The document outlines best practices for creating web content that appeals to both search engine algorithms and human readers, using the example of 'Maria's Florist' in Monterotondo. It emphasizes the importance of readability, keyword integration, and maintaining a conversational tone, while discouraging outdated practices like keyword stuffing. The main goal is to produce clear and relevant content that satisfies user queries and enhances online visibility.

1. Semantic X-Ray
LEARNING TO VIEW CONTENT LIKE A SEARCH ENGINE

2. Overview
In this presentation, we‘ll use your example: Maria’s Florist, Monterotondo.
We’d just like to put on record, before we rip it to shreds, that compared to much of the content
we view online, the original copy was fair! ☺
Taking our own Web Copywriting guidelines and then subjecting the improved text to further
analysis, we’ll build up a template to which your copywriters can adhere for future articles.
Over time, these best practices do become habit rather than the chore they may will seem today.
If any of the following training you find ambiguous, please, please ask for clarification.
Remember, the goal is to produce copy that leaves the web’s search indexers in no doubt about
the topic of your content, yet present it so that it appears natural and fluent to the untrained eye.
Improbable without training? Yes. Impossible? Absolutely not. Buckle up – it’s a bumpy ride »

3. Rip it up and start again
DISSECTING MA RI A’ S FLORIST, MONTEROTONDO

4. Readability
This is the original analysis result,
testing your article for NLP.
We have:
» 6 x hard to read sentences
» 4 adverbs
» 3 overly-complicated phrases
» 4 uses of the passive voice
The readability Grade 8 owes much
to short sentences (named
universities, hospital and funeral
homes, etc.).
From this original content, we can
discern the following »

5. What the document tells Googlebot
From the extracted entities, one could assume
that all of the key figures were visible to the
search engine. Woo-hoo!
Well, maybe. But that’s only half of the story.
What does your content say about those
‘entities’? »

6. Concepts – what’s your content about?
Now we’re seeing the bigger picture.
Because of the overwhelming presence of content
(by percentage) about universities, the search
engine thinks that we’re writing about
Graduation.
Flower appears, so that’s great. Although it could
do with being more relevant (61% not great).
However, there are some references that may
seem to fit in with the context at first glance, but
then we dig deep into dbpedia:
» A Great Way to Care refers to a Hong Kong
medical drama;
» Arrangement is musical, rather than a display
of flora;
» Pomp and Circumstance Marches also musical.

7. Taxonomies – fitting in with a hierarchy
This was the most pleasing aspect of the
original document’s content.
When categorising the topics found, the
tool’s algorithms identified:
» /shopping/gifts (although not confident)
» /shopping/gifts/flowers
» /travel/tourist destinations/Italy (country
identified, but troubled that the content is
classified as ‘travel’ – perhaps due to the
tone of the ‘flowery’ description ☺)

8. The Eye of the Beholder
MAKING CONTENT BEAUTIFUL FOR HUMAN AND MACHINE ALIKE

9. Formatting for scanning on the web
The Internet has given birth to a new type of reader: the scanner.
The way your copy and accompanying images are laid out on page has never been more critical.
As well as the layout appearing aesthetically pleasing to the reader, search engines also
understand HTML, the code that marks up text, images and hyperlinks and controls how on-page
elements are displayed. HTML is also the foundation of the web’s semantic layer.
For the human, there are three key areas of formatting to ensure they, well, read your content:
1. Headings and sub-headings
2. Sentence and paragraph structure
3. Bullet (unordered) or numbered (ordered) lists when summarising numerous benefits and
features of a product or service, or its unique elements.

10. Stuffing keywords
Once upon a time, the more often a keyword appeared in your content, the greater the likelihood
that it would rank well in SERPs. Add an in-linking template to focus the indexer on those
keywords and you could appear in the top 3 results with ease, even in highly competitive niches.
Nowadays, that’s just not so. Old keyword-stuffing and linking practises will see you penalised
with an indefinite recovery period.
There are, however, hot-spots, places where keywords are appropriate. The difference is that
relevance is based on the human factor, rather than trying to game a search engine:
1. Keyword density: no greater than 2% (max. 14 appearances per 700-word article);
2. Your main keyword should appear in the main heading and one sub-heading;
3. Your keywords should appear naturally, as they would be spoken in conversation

11. Composition – handing over the baton
Promotional tone should be used sparingly and only when expressly relevant, for two main reasons:
1. Google has stated categorically that its search engine is an informational highway, not a sales
channel for businesses with an Internet presence;
2. Customers do not react well to pressurised sales patter. They need to realise the benefits of using
your service/product and feel that they are in control of the decision-making process.
Your copy should also appeal to your entire target audience. This means making it comprehensible for
all potential customers, irrespective of academia.
Specifically for Maria’s Florist, there are no intellectual barriers to people who can buy flowers. Copy
must therefore be accessible to all.
The Fleisch Reading Ease scale will help you determine for whom your copy is suitable. With
personalised search now so prevalent, it’s possible that Google Search can tailor results to the
academic level of the customer if they’re signed into their Google account.
If your copy is deemed too academic, you could potentially lose an audience sector that’s not
educated to the standard your copy dictates is prerequisite.

