />Anchor Text – The text that is linked to bring the visitor to a new page. The bolded portion here is anchor text: <a href=“”>venture capital</a>.<br />
  16. 16. #6 – Heading Tags <br />Heading Tags – “Headlines” within your body copy. Represented by h1, h2, h3, etc. “tags” and manifested as below:<br />
  17. 17. #7 – Alt Attributes<br />Alt Attributes – These provide text that serves as an alternative to an image, so that certain browsers and screen readers – as well as Google – can tell something about an image from a text description.<br />
  18. 18. Keyword Research – Finding the Keywords to Put on the Pages<br />So how do you determine which keywords to target on all of these pages and through this Google-friendly site structure? <br />Leverage Keyword Tools:<br />Search Based Keyword Tool: (<br />Google Trends: ( <br />Alexa Search Analytics (<br /> <br />Keyword Spy (<br />SEM Rush (<br />SpyFu(<br />WordStream (<br />Many More…<br />
  19. 19. Keyword Research – Finding the Keywords to Put on the Pages<br />WordStream for SEO offers dynamic information architecture tools and integrated content authoring tools so that you can create site structures and content that Google will love.<br />
  20. 20. Learn More – Site Structure & Content Optimization for SEO<br />Thanks for Joining Us! Here are some resources you may be interested in:<br />SEO Best Practices White Paper:<br />WordStream for SEO Free Trial:<br />