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Kelvin Newman @ #copycon Search engine optimisation for copywriters.

Kelvin Newman @ #copycon Search engine optimisation for copywriters.

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Kelvin Newman @ #copycon Search engine optimisation for copywriters.

  1. 1. Kelvin Newman @kelvinnewman Founder - BrightonSEO Search engine optimisation for copywriters. http://www.slideshare.net/kelvinnewman
  2. 2. @kelvinnewman So, who is this guy? @kelvinnewman
  3. 3. Founder of BrightonSEO @kelvinnewman kelvin@brightonseo.com http://www.slideshare.net/kelvinnewman Kelvin Newman
  4. 4. @kelvinnewman Room above the pub I started organising a meet up in the upstairs room of this pub @kelvinnewman
  5. 5. @kelvinnewman And 4000 people came along to the last one @kelvinnewman
  6. 6. How it all started Once upon a time, I decided it would be cool to get a group of SEO mates together in a pub to talk shop. The idea was to share ideas and chat about all the interesting stuff that we can’t really talk about with anyone outside the industry for fear of them falling asleep. @kelvinnewman
  7. 7. Word got out and more people showed up than we expected. So, next time we booked a larger room… again, more and more people showed up. @kelvinnewman
  8. 8. A place where search marketers meet, learn and discover ways to do their job a little better. @kelvinnewman
  9. 9. For Sep 2017 3,500 tickets sold in under five minutes *With over fifteen hundred people on the waitlist @kelvinnewman
  10. 10. For April 2018 our free ticket release crashed a major ticketing platform for an hour @kelvinnewman
  11. 11. And now we have a ballot where we had 9000 people after 2000 tickets. @kelvinnewman
  12. 12. So hopefully I have a rough idea of what’s going on in SEO
  13. 13. @kelvinnewman Don’t write for search engines If you only take one thing away from today
  14. 14. @kelvinnewman Write for what search engines think users want. Instead what you want to do is @kelvinnewman
  15. 15. @kelvinnewman Which is pretty similar to “write for what users want” Which I’d imagine you’re already pretty decent at.
  16. 16. A search engine is asking, what is the “best” answer to a searchers question @kelvinnewman
  17. 17. But “best” is doing a lot of heavy lifting in that sentence @kelvinnewman
  18. 18. Based on a gazillion websites what do the best websites have in common? @kelvinnewman
  19. 19. They look good, @kelvinnewman
  20. 20. They read well, @kelvinnewman
  21. 21. And you can trust them. @kelvinnewman
  22. 22. @kelvinnewman in a way search engines can understand… But with one super-mega important caveat
  23. 23. @kelvinnewman At it’s crux that’s what SEO is about. Making websites look better, read better and become more trusted, in a way search engines can understand.
  24. 24. @kelvinnewman I’m going to concentrate on keyword research as I think it’s the biggest opportunity for copywriters around SEO
  25. 25. @kelvinnewman So what is this presentation about? @kelvinnewman
  26. 26. @kelvinnewman Well, this presentation isn’t about… @kelvinnewman
  27. 27. @kelvinnewman So, if you use the Google Keyword Planner you can find some excellent keywords “ “
  28. 28. @kelvinnewman No rocket science - just a few nice practical ways to get keyword ideas you might not have considered before
  29. 29. Just write for your users is an easy suggestion to make; but how can we use keyword research to better understand our users. @kelvinnewman
  30. 30. I think, we can better understand our users needs when we can better understand how other websites are writing about a topic @kelvinnewman
  31. 31. @kelvinnewman To optimise a page now you need more than add keyphrases.
  32. 32. @kelvinnewman You need to have all the phrases and words they’d expect.
  33. 33. @kelvinnewman It’s about more than just the “words” it’s more about the ideas or concepts they represent. @kelvinnewman
  34. 34. Is the search query on the page and does deserve to rank? Old Model @kelvinnewman
  35. 35. Does it contain the search query and phrases used be other pages that rank for the term and does deserve to rank? New Model @kelvinnewman
  36. 36. Nearly always better to call them search queries rather than keywords. An aside @kelvinnewman *Reminds you the searchers is ultimately asking a question.
  37. 37. @kelvinnewman Take the top ten results for your query and extract the text using something like textise.net Method 1
  38. 38. From this @kelvinnewman
  39. 39. To this @kelvinnewman
  40. 40. @kelvinnewman Bung the copy from all the pages into a Word Cloud Tool I like jasondavies.com/wordcloud
  41. 41. @kelvinnewman What ideas are in there that you’re not covering in your piece? Is there a good reason why you’ve excluded them?