12. Like your content, but
better
US I N G TO O L S TO B REA K DOWN T H E CO PY ’ S COMP O N E N TS

13. De-fluffing –
keep it relevant
Is all that content necessary?
There’s a reason that fiction writers
edit with a hatchet. The reader only
wants copy that contributes to the
story.
For web copywriting, this practise has
become more critical. Initially because
the reader wants the information
quickly. But there’s something else.
The more content you include as fluff
– or irrelevant to your message – the
more off topic your article will be in
the eyes of the search engine.
In the GIF to the right, we look at how
this impacts the original content, along
with some other errors sampled from
the opening paragraphs.
(GIF won't play? Go here or Download
this presentation.)
Use the |► button to flick through frames.

14. Comparing apples with core values [1]
YOUR ORIGINAL RE-WRITE

15. Comparing apples with core values [2]
YOUR ORIGINAL RE-WRITE

16. Let me entity tame you
Nothing pleases us more than a green
screen.
Maria’s Florist and Monterotondo are the
stand-out entities. They are both also
classified correctly.
All other entities are relevant, nearby
locations all incorporated and, more
importantly, all are expressed in a positive
light. »

17. This information is classified
The highest taxonomy is now clearly
defined:
/shopping/gifts/flowers
With a score of 0.64 relevance, any
doubt about what the content
describes has been eliminated.
Also pleasing, the inclusion of
/marriage/weddings
Although it’s ‘not confident’, a search
for wedding flowers Monterotondo
(big money spinner) will make it so.

18. Copywriting is a conceptual art
As with the Taxonomy, the Concepts
in the article are now crystal clear.
By making the copywriting strong
and diversifying with longer-tail
keywords, we’ve brought more
(relevant) concepts to the table.
No, I’ve got no idea where ‘2005
singles’ fits into the mix, but
compare the ‘Relevance’ score to
the original document’s concepts:
none score less than 0.52, showing
strong alignment with the topic.

19. Keywords – who gives a stuff? Not us!
Similar to Taxonomies and Concepts, the lowest
‘Relevance’ keyword score is now markedly
higher than in the original document.
Even without physically including “Florist
Monterotondo”, it’s listed as the top keyword
with a 0.94 relevance factor (1.0 being optimum).
We’ve also clarified that ‘arrangements’ refers to
flowers, not music.
Plus we see ‘best bouquets’, ‘strong reputation’,
‘skilled florists’ and many more double-barrel
keywords becoming highly relevant.
Yes, that’s pleasing.

20. Summary
Plan of action:
► Look for ways to add value to the topic you’re writing about over and above that which
exists online;
►► This will often mean researching the topic and competition before you write your
first word;
► Identify your customer’s pain points and provide them with a solution;
► Write the content so that it is readable (accessible) by your entire audience;
► Remove the passive voice, overly-complicated words and adverbs (as per slide 4)
►► “The road to Hell is paved with adverbs”, Stephen King;
► Pick out the main points in the article and craft them into suitable sub-headings;
►► It’s suggested that a reader should be able to grasp the article’s point by scanning
the headings only;
► Structure sentences and paragraphs so that readers can scan them;
►► don’t write huge blocks of text and use bullet/numbered lists where appropriate;
► Ensure that the subject is always doing something to the object:
►► When you need to send birthday wishes to your wife…, not:
►► When birthday wishes need to be sent by you to your wife…;
► Do avail yourself of SEOWorkers.com Copywriting Guidelines and form them as habits.
So, there we have it. All of the steps
you need to disambiguate entities to
make Googlebot bow to your will.
It’s not about gaming search engines.
It’s not about sell, sell, selling to your
human audience.
It is about:
» clarifying your product and service;
» identifying your customer and their
pain points;
» and then providing solutions that:
»»» work for the reader, and
»»» that Googlebot can associate with
their query.
Thank you for your interest.

21. Get in touch
Thank you so much for seeing this presentation through to the end.
You host has been Jason Darrell.
On social, you'll find him on:
◦ Google+
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You can order your Semantic XRay through this PPH 'Hourlie'
And do check out his F+ daily ezine (free): Freelancer Plus ezine
For more in-depth background to NLP, please see Jason's "Disambiguate Entities" article.