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Killer Keywords: How to Write Content for Both Humans and Search Engines - WordCamp Montclair 2019

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Your website content has two audiences: Human readers and search engines. Writing content that appeals to both is something that all writers and website owners should know how to do. Whether you’re a professional copywriter or a small business owner who writes for your own website, knowing how to write content that satisfies both of these audiences is an essential (and profitable!) skill. This presentation will teach you exactly how to do that, using modern-day approaches to semantic and contextual keyword optimization.

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Killer Keywords: How to Write Content for Both Humans and Search Engines - WordCamp Montclair 2019

  1. 1. A Pam Ann Marketing Company
  2. 2. @PamAnnMarketing StealthSearch.com
  3. 3. @PamAnnMarketing • • • • • • • • • •
  4. 4. @PamAnnMarketing
  5. 5. @PamAnnMarketing The following formula will help guide you in writing successfully for both humans and search engines every time. Call-to-Action Always end with a call-to-action Link to a related article, lead magnet, services/product page, or contact page. Conclusion Paragraph Summarize key points, reiterate most important takeaways Use primary kw Conclusion Subheading Repeat the intent of the article in summary form Use primary kw Breakdown of Each Key Point (with subheadings for each) Give good, useful information about each key point Use primary and secondary kws naturally throughout copy Quick Overview of Key Points List out key points you’re about to expand on Use primary kw (in subheading) Opening Paragraph Summarize intent of article Use primary kw Title Catchy title with either quantity of key points, sense of exclusivity/urgency, or audience identification + power words Use primary kw Keyword / Topic Selection Determine a few key points you're going to make Choose a "right-sized" keyword based on monthly organic search traffic
  6. 6. @PamAnnMarketing Humans Search Engines
  7. 7. @PamAnnMarketing • • • Human
  8. 8. @PamAnnMarketing • • • Long length, thousands of words Search Engine The average Google first page result contains 1,890 words. Source
  9. 9. @PamAnnMarketing Include visual assets to break up the copy so it doesn’t look like a term paper Break down each point with subheadings to make it easily skimmable & digestible, and… Write thoroughly about each point so that word count is high, but… Pick a specific number of points you want to make about a topic
  10. 10. @PamAnnMarketing Humans
  11. 11. @PamAnnMarketing 1. 2. 3.
  12. 12. @PamAnnMarketing • • • • • • •
  13. 13. @PamAnnMarketing
  14. 14. @PamAnnMarketing Search Engines
  15. 15. @PamAnnMarketing 1. 2.
  16. 16. @PamAnnMarketing Use a keyword research tool to pick phrases with search volume at or below your monthly organic traffic number If search engines were willing to rank your site for keywords with larger volume than that, they would be doing so already, and you’d have a higher traffic number. Therefore, you need to pick “right-sized” keywords that are in a range that search engines are willing to rank you for.
  17. 17. @PamAnnMarketing Find out your monthly organic search traffic number in Google Analytics. Acquisition Set date range to last 30 days Take note of organic traffic number -> All Traffic -> Channels
  18. 18. @PamAnnMarketing Our favorite: KWFinder.com, plans from $30 - $130/mo
  19. 19. @PamAnnMarketing Pick a primary keyword for each piece of content with search volume at or below your monthly organic traffic number.
  20. 20. @PamAnnMarketing Also pick a few secondary/supporting phrases for context.
  21. 21. @PamAnnMarketing Use search suggest for additional secondary keyword ideas.
  22. 22. @PamAnnMarketing Google each term to make sure that the search results have the right context for the intent of your article or page.
  23. 23. @PamAnnMarketing The following formula will help guide you in writing successfully for both humans and search engines every time. Call-to-Action Always end with a call-to-action Link to a related article, lead magnet, services/product page, or contact page. Conclusion Paragraph Summarize key points, reiterate most important takeaways Use primary kw Conclusion Subheading Repeat the intent of the article in summary form Use primary kw Breakdown of Each Key Point (with subheadings for each) Give good, useful information about each key point Use primary and secondary kws naturally throughout copy Quick Overview of Key Points List out key points you’re about to expand on Use primary kw (in subheading) Opening Paragraph Summarize intent of article Use primary kw Title Catchy title with either quantity of key points, sense of exclusivity/urgency, or audience identification + power words Use primary kw Keyword / Topic Selection Determine a few key points you're going to make Choose a "right-sized" keyword based on monthly organic search traffic
  24. 24. @PamAnnMarketing Use the primary keyword it in the title, and repeat it in the opening paragraph.
  25. 25. @PamAnnMarketing Include the primary keyword in a quick overview of the key points you’re about to make (in a subheading).
  26. 26. @PamAnnMarketing • Break down each key point. • Include the primary keyword naturally. • “Pepper in” the secondary/supporting keywords at least once each throughout.
  27. 27. @PamAnnMarketing Include the primary keyword in your conclusion, both in a subheading and in the conclusion paragraph.
  28. 28. @PamAnnMarketing Count up your total uses of the primary phrase. Aim for at least 1 time per 100 words. DO NOT exceed 2 times per 100 words. 1,000 words = min 10 times, max 20 times
  29. 29. @PamAnnMarketing Open with the question in the title and repeat it in the opening.
  30. 30. @PamAnnMarketing Rephrase the question as an answer/statement throughout the copy.
  31. 31. @PamAnnMarketing Close by repeating the question before your call-to-action.
  32. 32. @PamAnnMarketing Bonus! Optimize Your Images Using Your Primary Keyword (Filename & Alt Text)
  33. 33. @PamAnnMarketing The following template will help guide you in writing successfully for both humans and search engines every time. Call-to-Action Always end with a call-to-action Link to a related article, lead magnet, services/product page, or contact page. Conclusion Paragraph Summarize key points, reiterate most important takeaways Use primary kw Conclusion Subheading Repeat the intent of the article in summary form Use primary kw Breakdown of Each Key Point (with subheadings for each) Give good, useful information about each key point Use primary and secondary kws naturally throughout copy Quick Overview of Key Points List out key points you’re about to expand on Use primary kw (in subheading) Opening Paragraph Summarize intent of article Use primary kw Title Catchy title with either quantity of key points, sense of exclusivity/urgency, or audience identification + power words Use primary kw Keyword / Topic Selection Determine a few key points you're going to make Choose a "right-sized" keyword based on monthly organic search traffic
  34. 34. @PamAnnMarketing H U M A N S S E A R C H E N G I N E SQuick Overview of Key Points List out key points you’re about to expand on Use primary kw (in subheading) Opening Paragraph Summarize intent of article Use primary kw Title Catchy title with either quantity of key points, sense of exclusivity/urgency, or audience identification + power words Use primary kw Keyword / Topic Selection Determine a few key points you're going to make Choose a "right-sized" primary keyword based on monthly organic search traffic, and a few secondary/supporting keywords
  35. 35. @PamAnnMarketing Call-to-Action Always end with a call-to-action Link to a related article, lead magnet, services/product page, or contact page. Conclusion Paragraph Summarize key points, reiterate most important takeaways Use primary kw Conclusion Subheading Repeat the intent of the article in summary form Use primary kw Breakdown of Each Key Point (with subheadings for each) Give good, useful information about each key point Use primary and secondary kws naturally throughout copy H U M A N S S E A R C H E N G I N E S
  36. 36. @PamAnnMarketing • • PAM@PAMANNMARKETING.COM StealthSearch.com Tweet me at: @PamAnnMarketing

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