  42. 42. @kelvinnewman Take the top 2 results for your query and your own website. Extract the text using something like textise.net Method 2
  43. 43. @kelvinnewman Create a list of all the single words used on the page using something like writewords.org.uk/word_co unt.asp
  44. 44. That gives you something like this per site @kelvinnewman
  45. 45. @kelvinnewman Create a Venn Diagram of the overlap I like Venny to do this http://bioinfogp.cnb.csic.es/tools/venny/ Method 2
  46. 46. @kelvinnewman
  47. 47. @kelvinnewman I’m really interested in the where competitors overlap but I don’t.
  48. 48. @kelvinnewman What ideas are in there that you’re not covering in your piece? Is there a good reason why you’ve excluded them?
  49. 49. @kelvinnewman Take a key ranking page of a competitor Textise it as save as word doc Method 3
  50. 50. @kelvinnewman Go to translate.google.com and translate it to French.
  51. 51. That gives you something like this
  52. 52. Maybe go from French to Spanish
  53. 53. Then back again
  54. 54. The output will be similar but the subtle differences have value Original Mashed Up New Version You can always tell who hasn’t insulated their loft space because of the pigeons and seagulls sitting on their roof, enjoying all the warmth coming up from the house below. Heat rises, and those wily birds are quick to take advantage. You can always tell who has not isolated your loft space because of the pigeons and gulls sitting on your roof, enjoying all the heat that comes from the house below. The heat is increasing, and these intelligent birds are quick to take advantage of it. @kelvinnewman
  55. 55. @kelvinnewman We’re looking for words or phrases that end up in the new version that weren’t in the original.
  56. 56. @kelvinnewman Words like: Townhouse, Insulating panels, Etc…
  57. 57. @kelvinnewman What ideas are in there that you’re not covering in your piece? Is there a good reason why you’ve excluded them?
  58. 58. @kelvinnewman Image search has changed it’s interface to encourage “revised queries”. Method 4
  59. 59. ’ll be used to using related searches to generate keyword id @kelvinnewman
  60. 60. @kelvinnewman You might even use tools to do this Use Answer the Public rather than Ubersuggest* *Never encourage Neil Patel
  61. 61. Image search generates suggestions like this @kelvinnewman
  62. 62. Worth going down a few layers deep @kelvinnewman
  63. 63. It’s also interesting the categorisation implied by the colours @kelvinnewman
  64. 64. Style ContextBrandMaterial Adjective @kelvinnewman
  65. 65. @kelvinnewman Which brings us to adjective order which I don’t think we talk about enough.
  66. 66. @kelvinnewman
  67. 67. @kelvinnewman Good news is they teach it to English Language Students.
  68. 68. @kelvinnewman This will become more apparent on voice search
  69. 69. Pinterest does something fairly similar as well
  70. 70. @kelvinnewman Wordcloud the text on a Pinterest search results, the little text that is there is usually adjective “rich”. Method 5
  71. 71. You’ll get some great adjectives this way
  72. 72. @kelvinnewman Take their Twitter Feed and Wordcloud it. Method 5
  73. 73. Simple but surprisingly effective.
  74. 74. But isn’t this just a really complicated way of having exactly the same copy as other websites?
  75. 75. @kelvinnewman To do better SEO, often you don’t need to reinvent the wheel, just do a few things a little better than you used to
  76. 76. @kelvinnewman But what’s new in SEO? SERP Features
  77. 77. @kelvinnewman When you see your kids everyday it’s hard to see how quickly they’re growing
  78. 78. @kelvinnewman The changes are small, but they happen all the time. Eventually they accumulate in a way you only realise when you look back.
  79. 79. @kelvinnewman That’s exactly what happens with search results pages. @kelvinnewman
  80. 80. Google not that long ago* @kelvinnewman*Well 2002, which doesn’t feel long ago to me, also I feel old!
