Creating seo friendly content


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Creating seo friendly content

  1. 1. Creating SEO-Friendly ContentBottom Line Publications | January 21, 2013
  2. 2. What is SEO? Search Engine Optimization (SEO) is practice ofensuring that a website can be found by searchengines when customers search for words andphrases that are relevant to that website. SEO is not a 1-time project—it is a way of doingbusiness. SEO touches entire organizations, from contentcreators, to producers and marketers.
  3. 3. What do Search Engines look for? “Relevance” &“Importance” Relevance means more than simply finding a pagewith the right words—100s of factors influencerelevance and those factors are always changing. Currently, the major engines typically interpretImportance as popularity—the more popular a site,page or document, the more valuable the informationcontained therein must be.
  4. 4. Influencing Relevance Relevance can be most directly influenced throughOn Page SEO. “Give the people what they want.” Be direct andclear. Writing SEO content means following rules. Youneed to train yourself in a new writing style.
  5. 5. What does “Relevant” content look like?Title - the most important of on-page keywordelements, the page title should employ thekeyword term/phrase as the first word(s).Number of Keyword Repetitions - 2-3x onshort pages, 4-6x on longer ones and nevermore than makes sense in the context of thecopy.Keyword Usage Variations - At least one ortwo variations of a term. Split up keywordphrases and use them in body copy.Bold/Italics – Use the targeted term/phrase atleast once in bold and/or italics.
  6. 6. A quick word on story titles…
  7. 7. “How do I choose optimized content?” Google Trends – Compare a few variations on yourtopic and choose the one with the highest searchvolume in recent months. Think Like Your Readers – If you weren’t alreadyan expert, how would you find out about subjectsthat you’re interested in. Write at the level of youraudience. Google interprets 27% our content asbeing written at an advanced level.Compare that to, whichhas 49% and, which hasonly 7%.Who is your audience!?
  8. 8. Google TrendsCompare the popularity of keywords using Google Trends.Write stories that have a clearly defined audience baked in.
  9. 9. Some good examples of On-Page SEOTitle - The customer can clearly tell what thewhole story is about. First word in title iskeyword.Number of Keyword Repetitions – 2x in 1stparagraph, 5x+ in 2nd.Keyword Usage Variations – “AtariCorporation,” “Atari Inc.” and “Atari, SA” are allused.Bold/Italics – Use the targeted term/phrase atleast once in bold and/or italics.Source:
  10. 10. Some good examples of On-Page SEOTitle - Title leaves nothing to interpretation.Number of Keyword Repetitions – Keyword isused at least once per paragraph.Keyword Usage Variations – Note thatvariation moves from general to specific (e.g.,“flu A (H3N2)” does not lead the story.Bold/Italics – Related keyword “pneumonia” isalso bold. These are great opportunities to placecontextual links to other stories on our websites.Source:
  11. 11. Influencing Importance Create content that readers love to share—notnecessarily what you like to write about. Increase activity on Social Media and considerusing Google+. Encourage Bottom Line Experts to link to articleson our website from external sites and SocialMedia accounts.
  12. 12. SEO is Changing
  13. 13. The New SEO Formula Relevance + Substance + Sharing = Visibility Refocus efforts on Social Media and increase activity. Study Google Analytics and Facebook Insights todetermine what kinds of stories readers are enjoying—and what kinds they are ignoring. Think about the future. What will personalized searchmean for us? How do we prepare for it today?
  14. 14. The Golden Rules Content - Compelling, high quality material that not only attracts interest, butcompels visitors to share the information is a must have. Virality of contentis possibly the most important/valuable factor in the ranking equationbecause it will produce the highest link conversion rate (the ratio of thosewho visit to those who link after viewing). On-Page SEO - Getting the keyword targeting right in the most importantelements (titles, copy) provides a big boost in the potential ability of a pageto perform well. Marketing – “Great content is no substitute for great marketing.” A terrificmarketing machine or powerful campaign has the power to attract far morelinks than content may “deserve.” Social media, partnerships with writers,and syndicating content are all ways to build SEO.