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10 Steps to Writing Super Content for Search Engines


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Ben Cotton gives 10 tips on increasing search visibility for content. Check out the speaker notes for a more detailed description of the points made in the deck.

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10 Steps to Writing Super Content for Search Engines

  1. 1. February 2012 By Ben Cotton [email_address] 10 Steps to Writing Super Content for Search Engines
  2. 2.   1. Research <ul><li>Research Google Analytics for the search terms and keywords people are using to arrive at your site </li></ul><ul><li>Are your readers Joe Public or do they have specialist knowledge? </li></ul><ul><li>To increase online visibility combine what you want to say with phrases and topics that people are searching for </li></ul>
  3. 3.   2. Put important content at the top <ul><li>Important content and keywords should be near the top of the page </li></ul><ul><li>This includes your title, opening sentences and paragraph </li></ul><ul><li>web crawlers start at the top of your page and work their way downwards </li></ul>
  4. 4.   3. Headlines <ul><li>Signal to search engines important keywords by making them headings </li></ul><ul><li>Ensure where possible headlines are a different font size and bold, this again makes things standout for Google web crawlers.  </li></ul>
  5. 5.   4. Internal links <ul><li>Link internally to content you have previously written </li></ul><ul><li>Make sure that your links are clear and contain keywords </li></ul><ul><li>Links that contain keywords signal to Google what type of content can be found on your site and helps its crawler navigate around your site  </li></ul>
  6. 6. 5. Create external links <ul><li>link externally to other high ranking websites and blogs to increase search visibility </li></ul><ul><li>External links help Google understand what websites you associate yourself with </li></ul>
  7. 7. 6. Maximise meta description  <ul><li>Meta data is your pitch to readers and Google </li></ul><ul><li>Strong meta description can be the deciding factor that gets someone to your website </li></ul><ul><li>There is a character limit of 160 to consider, but the principles of writing for both humans and search engines in mind </li></ul>
  8. 8. 7. Keyword URLs <ul><li>Wherever possible use relevant keywords in web page URLs </li></ul><ul><li>Google says that it helps SEO efforts and inner pages now rank more frequently for keywords than homepages </li></ul><ul><li>People will be likely to link to your website using the keyword URL as anchor text </li></ul>
  9. 9. 8. Rename image ALT text <ul><li>Although the importance of ALT text has diminished somewhat in recent years, it still acts as an effective way to drive traffic to your website </li></ul><ul><li>Many websites automatically generate a random title for ALT text which is unhelpful </li></ul><ul><li>You should amend this to describe primarily what is happening in the image, but also look to incorporate relevant keywords.  </li></ul>
  10. 10. 9. Use images <ul><li>Images feature prominently at the top of listings </li></ul><ul><li>They should not only fully be optimized for search, they have to be an integral part of your SEO strategy </li></ul><ul><li>Search results with images tend to have higher CTRs and lower bounce rates </li></ul>
  11. 11. 10. Utilise SEO plugins <ul><li>WordPress boasts many fantastic SEO plugins, such as Yoast, All in One SEO and Platinum SEO Plugin all of which can optimize content with relatively little effort.  </li></ul>
  12. 12. Thank you Contact details [email_address]