  81. 81. There’s two basic elements, adverts and natural results. @kelvinnewman
  82. 82. That same search query now. @kelvinnewman
  83. 83. @kelvinnewman It’s still a search result page but there’s a lot going on. Let’s look at a few of those elements
  84. 84. Filter tabs @kelvinnewman
  85. 85. Expanded Ads @kelvinnewman
  86. 86. Local results and Map-pack @kelvinnewman
  87. 87. Natural results which have been localised @kelvinnewman
  88. 88. News results @kelvinnewman
  89. 89. “People also ask” Boxes @kelvinnewman
  90. 90. @kelvinnewman And suggested searches
  91. 91. @kelvinnewman This is just one SERP SERP is short for Search Engine Results Page
  92. 92. @kelvinnewman These are SERP Features. @kelvinnewman
  93. 93. @kelvinnewman
  94. 94. @kelvinnewman @PaigeHobart has identified more than 39 different types
  95. 95. @kelvinnewman And some have sub-variations! 1. Accelerated Mobile Pages (AMP) 2. Answer Box Results (ABRs) 3. App download 4. Breadcrumbs 5. Discover More Places 6. Events 7. Explore Panels 8. FAQ’s 9. Featured Snippets 10. Google Flights (Paid) 11. Google Hotels (Paid) 1. Map pack 2. Hotels Price Bar Graph 12. How To (1-2) a) How To Drop-downs b) How To Carousel 13. Images (1-3) a) Organic, Image b) Carousel, Organic, Image c) Images 14. Jobs Search 15. Knowledge Card (no site reference) 16. Knowledge Card (Advanced): Sports 17. Knowledge Graph Carousel (Places, People Things) 18. Knowledge Panel – Brand a) Brand – Google My Business b) Brand – Knowledge Graph 19. Knowledge Panel – Other 20. New Packs & News Carousels 21. People Also Ask (PAAs) 22. People Also Search For a) PAA Style b) Individual Listing 23. Places & Map Packs 24. Podcasts 25. PPC ads (Paid) 26. Ratings & Reviews (GMB) 27. Recipes a) Recipe Carousel b) Recipe Cards 28. Refine by 29. Related Searches a) Related Searches & Featured Snippet Combo 30. Research Carousel 31. Scholarly Articles 32. Search Box 33. See Results About (Knowledge Panel Links) 34. Shopping (Paid) 35. Sign in (Voice Assistant) 36. Sitelinks & Jump to’s 37. Translate 38. Twitter Box 39. Videos a) Video Answers b) Video Carousels
  96. 96. @kelvinnewman Paige has created a Glossary of these features This deck is heavily in-debted to her and her exceptional work. https://weareroast.com/news/serp-features-2019/
  97. 97. @kelvinnewman 0% 25% 50% 75% 100% Restaurants Hotels Fashion Property Fmcg Utilities Education Insurance Business Travel Gambling Transport PAA Featured Snippets Map Pack Images Refine by Knowledge Panel FAQ Videos News Carousel Google Hotels Discover more places Recipes See Results About Twitter App download PASF Knowledge Card (AB) Google Flights Translate Related Searches Howto SERPs vary A LOT @PaigeHobart
  98. 98. @kelvinnewman This is a change away from ten blue links and some ads. It has implications Implications for how we understand success, how we present our content and possibly even our business model
  99. 99. @kelvinnewman As usual with Google it’s not good news for ad funded publishers.
  100. 100. @kelvinnewman This probably isn’t a good result for The Metro
  101. 101. @kelvinnewman These are known as zero click searches @kelvinnewman
  102. 102. @kelvinnewman https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
  103. 103. @kelvinnewman Usually the sort of queries that trigger zero click searches are informational rather than transactional
  104. 104. @kelvinnewman That doesn’t mean it isn’t important. As this story illustrates.
  105. 105. @kelvinnewman Usually the sort of queries that trigger zero click searches are informational rather than transactional
  106. 106. @kelvinnewman But it comes with risks @kelvinnewman
  107. 107. @kelvinnewman These are FAQ Snippets based on schema
  108. 108. @kelvinnewman
  109. 109. @kelvinnewman You get impression but not clicks Which comes with plenty of downsides.
  110. 110. @kelvinnewman The easiest way to play in the space is with Structured Data https://developers.google.com/search/docs/data-types/article
  111. 111. @kelvinnewman Google has pretty extensive documentation @kelvinnewman
  112. 112. @kelvinnewman There’s also schema.org which is cross platform
  113. 113. @kelvinnewman Lots of CMS have schema and structured data plugins Another reason to choose Wordpress
  114. 114. Mostly it’s still the fundamentals
  115. 115. Understand what your customers really want
  116. 116. And present it in a way search engines can understand.
  117. 117. @kelvinnewman kelvin@brightonseo.com http://www.slideshare.net/kelvinnewman Thanks

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