How to create searchable content

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Tips for writing content that appeals to people and is optimized for search engines

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How to create searchable content

  1. 1. Open Social Media: Where we tell it like it isHow to Create Searchable ContentA workshop series by Beth Browning
  2. 2. Open Social Media: Where we tell it like it is What is Content?• Any type of information that is put on the web – Text – Media – Images – Podcasts – Flash• Some content is more search engine friendly than other types of content• Search engines can only read text, they don’t “see” images, “listen to podcasts,” or “watch movies”• The goal is to create search engine friendly content 2
  3. 3. Open Social Media: Where we tell it like it is Why Create Content?• First and foremost the goal is to provide visitors with valuable information that will help them understand how the product or service you offer can help them• Optimize the content for the search engines, but don’t write for them (search engines don’t buy – people do)• Give people and search engines a reason to come back time and time again 3
  4. 4. Open Social Media: Where we tell it like it is What is a Keyword?Let’s start with the basics and talk about what a keyword is and why it’simportant.•Keyword(s) = the words or terms that a person enters into the search boxwhen they are looking for something on the internet or on a website.•Using the right keywords in your content helps Google understand what yourwebsite is about•Strategically incorporating keywords increases the likelihood that your pagewill be gain a good position in search engine results 4
  5. 5. Open Social Media: Where we tell it like it is Tips for Finding Keywords• Start with a few obvious “seed” words based on what the website and business is about• Review website statistics to see what keyword phrases were used by people who found your site• Get started with 5 to 6 keyword phrases – don’t obsess about looking for the “perfect” keyword• Discover the search volume for your keywords using tools like Google Trends, AdWords, or WordTracker 5
  6. 6. Open Social Media: Where we tell it like it is Tips for Writing Content• Focus on your potential buyers• Have a call to action – Buy now – Call 800-555-555 for a free quote• Write easy to use text – Stay away from using internal or industry-speak – Keep it simple – don’t use big words to try and impress someone• Keep graphics to a minimum 6
  7. 7. Open Social Media: Where we tell it like it is Tips for Writing Content• Work with bulleted or numbered lists (the list should be able to communicate an idea independent of the title or intro)• Use short paragraphs• Keep adding new pages (make sure your pages have enough content to be optimized around 300 words is the minimum)• Keep adding new content on a regular basis (at least weekly)• Read it out loud before you publish it 7
  8. 8. Open Social Media: Where we tell it like it is Tips for Writing Content• Next to customer focus, it’s important to connect with dialog that will elicit an emotional response• Find a way to open with a way that relates the dilemma and the solution in a way that compels the visitor to keep reading – If (this is the dilemma) Then (here is an emotionally compelling solution) 8
  9. 9. Open Social Media: Where we tell it like it is Think Behavior Not Keyword• Talk to customers, key into the questions they are asking. “How would you search for…..”• Use keyword tools to evaluate the phrases and get additional ideas• Look for trends related to your industry in LinkedIn, Facebook, and Twitter• Research and use related topics – if you sell lawn mowers, those buyers also need gas, oil, and other lawn care products• If your business is local, include zip codes, city names, etc.• Use Google’s auto suggest as a source for additional ideas 9
  10. 10. Open Social Media: Where we tell it like it is Use Keywords in Context• When someone goes to Google there is most likely something going on in their life that they need to find a solution for. They are searching with intent.• If someone types “soy candles” into the search box, do they mean: – Buy one? – Learn how they are made? – Learn how to make them? – Benefits of Soy Candles?• There are a couple of ways you can implement this into your SEO strategy: – Cleverly find a way to include the phrase “how to make soy candles” in your current content about soy candles. – Create a new page and provide valuable information including videos and step by step instructions (in a numbered list). 10
  11. 11. Open Social Media: Where we tell it like it is Relevancy Formula• Keywords + ContentHere’s the formula:• Good Keyword(s) + the WRONG context = the WRONG Theme (LOW RELEVANCE)• Good Keyword(s) + the RIGHT context = the RIGHT Theme (HIGH RELEVANCE) 11
  12. 12. Open Social Media: Where we tell it like it is Relevancy FormulaUsing our soy candle example:•how to make a soy candle + a product landing page(buy me) = the WRONG Theme(LOW RELEVANCE)•how to make a soy candle + a landing page all about how to make soy candles = theRIGHT Theme (HIGH RELEVANCE)•This is an important formula to keep in mind when optimizing your site for SEO;both real people and Google reward web pages that have high relevance. You couldalmost replace the word relevance with trust. 12
  13. 13. Open Social Media: Where we tell it like it is Where to Use KeywordsWhen search engines crawl the pages of a website, they take into consideration variouselements of the page which include:•Title – the most important element of a page and is the text link displayed insearch results•Meta Data – descriptive information that tells the search engine what thepage is about – it is not part of the content that displays on the page itself 13
  14. 14. Open Social Media: Where we tell it like it is Where to Use KeywordsWhen search engines crawl the pages of a website, they take intoconsideration various elements of the page which include:•Pictures and Videos – visual elements on a page – (be sure to wrapcontent around your images)•Picture captions and labels – text that describes an image but isn’tpart of the image•Links - clickable text or images that connect pages on the internet•Body Content – the text within the body of the page•URL – the address of the page 14
  15. 15. Open Social Media: Where we tell it like it isLet’s Get Creative about Content for People & SEO • Think about how people use your products or services – can they solve multiple problems? • Think about the phases of a purchase cycle: – Problem identification – Information research – Comparing alternatives – Purchase – Post Purchase 15
  16. 16. Open Social Media: Where we tell it like it is Content Ideas• Top 10 lists• Interviews• Product reviews• Tutorials• Tips or Strategies• “How to” articles• Articles that offer solutions• Articles that educate• Articles about industry changes• Common misconceptions(10 sources for Business Blog Content) 16
  17. 17. Open Social Media: Where we tell it like it is How to Create Searchable Content• Know your audience• Find the right keywords• Be relevant• Be persuasive• Be customer focused• Incorporate your keywords strategically• Promote and distribute your content 17
  18. 18. Open Social Media: Where we tell it like it is Discover Your CustomersTaking the mystery out of SEO - my services Website Analysis and Competitive Intelligence - Provide insights regarding strengths, weaknesses, and areas of opportunity for improving and optimizing an online presence within the competitive landscape. Teaching -Conduct hands-on search engine optimization workshops for beginners to advanced – Workshops, Onsite Training, and Virtual training Search Engine Marketing -Develop marketing strategies and plans to promote both brand and business through search engine optimization Mentoring - Relationship based training and knowledge transfer of skills to accelerate the growth of individuals and improve retention and performance. Content Creation - Generate online content that is interesting and engaging for website visitors and is optimized for search engines.Register for one of my workshops at: http://seotrainingpennsylvania.com/For more locations, visit: http://www.searchengineacademy.com/Subscribe to my blog for regular tips and insights (plus occasional musings): http://discover-your-customers.com/blog/
  19. 19. Open Social Media: Where we tell it like it is Thank You! Questions?

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